After "Zhong Xue Gao", the high -priced ice cream has a flat sales, and the affordable ice cream "rivers and lakes status" gradually stable

Jimu News reporter Shi Qian

Photography reporter Li Hui

"Ice Cream Assassin" has become a hot word for this summer, and not long ago, the representative of the high -end ice cream, Zhong Xue Gao, "rolled" one after another, and many cheap ice cream returned to consumers' sight. On July 26, Jimu Journalists visited and found that many small supermarkets near the old urban areas still have a large number of affordable ice cream for sale, and the sales volume is good. In some large supermarkets, cheap ice creams can be divided into autumn color with high -priced ice cream and even higher sales.

Wang Peng, a researcher at the Beijing Academy of Social Sciences and researcher at the Intelligent Social Governance Research Center of Renmin University of China, believes that the consumption level of my country's consumer market is diversified. Both high -end ice cream and cheap ice cream have their market demand and have wide consumer groups.

The sales of cheap ice cream are slightly higher than the high -priced ice cream

On the 26th, in a small supermarket in Ganao Street, Wuchang District, Wuhan City, the reporter saw cheap ice creams such as old popsicles, Yili four circles, and green moods. According to the shopkeeper, the cheapest one in the store is the old popsicle of 1 yuan, and the most expensive is a dream dragon of 12 yuan. There are primary and secondary schools nearby, and many children will come to buy ice cream after school, and the low -cost ice cream will sell better.

Why not enter some high -end ice cream? The owner admits that young consumers prefer high -end ice cream, but there are many middle -aged and elderly residents in the old town. They do not catch a cold about Internet celebrity ice cream, and high -priced ice cream cannot be sold at all. ","

In a small supermarket in a written building in Dazhi Road, Hankou, Wuhan, there is a green tongue of 2 yuan. "The green tongue is our childhood memories of the post -80s generation. I feel that I have n’t seen it for many years.” After the 80s, Ms. Wu, Ms. Wu, took the child to school from the interest class. The child picked a green tongue from the freezer, which surprised Ms. Wu very surprising "I didn't expect such a cheap ice cream to be produced, our children can still eat it!"

In the high -priced Xu Dong store in China, cheap ice cream and high -priced ice cream each accounted for half of the mountains. There are both green mood and Qiao Lez, such as cheap ice cream, each box of 16 yuan to 28 yuan; there are also high -priced ice creams such as Menglong and Bazi, and the unit price is more than 10 yuan. Li Yuantao, general manager of Zhongshang Sudden Xu Dongdian, introduced that the customer group of the store is relatively balanced. Therefore, the high -priced ice cream loved by young people and the affordable ice cream loved by elderly people are selling well.

"Recently, the temperature has risen, and the sales of cheap ice cream have increased by 15%compared to the usual period, but also increased compared with the same period last year. A red bean and mung bean ice cream are very popular with middle -aged and elderly consumers.

High -end or affordable consumer groups

Wang Peng, a researcher at the Beijing Academy of Social Sciences and researcher at the Intelligent Social Governance Research Center of Renmin University of China, believes that with the upgrading of consumption, consumers have certain consumer demand for high -end ice cream, so the launch of high -end ice cream has its rationality. In particular, the new generation of consumers are not too sensitive to prices, but they have high demand for the quality and personalization of goods, and the social attributes of high -end ice cream can meet the needs of new generations of consumers.

From the perspective of the brand, the launch of high -end ice cream is not just sales revenue. This is a marketing method that increases brand exposure, which is equivalent to advertising. For example, Wang Peng said that Moutai's launch of high -priced ice cream does not necessarily expect to make money through ice cream items. By launching Moutai ice cream through cross -border, it has attracted social attention, increased brand exposure, and the propaganda effect is even better than ordinary advertising.

From the dealer, although the sales of high -end ice cream will reduce the frequency of purchases, it increases the unit price of sales; even if the sales volume is high, the hair profit is low. Wang Peng said that no matter which industry, everyone is unwilling to make hard money, and prefer to make money that is easier. This is why dealers prefer high -priced ice cream.

However, Wang Peng believes that even if high -end ice cream has market demand, it is more favored by brands and dealers. However, there is a wide range of national conditions in my country. The consumption level of the consumer market is diversified. Both high -end ice cream and cheap ice cream have their market demand. In the future, there will be widely consumer groups.

Zhu Danpeng, an analyst of Chinese food industry, also has a similar point of view. He pointed out that the operating cost pressure of the terminal dealer, the gross profit of channel vendors, and the market cost of the manufacturer have led to the seller's market more biased towards high -priced ice cream. However, Zhu Danpeng also believes that even if the consumer market continues to be upgraded, cheap products will not really be eliminated, and there are still loyal fans to survive and develop stubbornly in another attitude.

- END -