今麦郎困局:一瓶水赚2分,曾与康师傅平分秋色,如今为何越卖越穷?

食饮快消创新
Nov 27

娃哈哈纯净水由今麦郎代工的消息曾引发热议,这个靠“一袋半”火遍县城的老牌企业,竟要赚每瓶2分的代工“辛苦钱”?今麦郎董事长范现国坦言的这“2分利润”,与它曾连续三年营收超200亿、和康师傅、统一三分天下的地位形成刺眼反差。2024年行业数据更残酷:白象以130亿营收超统一成第二,康师傅稳居第一,今麦郎则以不足65亿营收跌出前三,市场份额仅6%-8.5%。曾是学生时代标配的今麦郎,这头靠“量大管饱”...

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