Snow "high" storm

The so -called benefits of receiving fishermen are Snow Lotus.

Snow lotus ice cubes with a pack of five cents and a profit of only five -quarters have become clear in the circle with the low price positioning that does not increase in price in 13 years. Due to the suspected food safety problem exposed, Xuelian officially registered overnight accounts to rumors, and the production workshop was exposed to the production workshop. Photo is innocent. In fact, as early as the official clarification, a large number of netizens fell to the ground to support Snow Lotus, and said: You have to eat the house!

There is no harm without comparison. Behind netizens supporting low -cost ice cream is the current situation of "assassin". The Internet, such as "it can be directly grabbed money, but still gives me an ice cream", "bankruptcy because I took the unknown ice cream" and other voices.

After the ice cream brand Zhong Xuegao was famous for "the most expensive 66 yuan", the high -end market was becoming a fire area. Recently, the addition of gelatin to the constant warmth for an hour without letting Zhong Xue Gao stand on the forefront.

From some of the high -priced ice creams in the middle of 1946 and Mallin, to the high -end brands such as Elida and the Mongolian Bull Emperor Lan Shengxue, the price of double -digit ice cream occupies most of the market. In the Beijing Shang Chao, the ice cream like Snow Lotus ice cubes "low to dust" is becoming increasingly rare.

To this day, the "assassin" with a surging content is invincible. Some people feel that "the world's bitter high -priced ice cream is long". Some people are pleased to improve the brand's brand power. Far?

Low -frequency consumption solution

Tucao "can't afford" the post -90s and post -00s of the ice cream, but actually play the role of the main consumer.

According to the "China Ice Cream/Ice Cream Industry Trend Report", the main target customer cluster of ice cream ice cream is concentrated in 13 to 29 years old. Even Guojiu Maotai bowed his head under the bonus of 100 billion yuan and used ice cream to draw young people.

In the summer, the ice cream that cools the heat and relieves the heat has become a seasonal explosive product, but its cooling characteristics are the double -edged sword. Some people are cool and some are cold.

"I think I should represent a class of people, that is, I dare not eat cold." Xiaoyi in the post -90s loved and hated ice cream, loved its deliciousness, hated it cold, forcing the pressure of the physiological period, the cold physique was cold, and the physique was cold. She only dared to taste the ice cream in the midsummer in the midsummer. She had reached the upper limit three or four times a month. In the lower temperature season in autumn and winter, Xiaoyi could be considered an "insulator" of the ice cream.

For many women's groups, fear of cold is a great concern for eating ice cream. More than a female college student Han Han's memory of ice cream also stops in summer. In her eyes, although ice cream relieves heat, there is no shortage of acceptance of more acceptance.

Gabing's milk tea is good at Hanhan all year round: "In summer, I drink two cups of milk tea in summer, and it will also consider other seasons. It can be warm, unlike to eat ice cream, it will be affected by the season." In Han Han's daily consumption, the unit price of milk tea and ice cream is in dozens of pieces, but the consumption of ice cream is far less than milk tea, as well as the peak season.

As Han Han said, there are many alternatives of ice cream. A watermelon and a bottle of soda are enough to become PLAN B or even PLAN A. The latter is not limited by temperature in other seasons, and the season is more flexible.

As a hot summer consumer product, the peak consumption frequency of ice cream can reach 2-3 days. On the contrary, sales of the other three seasons will decrease. Some reports point out that the winter sales of the Chinese ice cream market are 1/30 in summer, and the seasonal shortcomings are at a glance.

However, some people are keen to eat ice cream in winter, and Xiao Wei after 00 is one of them.

Turn the price ceiling Hagens Das into the selection range, and the frequency of eating ice cream is higher than that of the first two interviewees. In addition to summer, winter is also a high -frequency season for Xiaowei to eat ice cream. He attributed the reason to "a sense of atmosphere". As a Northeast, Xiao Wei couldn't get the ice cream at the atmosphere of the outdoor takeaway. A few. "But eat less in spring and autumn."

From the perspective of consumers, the consumption of ice cream begins with the season and is limited to the season. In summary, the many ice cream with a large alternative is far from "high -frequency" consumer goods, and the market response in more than half a year is not strong.

