为何开市客新款平价Kirkland能量饮料不会击垮Celsius

环球市场播报03-25

布莱恩・索齐・执行主编　　我向来不会为上市公司站台，这从来都不是我的风格。　　但针对仓储零售巨头开市客本周推出的新款科克兰能量饮料，我们不妨用常识理性看待。　　这款产品不会击垮 Celsius 能量饮料帝国。周二，随着科克兰能量饮料的图片刷屏 X 平台和 Instagram，Celsius 股价大跌近 7%，这一反应近乎荒唐。科克兰能量饮料 24 罐售价 16.99 美元，折合每罐约 ...

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href=https://finance.sina.com.cn/stock/usstock/c/2026-03-25/doc-inhsfrtk0701541.shtml><strong>环球市场播报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>布莱恩・索齐・执行主编\n　　我向来不会为上市公司站台，这从来都不是我的风格。\n　　但针对仓储零售巨头开市客本周推出的新款科克兰能量饮料，我们不妨用常识理性看待。\n　　这款产品不会击垮 Celsius 能量饮料帝国。周二，随着科克兰能量饮料的图片刷屏 X 平台和 Instagram，Celsius 股价大跌近 7%，这一反应近乎荒唐。科克兰能量饮料 24 罐售价 16.99 美元，折合每罐约 ...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/c/2026-03-25/doc-inhsfrtk0701541.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0823434583.USD","symbol_name":"BNP PARIBAS US GROWTH \"C\" (USD) 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Celsius","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"COST":0.75,"COTG":0.6,"COSW":0.6},"content_text":"布莱恩・索齐・执行主编\n　　我向来不会为上市公司站台，这从来都不是我的风格。\n　　但针对仓储零售巨头开市客本周推出的新款科克兰能量饮料，我们不妨用常识理性看待。\n　　这款产品不会击垮 Celsius 能量饮料帝国。周二，随着科克兰能量饮料的图片刷屏 X 平台和 Instagram，Celsius 股价大跌近 7%，这一反应近乎荒唐。科克兰能量饮料 24 罐售价 16.99 美元，折合每罐约 0.70 美元；而开市客售卖的 Celsius 18 罐套装售价约 28 美元。\n　　以下是 Celsius 将继续保持增长势头的最直接原因：\n　　首先，科克兰是开市客的自有品牌，这意味着新款能量饮料仅在开市客全球 900 多家门店销售（也可能仅限美国门店，开市客并未披露具体计划）。你不会在塔吉特（Target）、沃尔玛（Walmart）看到它与 Celsius 并排陈列，也不会在凯西综合便利店（Casey‘s General Stores）的冷藏柜里见到它。\n　　甚至想尝一尝这款新饮料，你还得先成为开市客会员。\n　　其次，Celsius 通过收购已拥有 Alani 和 Rockstar 两大能量饮料品牌，且凭借与百事公司（PepsiCo）的深度合作，具备强大的分销能力。\n　　Celsius 可以快速推出新口味、新配方饮品（例如很快将推出含蛋白质的 Celsius 饮料），并升级包装设计。而开市客完全不会这么做 —— 原因很简单：它只是为自家门店打造了一款自有品牌能量饮料，不可能借着科克兰能量饮料去组建一支 F1 车队，与红牛在赛道上竞争。\n　　这未免太不切实际！\n　　或许会有开市客消费者为了省钱，从常买的 Celsius 转而尝试一箱科克兰，但这不代表他们会成为忠实顾客。事实上，买了一整箱新饮料最后却发现难喝至极，是最糟的消费体验 —— 纯粹是浪费钱。\n　　此外，我们不能忽视 Celsius 品牌本身强劲的基本面。\n　　该公司刚刚交出了具有里程碑意义的年度业绩，在整合 Alani、Rockstar 等收购品牌后实现了销售额破纪录；同时随着在便利店渠道获得更多货架空间，Celsius 品牌自身也实现了进一步增长。\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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