Whose heart of "ice cream assassin" has cold?

"I don't dare to touch the ice cream I don't know." Recently, people use the "assassin" to describe the ice creams that have a "fatal blow" that can give consumers a "fatal blow" in terms of prices. High -priced ice cream has discouraged ordinary consumers, becoming a hot topic this summer.

At present, more and more ice cream is priced at more than 10 yuan. Not long ago, there were corporate cross -border to do ice cream business. Among them, the ice cream of Hengshun vinegar industry is priced at 18 yuan, and the Moutai ice cream is priced at 59 yuan. Some ice creams have sold the ice cream to more than 100 yuan. Some survey data show that in the current market, ice creams over 10 yuan occupy half of the rivers and mountains.

Why are there more and more high -priced ice cream margins? Generally speaking, the factors affecting the price of commodity mainly include consumption upgrades, rising costs, improvement of raw materials, marketing investment and channel grades. It is undeniable that on the basis of consumption upgrade, consumers have higher requirements for ice cream quality, and they are willing to pay higher prices and experience better products.

As far as raw materials are concerned, most of the early years of popsicles are only water and sugar. Today's ice cream not only has basic raw materials such as milk, cream, chocolate, etc. Some ice cream also labels precious raw materials. However, the rise in the price of commodity raw materials such as milk and sugar has increased the increase in cost to a certain extent.

Nevertheless, ice cream is getting more and more expensive, and I am afraid that the cost of raw materials is not as simple as rising. Some people in the industry have revealed that the gross profit margin of the ice cream industry is generally around 60%, and the gross profit margin of high -end ice cream is about 70%. The higher premium has made many companies join the hot ice tracks and launched net red ice cream.

The Internet popularization of the ice cream brand is one of the promoters of high -priced ice cream. The innovation and marketing required for this is reflected in the price level, allowing consumers to pay. But consumption upgrades are not equal to price upgrades, and high -priced ice cream should cool down.

In fact, high -priced ice cream is just a microcosm of many Internet celebrity formats. Cake shops, milk tea shops, hot pot restaurants and tea shops have emerged many Internet celebrity brands. In the Internet era, changes in communication methods have given more possibilities for net red products. The profit model of "short -level and fast" allows some companies to replace the previous "profit -making multi -sales" with "thick profits and less sales". This pricing strategy can indeed return to the book quickly and earn "fast money", but often cannot support the brand's long -term operation. This is also the source of many online celebrity products that can not escape the fate of "fast life and death".

Some experts pointed out that looking at the growth of most heads of heads, they will find that the brand's trading brand has served at least two generations. They have accumulated consumer -based operating experience and cognition, and these are the result of long -term inspection by the market. The growth path is basically unchanged, that is to find a good product to cut in, and then operate well.

For enterprises, the purchase boom caused by brand innovation is nothing wrong. However, a company needs to adhere to long -termism from Internet celebrities to long -term redness. From the perspective of continuous operation and long -term development, if you blindly pursue the online celebrity route, it is not conducive to the establishment of brand stickiness, nor is it good for the construction of the brand life cycle. When the influence and attractiveness of Internet celebrities, consumers' attention will return to the quality itself. Consumers are more and more voiced by high -priced ice cream, which is evidence. This reputation evaluation will eventually be reflected in market sales through "voting with your feet".

Therefore, in the final analysis, any company's operation must return to business nature. The prosperity of the Internet celebrity economy does not mean that the new format can be smooth. Only by continuously investing funds and energy to improve product competitiveness, continuously improve the supply chain, and establish a complete R & D, production, sales and marketing system, can we retain the retreat. At the same time, pay attention to the cultivation of the brand image, make the goods be worth it, and form consumer stickiness. In this way, we can make Internet celebrity products growing red brands and achieve sustainable development of enterprises and brands.

Source: Workers Daily

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