Yongjin Building 丨 Is it a "ice cream assassin"?

Zhejiang News Client Reporter Quan Linxun

The topic of "ice cream assassin" was not scattered, and Moutai ice cream appeared strongly.

On July 9, Moutai Ice Cream officially landed in Hangzhou and opened the first flagship store in Zhejiang with a price range of 59 yuan to 66 yuan.

For a while, the topic of "ice cream assassin" about Moutai ice cream attracted consumers' attention.

Pick up a mediocre ice cream in the freezer, and found that the price was amazing at the checkout, as if the assassin attacked a sword. This is the origin of the "ice cream assassin".

It seems that high -priced ice cream is synonymous with "ice cream assassin", but high -priced ice cream brands such as Hagens Da and DQ have not been ridiculed by consumers. What is the reason for this?

Knowing that a netizen replied: Hagens Daz's stores are basically in high -end business districts, and it is "expensive" at a glance. For specific days, you can still accept spending with your girlfriend.

It can be seen that if there is a separate sales channel, and it is more expensive to make consumers take orally, the high price of ice cream selling at high prices will not cause resentment.

Let's take a look at Moutai ice cream. Relevant experts believe that it depends on whether Moutai Ice Cream has created a high -end luxury atmosphere, rather than emphasizing the taste and quality of the product itself.

High -end luxury goods can sell for high prices, which is not entirely determined by the quality factors of the product itself. It mainly depends on the tone brought by the brand. Compared with the advertisements of Zhong Xuegao and Hagens Dazs, the former is controversial "without a drop of water", and the latter is "I love her to take her to eat Hagagastus."

If a high -priced brand promotion point is in terms of product efficacy, as long as the product itself cannot reach the advertisement, consumers can easily pay attention to the quality of the product itself and think that it is not worth the price. However, if you make articles in creating brand tone, consumers will be willing to pay for the brand tone.

On the day of the opening of the Moutai Ice Cream Hangzhou flagship store, they can indeed feel the curiosity and enthusiasm of the product from the queuing crowd. However, there are many consumers believe that the design of the entire store is slightly gapd in the image of high -end luxury ice cream stores.

At present, consumers can agree with the main reason why Moutai ice cream sells at a high price, which is still 1.6%-2%of Moutai in ice cream. No wonder someone teased and said, "Can't afford Moutai and can't afford Moutai ice cream."

This is also confusing. The main business is so good. Why do you have to cross -border ice cream cross -border?

In fact, the reason is very simple. Moutai officially admits: "The development of Moutai ice cream is a effort made by Moutai to fit the young consumer group."

Wang Xiaoyi, a professor at the School of Management of Zhejiang University, analyzed that although young people's spending power is not as good as middle -aged groups, their communication ability is very strong. The target customer group can be attracted to consumption because of the spread of young people, and the age of the young group will also grow. It is a potential customer of the brand in the future. "Only catching young people is the future of the brand."

Ice cream products themselves have a romantic and stylish temperament. While fits the preferences of young people, it is also a symbol of quality life. Choosing this type of product will not have a great impact on the image of Moutai; at the same time, the consumption of ice cream is generally concentrated in summer , Consumer's repurchase rate is low, and the risk of failure is low. Even if the ice cream fails in the future, you can immediately adjust your strategy, which will not affect the main business.

Anyway, the "hot economy" caused by Moutai's cross -border ice cream has made it popular. As for how far can I go, it can only be given to time to test.

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