The ruthlessness of the market has long been written in history - just like those brands that were once popular but disappeared in an instant, companies that lack core competitiveness are destined to become a speck of dust in the expansion of giants. From 2019 to the present, although Tustin's store growth rate once reached 15%, its overall market share has declined year by year, and its profit margin has been continuously compressed. In many sinking markets, the price of a McDonald's meal is the same as that of Tustin, or even lower. Behind this "price war" is not only a competition of marketing strategies, but also a competition of supply chain efficiency.
If Tustin and Wallace want to survive in this fierce competition, low prices alone will no longer help. They must quickly abandon the outdated "price war" mentality and find new ways out in innovation, brand building, and localization. Otherwise, when the giants further lower prices and when consumers no longer hesitate between brand, quality and price, Tustin and others will eventually "die without a burial place."
