3 6 Ke·2025-08-19 12:06Core Insights - The "One Yuan Enjoy, Buy One More" promotional campaign has seen a resurgence this summer, significantly impacting the beverage industry [1][8] - The campaign has led to intense price competition among various beverage brands, with many participating in the promotional activities [3][9] Industry Trends - The "One Yuan Enjoy" promotion has become a widespread tactic in convenience stores, with numerous brands adopting this strategy to attract consumers [3][5] - The promotional activities have been characterized by high visibility and aggressive marketing, with brands like Dongpeng and Nongfu Spring prominently featuring the campaign [5][7] Consumer Behavior - A Nielsen IQ report indicates that 72% of consumers prioritize price when selecting beverages, highlighting the effectiveness of the "One Yuan Enjoy" promotion in attracting price-sensitive customers [7] - The campaign has encouraged consumers to engage in purchasing behaviors that involve luck, as many have reported winning prizes from the promotions [8][10] Brand Strategies - Beverage brands are leveraging the "One Yuan Enjoy" promotion to introduce new products and increase market penetration, particularly in underdeveloped markets [10][13] - Companies like Dongpeng and Nongfu Spring have reported significant market share growth as a result of these promotional activities, with Dongpeng's market share rising from 16.45% to 32.66% year-on-year [13] Challenges and Issues - Despite the promotional success, there have been reports of difficulties in redeeming prizes, leading to consumer dissatisfaction [14][18] - Retailers face challenges related to inventory management and cash flow due to the promotional structure, which can lead to operational inefficiencies [16][18] Future Outlook - Experts suggest that while the "One Yuan Enjoy" promotion is effective in the short term, it may lead to price dependency among consumers if used excessively [18] - The sustainability of such promotional strategies is questioned, with recommendations for brands to diversify their marketing approaches to avoid consumer fatigue [18]