How much can companies earn in ice cream?

The rising price of ice cream is one of the hot topics of this summer.

△ The picture shows the cultural and creative ice cream of the Tengwang Pavilion Scenic Area in Nanchang, Jiangxi.

On social platforms, topics such as "ice cream assassin" and "ice cream that convenience stores do not know" are frequently searched. For offline shops, reporters also found that the price of ice cream in the freezer is mostly more than 5 yuan, and there are very few models below 3 yuan.

Even the price increase caused by factors such as inflation and rising raw materials costs has become a consensus. However, during the media visit, it was found that there are still a number of classic ice cream products on the market that rose slightly, selling at a parity of 1 yuan to 3 yuan. "China News" reporter was interviewed and learned that whether it is 1 yuan of ice cream or 20 yuan ice cream, there is a considerable profitability for enterprises.

High -priced ice cream occupies the mainstream of the market

The reporter found through comparison of offline stores and e -commerce platforms that more than 10 yuan ice cream has occupied the mainstream sales market. Most ice cream with Internet celebrity attributes or IP co -branded is over 20 yuan.

When is the ice cream began to taste from the "cheap happiness"? 2018 is an iconic time point. Since this year, the ice cream industry has been shown in the transformation of the Internet celebrity economy. In 2018, Aoxue coconut ash, which sells for 9.9 yuan, has become a popular item for consumers to buy punch cards. The price increase of ice cream has also begun to take this as a growth point, which continues to rise.

It was also in the "Double Eleven" in 2018. The new ice cream brand Zhong Xue Gao triggered the heated discussion of ice cream prices by the Ecuador powder drilling ice cream of 66 yuan. After that, young ice cream brands represented by Zhongjie 1946 and Malline, etc., have successively launched high -priced ice cream, even traditional Yili, Mengniu and other brands have begun to create their high -end ice cream positioning by raising the prices of new products. Essence

According to data from the third -party agency Ou Rui International Consultation, from 2015 to 2020, the average unit price of China's overall cold drinks rose by 30 %.

△ Consumers show the purchase of Moutai ice cream.

In order to pricing and attracting attention, the brand has also begun to seek innovation in the shape and content of ice cream. The tile ice cream, fish -shaped ice cream, and the cultural and creative ice cream layers of major attractions are endless, and most of them are their "figures" on social platforms.

Driven by traffic, the layman began to do ice cream business across banks. Hengshun Vinegar industry launched ice cream with a single price of 18 yuan, and Moutai launched ice cream with a unit price of 59 yuan.

Even though this is the first time Moutai has been involved in the ice cream industry, it said in publicity that two ice cream priced at 66 yuan added 2%53 degrees of Guizhou Moutai wine. According to the "I Moutai" public account, more than 40,000 ice creams in Moutai were launched for 51 minutes, and the sales amount exceeded 2.5 million; offline flagship stores sold for 7 hours for sales of 200,000, and a total of 5000 Moutai ice cream was sold for sales of Moutai ice cream. The rest.

Chinese food industry analyst Zhu Danpeng summarized this as the fission of the ice cream market. Zhu Danpeng told reporters that the current Chinese ice cream market has fired into six different consumption levels, ultra -high -end, high -end, high -end, mid -end, low -end, low -end, and low -end.

On the basis of consumption upgrade, consumers' requirements for ice cream quality have improved and are willing to pay for high -end. This is the basis for the ice cream brand to make high -end positioning. In Zhu Danpeng's view, when the new generation became a mainstream consumer group, it was inevitable to force the innovation and upgrade of the industry.

The reporter learned from Tianyan that from the perspective of the registration trend of ice cream -related enterprises (all enterprises), in the past five years, more than 5,000 companies in my country have established each year. Among them, the year of the largest increase in 2017, exceeding 8,200 companies were established; there were fewer new companies in 2021, with a total of more than 5,300. Since 2022, my country has added more than 3,000 ice cream -related companies.

Cost price increase is not the main reason for high prices

The rise in costs was once used to explain the reasons for the continuous price increase of ice cream.

According to the data released by the Food Business Network, from 2008 to 2020, the cost of raw materials such as milk and cream needed for ice cream production rose by about 80 %. A third -party agency Ai Media Consultation also incorporated raw materials in the reasons why the cost of raw materials is increasingly expensive.

The Sanyuan Co., Ltd., which belongs to the ice cream brand Baxi, mentioned in its 2021 financial report. Affected by the new crown epidemic, supply and demand relationship, and trade environment, raw materials, carton packaging and other raw and auxiliary materials have risen sharply, and the pressure of corporate cost control continues to increase continuously big.

But the rise in cost is not the main reason for "high -priced ice cream". From the perspective of the industry, the cost of ice cream is not rising unauthorizedly, and "high -priced ice cream" is mostly due to its premium.

Zhu Danpeng also pointed out that "high -priced ice cream" is mostly because of the added value such as social attributes and emotional needs. He believes that the continuous popularity and price increases of Internet celebrity ice cream are mostly young people's pursuit of Internet celebrity ice cream topics and social attributes. The profits of the entire channel are also promoting the market share of net red ice cream to the entire industry and the country, and constantly eating the market share of low -end ice cream.

