The young people this year are losing the freedom of ice cream

Unexpectedly, ice cream gradually became what young people could not afford to eat.

This summer, Moutai also followed the ice cream business to officially launch Moutai ice cream. The single cup costs about 60 yuan, and the combination is 764 yuan and 12 cups. Today (July 9), Moutai Ice Cream National Sixth Store landed in Hangzhou Lake Bin 88 and officially opened. 38 degrees of high temperature, but Hangzhou Moutai Ice Cream Store is full of people, most of which are young people who come to check -in.

Coincidentally, the "Hermes" Zhong Xue Gao's "Hermes" in the ice cream industry was pushed on the hot search because of the long -term warmth in the summer. In addition, the high prices and offline channel prices have been deeply trapped in the vortex of public opinion. Among them. Young consumers lamented: "Before I saved enough money, Zhong Xuegao turned over."

Under the effect of Internet marketing, the Internet celebrity brand quietly drives the price increase of the ice cream brand, and the stalk of the "ice cream assassin" has also intensified. "I avoided Zhong Xuegao, avoided Menglong, and chose it in a corner, but gave me a lesson at the checkout." People suddenly found that a few cents and a dollar ate a dollar ate for a dollar. The era of a popsicle has long been away, and the ice cream is about to consume anymore now.

Moutai officially sells ice cream

A cup of sky -high price, 250 yuan

In order to catch young people, Moutai sold ice cream.

On May 19 this year, with the unveiling of the world's first Moutai Ice Cream flagship store at the Moutai International Hotel in Guizhou, Moutai Ice Cream debuted for the first time. After 10 days, Moutai officially launched three ice cream on its official digital marketing platform "i Mao" APP. The outer packaging was extended to the classic symbol of Feitian Moutai. 66 yuan/cup, 59 yuan/cup, 66 yuan/cup.

In the first day, the ice cream on the "I Moutai" was snatched in less than an hour. A total of 40,000 ice cream was sold, and the sales were about 2.5 million yuan, which was very hot.

As summer comes, Moutai ice cream is also attacking more cities. The investment community has learned from i Maotai that consumers in the three provinces of Guizhou, Jiangsu, and Shaanxi can be purchased through I Moutai. In terms of categories, consumers can choose a combination of 12 cups of flavors, priced at 764 yuan; they can also buy ordinary installations separately, about 60 yuan per cup. If the order is less than 12 cups, you need to pay an additional 35 yuan or 45 yuan logistics cost.

Even if the price is high, Maotai ice cream has been sought after. Official data disclosed that on June 29, Moutai ice cream sold more than 1.7 million yuan, and a total of more than 27,000 cups of pre -packaged ice cream were sold. The two provinces, including Shaanxi and Jiangsu, which were just released the next day, including the two flagship stores of Xi'an and Nanjing, sold a total of 1.28 million yuan online and offline, and sold more than 20,000 cups. From July 9th, Moutai ice cream will also go to Hangzhou, Changsha, Guangzhou, Shenzhen, Wuhan and other cities.

Feitian Moutai sells well, why did you follow the ice cream business? Moutai's official website mentioned that Moutai has been doing some new products that are adapted to youthful and fashionable consumption needs. In other words, the entry of the ice cream business, or Moutai's attempt to abandon the stereotyped image and move towards youth.

"When we fused Moutai wine with ice cream and found very different changes, there was a basic judgment. Moutai and ice cream were adapted." In this way, Moutai began to cooperate with Mengniu to make pure beef milk ice cream with The sauce moutai wine was combined and developed a faint ice cream with Moutai wine. Judging from the official ingredients of Moutai Ice Cream, according to different flavors, each cup of ice cream adds 1.6%or 2%of 53 degrees of Guizhou Moutai.

Compared with the more expensive Moutai wine, the ice cream priced at 50 or 60 yuan directly reduces the threshold for young people to contact Moutai products. As a result, the Internet stabbed the wind to grab Moutai ice cream. Because most cities have not been purchased through official channels, the price of Moutai ice cream has been overturned under the hype of middlemen and purchasing.

It can be seen that currently the major e -commerce platforms have been fired to about 120 yuan, and even some merchants have shouted 250 yuan a cup of "sky -high price", which is almost three times the official price. Stupid, I once rushed to the hot search on Weibo.

This has also triggered the discussion of netizens: "Don't make good wine, what ice cream is selling", "I won't I go to this' unjustly", "Isn't the two dollars of milk cake fragrance?",,, " "IQ tax, it really is best to make money by young people." Faced with consumers' questioning of "price speculation", Maotai's customer service response stated that the company has paid attention to this phenomenon, but because it is mostly caused by the merchant's resale, there is no way to solve it.

In summer, an ice cream storm burst out

What's wrong with Zhong Xuegao?

On the other side, the "Hermes" Zhong Xuegao in the ice cream industry is also at the cusp.

The incident originated from an experiment done by a netizen -Zhong Xue Gao ice cream to tear the plastic bag and placed at 31 ° C room temperature, and it was not completely melted for an hour. Immediately, Zhong Xuegao was pushed on the hot search, and netizens joined the "experiment" army. Some people used lighters to lit, and some people grilled with barbecue racks, but Zhong Xuegao's melting speed was significantly slower than other brands of ice cream. For a while, Zhong Xuegao was discussed with issues such as "price failure" and "food safety".

