1987: Sleepless Tonight

I am not optimistic about the retail pricing of ad calcium milk.

Everyone thought it was too high.

"Boss Lu, the retail price is 4 cents a bottle, which is twice the price of most sodas. And even Coca-Cola, the price of a bottle is only 4 cents. At 5 cents, you are lower than Coca-Cola. From 5 cents to 5 cents, who would pay such a high price to buy your product? It’s not a big brand. Even in Jiangcheng, Wanjia Soda and Wanjia Beverage Factory are somewhat famous, but they are only in Jiangcheng, and Being famous is only temporary, and it doesn't mean that people will always buy your way." Li Changhe said.

Too high.

4 cents, what do you think?

Only foreigners' products deserve this price. Domestic brands, even new products, are indeed very different, but the price is too high.

"The price is a bit high. I have drunk Coca-Cola, and the price of a bottle is only 4 cents. At more expensive places, it is only 5 cents. It will not exceed 5 cents. If you sell ad calcium milk at this price, I am afraid you will lose a lot. Less consumers.”

"Originally, I planned to buy some AD calcium milk. Now, looking at it, it is better to be more cautious. Otherwise, if I buy it wholesale and hold it all in hand, I will not be able to sell it. In the end, I will still lose."

"Boss Lu really wanted to eat a fat man in one bite. Seeing how expensive Coca-Cola was, he simply set the price so high, but he didn't think that Coca-Cola is a brand of foreigners and is well-known in the world. It’s normal to be so expensive. If a domestic brand sells it so expensive, who would buy it?”

After hearing the price, many people also expressed their opinions. Some dealers who originally wanted to order AD calcium milk also adopted a more conservative approach after hearing the retail price and stayed on the sidelines without ordering.

Undoubtedly, the retail price of 4 cents a bottle will make today's order volume less attractive.

However, Lu Hao was not panicked at all and did not change his retail price. "The retail price of 4 cents is a price that has been carefully considered and carefully calculated. This price is indeed a bit expensive, but it is worth it." For what it’s worth, ad calcium milk has higher nutritional value than soda, and the R&D and production costs are relatively high, so it’s natural that the price is high.”

"In addition, I want to emphasize that when setting the retail price of ad calcium milk, we never refer to Coca-Cola or other foreign brands. The price they set is not directly related to the price we set. Our pricing only depends on R&D costs. ,Cost of production."

"If you want to order ad calcium milk, you can go to the Wanjia Beverage Factory's exhibition stand to register and submit a deposit. After the ad calcium milk is put into production, the wholesale ad calcium milk will be delivered to you."

After finishing speaking, he put down the microphone and returned to the exhibition stand of Wanjia Beverage Factory.

Some other beverage manufacturers also returned to their own exhibition stands, and some familiar dealers gathered around them.

Huang Minghua first said, "Brother Hao, I'm afraid this price will scare away many dealers. Can't you lower the cost and lower the price?"

"It can't be lowered. This price is just right." Lu Hao shook his head, "It's a little lower than Coca-Cola, but a little higher than other drinks. It's in a mid-to-high-end position. This price can protect our profits and at the same time. Improve the image of the product and make it less cheap in the eyes of consumers.”

Those with high prices are always sought after, while those with low prices will eventually be abandoned even if the market is vast. Not only that, they will also have a bad image and will be criticized.

"Can the image of the product be improved if the price is high?" Huang Minghua didn't quite understand.

"You get what you pay for. High prices always have a reason for high prices. If the price of a product is too low, even if the sales volume is very good, it is a choice that consumers are forced to make. They don't have that much money in their hands, so they I will choose this product. If I have more money, I will definitely choose another product." Lu Hao said, "What Wanjia Beverage Factory has to do is not to seize the market at a low price, but to occupy the market. There is nothing wrong with this. But at the same time, we must also improve the image of Wanjia Beverage Factory and make Wanjia Beverage Factory respected by others. When mentioning Wanjia Beverage Factory, you will think that this factory is quite good and can be exported. At the same time, consumers are willing to take our We give our products as gifts, and we are willing to order our products when we treat guests to dinner. We sincerely feel that our products are good.”

“To achieve this, we must not only occupy the market, but also improve our own style, and the style is most directly reflected in the price. If the price is too low, it will not be taken seriously; if the price is too high, it will be ignored. To dissuade most consumers, it is appropriate to be in the mid- to high-end range.”

This logic seems a bit far-fetched and somewhat based on price theory, but the actual situation is indeed such.

People have a comparison mentality, and many people actually have no ability to distinguish the quality of a product. Most of them rely on hearsay, and the easiest and most commonly used method of identification is actually price.

If a product is expensive, then the product is high-end. If a product is relatively cheap, then the product is low-end and cannot be sold.

Of course, there are many other factors, such as the product being produced in a developed country, the product being endorsed by a celebrity, or the product being used by some high-status people.

However, what Lu Hao can currently control is to set the price of ad calcium a little higher to distinguish it from ordinary beverage products.

"It's so expensive, I'm afraid it will scare away many dealers, and the cooperation between the second beverage factory and Coca-Cola will have a relatively large impact on us." Huang Minghua said, "We can use part of the profit to lower the retail price slightly. Some, let the product spread out first.”

He knew that Lu Hao's decision would basically not change, but he was still very worried.

It costs 4 cents a bottle. If it were him, he would be reluctant to buy it. Even if he has money now, he would still be reluctant to buy it.

"Why do you think 4 cents is expensive?" Lu Hao looked at him.

"To be honest, compared to soda, I would definitely rather drink soda. One bottle of ad calcium milk can drink two bottles of soda." Huang Minghua said.

"What if it is for children?" Lu Hao asked, "AD calcium milk contains nutrients, which can promote bone development, help children obtain more nutrients, help them increase their height, and even improve their memory. Are you willing to let it? Should the child drink AD calcium milk or soda?”

"Are you willing to let your child lose at the starting line?"