How does an ice cream empty our wallet?

Introduction: Be careful of the ice cream "Assassin" in the freezer

Produced 丨 Nuke Science Society

Author 丨 Lin Mu

Unexpectedly, eating a ice cream in summer also needed "chopping hands".

In the past few days, "Ice Cream Assassin" has been on social media such as Douyin and Xiaohongshu, referring to those hidden in the freezer, seemingly unpretentious, and instantly sweep the balance of wallets at the time of checkout, which makes people get it. Fear of the embarrassing ice cream.

A netizen leaves the tears when it comes out of convenience: Don't touch those ice cream without touching the ice cream, it will make you unfortunate. Some netizens are naturally optimistic: obviously they can grab money directly, but they still give a ice cream.

Some people were lucky, picked up a "one hair and five" ice cream, and later found that it was called "one Mao Five", and the price was 6 yuan. Netizen comments: This kind of ice cream is the most solved, and it has been cold before it is unpack.

Nowadays, it is more and more difficult for chain convenience stores to find ice cream below 3 yuan, and those below 1 yuan have also begun to fade out of the freezer of major merchants and husbands' shops. Looking at the endless "ice cream assassins", people began to miss the summer of "Little Pudding Freedom" and "Old Blogs Boined Beer" many years ago.

01 丨 Why is ice cream more expensive?

At present, there is a sentence circulating in the ice cream industry: I ca n’t afford Qiao Lez before, and now I can only eat Qiao Lez. This ridicule is not an exaggeration. A 5-6 yuan Qiaolez has become the price division of traditional ice cream and net red ice cream.

In many post -90s and 00 -child memories, in the summer refrigerator, there will be 5 cents a small pudding, old popsicle or mung bean paste. Qialez just buy it occasionally to solve it. Das is almost the ceiling of the ice cream industry. But now, Qiao Lez has been ridiculed by many netizens as "the last decent", and Hagens Daz's ceiling has long been broken by net red ice cream.

When it comes to Internet celebrity ice cream, it is not possible to be regarded as Zhong Xuegao, who is regarded as the "Hermes" in the ice cream industry in recent years.

Zhong Xuegao was established in March 2018 and then released 6 products, which are priced at more than 10 yuan. Zhong Xuegao first aimed at the high -end ice cream market. It is known for "expensive". The Ecuador powder drilling ice cream launched in the same year was priced at 66 yuan, making Hagens Das also look simple against it.

This year, the net red ice cream began to become popular. Ao Xue pushed the coconut gray ice cream selling the price of about 9 yuan, and the social media such as INS and Douyin were all over the fire. sold out.

Since then, the ice cream industry has staged an Internet celebrity storm. The old and new brands feel the packaging and marketing of marketing from the pitch, and the prices have soared.

Behind ice cream, the more expensive the cost of raw materials is rising. Ice cream ingredients are mainly milk, sugar and chocolate. It is reported that from 2008-2020, the cost of raw materials such as milk and radio cream required for ice cream production increased by about 80%.

Since the epidemic, the price of sugar and milk has been high. Under the pressure of cost, even some old brands such as pudding and Qiao Lez have begun to increase prices. The reason why some net red ice cream is outrageous is caused by the continuous "stacking" of merchants.

For example, Zhong Xuegao's 66 yuan Ecuador Diamond Diamond, according to his founder Lin Sheng, was about 40 yuan per cost. From its cost structure, you can see the leopard, such as scarce pink Ruby chocolate, 1.2 million tons of Japanese grapefruit and yogurt.

Zhong Xue Gao released two four "Zhong Xue Gao's cakes" series launched since last year. The price once broke the record of Ecuador Diam Diamonds, ranging from 68 yuan to 88 yuan.

Among them, the four -year -old killer in the "ice cream assassin" that recently brushed the screen network is the number one killer. From the perspective of the appearance, the ice cream in the square box is covered with high -end materials such as Hawaii, apricot, and other high -end materials. The price is priced. It has also been fired to hundreds of yuan. This also reminds people of a lot of sky -high cakes.

Improving the brand premium power through high -end raw materials is a common practice of the industry. Ice cream manufacturers have begun to rack their brains to increase product prices. So on the basis of past sugar and milk, matcha from Japan, Australian milk, Cocoa powder from Ghana, and Belgium chocolate.

A set of products born under the formula of net red ice cream, like cut cakes, desserts, milk tea, and fruits, which are less and less like ice cream.

02 丨 "Internet Red Tax" and "Face Tax"

In addition to being emptied, ice cream manufacturers are also very painstaking in marketing.

In the movie "God of Food", Stephen Zhou used marketing words such as "pork red that cannot be opened in love", "love than Jin Jian", "Paris nine stick fish once in love once in a lifetime". Bowl street mixed noodles are packed into couple packages priced at 99.99.

