Updated on June 5438+00, 2022:
During the period, I have some views on the pricing of Tupperware and share them with you.
Conclusion: Tupperware's product pricing is too high, and its brand value and reputation are high. Only at this price can it be worthy of the brand.
In terms of products:
First, Tupperware Cup:
Conclusion: The new materials are used later than the market, and the cost performance is low.
Tupperware's global water cups are mostly made of PC or PP materials, and polyester materials have been introduced to the North American market since last year. To tell the truth, Tupperware lags behind other manufacturers in the use of new materials.
The price of Tupperware cups in China market is too "confident", which ensures the profit rate of Tupperware itself. Coupled with the profits of franchisees, the price of Tupperware cups is relatively high in the end.
Secondly, there is no need to be overly superstitious about Tupperware or other foreign brands, and domestic products are equally excellent. Take my own example. I have a lot of Tupperware cups at home, but I sent a lot. I lost my own cup. I think it is a big mistake to buy them at full price. I asked the shopkeeper for the purchase price and didn't want to owe anyone a favor. Finally, I bought a * * * polyester cup of camellia for only 38 yuan. After I got it, the mold seams and the bottom of the bottle were well handled, and this cup is made of polyester, which is better than Tupperware's.
Second, Tupperware mug:
Conclusion: OEM, selling at high price.
Hey, it costs more than 300 yuan to buy a Tupperware thermos. This is the biggest complaint of all. Are you sure you don't want to see domestic thermos cups?
Tupperware doesn't make its own thermos cups, they are all OEM. I don't know who to look for, it must be a domestic manufacturer.
Many shopkeepers have ordered good polysaccharide insurance and big insurance when ordering and promoting sales. Once the company changes its color and promotes new products, it will be difficult to buy old products. Many shopkeepers still have many thermos cups when they close their stores. The main reason is that the company's pricing of thermos cups is too outrageous. The purchase price is much more expensive than the domestic thermos cup.
I can make porridge and syrup with Tupperware thermos cups, and I can also make it with thermos cups from Fu Guang and hals!
I bought a tiger brand and a gourmet's thermos cup, that's all. Later, I bought thermos cups from hals and Fu Guang, and the insulation effect was good.
Third, Tupperware water purifier:
Conclusion: It is a pure IQ tax. People who buy Tupperware water purifiers are either too lazy to understand the market products or "caring" and use this money to help Tupperware.
Don't believe that long-term use of pure water is harmful, and don't believe that Tupperware water purifier can retain minerals and is good for your health.
Pure water is mixed? The key to drinking water is safety and hygiene. Is it not good for pure water to eliminate heavy metals, antibiotics and germs in water? Do you have to use Tupperware ultrafiltration to keep trace minerals in water? Do I eat a dish of vegetables with higher water and mineral content than the Tupperware water purifier?
The price of 6800 yuan, alas, who gave her the courage to set such a high price, pure IQ tax. A water pipe costs more than 400 yuan. Why?
Because in order to add up the price of accessories to make up the total price of 6800 yuan, the accessories have been set at a high price.
Secondly, the use cost of Tupperware water purifier is very high. It takes 1380 yuan to replace the filter element every year, and the use cost of replacing the filter element by other manufacturers is only half of hers.
Four, Tupperware pot and knife:
Conclusion: OEM price is too high.
Tool: Any internal and external data are used to indicate the specific steel grade of the tool, and only 304 stainless steel is known. Anyway, Tupperware doesn't produce knives by itself, but they are all branded. Let's take a look at the domestic Dao made of the same material, which is definitely much cheaper than it. Tupperware scissors are easy to use, right? I calculated that even if I ask the owner for the payment, I still feel a loss. It took me more than four years to search for scissors of the same style on Taobao before I bought them in 40 yuan. Tupperware scissors can still do what it can do.
Pot: It is also produced by OEM, and the price is too high.
I saw a series of woks in a rice mall before, all made of stainless steel, and the price was a fraction of Tupperware.
Besides, stainless steel cookware is really not easy to use, with poor thermal conductivity and high quality, which is very unfriendly to novices.
Original content:
Let's talk about the purchase price of Tupperware store first!
The most common store purchase price is 58%. If it is a challenger, it will be given corresponding discounts according to the number of stores under it, 1 store 56%, store 2 55%, store 3 53%, store 4 52%, store 5 50%, and store 5 is a dealer. Dealers will buy at a 50% discount and enjoy the corresponding discount price difference of their stores, that is, 8.
Of course, there are very few super dealers in China. Their purchase discount is 48% and they enjoy three kinds of bonuses at the same time.
So at least 42% of the profit of the water cup you buy is included in it. Of course, you need to deduct rent, labor and materials from it. To tell the truth, specialty stores don't make much money.
Can I buy it online? Sorry, according to Tupperware, there is no authorization for any online sales and no after-sales service.
