The ice cream below 3 yuan broke out, and the "Snow Lotus" in Shandong increased by 152% month -on -month

In the past half month, the ice creams that seem to be mediocre and "stab your sword" as soon as they pay, which affects the hearts of many young people. As the takeaway platform launched an ice cream wholesale store, young people finally found "ice cream guards". According to Meituan data, compared with the same period of June, from July 1st to 7th, the number of ice cream wholesale stores on the platform increased by 19%, and the number of ice cream orders increased by 72%. Among them, the "Snow Lotus" order in Shandong increased by 152%month -on -month.

Young people click takeaway to avoid the "ice cream assassin", and the order of the ice cream wholesale store online increases by 72%

According to data from the China Meteorological Administration, the average national temperature in June this year was 0.9 ° C higher than the same period of the year, reaching the highest in the same period since 1961. Experts predict that from July 5th to 11th, high -temperature weather will still appear in the north and central regions.

The ice cream, which is necessary for the summer heat, has become a "assassin" this year. Beginning in late June, more and more discussions on "ice cream assassins" on the Internet, and the price of sky -high ice cream has avoided consumers. Consumers began to look for cheap ice cream on the takeaway platform. Meituan previous data showed that the volume of cheap ice cream on the platform exceeded one million orders in June, and orders below 3 yuan accounted for 70 %. In the first week of July, the proportion of ice cream below 3 yuan continued to increase, from 71%in June to 75%. For half a month, consumers' demand and preference for cheap ice cream have been further improved.

Industry analysis pointed out that the reason why people feel that ice cream is getting more and more expensive because convenience stores and other channels naturally welcome high -profile high -priced ice cream. Many consumers love to eat cheap ice cream in childhood, and it is difficult to occupy a place with high local rental costs. After half a month of exploration, many young people have discovered that ice cream wholesale stores are one of the best channels for buying cheap ice cream.

Data show that in the first week of July alone, the Meituan ice cream wholesaler increased by 19%over June, and the number of ice cream orders from wholesale stores also increased by 72%. Orders below 3 yuan on the Meituan platform increased by 69%in July, while orders below 3 yuan for wholesale stores increased by 94%from the previous month.

Wu Yidong's ice cream wholesale store is a typical example. In 2020, Wu Yidong opened an ice cream wholesale store on the Jiefang Road of Taiyuan. Each freezer was significantly marked with the price of each ice cream, and the "Snow Lotus" of 5 cents could be seen in the door. At the beginning of the opening, the ice cream wholesale store in Wuyu East was connected to the takeaway platform, and the display was also classified by the price: 1 yuan, 2 yuan, 3 yuan district ... the highest is "more than 6 yuan".

"When I was a kid, I wanted to eat ice cream in the summer, and my parents would buy a large bag of ice cream in the wholesale market and put it in the refrigerator." Wu Yidong observed that the convenience stores around me, the cheap ice cream is getting more and more difficult to find. "Now Consumers also have wholesale needs. Selling ice cream together online and offline should be a good business. "

Today, Wu Yidong's ice cream shop not only has the favor of nearby residents, but also sells more than 3,000 orders on platforms such as Meituan every month, with a total of nearly 40 % of the takeaway, and the daily turnover of more than 10,000 yuan. Ling District Supermarket Convenience and Popularity List No. 1.

Old ice cream borrows real -time retail to usher in recovery, Snow Lotus and other brands of local online sales double sales

According to Meituan data, since July, Beijing, Chongqing, Jinan, Wuhan, and Shenzhen have become the highest sales cities with ice cream wholesale stores. Chongqing ice cream sales of "one of the four major furnaces" increased by 176%month -on -month, and the sales of high temperature days increased by 299%than the previous Jinhua snow cake sales.

"The more and more convenient shops around, but the cheap ice cream is getting more and more difficult to find." Wu Yidong said the voice of many people. With the deepening of people's dislikes of "ice cream assassins", more and more consumers take the initiative to find childhood memories, and find that cheap ice cream is not gone, but hides.

Shandong people Liu Yihe (pseudonym) have loved "Snow Lotus" since childhood, and they have eaten less after work. A pack of 5 points, the price has not risen for 13 years. But when she went to the surrounding supermarkets and convenience stores to ask, she couldn't find a family who was still selling. She accidentally went to the Meituan platform to search for "ice cream wholesale", only to find that there was a small shop 3 kilometers away from home.

The ice cream wholesale store has settled in the takeaway platform, and the old ice cream has also ushered in a wave of recovery. Industry analysis believes that the profits of old -fashioned ice cream are not high, and they are mostly circulated in ice cream wholesale stores in the province or surrounding provinces. These streets and alleys wholesale stores at the end of the streets are both brand dealers, but also meet the needs of nearby residents. The takeaway platform that is closer to consumers has expanded the business radius of the ice cream wholesale store, and also opened up the sales channel of the old ice cream.

For ice cream consumption, people in different regions have different childhood memories. Old ice creams such as Zhongjie, Snow Lotus, and Wufeng have obvious local supply and local consumption characteristics. After 30 minutes of real -time retail, many consumers bought "childhood tastes" from nearby wholesale stores.

According to Meituan data, in the first week of July, the order of "Snow Lotus" in Shandong increased by 152%month -on -month; Wufeng ice cream that Zhejiang people loved from childhood, and local sales increased by 86%from the previous month. Even if it is a well -known national brand like Zhongjie, sales in Liaoning have increased by 106%. Jiangsu's Matthew Bacon Beltic Bridge, Sichuan's 800 million pastures, etc., the sales of online ice cream on the local area have doubled.

"Not only Snow Lotus, but not even ice cream. Many childhood cheap snacks have recently increased sales on the platform." According to the relevant person in charge of consumer research on the Meituan platform, consumers' dislike of "assassin" has spread to various categories.Some "consumption upgrades" are completely passive, and the affordable snacks that convenience stores cannot be found are actually hidden in various wholesale stores.Instant retail can help physical stores recover. These stores are consumers' guards. "Source: Volkswagen Daily

Edit: Weekend

- END -