亲爱的读者: 统计数字显示:1996年以前,冷食类的大型企业和知名品牌纯利在10％,而现在已经降到了3％;广告投入回报率原本在1:5,而现在仅为1:1。 从1998年开始国有品牌的低价路线,把一些洋品牌也卷入其中,“降价销售”已成为冰淇淋企业争夺市场的一枚利器,就连一贯以“精品化、贵族化”打主线的和路雪也没逃掉,而正是此番价格战使得冰淇淋行业最终走向微利时代。 “价格战把冰淇淋行业变成了一个很糟糕的行业,把品牌市场变成了商品市场,赚不到钱。当然,这样的结果是我们造成的。”冰淇淋企业如是说。更有行内人感叹:“冰淇淋行业最快乐的日子已经过去了,这已经是个微利行业,想暴富再不可能。” Dear Readers, Statistics show that before 1996, the net profit of large enterprises and famous brands of cold foods was 10%, but now it has dropped to 3%. The advertising investment return rate was originally 1: 5, but now it is only 1: 1 . Since 1998, the state-owned brand’s low-cost route started to involve some foreign brands. “Reducing sales price” has become a weapon for ice cream companies to compete for the market. Even the “fine and nobility” Snow did not escape the road, but it is this time the price war makes the ice cream industry finally to the meager profit era. “The price war turned the ice cream industry into a very bad industry, turning the brand’s market into a commodity market and making no money. Of course, that’s the result,” said the ice cream business. More insiders lamented: “The happiest days in the ice cream industry have passed, which is already a meager profit industry, want to riches impossible.”