At the fifth Consumer Expo held in Haikou, Hainan, a Coke made in Mexico became the focus of attention. Although each bottle sells for as much as 29 yuan, it has earned a lot of attention in the imported food exhibition area with the gimmick of being the best tasting product in the world. This cola focuses on Mexican origin and unique craftsmanship, and enhances the brand tone by creating scarcity. Its pricing strategy of 29 yuan has been carefully calculated and accurately positioned in the light luxury drink range.
This price is significantly different from ordinary Coke priced at RMB 3 to RMB 5, and it cleverly avoids the high price sensitive zone of RMB 30 and above. It is very consistent with the psychology of consumers in exhibition scenarios who are willing to pay a premium for a fresh experience.
At the exhibition, some viewers even joked that the unit price of this Coke is already close to that of some famous low-alcohol wines. Even so, driven by strong curiosity, the product was sold out shortly after it hit the shelves.
However, the actual evaluation of this high-priced Coke is polarized. Audiences who have tasted it praised its mellow taste and distinct texture, which is indeed different from ordinary carbonated drinks on the market.
However, some consumers said after trying it that the taste was not significantly different from ordinary sugar-free Coke. This kind of consumption attempt targeting specific origins and processes has not only brought social topics, but also triggered widespread controversy about the product's cost-effectiveness.
For consumers who pursue the ultimate experience, 29 yuan may be an interesting attempt; but for the general public, this high-premium product exists more as a symbol of curiosity at the exhibition.
