二、我们该怎么做避免低价现象呢 强化品牌价值建设：品牌要像打造一件艺术品一样，精心雕琢自身的价值。通过不断提升产品品质、创新设计以及优化服务体 验，塑造独特而鲜明的品牌形象。让消费者在心中为品牌赋予更高的价值认同，从而降低他们对价格的敏感度，使品牌在市场 竞争中脱颖而出。 在当今风云变幻、竞争激烈的商业江湖中，价格策略宛如商家手中的一把利刃，运用得当能披荆斩棘、开拓市场，可一旦失 控，便会成为破坏市场生态、引发连锁危机的"定时炸弹"。低价策略若缺乏合理管控，就像一场没有规则的疯狂游戏，会从多 个层面肆意破坏市场生态，引发一系列令人头疼的连锁问题。当低价成为商家争夺客源的唯一"杀手锏"，整个市场极易陷入"低 价战"的恶性循环，商家们为了压低价格，不惜在产品质量上偷工减料，在服务环节上大打折扣，最终导致整个行业陷入低质低 价的泥沼，消费者苦不堪言，市场秩序一片混乱。那么，持续低价究竟会对品牌产生哪些不可忽视的深远影响呢? 一、持续低价会对品牌有何影响 诱发无序竞争：持续低价就像一场没有硝烟的战争，让品牌们陷入无休止的价格比拼怪圈。品牌为了在低价中求生存，无暇顾 及产品创新和服务质量的提升，长期来看，品牌的核心竞争 ...

中经记者 杨让晨 张家振 上海报道 11月5—10日，第八届中国国际进口博览会（以下简称"进博会"）在国家会展中心（上海）举行。在本 届进博会上，宜家中国以新启用的品牌定位——"家 给生活更多"为参展主题亮相，同时这也是其连续 八年参与进博会。 除了产品与中国本土市场融合外，宜家在渠道建设方面也在加速本土化。近年来，宜家在中国市场线下 渠道的建设也呈现新变化。"目前，宜家中国除了拥有自己的线上平台、小程序以及App外，还于今年8 月在京东平台开设了一家旗舰店，这是全渠道布局的一个重要里程碑。"阮林娟告诉记者，除了原有的 大型门店外，宜家中国还分别在深圳市和北京市两个重点城市探索小型门店模式，为消费者提供全面的 体验。 "近年来，公司在深圳市开设了一家设计制造中心，在北京市开设了一家设计订购中心，在未来几个月 还将推出小型门店概念。"阮林娟表示，宜家中国在近年来的运营过程中，吸取了消费者对购物体验和 家居生活的需求信息，通过近两年的实验，获得了许多有意义的洞察。 "这会为公司在布局小型门店方面提供一些经验。"阮林娟以200平方米的门店向记者举例称，"200平方 米的门店与2000平方米的门店货品可能不同，公司会 ...

悬赏百万全网比价，刘强东开始死磕低价。 近日，京东直播间直接发钱引发全网关注，京东发钱的前提条件是网友得提供全网比价的线索，也就是只要网友发现同样产品在别的平台销售的价格低于 京东，京东就直接奖励100万京豆。这京豆是可以直接消费的（约等于1万元人民币），更狠的是，一旦实锤京东买贵了，直播间当场就把那款商品价格调 成5折或9折，还会发放限量福利，完全是一场"我砍我自己"的直播版。 据界面等媒体报道，核实网友提供的证据是京东采销部门，证据可以是订单截图或商品链接，经过采销人员现场核实后，将直接发放100万京豆。京东用 户都知道，京豆和现金的比例是100:1，这些价值1万元的京豆可以直接在京东商城消费。前几日一位网友在京东家电家居采销直播间连麦，说某款破壁机 在别的平台官方店售价比京东官方旗舰店便宜了7毛钱，京东采销人员核实后，100万京豆当场到账，直接激发起网友的全网比价的热潮，也直接带动了直 播间的人气。 此前一直以优质价高比拼服务的京东，为何开始死磕价格？是开始卷向低价，还是为双十一铺路？亦或者是刘强东有别的战略规划？ "最卷"的双十一策略 金融分析师许艺认为京东的全网比价是京东的双十一策略。"如今，双十一 ...

