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扫码加钉群 十万创业者 与你为伴

依云水,跌出高端

依云,作为进口高端矿泉水的代表,瓶身从里到外,都透露出一股水中奢侈品的味道,曾经20元一瓶的价格,更

依云,作为进口高端矿泉水的代表,瓶身从里到外,都透露出一股水中奢侈品的味道,曾经20元一瓶的价格,更是让打工人高不可攀。

但驼鹿新消费最近发现,依云水的价格在国内已不再“高端”了。

在一些超市和折扣店里,依云水成为最为常见的引流产品,价格已经“低到尘埃里”。在大多数商超里,330ml规格的依云水价格只有3-5元左右,500ml规格的价格也仅为5-7元左右。一些折扣店里,330ml规格的瓶装矿泉水甚至卖到了首瓶仅1元起。

而在一些星级酒店、高端会所、美容院等高消费场所,作为“贵宾专用”的依云水,也被被撤了下来。

01 进口高端水不好卖了

此前,北京商报就曾报道依云等进口水经销商自曝日子难,一年卖不出一半,在国内饮用水企业纷纷加码高端之时,漂洋过海进入中国市场的进口高端水却在遭遇大规模促销甩卖。

一位进口水经销商对驼鹿新消费表示,当前从他这里进货的依云水330ml*24瓶/箱55元,500ml*24瓶/箱是65元,换算下来,一瓶330ml的依云水2.29元/瓶,500ml则为2.7元/瓶。这个价格比五年前的出货价低了很多,如果进的更多,价格还可以再谈。

对于进口高端水的生存现状,中国食品商务研究院研究员朱丹蓬曾表示,“除了拥有生产地的优势外,绝大多数进口高端水在国内市场没有品牌营销、市场推广,虽然高价格导致其消费群体非常窄众,但是在品牌和品类越来越繁杂之时,消费者也更愿意选择认知度高、品牌影响力大的品牌。”

因此在朱丹蓬看来,在经历过大批量进口之后,进口高端水会在国内市场迎来一轮撤退。

细数国内市场货架上常售卖的进口矿泉水,按照价格分类,法国依云水、巴黎水、挪威品牌VOSS水,都属于高端矿泉水,价格都曾炒到20元以上。

高不成低不就成了“依云水们”的现状。

在过去,会所、酒店、高端民宿内都会放置依云水表示高端的象征。依云水摆放在星巴克内售卖的故事都常作为案例,讲述定价策略中的“锚定效应”,即给消费者打造一个感知,20元的依云水都那么贵,星巴克的咖啡却跟矿泉水差不多,从而促进咖啡的销量。

但是现在,依云水早已从星巴克退了出来。驼鹿新消费发现,在北京众多星巴克店内,目前售卖的饮用水有来自意大利进口品牌普娜饮用天然泉水、法国Perrier充气天然矿泉水,两款水的售卖价格在22元左右。

不仅仅是依云水价格降至冰点。与依云水一同出现在折扣店货架上的还有巴黎水。在一些线下折扣超市里,330ml的巴黎含气天然矿泉水只要4-5元。而在京东,天猫等一些线上零售渠道,330ml整箱24瓶的巴黎含气天然矿泉水的价格区间为120-140之间,单瓶价格仅为5-6元。

02 竞争加剧,营销失效?

依云水是法国食品巨头公司达能旗下的品牌,作为世界上最大的食品公司之一,达能还一度拥有娃哈哈的控股权。

不过,一直以来,之所以能卖到这么高的价格,令人津津乐道的还是依云水营销手段。

最好的营销是讲故事。而依云水有一个好故事。

依云是位于法国上萨瓦省北部的一个小镇,背靠阿尔卑斯山,面临莱芒湖。据说,法国大革命期间,一个叫Marquis de Lessert的法国贵族患上了肾结石。当时流行喝矿泉水,当他散步到附近的依云小镇时,他取了一些源自Cachat绅士花园的泉水。饮用了一段时间,他惊奇地发现自己的病奇迹般痊愈了。

传说拿破仑三世及其皇后对依云镇的矿泉水也是情有独钟。1864年,拿破仑皇帝正式赐名其为依云小镇 (evian来源于拉丁文,本意就是水)。从此依云水闻名天下。

1978年,美国达能集团怀着开拓进取的热情,在美国和加拿大率先进口优质天然矿泉水品牌依云(evian),从此依云水开启了享誉世界的时代。

实际上,依云水早在30年前就进入了中国市场。在国内的饮用瓶装水还处于3元时代时,依云水等国外进口水占据了高端水市场很长一段时间。

但这些年,中国高端矿泉水品牌的迅猛发展,农夫山泉、百岁山、恒大冰泉、怡宝等矿泉水品牌争相上市高端产品,价格普遍在5-10元的区间,更容易获得消费者的青睐。

农夫山泉于2021年4月还推出了“长白雪”,连新消费黑马饮料品牌元气森林都推出了“有矿”。国内矿泉水高端系列也逐渐往10元以上的价格带偏移。今年4月份,怡宝也推出了矿泉水高端品牌“怡宝露”,350ml*12瓶/箱价格180元,每瓶价格更是达到15元。

据尼尔森公布的数据显示,中国市场高端水的增长率高达46%-50%;保守估计,未来几年内中国高端水市场容量将不低于百亿元。

面对中国品牌的强力竞争,2019年5月,依云签约易烊千玺成为其全球代言人。达能依云大中华区及日本地区总经理Renaud Marchand曾表示,依云的传统消费人群的年龄是30岁以上,如今,品牌希望能赢得20-30岁人群的青睐。这是依云“在中国的新旅程”。

但这并没有扭转依云销量下降的势头,首先就体现在市场价格上。在淘宝网的天猫国际进口超市里,330ml*24瓶/箱售价89元,活动期间满两件直降20%,也就是单箱到手价71.2元,折合每瓶3.7元/瓶。

在国内,这样的价格,依云水对标的只能是像农夫山泉基础“红瓶”的矿泉水了。

据观研天下报告显示,国内瓶装水市场行业集中度较高,农夫山泉市场占有率达到26.5%,位居第一;其次是华润怡宝,市场占率为21.3%;然后是康师傅,占比为10.1%;娃哈哈、百岁山、冰露市占率分别为9.9%、7.4%、5.3%。

中国市场豪强并起,竞逐高端矿泉水市场,留给依云水们的市场空间越来越小了。