Is online sales true or false? I think there are some fakes mixed in, especially some products that have been on the market for a long time. There are many fakes, Yazhi, DuDu, CC. If you need to buy online, I suggest you look at the price, which is not less than 58% of the full price. If you are a shopkeeper, is it possible for you to sell them below the purchase price for any reason?
But there are some real goods on the internet. How did these real goods come from? Some stores have difficulties in operation and have to face the pressure of rent, labor and monthly orders from the company, so they can only choose to open up online sales channels. There will also be some shopkeepers who can't run the store, and put the remaining goods on the online sales clearance before and after closing the store;
Secondly, Tupperware's water cups are of good quality, and there will be no problems such as seams and burrs. However, the price is high. 100 yuan water cup can look at American Luo X, the same quality, has begun to use * * * polyester as the material, the main sports.
However, Tupperware's cup design is relatively old. At present, DuDu, CC, Lohas, Lohas, crystal color change and size become new products.
To be honest, there are some plastic products that can reach the quality of Tupperware. Just choose cups from big manufacturers, which are cheaper than Tupperware and have a better sense of design.
I have lost many Tupperware cups, but I don't buy Tupperware cups. It hurts! Expensive! I bought a sports cup of another brand, and it still works.
I feel that Tupperware is also facing great difficulties. I want to innovate, but the cost of innovation is high!
Tupperware China is an important achievement and profit growth point of Tupperware Group at present. It can be seen from its published financial report and conference call that Asia-Pacific and Brazil are important performance and profit sources of Tupperware Group, and the profit growth in China can also affect the share price of Tupperware Group. Therefore, under the premise that other countries and regions cannot contribute more profits and achievements, Tupperware China will not rashly reform and innovate, and it needs to continue to contribute profits and achievements to Tupperware Group.
Secondly, at present, Tupperware China mainly relies on the store channel for sales, and the operating cost of the store is very high, mainly including rent, labor, decoration, ingredients and so on. Therefore, although there is a profit margin of 42%, a large number of specialty stores are still in a state of loss-making and capital preservation. Only the specialty stores with particularly good monthly turnover and very good location will have a high monthly profit, which is basically 20% of the profit of specialty stores. Most specialty stores keep a balance between income and expenditure, with no loss and no profit. However, from the product level, Tupperware products belong to daily storage products, and the current pricing has deviated from its value. If you sell it online at the current purchase price (discount), the sales volume may be much larger.
Then, Tupperware has been in China for too long. Even if it was changed to franchise in 2002, it was almost 18, and its brand awareness was very high. However, for the younger generation of customers, this brand is still the brand of parents. At present, the more successful series are Lohas, DuDu and CC series cups, but these series have changed in size after they came out. Besides, there are many brands to choose from now, so why buy an "especially expensive" one? Tupperware lost the younger generation of customers;
With the above difficulties, can Tupperware switch to online sales now?
I don't think so, because according to it, there are now more than 7,000 specialty stores in China. If online sales are carried out, it will have an impact and contradiction on their store channels, which will inevitably lead to the closure of offline stores. For the company, it will lose some sales, and it is even more impossible to complete the performance indicators given by the United States. So online sales are impossible. However, I also have a question. Why does JD.COM sell Tupperware Cup alone? Tupperware claims that it is not authorized to sell online. JD.COM is guaranteed to be genuine, and the price in JD.COM is lower than that in its exclusive stores. It can only be reasonably inferred that this behavior is acquiesced by the company. Online sales can bring Tupperware China sales in addition to the store channels, but dare not publicly announce, otherwise the store has no price advantage at all.
The form of physical stores is affected by various costs. So it is much more difficult to shop offline now. You can use Baidu map to search the number of Tupperware stores in Beishangguang, and then compare it with the number in other provinces. The more developed the economy, the fewer Tupperware stores. Why? The rent is expensive and the labor is expensive. The existing profit rate of 42% simply can't support opening an offline store in the local area. Secondly, the more developed the economy, the more information the customer groups get and the more choices they have. I can choose camellias, camels, cookers and so on. I buy quilts, why should I buy pots and knives at a high price? 3000 yuan wok, there is a lot of choice! I can also choose locks, white dew and so on as fresh-keeping containers. Therefore, there are few Tupperware stores in Beishangguang, and now there is a sign that it is difficult to make a Tupperware platform in provincial capitals, but it is easier to do it in prefecture-level cities, because for prefecture-level cities, Tupperware is a consumption upgrade and competitive brands have not sunk to prefecture-level cities.
Although it has a TUP system to promote micro-stores, it only puts the offline store form on the network, and it is only a platform for online ordering, so it is difficult to play a game of chess nationwide. Moreover, the promotion rules on the TUP platform are very complicated and confusing, not to mention that stores and even employees sometimes don't understand. TUP system can not effectively supplement the sales of specialty stores or open up new sales channels, but is only a platform when there are activities in bonus hunter;
Generally speaking, Tupperware wants to change, but the headquarters won't let China change, and now it needs China to give it profits and performance. Secondly, the channel does not allow him to make changes.
Therefore, the Tupperware products you buy must contain enough profits to support the operation of physical stores.