Guizhitian ice cream assassin, quickly retreat

"It obviously can grab money directly, but still gives me three ice cream." /Visual China

The taste of the memory is soaring, the high -priced rolls of the net red ice cream, and the famous brand ice cream found the carcinogen. Is this high -priced ice cream or not?

In the hot summer, what can't be seen is the cooling artifact in the freezer -all kinds of ice cream.

But is it an artifact or a weapon? The hot topic "ice cream assassin" brings questions.

"Ice Cream Assassin" refers to the flat ice cream lying in the freezer. When you take them to pay, the high price will stab you with a sword.

Netizens said, "Life is like a freezer ice cream. You will never know if you get the assassin in the next piece."

Some assassins must have guards. The "ice cream guard" and "ice cream assassin" set off the melee that made the ice cream industry instantly. The fighting of the freedom of the ice cream makes people not only emotion, but even the freedom to eat ice cream must work hard to achieve.

Last summer, the founder of Zhong Xue Gao said, "It is the price, do you want to love" and push the most expensive 66 yuan, the most expensive Zhong Xuegao to the forefront. In fact, at this time at this time, high -priced ice cream runs out of people's hearts.

But it is not just the price of ice cream that causes controversy. This year, Zhong Xuegao went on a hot search because netizens reported that the ice cream was settled at the room temperature of 31 degrees Celsius for an hour without melting, and even suspected that the fire could not be burned. Coincidentally, there are also frequent problems in ice cream inspections in various places. For example, the Taiwan Food and Drug Administration recently detected that the Hagen -Dazs vanilla ice cream imported from France had pesticide residues, which was specifically toxic ingredients "epoxide".

The status quo of the ice cream industry: The taste of the memory is soaring, the net red ice cream is high -priced, and the famous brand ice cream detects the carcinogen. Is this high -priced ice cream or not?

"Zhong Xue Gao" economy: high -end marketing and high pricing

Born in Zhong Xuegao in 2018, as soon as he came out, he stood out from many ice cream brands with unique tile -shaped ice cream shapes and high prices. Therefore, it also had a loud name- "Hermes in the ice cream industry".

The name of the ice cream with a drill is 66 yuan. /@Ao Ziyi

In the young and high -priced online celebrity products, Zhong Xuegao took the lead. Lianba ’s hot search list made netizens suspect that this unbelievable drama was self -directed and self -performed. In any case, more people knew Zhong Xuegao and joined whether it was worth eating.

Volkswagen's doubts are not groundless. At the beginning, Zhong Xuegao took the lead in marketing.

Since the advent, Zhong Xuegao has set up the banner of "strong differences", the homophonic "middle ice cream", close to the national tide culture, the brand's original intention creates "China's ice cream". The core of its marketing is to create ice cream brands with the nationals and upgrade the value of ice cream. The marketing potential in its genes occupies the advantage card position of consumer cognition at the beginning.

The personalized and localized cultural and creative trend of the national tide culture provides an invisible assistance for Zhong Xuegao's success. The well -recognizable tile shape is actually a small load of the "home" culture.

Zhong Xuegao's marketing is close to the national tide culture. /Zhong Xue Gao Taobao flagship store

In addition, the most important thing is the pricing strategy of high -end products. In order to escape the cost -effective trap of traditional domestic ice cream, Zhong Xue Gao's main products were added with zero and no preservatives, that is, it was a safe and natural ingredient, which pulled himself out of the fault with the traditional ice cream pricing.

In the opinion of Song Liang, Dairy, Zhong Xue Gao's on the surface is online celebrity marketing play. In fact, it is to build brand barriers at high prices. "To some extent, consumers are also paying for the brand's high marketing costs."

But Zhong Xuegao was successful, and 100 million ice cream was sold in less than three years.

However, we must be based on the market for a long time. The term "cost -effectiveness" still cannot be avoided, and the quality of the product can withstand the test. Recently, the Market Supervision Bureau and the Food and Drug Administration have frequently shot. On the one hand, the phenomenon of unknown bidding for freezer ice cream in offline stores and mixed prices are mixed. On the one hand, the quality testing of ice cream on the market.