Core Insights - Mingming Hen Mang Group, a leading player in the snack retail industry, has updated its prospectus, reporting a rapid growth in performance and a significant increase in store count [1][2]. Group 1: Company Performance - As of June 30, 2023, Mingming Hen Mang Group has 16,783 stores, with 99.9% being franchise stores [2]. - The company achieved a GMV (Gross Merchandise Volume) of 41.1 billion yuan in the first half of the year, representing an 86.9% increase year-on-year [2]. - Revenue for the first half of 2023 reached 28.124 billion yuan, up 86.5% compared to the same period last year, while adjusted net profit was approximately 1.035 billion yuan, reflecting a 265.5% increase [2]. - The company has maintained a compound annual growth rate (CAGR) of 203% in revenue from 2022 to 2024, with adjusted net profit growing at a CAGR of 234.6% during the same period [3]. Group 2: Market Position and Strategy - Mingming Hen Mang Group is recognized as the largest chain retailer in the domestic market for leisure food and beverages, according to international consulting firm Frost & Sullivan [2]. - The company offers a wide range of products, with 3,605 SKUs in stock as of June 30, 2023, of which approximately 25% are custom products developed in collaboration with manufacturers [2]. - The average price of the company's products is about 25% lower than similar products in offline supermarket channels, contributing to its competitive pricing strategy [3]. Group 3: Challenges and Future Outlook - The company faces challenges related to rising costs in rent, labor, and logistics, which impact its profit margins [5]. - The snack retail industry is entering a more competitive phase, requiring companies to focus on supply chain efficiency and the development of high-margin proprietary products for long-term profitability [7]. - Analysts suggest that the company must avoid over-reliance on the franchise model and focus on brand establishment and product expansion to succeed in the evolving market landscape [6][7].

Core Viewpoint - The introduction of a low-priced "童颜针" (youthful needle) by the medical beauty platform 新氧 (SoYoung) at a price of 2999 yuan has sparked significant discussion in the medical beauty industry, challenging the long-standing high price barrier while raising concerns about quality and industry dynamics [1][5][12]. Pricing Strategy - 新氧's new product is priced at 2999 yuan, significantly lower than the average market price of 12800 yuan in China and even lower than prices in neighboring countries [1][3]. - The company aims to disrupt the high-price market by leveraging scale effects and a low-margin strategy, eliminating middlemen and directly collaborating with upstream manufacturers [4][11]. - The cost structure of traditional high-priced "童颜针" indicates that raw material costs account for only 10%-20%, while marketing and channel expenses can take up 30%-40% [3][4]. Market Dynamics - The market for "童颜针" is rapidly growing, with projections estimating the B-end market size to reach 4.2 billion yuan by 2025, up from 500 million yuan in 2021 [1][12]. - The introduction of low-priced options may lead to increased competition, with the potential for a price war among smaller clinics, while larger institutions may benefit from their scale and operational capabilities [10][12]. Quality Concerns - The low pricing strategy has raised questions about the reliability and quality of the product, especially given the quality control issues faced by the manufacturing partner, 西宏生物 (Xihong Bio) [8][12]. - Concerns have been voiced that some medical institutions may cut costs in operational processes to maintain profitability, potentially compromising quality [8][10]. Industry Transformation - 新氧's pricing strategy is seen as a potential disruptor in the medical beauty industry, which is currently experiencing a cycle of high costs leading to high prices, driving consumers towards unregulated options [12][13]. - The company's offline business is emerging as a new growth point, with a significant increase in revenue from its chain clinics, which have grown to 40 locations and are expected to reach 50 by year-end [15]. - Despite the aggressive transformation, 新氧 has faced challenges, with overall revenue declining by 7% year-on-year to 379 million yuan, and a net loss of 36 million yuan reported [15].

