Following sales, ice cream upgrades and landing

A few days ago, as Hema Xiansheng exported ice cream and ice cream freezer was removed, Blue Whale Finance reporters realized that the peak season of ice cream and ice cream was over.

This peak season is extraordinary, or an important page in the history of ice cream and ice cream. Zhong Xuegao, Moutai ice cream, high price, ice cream assassin, undoubtedly become keywords.

Zhong Xue searched 10 times in half a month, and a proper hot search physique. The tens of yuan of Moutai ice cream was fried to more than 200 yuan, which also broke people's perception of ice cream.

It is considered that although it has experienced a lot of twists and turns, various brands have made great progress. According to the Economic Observation Network, as of the end of August this year, Maotai ice cream has covered 20 provinces, autonomous regions and municipalities across the country, and achieved nearly 140 million yuan in sales. Zhong Xue's high sales have also increased significantly year -on -year, ranking first in the sales volume of multiple online platforms. Traditional Yili and Mengniu have steadily occupied the public market with their strong brands and channels.

In some people's eyes, high -priced products have become ice cream assassins. Some people think that the ice cream industry has attracted much attention, and the concept of upgrade that has been shouted for many years has landed, although it is a bit hard. However, it is undeniable that receiving attention is a stage where the product upgrade process is inevitable. At the same time, it has brought traffic while being tested by the market. The company's products are also accepted by more people, which is huge for the industry.

Very much attention, ride by the momentum

When the merchant filled the ice cream and ice cream in the ice cream, the peak season of the ice cream and ice cream passed. Looking back at the peak season of ice cream and ice cream in 2022, it refreshed everyone's perception of this industry. The "ice cream assassin" and "fire burning ice cream" are unpredictable vocabulary, which has become oral language, and has attracted more attention to consumers in this field.

Zhu Baowei, a senior researcher at Longpinxi China Market Research Center, believes that the ice cream and ice cream field has never been watched as the public as this year, including the so -called "ice cream assassin", "burning the bell Xue Gao", "Snow Lotus Defense War" and so on. The reason behind the attention is that the ice cream industry has been eye -catching from low prices to mid -to -high -end upgrades in the past two years. This is the process of upgrading the entire product level and price to the mid -to -high -end upgrade.

A consumer told the Blue Whale Finance reporter: "Occasionally I bought some ice cream and ice cream in the past two years, but this year I saw more related news, and I bought ice cream and ice cream for stocking. The price of each purchase was 50 About the yuan. The price ranges from 2 yuan to 10 yuan. Occasionally, Zhong Xuegao, Menglong, etc. will taste the high -priced ice cream on the hot search, but it will not buy hot Moutai ice cream, which is too expensive. "

Brand sales have also increased.

In the first half of the year's financial report, the four major brands of Mongolian ice cream were changing, green mood, ice+and Tilan's business revenue during the period of 29.9%to 3.903.5 billion yuan. Yili Cold Beats continued to lead the industry, and sales revenue increased by 31.71%year -on -year.

In the "The Top Ten List of China's Fully Ice Cream Brands in the First Half of 2022" released by the Ai Media Gold List, there are 4 brands of Yili on the list, accounting for 40%. Compared with 30%.

Zhu Baowei believes that, looking at the performance of the 2022 peak season, the product line of the entire industry is extremely rich, including sugar -free and plant -based ice cream, which is becoming more and more abundant. Mengniu and Yili have launched plant -based products, and the entire industry is in the process of connecting with international standards.

The controversial Zhong Xuegao also achieved good results. Tmall ranked first in January to August, and Douyin ranked first in January to August. Offline, a 8 -year -old Chengdu dealer Chen said that in high -end products, the Chengdu market Zhong Xuegao is relatively stable and has added a lot of points in Hema, Yonghui, and Grand Runfa. It affected some cooperation communication. Later, authoritative agencies have detected many products, and it has gradually returned to the previous level in August.

Lu Ruixun, a senior research analyst in Yingmin, believes that due to the repeated epidemic of China's new crown, people's home time has become longer. Because ice cream has a comforting effect, it is conducive to packaging home consumption of ice cream. The brand can have arrived by the ice cream formula inspired by regional cuisine as the inspiration. At present, this trend has been appeared in other food and beverage categories. The brand can use more healthy and natural ingredients to upgrade the product.

Mid -low prices are mainstream, continuous advanced upgrade

In the attention of consumers, the upgrade in the field of ice cream and ice cream is considered a hard landing. Many consumers know high -end products such as Zhong Xuegao, must be happy, Zhongjie 1946, and Saint Landiexue. The ceiling of the industry has also been pulled up again, and the market space has expanded.