In the Internet celebrity ice cream industry, the so -called special red titles are actually bulk red, and the Japanese northern tea that is grinded by hand is mixed with a variety of varieties of tea leaves. Chocolate skin is actually cocoa butter. Moreover, even the total number of colonies was detected, and the colonobacterial flora was not qualified.

Not only the new consumption fields such as the ice cream industry, milk tea, and beauty, the price of marketing talks has doubled, which is a "net red tax".

Instead of price, IP comes to make up. When the raw materials and marketing words of net red ice cream are almost rolled up, the manufacturers start to target IP.

In addition to the Zhongjia cake series of "Ice Cream Assassin" list, the second is a cup of ice cream called the "otter festival" cup. Schi is instantly fragrant. " This ice cream was launched in 2011, known as the "Japanese Maotai". It was first priced at 120 ml of 350 yen (about 17 yuan). Now the price has doubled several times.

The cross -border IP of "Ice Cream+Winery" is quite common in recent years. For example, Wuliangye and Xicha have launched wine -flavored ice cream. Even Moutai launched Moutai ice cream with Mengniu. The content ratio of the Moutai wine in the three products was 2%, 1.6%, and 2%, respectively, priced at 59 yuan and 66 yuan.

The reason why ice cream manufacturers spared no effort to raise their prices because the high premium could leave a greater gross profit space for channels. In the past ice cream sales channels, traditional channels such as commercial supermarkets, community supermarkets, and husband and wife shop occupied the main sales scenarios, mainly wholesale, a 1 yuan ice cream, the lowest wholesale price can be 4 or 5 cents, mainly thin profits, which are more profitable. pin.

However, when chain convenience stores gradually became popular, the retail scenario growth rate of ice cream consumption was brought about the growth rate of ice cream consumption, and the sales strategy of dealers and channel vendors began to gradually transform into thick sales.

The owner of a community supermarket in Beijing Shuangqiao told the Digital Science and Technology Society: "Well sold or two or three pieces of ice cream, basically the residents of nearby communities were bought, but there were fewer than 10 yuan, or more than 5 yuan. "

It can be seen that the red ice cream in traditional channels is not favored. Digital Sciences' visits to many community stores, supermarkets and convenience stores in Beijing found that the ice cream in some merchants in the freezer is not clearly marked or it is not obvious. This is also one of the causes of the "ice cream assassin".

"I didn't pay attention when I went to the supermarket to check out. When I went home to see the small ticket, a ice cream was more expensive than a large bag of yogurt." The post -90s article said that she bought the ice cream since then, and there was no ice cream freely. Essence

After 00, Xiaohai weekends went to the convenience store with his girlfriend. He took four ice cream at hand and found that he was more than 80. The two were in place for nearly 10 seconds, and finally gritted their teeth. Xiao Hai said that he suddenly found that moment, the counter to the freezer was the most distant distance in the world.

03 丨 Grass planting is fast and fast

The blowout of net red ice cream has nothing to do with the rise of young people's social media, and it is also the product of Internet celebrity economy under traffic.

Searching "Internet Red Ice Cream" in Douyin and Little Red Books, there will be a large number of evaluation or grass content released by users and KOL. Under the precise marketing and algorithm push, the net red ice cream is given social attributes. The taste of packaging such as hunting is constantly attracting the curiosity of young people, and thus forming follow -up consumption.

The brand side is also willing to settle in the platform for promotion. Taking Zhong Xue Gao as an example, as of now, the number of fans of Xiaohongshu and Douyin platforms is as high as 80,000 and 448,000, respectively. In the live broadcast room of various head anchors such as Li Jiaqi and Luo Yonghao, Zhong can often see Zhong Zhong. Xue Gao's product.

However, one of the characteristics of the Internet celebrity economy is that the grass is fast and grass.

Net black tea is the lesson of the front car. At the beginning of the outbreak of tea drinks, the tea merchant replaced the milk tea powder, tea bag, concentrated fruit jam to milk, tea and freshly squeezed juice, which made the price of tea exceeded 30 yuan. Tea and Naixue, such as high -end brand players, have sprung up in the online black tea brand.

But soon, due to the serious homogeneity of the industry, some merchants were not managed properly, and the sword was frequently exposed to negative news. After the tea brand could not eat marketing dividends, it began to enter the shuffle stage, and promoted the price reduction or even closing the store and layoffs.

The current Internet celebrity ice cream industry is also experiencing a process of removing charm. From the recent hot search of the "ice cream assassin" topic, you can see that young people have suffered from the price of net red ice cream for a long time. On Xiaohongshu and Douyin, the topic of the topic of ice cream assassinations was 22.319 million browsing and 1.09 billion playback volume, respectively.

After the net red tide retreated, consumers will gradually return to rationality. Those ice cream assassins hidden in the freezer will eventually be involved in no one, and will eventually be entered into the cold palace forever.

People may not miss the low -cost ice cream with a single taste and simple packaging many years ago, but the summer that can be selected by opening the freezer can choose their favorite tastes without any burden.

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