On June 28, 2021, in Shanghai, Zhong Xuegao, located in the Wukang Building, "New Topping Brand Store". Photo/Visual China

In order to promote the added value of "high -priced ice cream", the brand needs to increase the expenses of marketing expenses. Cross -border joint -name and social platform promotion are all measures to increase the value -added recognition rate. Not only that, the promotional points such as the whole cold chain distribution and delivery of the new brand on the e -commerce platform also occupy a lot of costs. Taking cold chain transportation as an example, compared with ordinary logistics transportation costs, the cost of cold chain distribution will be 40 % to 60 % higher. The relevant person in charge of Zhong Xuegao explained the pricing issue in an interview with the 21st Century Business Herald. The person in charge said that ice cream and ice cream products needed a series of processes from materials, R & D, production, storage, and transportation, which needed to strictly control the quality. In the construction of a flexible supply chain, investment costs are often hundreds of millions of yuan. At present, the costs of raw materials, production, labor and cold chain transportation have risen sharply.

With the superposition of multiple cost factors, the price of ice cream has not risen. However, the high -priced ice cream is not limited to the ice cream market, but also has a place in the capital industry with the help of marketing. According to the company's investigation data, in the past ten years, there have been 32 investment and financing incidents of ice cream brands, and the amount of investment and financing disclosed is nearly 2.4 billion yuan.

Although from the current point of view, traffic, capital, and sales are flooding to net red ice cream, Zhu Danpeng issued a question mark for the "future" of this type of ice cream. Zhu Danpeng mentioned that consumers' preferences and needs are constantly changing. Without quality and experience, it is difficult to sustainable for brands.

Large profit space

For ice cream companies, can high pricing and high costs achieve high profit?

Previously, on the social platform, the cost of investigating ice cream for the investigation of the ice cream was priced at 11 yuan ice cream, and the purchase price was 5 yuan; the ice cream with a price of 49 yuan, the purchase price was 19 yuan.

Song Liang, an analyst of the dairy industry, also pointed out to the media that Zhong Xuegao, who sells for about 15 yuan, has only four or five yuan. Earlier, "Finance and Economics" interviews with wholesalers shows that the old middle street popsicles with a retail price of 1 yuan are examples. The purchase price is often less than 0.4 yuan and the gross profit margin exceeds 50%.

△ The shape of ice cream is getting diverse.

Zhu Danpeng told the reporter of China News that the gross profit margin of the high -end and higher price of the ice cream is more than 100%, and the ordinary ice cream gross profit margin can reach 60%-70%. Zhu Danpeng said that larger profit space is also the reason why many non -professional players and investment institutions are involved in the ice cream industry.

Public data shows that Zhong Xuegao, who has launched high -end products frequently, has revenue over 100 million yuan when he was established for 16 months. In an interview, his founder Lin Sheng said that Zhong Xuegao's gross profit margin was slightly higher than that of traditional cold drink companies.

For traditional ice cream brands, the profit of the ice cream business line is also "not a problem." The financial report of the parent company of Baxi Ice Cream shows that from 2016 to 2021, the gross profit margin of Sanyuan's ice cream business remained at a level of more than 30 %. Even in 2020, the new coronary pneumonia epidemic broke out, and its gross profit margin only fell to 21.73 %. One year later, this data returned to the level before the new crown pneumonia. The financial report data shows that the ice cream business revenue of Sanyuan in 2021 was 1.322 billion yuan, and the gross profit margin was 31.7%.

According to the "China Ice Cream/Ice Cream Industry Trend Report (2022)", the four ice cream/ice cream brands of Yili, He Luxue, Mengniu, and Nestlé have a market share of the offline ice cream brand of 19 %, 15 %, 9 %, and 8 %, respectively. It reached 51 %. In the 1990s, the eight -cream that settled in China in China ranked 5th with a 6 % market share.

Yili, which ranked first among the above -mentioned rankings, not only has cheap ice cream like "Qiao Lez", but also caters to high -end ice cream products such as "darkest" and "must be happy" such as "spoil" and "must be happy". Yili's 2021 financial report shows that cold drink products, including ice cream business, have a operating income of 7.16 billion yuan and a gross profit margin of 40.27%.

According to data from the Foresight Industry Research Institute, my country's ice cream market reached 147 billion yuan in 2020, and it is expected to exceed 160 billion yuan in 2021. The market size ranks first in the world. GlobalData data pointed out that in 2021, Chinese per capita ice cream consumption is expected to reach 2.9kg, which is still gap compared with the per capita consumption of 4.5kg worldwide. This means that China's ice cream consumer market still has room to play.

In Zhu Danpeng's view, consumption power determines consumer demand, and cheap and high -priced ice cream will also have its corresponding consumption scenarios and needs. "The market after experiencing the hustle and bustle will eventually return to a state of mind." Zhu Danpeng said.

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