Baijiu and ice cream "mix and match", do you want to try?

On the hot summer, walking outdoors, eating ice cream for heat and cooling down.

But recently, when Kan Caijun came to the freezer of the store, he was stunning by the various shapes and categories, and then frightened by unexpected prices.

(Figure: Ice cream called "You must be happy".)

To be sure, whether it is a beautiful shape or the price of more than a dozen dollars, it is a bit that Kan Caijun can't get off.

Ice cream is getting more and more fashionable

I thought the ice cream was just a square, at most the shape of a child's face?

Now when you come to the freezer of the store, all kinds of colorful and diverse forms of ice cream are definitely dazzling.

Especially in some scenic spots or net red punching points, the Forbidden City, Temple of Heaven, Xiaoman waist, Terracotta Warriors ... The shape of the ice cream is the extreme, known as the "national tide" ice cream and cultural and creative ice cream.

According to the statistics of the Foresight Industry Research Institute, as of 2021, there were 16 scenic spots with cultural and creative ice creams. Compared with the lively new tea, the inside of the ice cream was not inferior to it.

Not just tourist attractions. In mid -June, Xiangtan University and a company made "joint" to make ice cream into the shape of the three arches of Xiangtan University, which was sought after by Xiangda students.

(The picture shows the cultural and creative ice cream of Xiangtan University. Source: Xiangtan University Official WeChat)

For the merchants in the ice cream, whether it is the shape or the name, it is a variety of and small flowers.

"You must be happy", "Zhong Xuegao", "Peach Qi" ... Just look at the name, can you know that this is an ice cream?

Ice cream is getting more and more beautiful, this is not a bad thing. It is regrettable that its price is also rising.

Various types of attractions are priced between 10 and 30 yuan. Net red ice cream like "must be happy" and "Zhong Xuegao", the price is basically around 18 yuan, and it can catch a bowl of rice.

(Figure: The price of ice cream in a convenience store in Changsha.)

Consumption upgrade or over -marketing?

Is it so much money for an ice cream?

The person in charge of a certain ice cream agent manufacturer introduced: "In recent years, the production process of ice cream has been improving, and the raw materials produced have increased prices, so the price has risen. Yuan to 8 yuan. "

Where did the other money spent? Marketing.

(Figure: Summer, happy things are more than a glass of ice cream.)

And the hotspot of ice cream marketing in the near future is "Moutai Ice Cream".

Recently, Moutai, Guizhou, announced that he would join forces with Yili to sell the pre -product ice cream to choose the original flavor (light milk), and the presence was 39 yuan per copy.

This is generally considered to be the latest action that Moutai wants to please young people.

No matter what you think, when Kan Caijun sees the news, it is a disgusting expression as soon as possible. This liquor and ice cream are "mix and match", will it taste good?

But no matter whether the taste is good, the concept of Moutai and ice cream hangs, and the traffic comes.

In this regard, Lin Sheng, the founder of Zhong Xue Gao, said straightforward: "What you can do can do everything else. In this case, everyone competes with the problem of communication ability."

(Picture: Net Red Ice Cream Brand Zhong Xuegao.)

For consumers, the prices of these dozen and even dozens of dollars are consumer upgrades, can I eat better ice cream, or pay for the eye economy?

Don't underestimate a small ice cream.

According to relevant data, from 2015 to 2019, the market size of the Chinese ice cream industry (based on sales) increased from 84.21 billion yuan to 137.97 billion yuan, with a compound annual growth rate of 13.1%. It is expected to increase to 256.78 billion yuan in 2024 to 256.78 billion yuan Essence

Source | Kancai

Author | Wang Liang

Edit | Li Xiang

School pair | Liu Ying Zhao Zeqin

Review | Fang Xing

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