The cheap ice cream is still the mainstream of the market, and the proportion of ice cream takeaway orders below 3 yuan accounts for over 70 %

Jimu Journalist Zhou Dan

Recently, "ice cream assassin", "ice cream guard", "ice cream brocade guard" continued to rush on hot search, and social emotions caused by ice cream continued to spread this summer. Comprehensive platform data and consumer surveys found that at present, cheap ice cream below 5 yuan is still the mainstream of market consumption. Although the "ice cream assassin" has attracted a lot of attention, the supply and demand data of high -priced ice cream is still far behind cheap ice cream.

Wu Yidong runs an ice cream wholesale store. Each freezer is significantly marked with the price of each ice cream, and the "Snow Lotus" with 5 cents can be seen in the door. "One dollar of ice cream, there are thirty or forty species in the store." Wu Yidong said, "The wholesale is cheaper.

Wu Yidong said that before opening a store, he always felt that there were few cheap ice cream in the market, but after opening the store, he found that there are still many cheap ice cream, and cheap and delicious ice cream can be favored by consumers for a long time.

"Many traditional ice cream companies have not disappeared, and they are still launching a lot of new products with good taste and price -friendly people." Ma Qi, a convenient store owner in Beijing, said that since last month, the sales of ice cream in the store have continued to increase. There are more and more ice cream, but people are also fresh. The most repurchase of consumers is the ice cream of about 3 yuan.

"Generally, high -priced ice cream gross profit margins are high, and cheap ice cream profits are thin, but high -priced sales are small, and the price of affords is small." Wu Yidong has always taken the idea of ​​opening a cheap store, like the old popsicles of various brands, and Lu Xue's green tongue, the green tongue of Lu Xue, the green tongue of Lu Xue, the green tongue of Lu Xue, the green tongue of Lu Xue, Pointed ice creams such as large plates and peach popsicles in the northeast are hot -selling products in his shop. In addition, at the beginning of the opening, his ice cream wholesale stores were connected to the takeaway platform, 1 yuan, 2 yuan, 3 yuan district ... ice cream below 5 yuan still occupy the mainstream market.

The data of the takeaway platform also verifies the owner of the ice cream shop. "Net red ice cream is very high, but cheap ice cream is still the mainstream of consumption of takeaway platforms." Ma Cong, the person in charge of consumer research in Meituan platform, told reporters that from the overall order price in June, the proportion of ice cream under 3 yuan accounts for more than 70% Essence

According to Meituan data, in June of this year, its platform's parity ice cream orders exceeded one million orders, and the relevant search volume of "ice cream wholesale" rose 323%year -on -year. From the perspective of the overall order price, the "Snow Lotus" with a bag of 5 cents has skyrocketed 199%since July. The price of cheap ice cream in the range of 3 yuan to 10 yuan increased by more than 150%year-on-year.

Takeaway riders to the ice cream wholesale store to pick up the goods in a single (the picture was taken by correspondent Wang Gong)

As the cheap ice cream sells on the takeaway platform, the old ice cream has also ushered in a wave of recovery. According to Meituan data, in the first week of July, the order of "Snow Lotus" in Shandong increased by 152%month -on -month; Wufeng ice cream that Zhejiang people loved from childhood, and local sales increased by 86%from the previous month. Even if it is a well -known national brand like Zhongjie, sales in Liaoning have increased by 106%. Jiangsu's Matthew Bacon Beltic Bridge, Sichuan's 800 million pastures, etc., the sales of online ice cream on the local area have doubled.

A consumer industry analyst said that the reason why ice cream assassins have become a hot topic is that it does not match the channels and products. The cheap ice cream is a typical low -gross -profit sales product, but with the transformation of retail channels, many convenience stores have begun to start The route of high gross profit, so cheap ice cream has gradually switched to community grocery stores and other channels, and these small and medium -sized physical stores are often difficult to see by the crowd in daily life, but on the takeaway platform, it is often possible to see more authentic omni -channel sales. From the data point of view, "cheap ice cream is actually the mainstream of the market, and it is also the main consumer demand for consumers."

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