According to the latest video introduction of the Municipal Supervisor, Zhong Xuegao, who is priced at 22 yuan, compares the food nutrition content of only 2.5 yuan on the market. Two ice cream with a price difference of nearly 10 times, the overall nutrition with high pricing high pricing is high. The content is 20%-25%lower than the pricing. In other words, except for brand identity, there are no reasons for consumers to bear such a high price.

Two ice cream with a price difference of nearly 10 times, the overall nutritional content gap is 20%-25%. /City Supervision Observation

Zhong Xuegao is just the tip of the iceberg in the red world of the ice cream. Cultural and creative ice creams that have emerged in recent years have made consumers surprise and happy. What is happy is its delicious and fun appearance, which is shocked that it has a high price of 20 yuan.

Many domestic attractions have successively launched cultural and creative ice cream with their own landmark characteristics: Xi'an Terracotta Warriors and Horses "Figurine" Qi Ice Cream, Samsung Ding Bronze Mask Ice Cream, Guangzhou Tower Xiaoman waist ice cream, Xi'an City Wall ice cream, Wuhan Huanghelou ice cream, etc.

However, insiders analyzed the pricing logic of cultural and creative ice cream, thinking that except for various costs, the final profit was only 3 yuan. It is important that its cultural and creative value.

Cultural and creative ice cream cost disassembly. /Picture source: People's Cultural Tourism

However, the cultural and creative ice cream with the burden of spreading the culture of the country, but in the end, there are only these labels: "expensive, not delicious, and can only take pictures and punch cards." In this case, there are many styles of cultural and creative products, so why should you stare at the loser business of ice cream. Maybe everyone wants to share a share in this field. Optimistic ice cream market

In recent years, the public has soared that the price of ice cream has soared. "Beijing News" Shell Financial reporter sorted out the price of 737 ice cream and found that the price of over half of the ice cream was mainly concentrated between 5 yuan and 15 yuan. Only 39 ice cream are below 3 yuan, and the price of over 20 % of ice cream is more than 15 yuan, of which the most expensive unit price is about 99 yuan.

Throughout the "price increase strategy" of various ice cream brands, the reporter of the Beijing News pointed out that the traditional ice cream brand increased its price slightly, while the new brand "debuted at its peak" and directly followed the high -end route.

Lai Yang, executive vice chairman of the Beijing Commercial Economics Society, mentioned that consumption upgrade is a prerequisite for the high -end of the ice cream market, and raw materials such as milk powder, cow milk, and artificial labor and transportation costs have continued to rise, which also objectively increased the price of ice cream. In addition, as a low -frequency consumer product, it is only one of the reasons why consumers feel that ice cream is becoming more and more expensive.

Ice cream below 10 yuan is rare. /Visual China

In other words, the deep cause of exploring the overall premium of the ice cream is naturally a rise in raw material prices. In addition, it is also related to the season. In our country, eating ice cream in winter has not become a living habit. As a result, the poor season in the off -peak season also increases the unit price of ice cream to a certain extent.

At the same time, the competition in the ice cream market is very fierce. According to relevant data, the number of new ice cream -related companies in 2021 reached 5119. As of May 2022, there were more than 40,000 existing ice cream -related companies in my country.

The domestic ice cream market has a three -legged situation. Foreign -funded brands such as Haagen -Dazs, He Luxue, Nestlé, and Meiji firmly occupy a high -end market; Dairy giants such as Yili and Mengniu have stabilized the mid -end market with their own advantages of milk sources and channels; other regional local brands, such as Harbin, Malline, Zhongjie's Zhongjie Ice Point in Shenyang, Wuyang Ice Cream in Guangzhou, Northeast Board, etc., have always focused on the low -end market. In addition, some emerging net red ice cream brands continue to make new tricks, Zhong Xuegao is a representative.

It can be seen that my country's ice cream market has shown the scene of local brands and foreign companies, and new domestic products brands have continued to rise. Not only that, many industries have joined cross -border.

Recently, the three Moutai ice creams were officially launched in Guiyang, which are produced by Moutai and Mengniu's names, and the vanilla flavors. The prices are 59-66 yuan. It is not new to sell ice cream cross -border. Luzhou Laojiao once launched the "Broken Broken Broken Cream" with Zhong Xuegao, Jiang Xiaobai and Dairy Giant Meng Niu "casually" launching alcohol -flavored ice cream. Nevertheless, Moutai ice cream, which is priced at about 60 yuan, was fired to 120-250 yuan/cup.

