Quý I/2019, nhiều doanh nghiệp hàng tiêu dùng chọn cách “bạo chi” cho quảng cáo, khuyến mãi để thúc đẩy doanh thu, trong bối thị trường dần bước vào trạng thái bão hòa.
Đại đa số các doanh nghiệp niêm yết đã công bố báo cáo tài chính quý I/2019. Một xu hướng đáng chú ý khi nhìn vào báo cáo tài chính của các doanh nghiệp hàng tiêu dùng, cụ thể là ngành bia và ngành sữa – những ngành đang dần bước vào trạng thái bão hòa, là việc các doanh nghiệp này chi rất mạnh cho quảng cáo, khuyến mãi trong quý vừa qua.
Ở ngành sữa, theo báo cáo tài chính quý I/2019 của Công ty Cổ phần Sữa Việt Nam (Vinamilk), “nữ hoàng sữa” này đã chi 322 tỷ đồng cho quảng cáo và nghiên cứu thị trường, tăng 14% so với cùng kỳ năm ngoái. Cùng với đó, chi 1.873 tỷ đồng cho khuyến mãi, trưng bày, giới thiệu sản phẩm và hỗ trợ bán hàng, tăng 18%.
Vinamilk chi rất mạnh tay cho quảng cáo
Như vậy, tổng chi phí cho quảng cáo, khuyến mãi trong quý vừa qua của Vinamilk là 2.196 tỷ đồng, tăng 17%, chiếm tỷ trọng 82,2% trong tổng chi phí bán hàng (tăng so với mức 80,9% cùng kỳ năm ngoái).
Kết thúc quý I/2019, doanh thu bán thành phẩm của Vinamilk tăng 6,9% lên 12.653 tỷ đồng.
So với Vinamilk, Công ty Cổ phần Đường Quảng Ngãi – đơn vị sở hữu thương hiệu sữa đậu nành Vinasoy – “bạo chi” hơn nhiều. Cụ thể, công ty này đã chi 106,4 tỷ đồng cho quảng cáo trong quý I/2019, tăng tới 66% so với cùng kỳ năm ngoái. Đồng thời chi 9,6 tỷ đồng cho khuyến mãi, tăng gấp 4,7 lần. Tổng chi phí quảng cáo, khuyến mãi của công ty chủ quản Vinasoy trong quý vừa qua là 116 tỷ đồng, tăng 75%.
Tỷ trọng chi phí quảng cáo, khuyến mãi trong tổng chi phí bán hàng là 48,6%, tăng mạnh so với mức 38% của quý I/2018.
Động thái mạnh tay này đã giúp doanh thu bán thành phẩm quý I/2019 của doanh nghiệp này đạt 1.951 tỷ đồng, tăng tới 23% so với cùng kỳ năm ngoái – mức tăng rất ấn tượng trong bối cảnh ngành sữa đã có dấu hiệu bão hòa ở nhiều phân khúc.
Không chỉ ngành sữa, ngành bia cũng đang cạnh tranh cực kỳ gay gắt. Giải pháp thúc đẩy doanh thu mà cả 2 “ông lớn” trong ngành là Tổng công ty Bia – Rượu – Nước giải khát Sài Gòn (Sabeco) và Tổng công ty Bia – Rượu – Nước giải khát Hà Nội (Habeco) cũng tương tự như ngành sữa: đẩy mạnh quảng cáo, khuyến mãi.
Trong quý I/2019, Sabeco ghi nhận 344 tỷ đồng chi phí quảng cáo, tiếp thị, hỗ trợ, gấp rưỡi cùng kỳ năm ngoái, chiếm một nửa tổng chi phí bán hàng (cùng kỳ: 37,6%).
Kết quả, doanh thu bia quý I/2019 đã tăng tới 20% so với cùng kỳ năm ngoái, đạt 7.905 tỷ đồng. Đây là mức tăng doanh thu kỷ lục trong nhiều năm trở lại đây của Sabeco.
Trong khi đó, quý vừa qua, Habeco ghi nhận 67,9 tỷ đồng chi phí quảng cáo, khuyến mãi, hỗ trợ, tăng 33%, chiếm tỷ trọng 35,8% tổng chi phí bán hàng (cùng kỳ: 25,5%). Thành quả cũng khá đáng khích lệ khi doanh thu thành phẩm, hàng hóa của Habeco tăng 9,6% trong quý I/2019, lên 1.552 tỷ đồng.
Được biết, doanh thu của Habeco đã giảm liên tiếp trong hai năm 2017 và năm 2018.
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