Why do vending machines sell drinks more expensively than supermarkets?

I don’t know if you have ever bought a drink in a vending machine? If you do, you should all know that the drink in a vending machine is usually more expensive than in the supermarket, and it is often 50 cents more expensive. Although the money is not much, it is still a bit curious, why are vending machines often more expensive than supermarkets? 　　 There is some truth to this statement. At first glance, vending machines are usually more expensive and may be used as a cost share. But in fact, this is a mistake that many people tend to make. The selling price of a commodity is not directly determined by cost. It depends on what kind of pricing strategy is chosen, and the core of this pricing strategy is to maximize the benefits, not just sell expensive or sell cheap.　　 Generally speaking, total profit can be simply understood as: total profit u003d profit per product x sales volume. For example, if you sell one thing, if you earn 100 yuan per piece, you can sell 100 pieces. But how to make it cheaper. For example, if you earn 90 for each item, you can sell 110 pieces. How should the merchant price it? Of course, it is 100 yuan, because 100x100>90x110.　　 This formula applies to vending machines in the same way. For beverages, which are already very cheap, sometimes they are as cheap as 50 cents, and sales may increase a lot. So why are vending machines still so expensive? This is because for vending machines, it has a congenital defect, that is, the capacity is small, the drinks that can be filled are effective, and it needs to be replenished frequently.　　 (Workers are replenishing vending machines) If vending machines are in a relatively closed area, such as airports, amusement parks, subway stations, etc., although the demand is great, it is often difficult to replenish goods. In other words, the sales volume of the vending machines in these places has an upper limit. If the stock is out of stock most of the day, then it is obvious that the profit has not been maximized. Therefore, under this premise, if you want to maximize profits, the vending machine chooses to sell more expensive: for example, drinks can sell for 5 yuan a bottle can sell 100 bottles, sell 3 yuan a bottle can sell 500, of course under normal circumstances I choose to sell 3 yuan a bottle, but a vending machine can only sell 100 bottles a day, so of course it is to maximize the profit of selling 5 yuan a bottle.　　 In essence, it is to use price to balance supply and demand. Using price to filter out some people who don’t drink beverages usually won’t die. They are expensive to sell, which makes a large part of people give up the idea of u200bu200bbuying and choose forbearance. In this way, the profit maximization under the premise of the upper limit of sales volume is realized.　　 Indeed, sometimes we can often see that the selling price of an item is close to the cost, which is usually caused by full competition. For example, before Xiaomi mobile phones, smart phones tended to sell at a high price, but with the emergence of the Xiaomi model, they sold phones at prices close to cost, and even claimed to make money from other channels instead of through mobile phones. This sales method The emergence of Xiaomi has greatly increased the competitiveness of Xiaomi.　　 The sales of Xiaomi mobile phones have soared, which has affected the sales of other manufacturers. At this time, other manufacturers are either doing more high-end and pushing up costs, or they can only imitate Xiaomi's model, or even do the two together. As this competition continues to intensify, prices have been continuously compressed, even near the cost price.　　 But vending machine drinks and supermarket drinks are essentially different. In addition to the lack of competition mentioned earlier, there are some other differences. Returning to the problem of maximizing profits. For many large supermarkets, some beverages are usually not profitable categories. They have to consider various factors. For example, sometimes they choose to sell at a big price cut or even lose money to attract people. There are only a few people in the supermarket who buy one or two items.　　 But for vending machines, beverages are the core source of profit. This profit must be guaranteed. They are all beverages, but they have different meanings.　　 At the same time, in many cases, the transaction cost of buying a drink is not only the money for buying the drink, but also the time spent on shopping. At this time, the advantages of small and flexible vending machines are reflected. When shopping at a vending machine, you rarely encounter queues. The cheap supermarkets tend to queue for a long time. For many people, although it is cheaper, it takes more time. This may affect the choice. For example, the movie opens soon and the subway closes immediately. Wait, these times, short time will affect our choices.　　 This article is organized by a vending machine, and the views in this article do not represent the views of this site. Previous post: What do you think about the profit of vending machines?