Soon, Zhong Xuegao responded on his official Weibo that there was no non -melting ice cream, using a very small amount of food emulsion thickening agent. The appropriate amount of Kara gum helps to maintain a relatively stable state in the ice cream, all of which Add strictly in accordance with relevant national standards. Zhong Xuegao grew up in the period when China's new consumption investment was enthusiastic. In March 2018, Zhong Xuegao was established in Shanghai. After graduating from the founder Lin Sheng University, Beibei became a advertiser. He had traded the ice cream brand "Mallin" and "Zhongjie" out of the three East provinces and created it into explosive explosion. payment.

Speaking of brand creation, Lin Sheng said in an interview with the media before that any competitive barriers based on the product itself are actually not high. Especially for ice products, "You are not high -tech products, you are not artificial satellites, you are not launched by rockets, and other brands you can do. The problem of communication ability. "

With its outstanding marketing capabilities, under the head of Lin Sheng, Zhong Xue Gao has become the "darling" in the new domestic goods consumer since its birth. He has received 4 rounds of financing for 4 years. Essence The Tianyancha APP shows that as of now, Zhong Xuegao's last round of financing occurred in May 2021, and a round A financing of 200 million yuan was completed.

Take the high -end ice cream route, Zhong Xuegao is a lap for marketing models such as star endorsement, KOL grass, cross -border joint marketing, etc. about. In the Double Eleven of 2018, Zhong Xuegao launched a high -end ice cream -66 yuan a "Ecuador Pink Diamond", and the "Zhong Xue Gao Xing Year Series" of 160 yuan later, which was called "the ice cream world in the ice cream world. Hermes.

In the past few years, Zhong Xuegao has used online e -commerce and offline merchants, super, convenience stores, etc. as its main retail channels. And when the price ceiling, Zhong Xuegao and the ordinary cheap ice cream are mixed in a freezer for sale, and unknown consumers waited for the price to be "tingled" by the price.

A netizen once posted on the social platform: "My community may be cured by a ice cream -I took a cash cashier to tell me 39, and I took the courage for the first time after I was ready to pay the money. Said, I don't want this ice cream. "Treating the resonance of netizens, the stalk of" ice cream assassin "intensified.

In fact, since Zhong Xue Gao became popular, the "saliva war" about his price has been fermented on the Internet. In June last year, Zhong Xuegao caused public opinion controversy due to Lin Sheng's phrase "the price, whether love should".

The video circulating at that time showed that in an interview, Lin Sheng talked about Zhong Xuegao's slightly higher gross profit than traditional cold drink companies. Do you want". Although Zhong Xuegao urgently clarified that he was maliciously edited, most netizens did not buy it.

Later, Luo Yonghao also said in the live broadcast room: "The founder is inconvenient to say, then I don't think you want to buy it if you think it is expensive. If this ice cream is a French letter 'h' Orange pneal, maybe you think it is too suitable. It is too cheap for you to be 68 yuan. This kind of thing can be seen everywhere. This is human nature. "

The latest news is that Zhong Xuegao is currently actively cooperating with the relevant work of the Shanghai Market Supervision and Administration Bureau, and the company has set up separate freezers in promoting offline channels to distinguish consumers.

Ice cream below 4 yuan, rare

Young people lose the freedom of ice cream this year

Landestly, ice creams have risen.

"Actually, the valuable ice cream has no effect on me even if 500 one. I won't eat anyway. I only care about the most commonly eaten ice cream. In fact, I sold 2 yuan before. It's a piece. "A netizen lamented, there were not many ice cream under 4 yuan.

With the rise of the new generation of consumers, Chinese ice cream consumption is rapidly differentiated, and the figures of mid -to -high -end ice cream have emerged. Under the blessing of the Internet celebrity effect, ice cream can no longer be eaten byward. From seven dwarfs, sky ice big fruit, big head torch, light brand saltwater beef, milk brick, to baby head ice cream, green tongue, Wangwang crushed ice, five sheep cards, then small pudding, ice factory, green, green, green, green Mood ... these "summer partners" who accompanied the post -90s seemed to become no longer intimate.

"I was a post -80s, and after experiencing the old grandmother's cart to sell popsicles, the popsicle packaging when I was a child was a layer of paper around the outside, two cents. The price is 3 cents and 5. "Seeing the evolution of the price of ice cream, a consumer was helpless. I did not expect that the price of an ice cream would be discouraged.

When the price of ice cream is getting higher and higher, there are also a large number of consumers who start homemade ice cream at home. "Fruit juice milk, Nut Oreo casually, make the economy and clean it by yourself, do not feel bad at one time at a time."

People are still willing to buy cheap ice cream. Ai Media Consultation Investigation shows that in 2022, netizens' acceptance prices of a single ice cream are mostly between three and five yuan, accounting for 37%; followed by five to ten yuan, accounting for 33.9%; in addition, some netizens also have netizens The acceptance price is low, and the proportion of one to three yuan is 11%; the acceptance price is more than ten yuan.

In this "ice cream assassin" in the summer, Xuelian, who only sold 5 cents and did not increase in price for 13 years, was accidentally popular. Netizens kindly referred to as "ice cream guards".EssenceData from related takeaway platforms show that since July, Xuelian's sales have skyrocketed 199 % from the same period last month.At the same time as Snow Lotus, there are a group of old ice cream.The light ice bricks who have grown up with generations of Shanghai people have increased by 88 % month -on -month.The total sales volume of the Northeast Northeast Board, which carried the childhood memory of the Northeast, rose 80 % month -on -month.

At the moment of the economic downturn, the return of practical values has set off a trend of "civilian economy". At that time, the light people tightened their wallets, and the bubble of the net red brand began to break.This time is ice cream. Who will be the next?

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