Ice cream assassin, piercing consumption upgrade bubble 丨 Xiaobai business concept

Chen Bai/Wen's criticism of "ice cream assassin" is still being further upgraded.

The so -called ice cream assassin refers to the ice cream hidden in the freezer and watching its appearance, but when you take it, you will pierce you at a high price. "Betrayal of childhood", "Zhong Xue's high -rowing atmosphere", "high -priced ice cream rolled out of China" ... If you look at the public discussion about high -priced ice cream, it is easy to find that netizens are talking about high -priced ice cream from the beginning. Gradually evolved into the disgust of the ice cream brand. In particular, Zhong Xuegao, the representative of the "ice cream assassin", was exposed to use fire and could not burn, which caused people to dissatisfaction with high -priced ice cream.

In the face of this emotional change, the problem that may be clarified first is whether the high -priced ice cream is wrong? If so, where is wrong?

It should be said that at the beginning of the launch of high -priced ice cream, the investment circle used money to vote to prove the gold content of this new track -after all, there have been multiple tracks that have completed this "new consumption" transformation before that, from Skin care and makeup to milk tea, domestic brands are achieving "positioning innovation" through product quality and price upgrade. The foundation of this positioning and innovation is a prediction of the trend of consumption upgrade.

If we put it on the logic of the market economy, this high price positioning is understandable. As long as someone is willing to pay for this, the product pricing is high, and in the final analysis, it is still the most basic market dynamic decision -making mechanism.

In fact, high -priced ice cream has always existed in the market, and Hagens Das, with an average unit price of more than 35 yuan, has been in China for nearly thirty years. But why can we accept Hagens Dazs, but cannot accept the "Hagan Dashua" of the ice cream market?

There are many levels of answers to this question. For example, the "high price" of these ice cream does not respect consumers' right to know, and the quality of ice cream products has certain controversy -Zhong Xuegao's popsicles have been exposed to 31 degrees recently in the near future. It has not melted at high temperatures, causing doubts.

Regarding the quality concerns similar to "burning" and "not rotten", it needs to be further verified and judged by relevant professional departments. But to be honest, these answers have nothing to do with high prices.

The reason why the ice cream assassin stabs people's hearts may still exist in the bottom reason that the level of mass consumption does not realize "consumption upgrade" as we think, but the ice cream company has already under the beautiful imagination of consumption upgrade. , I can't wait to increase the price of the product.

Consumption upgrade is a fashionable and magnificent vocabulary. The power of this vocabulary can be reflected in the growing social retail data, and it can also be reflected in the joy of the per capita income to enter the national threshold of secondary income.

But macro often blurred because of large faces, making you miss the details, and mistakenly think that it is the whole picture. The macro -level changes need to be returned to everyday for each of us. I believe many people still remember that set of data. During the National Two Sessions, the Prime Minister said at the reporter's enrollment that 600 million people in China earned less than 1,000 yuan per month.

Back to the controversy of high -priced ice cream, the reason why everyone feels the feeling of ice cream assassins may still be because our consumer companies are priced, it may really trust the "consumption upgrade" coverage and ignore the income outside the spotlights. Life of 600 million people with less than a thousand yuan.

When people open the convenience store freezer, they look at the 2 elder popsicles at a glance. This kind of consumers who are deceived and discriminated against reached their peak.

There is no more change in this wind direction than companies in the Red Sea competition. The pricing of the milk tea market is the best example: Xixi tea and Naixue tea, which once positioned at high prices, have joined the wave of price reductions since this year. Hi Tea has even made the slogan without "3". In contrast, the so -called "Fifth Ring Road" and the customer unit price are basically less than 10 yuan, which not only achieved the number of stores exceeded 20,000, but also suddenly announced that all its stores would reduce the one -year franchise fee last month. The total amount of exemption is close to 200 million.

When the uncertainty brought about by the new coronary pneumonia's epidemic and continuous economic downward pressure increased, in the past, we looked at corporate financial reports. Of course, high -gross interest rates can prove the advantages of the enterprise. However, in the future with expected weakening and decline pressure, low -gross interest rates may be the true moat of the company's sustainable development. Because if the enterprise can still survive if it is extremely meager, it means that the business management of the enterprise is extremely efficient.

For enterprises, the advantages of this management efficiency will be more difficult to copy than the "consumption upgrade" advantage that product pricing. And this advantage will also be the confidence of the company to avoid being caught in the crisis of "burning".

From this perspective, for corporate decision makers, whether it can penetrate the air outlet and fashionable vocabulary and truly return to the market pulse itself will be a more important consideration for corporate strategy.

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