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奶粉再貴成本也超不過七八十元 一年為消費者省3億

出處：媽媽育兒網日期：2015-07-05 21:11:26編輯：Chen

2014年4月12日，君樂寶宣布推出130元嬰幼兒配方奶粉，這一價格創下我國嬰幼兒奶粉市場價格的最低紀錄，也標志著君樂寶率先打破中國奶粉高價局面，并使得我國的品牌奶粉首次實現與國際市場同質同價。能做到這點的主要原因就是君樂寶砍掉了經銷商環節，大幅降低成本。

“君樂寶奶粉去年半年多銷售額達到2.1億元，今年前三個月就突破億元，會員累計達到50萬人”，劉森淼表示，去年雙十一期間，君樂寶登上天貓奶粉類銷量榜榜首，這也是天貓平臺上國產奶粉銷量首次超過洋奶粉排名第一。

“130元奶粉品質達到歐盟標準，與國內售價兩三百元奶粉相當，一年來銷售過3億元，也就相當于給消費者節省了最起碼3億元的成本”，劉森淼稱，更重要的是，去年以來的市場調研顯示，因為130元奶粉的亮相，洋奶粉年年漲價的現象在去年戛然而止，甚至還出現了打折促銷等各種活動。

如果按照去年中國奶粉900億-1000億元銷售額、平均促銷折扣10%計算的話，相當于又為消費者節省了近百億元。

據悉，君樂寶奶粉還在業內獲得了首個歐盟BRC和IFS食品安全全球標準A級認證證書，這也意味著中國奶粉有了出口歐盟的通行證。“目前已有外商主動聯系我們，要求在海外經銷君樂寶奶粉”，劉森淼表示，不少國家的奶粉價格本身就很低，君樂寶基本沒有價格優勢，但130元的奶粉在俄羅斯、東南亞還是有一點優勢的，未來也將考慮出口。

■談行業

百元陣營正在形成

“我們當初那么做，確實招來了一些攻擊和嘲諷。”劉森淼表示，其實中國奶粉從2008年到2014年一直存在低質高價、高質高價并存的情況，有些進口奶粉到岸價也就50元左右，到了國內層層加價，到零售終端賣到300元以上。

“如今新希望推99元進口奶粉，還有幾家企業要推百元奶粉，我們為這些同行的舉動點贊”。劉森淼稱，以前消費者總質疑低價格是不是就是低品質，但目前來自行業內部信息顯示，到今年年底最起碼還有3-6家大型企業要推出100-150元奶粉，原來空白的“高質低價市場”陣營正在形成，并向“虛胖”的中國奶粉市場宣戰。

“中國市場上價格賣得再高的奶粉，刨除廣告費外，其成本絕對不會超過七八十元”，劉森淼昨天再次直指行業“頑疾”稱：中國奶粉業的“虛胖”現象是“三高”造成的，即高價格，高利潤，高費用。“我們認為，未來兩三年中國奶粉以高價格、國外產地論品質的時代將宣告結束”。

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