The ice cream market "Epic" fighting, Wuling Hongguang, who sells cars, and Hangshun who sells vinegar all comes

The ice cream in the "Flying Moutai" vest has soared.

On July 10, a reporter from Beijing Commercial Daily learned that the official price of more than 50-60 yuan per cup of Moutai ice cream has been fired to 100-250 yuan/cup, with a premium of more than 2-3 times.

In recent years, cross -border ice cream has become a trend. In addition to Moutai, Luzhou Laojiao, Jiang Xiaobai, and Guyue Longshan in the field of liquor, three squirrels selling vinegar, three squirrels selling snacks, and Wuling Hongguang, who sells cars, also tried water ice cream cross -border.

On July 10, a reporter from the Beijing Commercial Daily search for the keywords of "Moutai Ice Cream" on the Taobao platform and found that in an online shop called "Ice Cream Wholesale Damage Pack", Moutai Ice Cream Ling Single Cup was priced at 129 yuan. The shop merchant told the Beijing Business Daily reporter, "The reason why it is so expensive is because of the cost of labor, freight, packaging, etc., and they also need to make money."

Regarding the delivery problem, the shop directly indicated on the product details page, "Due to the tight goods sources of the offline physical stores in Guiyang, they are often limited to shipping and the queue time is long, which leads to a long delivery cycle. Express within 5-7 days. " It also stated that "because it is not supported by the purchase of the product," it does not support the refund. "

Jiang Han, a senior researcher at Pangu Think Tank, said that for Moutai Ice Cream, because it comes with the attribute of Moutai, Moutai Ice Cream has become a social currency instead of a consumer product. Everyone buys Moutai Ice Cream. More functions are to take this ice cream as a photo and put them in the circle of friends, so that they have a better social attribute. This may be the value of the core of Maotai ice cream. For the current everyone who will invite the ox to buy the Moutai ice cream, it is more caused by some early adopters. Therefore, for the current market, Moutai Ice Cream is a phenomenon -level thing in a short period of time.

"The explosive demand of consumers in the short term leads to the channel market expectations of the channel. Under the speculation that is less than required, consumers have the anxiety of losing experience of experience. Ice cream is a short -term instant food. The price is reduced. Moutai ice cream is not Moutai. If the backlog is too long, it is not conducive to sales. "Said Shen Meng, chief strategist at Guangke Consulting of the Academy of Sciences.

Photo source: i Maotai public account screenshot

According to i Maotai, the Moutai Ice Cream belongs to the whole milk fat ice cream, and more than 38%of raw milk is added to the product, more than 20%of animal radon cream, the milk fat content is more than 8%, and the proportion is added to about 2%. 53 degrees flying Moutai.

From ice cream assassins to ice cream guards, from Hengshun vinegar industry ice cream to Moutai ice cream, ice cream has become a peak -like existence this summer, and "cross -border joint+high pricing" has also become a normal state of the ice cream industry.

Moutai is not the first cross -border wine company to make ice cream. As early as 2019, Luzhou Laojiao joined Zhong Xuegao to launch the "Broken Broken Broken Ice Cream"; in 2020, Jiang Xiaobai cooperated with Mengniu's "Sui Change" brand. Times; in 2021, the rice wine brand Gu Yuelong Mountain and Zhong Xuegao launched a joint model series of rice wine flavor ice cream.

In addition, the three squirrels selling snacks in 2021 with Mengniu's "Domineering Nuts" series of ice cream; Wuling Automobile, who sells cars, also officially announced the launch of the new Hongguang MINIEV Macaron ice cream; A cultural and creative ice cream with three flavors of fragrant vinegar, soy sauce cheese, and rice wine. Each price is 18 yuan ... Some data show that there are 13 mainstream ice cream brands in the past two years. Ice cream appeared in hot pot restaurants, car 4S shops, museums.

From the perspective of industry insiders, all companies cross -border ice cream has a lot to have room for rising space. According to GlobalData data, in 2021, the consumption of Chinese per capita ice cream is expected to reach 2.9kg, an increase of about doubled compared with 2011 in 2011. 2.9kg per capita ice cream consumption, although higher than the average level of the Asia -Pacific (2.1kg), is still a lot of gap compared to the per capita ice cream consumption of 4.5kg worldwide.

"More importantly, each ice cream is like a mobile billboard for enterprises." Zhu Danpeng, an analyst at Chinese food industry, said that many brands of cross -border ice cream are not really going to enter the ice cream industry. Instead, consumers' attention to its brand is obtained through low -cost cross -border ways, especially young groups who are keen to hunt curiosity consumption.

However, Shen Meng also pointed out that the market behavior of cross -border ice cream in major enterprises lacks rational long -term thinking. The topic of ice cream is the current hotspot, but it is difficult to rely on marketing heat.

Reporter 丨 Wang Xiao

Edit 丨 Zhang Lan

Picture 丨 I Moutai public account screenshot, Taobao screenshot, Xiaohongshu app screenshot, etc.

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