According to statistics, in recent years, my country's per capita consumption of rice is about 110 kg, eggs are about 22 kg, and ice cream is only less than 3 kg.

Seeing that being trapped by seasonal nature, ice cream is profitable, and the road of price exchanges is unreasonable. Increasing the unit price and making a wave in summer have become the common idea of ​​many companies. After all, the frequency and unit price must catch one. Essence

At present, high prices are indeed a low-frequency antidote. Some people in the industry pointed out to the media that a more than ten yuan ice cream, gross profit at 3-5 yuan, profit has exceeded the price of a cheap ice cream.

It is difficult to change others. It is the easiest to adjust yourself. It is visible to the naked eye that the ice cream brand that work hard on high -end positioning is becoming the mainstream. The market map of high -priced ice cream will continue to expand.

Selling high prices, why?

In the convenience store, ice cream below 5 yuan can be encountered.

Some media reporters visited a number of convenience stores in Beijing and found that ice cream with more than 5 yuan has become the main force, and some boxes of products are even as high as tens of yuan.

The increase in ice cream is not the illusion of consumers. According to the Ou Rui International Consultation data, from 2015 to 2020, the average unit price of China's overall cold drinks rose 30 %.

As more and more capital poured into the ice cream track, the pressure of accelerating the return of funds and the initial cost of amortization made high -end and high profits the pursuit of a number of brands. , Go out a way to reference for the ice cream industry.

From a few dollars a cup of powder -shaped milk tea, to the existing milk tea of ​​dozens of yuan, the addition of real milk and real tea has turned the price a few times, and the addition of ingredients such as peach gum and bird's nest Fire. Milk tea brands that focus on bird's nest drinks have a per capita consumption of more than 50 yuan, which is higher than the head brand Xixue and Naixue. The track is different but the reason is connected. Why do you sell the same products more expensive?

The scarcity of materials is the key.

Zhong Xue Gao's Ecuador powder drilling ice cream, which is 66 yuan, uses "more difficult to find natural pink cocoa beans than diamonds" as a selling point; Mongolian Niu Tilan Holy Snow added collagen peptide and real petals in rose cattle milk flavors; Brands such as mountains and Northeast board add imported fruits such as Cat Mountain Durian and Qingwang Grapes into ice cream ...

In order to increase the product premium, enterprises emphasize product scarcity by adding imported ingredients and efficacy ingredients. After being labeled, ice cream is more likely to double the value. After stimulating consumers' curiosity, business opportunities naturally come.

However, the addition of the scarce raw materials that are yet to be verified can be verified with the high -priced matching of tens of yuan. In the ingredients of many high -end ice cream, common ingredients such as water, white sugar, milk, etc. occupy the main position, and the addition of high -end raw materials is often at the end of the ingredient table.

Some insiders pointed out: "The production of a high -quality milk ice cream, including the cold chain, is about 7 yuan to 8 yuan."

It is true that most high -priced ice cream costs are not high, but this is not contrary to the added value such as social attributes and emotional needs it brings. The consumer thinking of "camera first" and "sharing of pictures" brings the upper limit to the ice cream. High growth space.

In addition, after embarking on the road like milk tea, the ice cream along the footprint of the predecessors also has exclusive cheats -in multi -scene exploration, the trend of "dessertization" of the ice cream is becoming more significant.

From Haagen -Dazs's ice cream cake to Hetu Xue's ice cream puffs, the boundaries of ice cream and desserts gradually blurred, bringing ice cream into more daily consumption scenarios, which is the wish of the brand.

Under a fierce operation, the high -end ice cream is famous, but it is still unknown whether it can run a unicorn in the circle. At least at present, the high -end ice cream is not the choice of most people, and the brand competitiveness has not yet formed.

According to Ai Media Consultation data, the ice cream around 5 yuan still attracts more than half of the consumers, and less than 20 % of consumers who receive more than 10 yuan of ice cream.

Among these less than 20%of consumers, the repurchase rate is a problem. When the early adopters have become the norm, the gimmick after the "upper period" is naturally difficult to pick up the beam. How to make consumers want to eat it. Only the taste is true.