"Sky price" Moutai ice cream, are you willing to pay for it? /Visual China

Why do liquor companies choose cross -border "marriage" ice cream track?

Obviously, even if consumers continue to sorrow, the domestic ice cream market potential is still favored. According to the China Green Food Association's "China Ice Cream and Ice Cream Industry Trends Report", the main target customer base of ice cream and ice cream is 13-29 years old, of which the post-90s and post-95s have accounted for 30 % of the consumer groups on the ice cream line, and the strongest consumption power is the strongest. It is still the post -70s to the post -85s.

The market size of ice cream and ice cream has continued to expand. According to the data of the "China Ice Cream and Ice Cream Industry Trend Report" last year, in 2015, my country's ice cream market size was 83.9 billion yuan; it is expected to exceed 160 billion yuan in 2021, and the market size ranks first in the world.

Change the summer

The ice cream market is prosperous. Various brands have made their best solutions. More and more new ice cream products have been developed. The shape and taste of ice cream are more diversified and interesting, and people's consumption methods have gradually changed. Not only does online sales channels increase, but also more time and place to eat ice cream.

Consumer behavior of ice cream/ice cream. /Picture source: "China Ice Cream Ice Cream Industry Trends Report"

In the past, in order to resist the hot summer, we pushed the ballad of the small sales department and used about 1 yuan to achieve the ultimate satisfaction of the body and mind. This is what an ice cream can do. When the ice cream market enters the "start of 5 yuan", it means that the "ice cream satisfaction" that can be easily achieved in the past is afraid that it is difficult to achieve.

Taking childhood memories "Little Pudding" as an example, it rose from 0.5 yuan to 1.9 yuan. The simple Northeast large board has now become the dark and thick milk of the Northeast plate, and the value has soared to 19.9 yuan.

After the joint northeast board, the Northeast also entered the Assassin's camp. /@ / / / / /

What consumers lamented, not only the high price, but also the regret of the summer that could not be returned. In fact, the price of buying ice cream will vary from place and channels.

Nowadays, most of your shopping habits are no longer a small sales department and grocery store on the roadside, but are major supermarkets, chain convenience stores or online stores. For physical stores, low -frequency consumption products such as ice cream should not bring much profit. This is even more so on the shops located in the golden area of ​​small cities and small business districts. Together to choose higher unit price ice cream products, take a thin and profit -making route. On the contrary, individual private small supermarkets are different. The owner of a community convenience supermarket said that the consumption power of community residents is limited. The 1 yuan ice cream is the best sales. The ice cream under 3 yuan is basically okay, but the price is more difficult to sell.

The ice cream in the small supermarket sells only eight hair. @ / / / / / /

Therefore, occasionally lucky, you can buy low -cost childhood babies in the humble street corner, such as shaking green tongue and traditional old popsicles.

In addition, ice cream has gradually entered the freezer of each household. Consumers generally go to the hypermarket, back full of a bag full of refrigerators, and the whole family enjoy. The consumption model that does not leave the household really changes the way people spend summer.

After all, consumers are more concerned about the quality of ice cream. The trend of healthy snacks is increasingly becoming a topic of consumer attention. If you want to enjoy ice cream, you must be "delicious" and "health". If you eat ice cream to relax, the quality of ice cream can make consumers more attentive.

As consumers say, "I don't pursue the extreme healthy ice cream, but only to be healthy on the basis of deliciousness."

From this point of view, how the "ice cream assassins" are understandable, but the premise of consumers to pay for them is that the quality must be worthy of this price.

1. "Do you want to love"! Why is the price of ice cream getting higher and higher? "—— China News Weekly

2. "We invested 737 ice cream to tell you the secret of" Ice Cream Assassin "-Bujin Newspaper

3. "We have lost the freedom of ice cream" -thebund on the Bund Thebund

4. "China Ice Cream Ice Cream Industry Trends Report" -China Green Food Association

5. "Moutai" Marriage "Ice Cream: It is intended to wine, not only in wine -talk about" ice cream economy "" -Haiyin Wealth Micro Service

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