Regarding soy milk drinks, Zhenxiang Food Company has been preparing for a long time.

After all, before this, Zhenxiang Food Company only had one product, that is, Zhenxiang Ice Cream, so naturally there was a lot of time to prepare new products.

Regarding the new product this time, soy milk drink, it will still use the brand "Zhenxiang".

In any case, Zhenxiang Ice Cream, after its launch on the market, has been widely acclaimed and has won a large number of die-hard supporters, these consumers have remembered the brand "Zhenxiang", will have a deep impression of this brand, and are willing to trust this brand.

Therefore, if Zhenxiang Food's soybean milk drink is listed under the brand "Zhenxiang", it can at least attract some consumers' attention and purchase.

It can be said that consumers who like Zhenxiang ice cream and soy milk have a great possibility to buy and try it once when they see "Zhenxiang" launch of soy milk drinks, and if they find it good, they will buy it for a long time, but if they are not satisfied with it, it will be difficult to buy it again.

Therefore, Zhenxiang Food Company continues to use the brand "Zhenxiang" to launch soy milk drinks, which is actually a double-edged sword.

The soy milk drink follows the brand "Zhenxiang", which can naturally bring considerable sales in the early stage, and there will be a certain guarantee that the sales will not be too bad.

If soymilk drinks can satisfy consumers, it can be a great success, which can not only increase the sales of soymilk drinks, but also enhance the popularity and praise rate of the "Zhenxiang" brand, which will make it easier for consumers to believe and accept the "Zhenxiang" brand.

On the contrary, if consumers are very dissatisfied due to the unqualified soybean milk drink, it will affect the brand of "Zhenxiang", which means that if the "Zhenxiang" brand launches new products, it will be difficult to attract the attention of consumers, and even directly cause consumers' disgust, and they will not buy other products of "Zhenxiang".

This impact will be a long way away, and once this impression is set, it will be difficult for the brand to refresh the favorability of consumers, at least at a great cost.

Therefore, Su Rui knows that this soybean milk drink, following the "Zhenxiang" brand, is a double-edged sword usage, if it is used well, it is invincible, and if it is not used well, it will only hurt the company, as for whether it can be used well, it depends on the quality of the soy milk drink, whether it can satisfy consumers.

He never questioned that.

This soybean milk drink made by Zhendou can be regarded as a perfect drink, not only delicious, excellent taste, but also nutritious can kill other soybean milk drinks and milk drinks, with this guarantee, I believe that consumers will not be disappointed, and naturally there is no need to worry about affecting the brand of "Zhenxiang", but it will enhance the praise rate of the "Zhenxiang" brand, and will not lose the reputation of the "Zhenxiang" brand.

Therefore, Su Rui agreed to use the "Zhenxiang" brand for soy milk drinks, rather than creating another brand, which can also be said to be what he wanted to do.

As a result, the soybean milk beverage of Zhenxiang Food Company is also named "Zhenxiang" as Zhenxiang soybean milk.

After opening the market with Zhenxiang ice cream, it is believed that it will be easier for Zhenxiang soybean milk to enter the market, and consumers will notice Zhenxiang soybean milk faster, which also means that the sales of Zhenxiang soybean milk in the early stage will not be too bad.

Regarding the pricing of Zhenxiang soybean milk, in fact, Su Rui and Shen Qing have already decided before, of course, it is impossible to make a decision in a hurry before going public, such a thing will not appear in a well-managed enterprise, nor will it appear in a qualified manager It is found that Zhenxiang Food Company is a well-managed enterprise and has a very good manager, so naturally there will be no such low-price error.

Therefore, the pricing of Zhenxiang soybean milk has been prepared as early as some time ago, and only by deciding on the pricing can we negotiate a specific cooperation plan with major sales channels.

For Zhenxiang soybean milk, Su Rui and Shen Qing gave the positioning, which is not sold as cheap products, and the price is naturally not too cheap, but it will not be sold as high-end products, and the market price will not be too high, which belongs to most of the acceptable price ranges, but compared with ordinary soy milk drinks, it is more expensive.

Because the soy milk drinks and milk drinks on the market are not too high, except for some brands that are mainly in the high-end market, the prices of soy milk drinks and milk drinks will not be too high.

Most of the soy milk drinks and milk drinks, if the specification is 250 ml, the retail price is between 2.5 yuan and 3 yuan, and if you buy the whole box, you can even do two yuan a box, this price is not too expensive for most families, if you like it, there is no problem to drink it every day.

Therefore, if Su Rui wants to make Zhenxiang soybean milk a mass product, and wants most consumers to choose Zhenxiang soybean milk instead of milk drinks when eating breakfast, then the price will naturally not be higher than that of milk drinks.

Of course, with the advantage of Zhenxiang soybean milk, even if it is more expensive, it will be accepted by many people, and there is no need to worry about no sales.

But if the price is high, it will be more difficult to open the market in the early stage, and it will be difficult for consumers to accept it easily, and the upper limit will be set in the future, most people will still consider their own income when they consume, if the price is too high, then they will choose cheaper goods, even if the taste is a little less acceptable.

Therefore, if Su Rui wants Zhenxiang soybean milk to be enough to compete with milk drinks in market share, then the retail price set should not be too high, and Shen Qing also thinks so.

After a period of consideration, they decided to set the retail price of Zhenxiang soy milk at 2.5 yuan to 3 yuan, and the ex-factory price at 2 yuan.

In the early stage, perhaps because there are not many sales channels and limited production, most merchants may sell Zhenxiang soybean milk for 3 yuan, and when the sales channels are more and more, more and more merchants will start selling Zhenxiang soybean milk, in order to attract consumers, the retail price will be closer and closer to 2.5 yuan, and finally it will be set at 2.5 yuan a box.

2.5 yuan a box of soybean milk drinks, this retail price, and most of the soy milk drinks and milk drinks on the market are about the same, even if it is not much expensive, consumers are acceptable.

However, the ex-factory price of Zhenxiang Food Company is 2 yuan, which means that the profit from the selling price is 0.5 yuan, but this is the gross profit, and other costs have not been subtracted.

From these calculations, it is obviously more cost-effective for retailers to sell other soy milk drinks and milk drinks than to sell Zhenxiang soy milk, and the profit will be higher, because they can get the drink at a lower ex-factory price than 2 yuan.

It's just that Su Rui is not worried that these retailers will refuse to sell Zhenxiang soy milk, because the deliciousness of Zhenxiang soy milk will soon become popular, even if the profit of a single box is low, but as long as the sales volume is considerable, the profit will eventually exceed that of other beverages, then these retailers must sell Zhenxiang soy milk, otherwise there will be no business.

Therefore, the ex-factory price of Zhenxiang soybean milk is higher than that of similar products, but based on its own advantages, there is still no need to worry that there will be no market.