Core Viewpoint - The launch of the new "Miracle Tongyan 3.0" by Xinyang at a price of 2999 yuan marks a significant price drop in the market for Tongyan injections, which typically exceed 10,000 yuan, establishing a new low price point in the industry [1][4]. Pricing Strategy - Xinyang's pricing strategy is based on obtaining pricing authority from upstream manufacturers, allowing them to offer competitive prices [6][7]. - The previous versions of Tongyan injections were priced at 4999 yuan and 5999 yuan, indicating a trend of progressively lowering prices [4][9]. Market Context - The current market for Tongyan injections includes several high-priced products, with manufacturers like Saint Boma and Kanjie Pharmaceuticals pricing their products between 12,800 yuan and 14,800 yuan [4][9]. - The trend of decreasing prices for Tongyan injections is expected to continue, driven by market demand and product effectiveness [5]. Company Performance - Xinyang's clinics have achieved monthly profitability at the store level, although overall profitability is still pending due to the costs associated with middle and back-end operations [9]. - The company plans to expand its clinic network significantly, aiming for over 50 locations by the end of 2025, with a long-term goal of establishing a presence in 100 cities [9]. Financial Growth - Xinyang reported a substantial increase in revenue from its light medical beauty chain business, with a year-on-year growth of 551.4% in Q1 2025, reaching 98.8 million yuan [10]. - In Q2 2025, revenue from beauty treatment services also saw a significant increase of 426.1%, totaling 144.4 million yuan [10].

Core Viewpoint - The internet medical beauty platform, New Oxygen, has launched its new "Miracle Youth 3.0" at a price of 2999 yuan, significantly lower than the previous market average of over 10,000 yuan, aiming to disrupt the high-price cycle in the medical beauty industry [1][4]. Group 1: Pricing Strategy and Market Position - New Oxygen's price reduction strategy is intended to shift the medical beauty industry from a "seller's market" to a "mass consumer" market, making compliant medical beauty services more accessible [1][5]. - The CEO of New Oxygen, Jin Xing, believes that lowering prices is crucial to eliminate "black medical beauty" practices in China, as high prices drive consumers to seek unregulated services [6][7]. - The company aims to achieve a healthy operational model in the medical beauty industry by demonstrating that high profits are not necessary for sustainability [5][6]. Group 2: Market Growth and Potential - The market for "youthful needles" is rapidly expanding, with projections indicating that the B-end market size will reach 4.2 billion yuan by 2025, up from 500 million yuan in 2021 [4]. - New Oxygen's focus on "youthful needles" is based on their clear treatment principles and effective results, positioning it as a long-term growth area in the medical beauty sector [4][5]. Group 3: Business Transformation and Challenges - New Oxygen's offline chain business has become a significant revenue source, with a 426.1% year-on-year increase in revenue from this segment, surpassing online business for the first time [8]. - Despite the growth in offline business, the company faced a 7% decline in overall revenue in Q2, resulting in a net loss of 36 million yuan, attributed to a decrease in the number of medical service providers on its subscription platform [1][8]. - The company is actively working to reduce its reliance on suppliers by customizing products and exploring the development of its own medical beauty brand [9].

Core Viewpoint - The recent shortage of lemon water at Mixue Ice City highlights significant risks within the industry, particularly related to supply chain vulnerabilities and reliance on single-source raw materials [2][6][21]. Group 1: Supply Chain Issues - Multiple stores of Mixue Ice City have reported unavailability of lemon water, with staff confirming that the product is out of stock and expected to remain so for several days [2]. - The shortage is attributed to a sharp increase in lemon prices, with the average wholesale price reaching 15 RMB per kilogram, nearly doubling compared to the same period last year [4]. - Mixue Ice City has a significant dependency on lemons from specific regions, with over 70% of its supply sourced from Sichuan and Chongqing, making it vulnerable to climate-related disruptions [12]. Group 2: Financial Impact - The ice-fresh lemon water is a key product for Mixue Ice City, with annual sales exceeding 1 billion cups, translating to a revenue of approximately 4 billion RMB, which constitutes 13% of the company's total revenue of 14.87 billion RMB for the first half of 2025 [6][9]. - The company's low-price strategy, exemplified by the 4 RMB price point for lemon water, has pressured its supply chain, making it difficult to absorb rising costs when supply shortages occur [14][20]. Group 3: Competitive Landscape - Other tea brands have managed to avoid similar shortages by diversifying their supply sources and utilizing different lemon varieties that are less susceptible to climate impacts [16]. - Brands like Heytea and Starbucks employ global sourcing strategies and local processing to mitigate risks associated with supply chain disruptions [18]. - The contrasting business models and capital structures of competitors allow them to maintain higher profit margins, enabling them to better manage cost increases compared to Mixue Ice City, which has a lower gross profit margin of 31.6% [20]. Group 4: Broader Industry Implications - The lemon crisis reflects a broader conflict between capital concentration and diverse consumer demands, revealing the fragility of Mixue Ice City's single-capital model [21]. - The future of the tea beverage industry may shift from mere store expansion to a focus on controlling the entire supply chain, including cultivation and processing [21].

