Core Viewpoint - The price increase of Master Kong's iced tea has led to a significant decline in market share as consumers are sensitive to price changes and have shifted to competing brands [4][16][18]. Pricing Strategy and Market Response - In the beverage sales peak season of this year, the retail price of Master Kong's one-liter iced tea has shown signs of loosening, with some retailers selling it for around 4 yuan, below the suggested retail price of 5 yuan [2][23]. - Master Kong's decision to raise prices last year has created sales challenges for many distributors and retailers, with some reporting a sales drop of over 50% for the iced tea product [3][4]. - The price increase has resulted in reduced profit margins for distributors and retailers, leading to a shift in consumer preference towards other brands [4][9][10]. Market Share and Competitive Landscape - Master Kong's iced tea, once a market leader, has seen its market share rapidly eroded by competitors like Uni-President and Wahaha, which have maintained stable pricing [17][18]. - The competitive landscape has intensified, with new entrants like Yuanqi Forest offering innovative products that appeal to younger consumers [17][22]. - In 2024, Master Kong's beverage sales revenue was 516.2 billion yuan, a year-on-year increase of 1.3%, but the iced tea segment's growth has been hampered by the price increase and competition [10][11]. Distributor and Retailer Sentiment - Distributors and retailers express concerns over the pricing strategy, indicating that any misstep could lead to long-term negative effects on the brand [5][24]. - The number of Master Kong's distributors has decreased significantly, from 76,875 at the end of 2023 to 67,215 by the end of 2024, marking the largest decline in five years [24][25]. - Many small distributors are unable to sustain operations due to compressed profit margins resulting from the price increase, leading to their exit from the market [25].

在今年饮料销售旺季，康师傅一升装冰红茶的终端售价有了松动的迹象，渠道商们反映，一些终端每瓶 只卖4元左右，甚至更低。康师傅一升装冰红茶正在失守5元建议零售价，而该售价是康师傅在去年3月 主动上调的。 张衡接到的通知显示，康师傅旗下一升装饮料终端进货价从约3元涨至3.3元以上，整箱（12瓶）计划涨 价3元至6元。 康师傅一年前的主动提价决策，让不少经销商、终端商面临销售难题。 张衡是康师傅在安徽省的一名经销商，代理康师傅的饮料业务已经近十年。去年3月，他接到了康师傅 的涨价通知，旗下所有1升装饮料的售价由4元提升至5元，进货价也随之提高。 "终端进价从约3元涨至3.3元以上。零售价一涨，消费者就不买账了，很多终端不愿意卖了。" 张衡说， 康师傅一升装饮料涨价后在当地市场的销量较涨价前下滑了50%以上，其中受挫最大的便是一升装冰红 茶这一大单品。 彼时，饮料旺季即将来临，全年大部分货物已铺向市场，零售商们还能短期按照4元的原有定价销售。 可当库存消化完毕，涨价效应便开始显现，影响一直延续到今年：进货价高了，经销商和零售商的利润 变薄；消费者对几毛钱的涨价也十分敏感，纷纷转向其他品牌；康师傅冰红茶的市场份额迅速被其 ...