Magnal profit without increasing anti -falling

"Between wages and wages rose?"

In the ice cream industry, there is something. In terms of the price increase in single products, the raw materials of ice cream seem to be unable to take off. According to statistics, from 2008 to 2020, the cost of raw materials such as milk and whipped cream rose by nearly 80%.

But even so, in the past, the cheap ice cream price was still "close to the people" after the price adjustment of the ice cream. For example, the green tongue rose from 1 yuan to 3 yuan, and Qiao Lez rose from 3 yuan to 5 yuan. Wang Kai, chairman of Beima Ice Cream, pointed to the media that although some raw materials were calculated according to the major tonnage, it had increased by tens of thousands of yuan, but the cost of each ice cream was only increased by a few cents.

Due to the advantages of mature supply chain and the procurement of community, some head companies can compress the cost proportion while rising raw materials.

Taking the highest proportion of the ice cream industry in 2021 as an example, the proportion of direct material costs from 2017-2021 reduced from 73.09%to 67.32%, a decrease of nearly 6 percentage points.

Some companies with higher proportion of direct materials, such as Bazhi's parent company Sanyuan (more than 80%of the direct materials), are also compressed the cost of direct materials, and the proportion of this proportion will decrease 4.68%within 5 years.

The unit price of the product is rising, the price of raw materials can be controlled, and the raw materials are increasing. In 2021, the gross profit of the Sanyuan and Yili ice cream business was 40.27%and 31.7%, respectively, less than 5 years ago.

The reason can be seen from Yili's annual report. From 2017 to 2021, the cost of manufacturing costs of the Sanyuan ice cream business increased from 9.63%to 13.89%. In the era of ice cream rolls, Sanyuan spent more money on the manufacturing cost.

Yili is not, the proportion of manufacturing costs and direct materials is reduced, and a new cost expenditure in 2021 -loading and unloading transportation costs has become the key to cracking puzzles. This expenditure reached 407 million yuan, accounting for 9.53%of the total cost, exceeding direct labor costs.

The official attributed this to "product structure adjustment". While creating "Qiao Lez", "Dian Dian", and "NOC must be happy", the financial report also mentioned the exploration of online channels.

In Eli and even the entire circle, the increase in transportation costs one year by year is restricting the upward of gross profit.

Due to the increase in the consumption of ice cream online, the cold chain water has become a major test. According to media statistics, the cost of cold chain transportation is 40%-60%higher than ordinary logistics. In the industry, people in the industry told the media that the transportation cost of selling ice cream online is relatively high. It is necessary to use the SF cold chain and place dry ice. The cost of 1 yuan is sold at least 5 yuan.

The loading and unloading costs on the face are actually inseparable from the laying of online channels. Traditional brands with more complete offline channels have begun to focus on the e -commerce economy. This is the opposite of the emerging brand.

Zhong Xuegao, who is hot, starts with online channels. With the increase in sales, it is imperative to lay offline channels. But at that time Zhong Xue Gao's offline popularity was far less well -known as today. In order to exchange for more sales channels, Zhong Xuegao once launched a preferential policy of "free freezers to merchants" in 2019. Behind such a large -scale big writing is a high cost of channel laid. Based on the observation of several traditional and emerging ice cream companies, it can be found that the reason why companies' direct raw materials have decreased their gross margins but did not increase and decline. Other costs are increasing, transportation, manufacturing, and marketing ... The only commonality is that after the cost of the cost to the end of the retail price, the price of ice cream has naturally risen.

Nowadays, the business of high -priced ice cream is not a one -day profit. Cold chain construction and brand creation cost require time digestion. The improvement of the supply chain allows the product to stand. Internal merit, the tug -of -war continues.

Conclusion

The wind rises, and the snowdrops are hard to find. Zhong Xue Gao is a word of helling. The ice cream in the cold cabinet is no longer like a child.

It is undeniable that the emergence of Zhong Xue Gao's emerging brand has injected vitality into the ice cream industry. It is expected that more new forces will come out in the future and break the existing pattern. But it is not the only way to do it to the high -end impact and make themselves from consumers. All brands want to be the king of subdivisions, but when everyone piles in one direction, the bridge leading to the king may collapse.

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