Group 1: New Technologies and Innovations - New Stone Technology announced the delivery of its 10,000th unmanned delivery vehicle, marking the world's first fleet of this scale and indicating a significant shift from technology validation to large-scale commercialization in the unmanned delivery industry [1] - New Stone's achievement demonstrates the reliability of technology and commercial viability, significantly reducing costs through scale, providing a model for industry profitability [1] - The industry competition is currently focused on road rights and cost, with New Stone leading due to its advantages in road rights across hundreds of cities and a cost of approximately 70,000 yuan, although competitors like Momo and Jiushi have achieved lower pricing [1] Group 2: Consumer Goods and Market Trends - Luo Yonghao announced plans to evaluate pre-packaged meals available on the market, emphasizing a neutral stance by not engaging in live commerce, which could enhance consumer trust in the industry [2] - This initiative comes at a critical time for the industry, potentially pushing companies to strengthen quality control and shifting competition from price wars to brand trust [2] Group 3: Pricing Strategies in the Beauty Industry - New Oxygen launched its new product "Miracle Youth 3.0" at a price of 2,999 yuan, aiming to address high prices and rampant black market practices in the medical beauty industry [3] - The introduction of this competitively priced product targets the issue of inflated prices in the market, potentially leading to a more rational pricing system [3] - However, the low pricing strategy may trigger a price war in the industry, necessitating New Oxygen to ensure service quality while exploring sustainable business models [3] Group 4: E-commerce and Brand Expansion - Alibaba's AliExpress launched the "Super Brand Going Global Plan," aiming to achieve higher sales at half the cost of Amazon, directly challenging Amazon's dominance in the mid-to-high-end brand market [4] - In the first half of the year, AliExpress saw a 70% year-on-year increase in new brands, with over 500 brands doubling their sales and more than 2,000 brands expanding into new overseas markets [4] - This initiative signifies a shift from a focus on cost-effectiveness to targeting the mid-to-high-end market, reshaping the landscape of cross-border e-commerce and prompting a shift towards refined operations and cost control [4]

Core Viewpoint - The article discusses the competitive landscape of the "Four Little Dragons" of overseas e-commerce, namely Shein, Temu, TikTok Shop, and Alibaba's AliExpress, highlighting their strategic shifts and focus on brand differentiation in response to market challenges [4][6]. Group 1: Strategic Shifts - The "Four Little Dragons" have refocused on their core strengths: AliExpress aims to learn from Amazon and enhance brand offerings, Temu emphasizes low prices, Shein focuses on deep fashion, and TikTok Shop continues to leverage short video and live streaming content [4]. - AliExpress plans to launch a Brand+ section featuring over 2,000 competitively priced quality brands, providing increased exposure and price protection services in key markets like the US, Germany, and France [5][6]. Group 2: Market Positioning - AliExpress's initial goal is to surpass Amazon in transaction volume for top brands in specific markets, although no clear timeline has been set for this objective [5]. - Temu has set a GMV growth target of over 30% by 2025, focusing on expanding into European markets and resuming marketing efforts in the US [6][8]. Group 3: Competitive Challenges - The global tariff increases have prompted a reevaluation of low-price strategies, with AliExpress recognizing the need for differentiation to avoid price wars [6][7]. - Shein is concentrating on more profitable fashion categories, while both AliExpress and Shein are adopting localized strategies to collaborate with local businesses [7]. Group 4: Brand Development - AliExpress is targeting top Chinese brands on Amazon, inviting them to shift their focus to its platform, with a strategy to offer lower operational costs and better service experiences compared to Amazon [7][8]. - The platform has seen significant growth in brand partnerships, with a reported 70% increase in brand entries by mid-2025, indicating a strong focus on brand development [8][9]. Group 5: Success Stories - Several Chinese brands on AliExpress have shown impressive sales growth, such as Laresar vacuum cleaners with 250,000 units sold, and Magcubic projectors with over 2 million units shipped annually [9].