可口可乐等必需消费品也可能难以抗衡通货膨胀

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发生了什么事情?

可口可乐在周一公布的季度业绩财报创下了自2016年以来最高的季度营收与利润,这家饮料业巨头已经找到了下一个尚未开发的市场。

这意味着什么?

你不得不佩服可口可乐公司:该公司上涨的饮料成本并没有让忠实客户在上个季度远离,不过该公司仍在努力适应受通货膨胀困扰的市场。

可口可乐公司推出了价格更低的更小瓶子的饮料(并非大方,这种产品的利润率可能更高),这使得该公司上季度的销量同比去年增长了8%。这帮助可口可乐公司的原始营收(去除货币波动和并购的影响)的增长提高到18%,好于市场预期。

虽然可口可乐公司暂停在俄罗斯这个该公司增长最快的市场之一的业务运营会损害营收增长,不过该公司仍维持全年的营收目标不变。

为何值得关注?

更大的图景:必需消费品并非不受影响

可口可乐公司超预期的季度财报并不令人惊讶:这是一家必需消费品公司,该公司销售的产品是人们无论如何均会购买的。

不过可口可乐公司表示它只能提价到目前的水平了,否则客户会选择减少购买,同时表示随着糖、铝等材料的涨价将到来,产品的成本会更高。

同为必需消费品公司的家乐氏在今年年初也说过类似的话,这意味着通常在经济衰退期有抵御力的板块也可能终将出现利润降低。

聚焦:史诗级的营销

好消息是,如果你在虚拟世界中感到口渴,你将可以通过虚拟可乐来解渴:可口可乐公司在本月初宣布将在元宇宙中推出一种新饮料。

不过您仍在现实世界中也不需要担心:你可以在下个月可口可乐公司推出超级限量版的“像素风味”饮料的时候得到它。

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