Zhu Baowei believes that with the upgrading of high -end, ice cream and ice cream are constantly leisure and dessert, and then promote the adjustment of the sales side. Some stores specializing in ice cream have also been upgraded, and different models such as global quality selection shops have appeared, and chain stores have gradually formed. It is currently appearing in Hangzhou, Ningbo and other places.

Low prices are still mainstream. Ms. Lu, a practitioner of Dongguan Bingpin Industry, said that the products of 3-5 yuan of major brands shipped the price of 3-5 yuan. Mainly Yili and Mengniu; young people with a certain consumption ability tend to buy ice cream of more than 10 yuan. Net red ice cream is not too good in quality and taste, and it is difficult to precipitate. Zhong Xuegao is a well -known brand. The buyer just took it and left.

Manager Chen also said, "This year is very hot this year, so the ice cream is generally sold well. Mengniu, Yili, and cute products are mostly shipped at about 3-6 yuan. About 30%of the 6-9 yuan, including sea bream burning, grape ice on the bridge road, and the middle street durian glutinous rice dumplings, there is a certain mass foundation. In the product market above 9 yuan, there are some low-priced manufacturers to get some. Unknown products sell high prices in a short period of time, "Ice Cream Assassin" and other claims that these products should be very responsible. "In the future, the market for ice cream is still very large. Yingmin's analysis believes that ice cream is still one of the fastest growing snack categories in 2021. The sales of packaging ice cream reached 46.1 billion yuan, an increase of 8.3%, and retail sales increased by 5.3%. The new crown epidemic has a greater impact on the field of ice cream and ice cream. According to the size of the new crown epidemic, the compound growth of 2021-2026 was between 7.6%-8.1%.

The market space is large, promoting ice cream to continue. From 2019 to 2021, the average price of newly launched 100ml/g ice cream in China increased by 12%.

At the same time, ice cream has become a popular category for food and beverage brands. Mars introduced an ice cream production line to China for the first time in 2020 after the first chocolate brand Dove and Snickers' ice cream products were launched. Hema also launched ice cream products with Tims Hortons and Oatly.

Enterprises need to pay attention to the lack of high -end images of ice cream and sticky products.

Tarneys and cup ice cream are suitable for children, and are closely related to delicious and convenient image. Considering consumers' strong interest in ice cream designed for children, when they are targeted at children, these two forms of ice cream should be the first choice.

However, the data of Yingmine showed that 52%and 49%of the respondents also associated ice cream with convenience and delicious food. Compared with other forms, the relationship between sticks and premiums is the least, which indicates that when the brand chooses a stick for its high -end products, it may take more energy to prove a higher price.

This may also be the reason why Zhong Xuegao is very good, but it is difficult to form a consistency with the high -end cognition of Hagens Dazs in the cup.

Recently, the Beijing -Tianjin -Hebei Consumers Association organized a comparative test of the Beijing Sunshine Consumption Big Data Research Institute to conduct comparative trials on some hot -selling freezing drinks with a large sales and high attention in the market. Involved in 12 hot -selling brands including Yili, Zhong Xue Gao, Bazhi, Menglong, Helu Xue, Mengniu, Guangming, Zhongjie, Sunday, Meiji and Oatly, 36 batches of samples.

Among them, the highest protein content is Zhongxue Gaohai Salt Coconut (Sea Salt Coconut flavor) ice cream. The lowest protein content is the "Mengniu Youmu Pudding Ice Cream" product. The highest fat content is the Meiji Bayan wood chocolate ice cream. The lowest fat content is the nominal name "Shi Zhenxue (vanilla flavor glutinous rice icy ice cream)".

Increased attention, more and more product exposure, more and more results of relevant institutions, consumers also know more about the field of ice cream and ice cream, and become more rational.

A small shop owner said that after a storm in the field of ice cream and ice cream, it was impossible to have no effect, but the result was that everyone was increasingly rationally purchased: looking at the brand, ingredients, and manufacturers, and the brand also formed a differentiation: "Buy Zhong Xue Gao Gao Gao Gao People will always buy, and those who buy Illimon will always buy it. "

Lu Ruixun said that although the taste is the most important when choosing ice cream, for the ice cream brand, it is important to use the increasingly priority of other food and beverage categories of healthy diet. Brands can upgrade their products with more healthy and natural ingredients such as herbs and grains to strengthen the healthy image of ice cream and further encourage consumption.

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