The lost "ice cream freedom" has become the last straw that overwhelms the camel

Editor: Today, "Ice Cream Free" is difficult to achieve. In the fifth year of the Internet's new ice cream, people began to be calm, no longer vast, and follow the trend. Valuable ice cream has become the assassin in people's eyes. Is it time to stop the ice cream rivers and lakes? Where is the ultimate battle of the brand?

If you ask young people now, how can you get happiness. There may be tens of millions of answers, and it is essentially inseparable from "freedom". The desire for freedom has never been restless.

When we grow up, the more we are restrained, the deeper the desire for freedom, because the more you lose, the more we want to get.

Although some "freedom" is a dream of mirage for most people. However, there are some "freedom" that can always be achieved.

For example, freedom of milk tea, freedom of members, freedom of takeaway, freedom of gaming, free Starbucks, lipstick freedom, freedom of bags, freedom of love ... Different positions, different freedoms, and which level you are?

The imagination of freedom can be the wind of summer, the childhood of summer, or an ice cream at the entrance. The cold and refreshing is light than Hongmao, and it is more important than buying a bag.

1. The ice cream rivers and lakes of the fairy fight

The moment when the ice cream of the "artifact" was brought into the mouth, the imagination about freedom burst into his mind. It turns out that this is also a kind of freedom! How can there be no ice cream in the summer of workers?

But from when it started, the ice cream was getting more and more unstoppable. Following the net red milk tea, the ice cream also broke away from the "civilian" route and became the "cake expensive" net red product.

The simple "ice cream freedom" once turned into a "ice cream assassin"? Although the taste has become more diverse, the price of ice cream has been rising.

The higher the temperature, the more expensive the ice cream! There are more and more high -priced ice creams in the free store freezer, and it is difficult to buy with affordable ice cream under 3 yuan.

"Don't take it easily if you don't know the ice cream, otherwise the wallet will cry" directly rushed to the Weibo hot search. I never expected that the amazing "fairy price" of the ice cream was like an hidden weapon of the ice cream. It's right.

But the ice cream rivers and lakes that the fairy fight began to start with Zhong Xuegao. As a representative brand of high -end Internet celebrity ice cream in China, Zhong Xue Gao focuses on mid -to -high -end quality and low sugar and low fat.

The target users of the brand were very accurate from the beginning: first-tier and second-tier cities attach great importance to health, high knowledge, high income, and women in the workplace between 25-35 years old. Because such people pay more attention to product labels and life rituals, have a certain economic foundation, and are more willing to pay for quality and product added value.

Since its establishment, the nine ice cream products developed by Zhong Xue Gao won the ITI International Award, known as the Oscar on the tip of the tongue. In the "Double Eleven" in 2018, a "Ecuador Pink Diamond" ice cream, which was priced at 66 yuan, was born. Within 15 hours, 20,000 products were purchased.

This not only has the long -lasting Harga Dazs who has dominated the high -end ice cream in one fell swoop, but also became the first category of Double Eleven Tmall Ice.

Zhong Xuegao's success path is also very clear:

First of all, Xiaohongshu's entire platform plant grass to enhance consumers' trust in the brand. Many celebrities endorsement such as Tong Liya and Monday, forming a brand trust endorsement and brand image

Secondly, the rapid out of the explosive item, the founder Lin Sheng's phrase "The price is, do you love whether you love" and the hot search, which brings a certain amount of

Third, Zhong Xuegao successively across the border with Luzhou Laojiao, Wahaha, Xiaomi, Wufangzhai, Three Squirrels, Xiaoxian Stewed Bird's Nest, Baidu Guo Chao Season, and continuously expand users.

Finally, in the interaction with consumers, Zhong Xuegao also thought about it. In terms of product design, taste creation, scene formation, marketing communication, etc., a channel for establishing emotional links with users: Whether it is a unique copywriting copywriting It is still a variety of gameplay such as collecting and inviting consumers to chat and trying. They are closer to users step by step

What you think, it's all good results. Then, since his debut, Zhong Xuegao, who has continued to embark on the "altar", must naturally undergo more attention. To say that this summer is a bit hot, Zhong Xuegao is also a bit "fire". A few days ago, Zhong Xuegao, who took the hot search again, was discussed because it was dropped at 31 ° C room temperature for 1 hour.

