The new regulations of the clear price are implemented, and the "ice cream assassin" may have nowhere to hide

On the hot summer, I wanted to buy Zhizhi ice cream to relieve the heat, but found that a new product with fancy packaging and "gimmick" with a fancy packaging, especially the price of consumer expectations. "Ice Cream Assassin", don't know if you don't know ...

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"Ice Cream Assassin" makes people caught off guard

Recently, when Mr. Li, who lived in Dongcheng District, Beijing, was "doll" in Dongcheng District, Zhang Luo Community, a few children in Zhang Luo's district ate ice cream, and found that the eight ice cream chosen by the children would take 300 yuan, which really surprised him: "I remember the ice cream when I was a kid. Isn't it just one or two dollars, why is it so expensive now? "

This summer, many consumers came out of the same question as Mr. Li. In the social platform, "Ice Cream Assassin", "The" Wild Cake "you don't know, don't take it", "The price of ice cream is to eliminate social terror" and other heat stalks. Some netizens joked that the so -called "ice cream assassin" refers to some of the brand or packaging of ice cream that has not seen it. They quietly "latent" freezers, waiting for the "fatal blow" when waiting for the checkout.

There are many types of ice cream in ice cream containers, but the container does not have a price. Xinhua News Agency reporter Peng Ziyang Photo

Is this the case? The reporter recently visited a number of convenience stores, supermarkets, and sellers in Beijing found that the price of ice cream was different. Some large supermarkets indicated the price of ice cream on the freezer, but in most convenience stores, small supermarkets, and the seller, the ice cream did not make clear yards. Bid prices, different brands of ice cream are mixed together, and only when checkout can we know the specific price. Through reporters, they learned that these ice cream are priced between one yuan and 25 yuan. Among them, some large -packaged brands of ice cream are priced at more than 100. The person in charge of a chain convenience store said that the higher price of ice cream is not bad. "The cold cabinet space is limited. We basically will not go to the two or three yuan ice cream. The high price of ice cream is high. Some."

Some of the small sellers around the residential area are mainly cheap ice cream. In a small sales department in Daxing District, the most expensive ice cream in the freezer is only four yuan. The boss admits that the best selling in the store is the "old popsicle" with a price of one yuan. Although he knows high -priced ice cream, he did not dare to buy because he was afraid of poor sales.

2

High -priced ice cream is worth it?

The reporter's visit found that some consumers actually originally originated from the price of the ice cream "buying" the "buying" of high -priced ice cream. After comparing the ingredient table, it was found that except for the price, some high -priced ice cream did not stand out in other aspects.

The reporter uses the comparison of the ingredients table containing flavors and reducing costs that reduce costs. Most of the high -priced ice cream and cheap ice cream are added with flavors. In addition, several ice cream ingredients that are priced at more than ten yuan also contain all containment Album cocoa butter.

Individual brands have also been punished by the industry supervision department for falsifying in the promotion of ingredients. Earlier, a "light milk" product sold by a brand promoted "without a drop of water and pure beef." It is verified by the regulatory authorities that the ingredients of the product are clearly contained in drinking water, and the propaganda content and actual situation do not match.

An industry insider analyzed that in recent years, some new market ice cream companies have worked hard on marketing in order to attract consumers' attention in a short time after listing. However, the marketing costs of these products form a brand premium, and consumers will eventually pay.

Some brands of overplay have also become prices. The reporter noticed that the General Administration of Market Supervision recently announced a number of typical cases of commodity over packaging law enforcement, and the "Louvas" ice cake of Hogendas, a subsidiary of GM, was "on the list". The report stated that the Louv Yingyue series of ice tilted in the Louv Yingyue series of Bingjie Ling, which was sold on September 17, 2021, was not qualified, and it was an over -packaged product.

The reporter talked with a business with a screenshot of the sales records provided by the other party. Figure: Peng Ziyang

In addition, some "cross -border" marketing ice cream has been stated at a high price after stocking. The reporter noticed that a well -known brand liquor combined with dairy companies produced three types of ice cream, the pricing was about sixty yuan, and the price was doubled in a short period of time.

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Don’t let consumers "get angry"

According to data from the Foresight Industry Research Institute, from 2015 to 2021, the market size of the ice cream ice cream industry increased from less than 90 billion yuan to 160 billion yuan, and the cumulative increase of more than 90%in six years. Relevant experts said that how to achieve the healthy and orderly development of the industry, to avoid some brands from pursuing high prices and ignoring quality, only focusing on marketing, and ignoring products, it should become the concern of all parties behind the scale expansion of the ice cream market.

Hong Tao, deputy director of the academic committee of the National Consumer Economic Society, believes that while strengthening the quality inspection of ice cream and preventing high -priced and low -quality products from the city, relevant departments should also give some high -priced ice cream restrictions on the highest price or guidance price. While the new and old brands are introduced according to market demand, more low -priced and high -quality products should be encouraged to flow to the market.

Liu Junhai, a professor at the Law School of Renmin University of China, believes that in the research and development of ice cream products, innovation and high prices are not a pair of twin brothers. Innovation should be based on increasing the cost -effective product. He believes that enterprises should focus on studying products and use consumer reputation and product quality as a new starting point and settlement point.

Regarding the phenomenon of "stabbing" of some consumers on the market's high pricing on the market, Hong Tao believes that in the choice of product pricing methods, in addition to brand pricing, creative pricing, etc. Based on the price chaos caused by excessive competition. Liu Junhai believes that the rights of consumers' right to know, the right to choose, and fair transaction should be further implemented, and the products should be clearly marked at the eye -catching part of the ice cream sales side. 4

"Regulations on Optical Price and Prohibition of Price Fraud"

Starting this month

The State Administration of Market Supervision and Administration's "Optical Section Price and Prohibition of Price Fraud" issued from July 1, of which:

1. The operator shall make a clear price in a significant way to clear the goods or services corresponding to the price;

2. The clear price price should be true and accurate according to the characteristics of goods, services, industries, and regions.

3. The operator has to mark or significantly weaken the price conditions that are not good for consumers or other operators to trick consumers or other operators to trade with them.

Source: Xinhua News Agency (Reporter: Wu Mengda Peng Ziyang Luchang Intern: Wang Haosen), Xinhuanet, the official website of the State Administration of Market Supervision and Administration

Editor -in -chief: Wang Yuanfang

Edit: Wu Yaqi Chang Ying Sun Xiaoting

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