Subsequently,@随 随 issued a statement saying that all ice cream products were produced in accordance with national standard GB/T 31119-2014 "Frozen Drink Ice Cream" and were produced in compliance, and were leaned out after the test was passed. It also said that it believes that the quality of ice cream is not scientific to judge the quality of ice cream with roasted ice cream, drying ice cream or heating ice cream.

For such a response, netizens are naturally not so easy to pay. After all, for us, it does not matter if it is not scientific, and it is even more important to be healthy.

If you want to wear a crown, you will be inherited. The rare Zhong Xuegao who played a good hand is really unattainable "high".

In fact, in recent years, the unit price of Bingxiu Rivers and Lakes has continued to rise over 100 billion yuan, and the killing has never stopped.

Not to mention, it is said that Moutai, Wuling, and Liu Bicu have entered the ice cream track, which means that the battle of ice cream brands has been upgraded.

In February of this year, the Chinese Style Six British Six Parks launched two dark mouth -flavored ice cream, "Black garlic ice cream" and "black sesame ice cream", priced at 18 yuan each.

On May 19, Moutai officials announced the military ice cream track and will launch Moutai ice cream. Ice cream is divided into three flavors, including green plum boiled wine, classic original flavor, and vanilla flavor. Each ice cream contains 2%of Feitian Moutai, ranging from 59 yuan to 66 yuan. In the same May, Wuling Hongguang launched the new MINIEV Macaron ice cream. There are three types of tastes: chocolate, grapes, and mango, and these three flavors of ice cream are named "sauce purple", "mango" and "coincidental" with homophonic stalks. In the design of ice cream, the shape of the Hongguang MINIEV car also contains the headset shape of the music element.

When buying ice cream to check out, how many people feel that they lose the freedom of ice cream. Under the topic of the topic, the host Sina Finance has revealed the voice of many netizens: "The price of 10 years rose 3 times, 66 yuan was robbed, and why was the ice cream increased the price to make an Internet celebrity?"

2. In the era of everyone in the inside of everyone, where is the ultimate battle of the brand?

Is it only expensive to have a way to live?

Rather than saying that young people's vomiting of "ice cream assassins" is a resistance to high -priced marketing of the brand. It is better to say that the "ice cream freedom" we lost has become the last straw that overwhelms the camel.

In the chicken circle, parents have exposed the chicken baby growth plan. Graving young people, retaining young people, and subsidy policies for employment in various cities ...

As long as the roll is not dead, roll it in the dead. In the era of this inner volume, tracks and brands are even more rolled up. Only you can't expect that he can't do it.

When the net red ice creams are scrambling to enter the high -priced area, who will pay for the "hunting"? What are we eating when we eat "cake expensive" online celebrity brand products?

The younger generation users are undoubtedly the crowd that major brands want to reach the most. Can't afford Moutai but can grit teeth to eat Moutai ice cream. Can't afford Wuling Hongguang to eat macaron ice cream is also a good choice.

But if you want to win the favor of users for a long time, it is impossible to rely on it. The brands who entered this market with a differentiated route of "high prices", a fresh "expensive" for users, was at the beginning, but after becoming normalized, the brand did not have the true ability, and who would be true. What about the "gimmick"?

Today, the Internet's new Internet celebrity ice cream has been "rolled" in the fifth year. As the market slowly "fever", young people also began to calm down.

When the Internet celebrity brands that have been held on the altar began to go down the altar and even become the targets of the public's reflection. Whether the ice cream brands have begun to think: Behind the high price, only the corresponding product value is the king.

It is said that the track game, the brand game, the strong, the strong, the weaker. As consumer upgrades and diversification of consumption gradually become a new trend, more and more innovative products have emerged. If the brand wants to go out, it will be more effort than others. How to use products to solve the user's social needs, respect for respect and self -actualization needs will be a new form of future product development.

At the same time, players in the high -end ice cream industry in "ALL in" should also see gaps in the low -end market and try their best to meet the needs of most consumers. This may become a new traffic password, and it is unknown?

So, do you choose an inner roll or take a different approach and go out of your own path? When we look farther and closer, we can find a lot of simple but unchanged truths, and have already written the answer at the beginning.

Author: Second Sister; Public Number: Cai Guan Second Sister

This article was originally published by @本 本 本. Everyone is a product manager. Reprinting is prohibited without the author's permission.

The question map is from UNSPLASH, based on the CC0 protocol.

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