Why does the "ice cream assassin" sting the consumer’s heart

There are many "ice cream assassins" in the ice cream in the freezing store in Beijing.

Recently, the "ice cream assassin" was on fire. In the opinion of netizens, they lurk in the freezer of convenience stores and look uncomfortable. When the cashiers check out, they will "stab" you at a high price exceeding the expected high price. Consumers with "social phobia" are often embarrassed to put them back, so they have to pay for it.

Behind the joke on the Internet is the complaints and puzzles of consumers -why did the ice cream that was "approachable" in the impression suddenly became a "assassin"? Where did the cheap ice cream go in memory?

According to data from the Foresight Industry Research Institute, from 2015 to 2021, the market size of the ice cream ice cream industry increased from less than 90 billion yuan to 160 billion yuan, and the cumulative increase of more than 90%in six years. Data from Euromonatte International Consultation shows that from 2015 to 2020, the average unit price of China's overall cold drinks rose by 30 %.

The "ice cream assassin" dispute, refracted the new consumption phenomenon is worthy of social attention and thought. In response, the reporter conducted an investigation and interview.

Invading the right of infringement, ice cream assassin is not treated

Recently, from the beginning of the "ice cream assassin", to netizens, from borrowing celebrity names and classic works, creating "ice cream literature", and then missing the ice cream disappeared in the freezer of childhood, and then focused on "Zhong Xue Gao" ... A piece of ice cream lectured a "ice cream assassin", and pushed many ice cream brands to the cusp.

"I go out to buy ice cream that I know within 10 yuan, such as ice factory, green mood, light milk brick, etc. The price of 10 yuan or more, buying a cup of ice milk tea is obviously more 'fragrant'." Ms. Luo in Nanjing, Jiangsu Province said, In summer, the expected price of ice cream is lower than the new tea.

Ai Media Consultation Investigation shows that in 2022, netizens' acceptance prices of a single ice cream are mostly between 3 yuan and 5 yuan, accounting for 37%; followed by 5 yuan to 10 yuan, accounting for 33.9%; in addition, in addition,, in addition,, in addition,, in addition, Some netizens have a lower price, accounted for 11%between 1 yuan and 3 yuan; and the acceptance price is more than 10 yuan.

"High -priced ice cream is unacceptable to me, and it is expensive but thirsty. I will feel that I have been pitted." Xiao Liu in Daqing City, Heilongjiang said that ice cream is generally about 100 grams. Requirements to resolve the heat. "But the phenomenon of" ice cream assassin "is more because the price of the ice cream in the freezer is not transparent enough, and many convenience stores are not clearly identified."

There are more channels for ice cream to reach consumers, and many consumers have more consumers in the freezer without price expectations. The reporter's online convenience store noticed that convenience stores such as 711 have been labeling on the boring cabinet, but because the freezing of the freezer is more chaotic, it is difficult for consumers to easily match the ice cream and the price. In some communities, there are no signs on the freezer, and the price depends on the boss.

"Some retail channels do not respect consumers' full right to know, so that many people do not have these high -end consumption expectations." Lai Yang, chief expert of Beijing International Trade Center Research Base, told a reporter from China City News that there is no clear price to produce a large number of negative public opinion. root cause. "Consumers 'dissatisfaction with the brand is not all because of the increase in ice cream prices, but the proportion of high -end products has increased, but it has not clearly notified consumers' price structure. Merchants should not let consumers know the price when they check out, but instead in the freezer in the freezer. It should be clearly indicated, "he said.

Ai Media Consulting also found that in 2022, among Chinese interviewed consumers, more than 60%of consumers' attitude towards high pricing of ice cream believes that its premium is too high and the marketing costs are piled up; Value, the cost of material is indeed high.

Chinese food industry analyst Zhu Danpeng said in an interview with the media that in general, the production cost of ice cream and ice cream will not be very high. Some ice cream sells so expensive because it has been given social attributes and emotional needs. Wait for added value.

"From the perspective of economics, the supply and demand parties should be the decision to be fair and rational price." Liu Junhai, director of the Institute of Commerce Law of Renmin University of China, told a reporter from the China City Daily, "Sometimes consumer groups that are not sensitive to prices are in After purchasing some of the high -priced ice cream launched by some companies, I got a bitter consumption experience. Some net red innovation ice cream booms full of marketing gimmicks will eventually fade away because they lose their reputation. "

Advance the offline channel freezer sovereign battle battle

Recently, the reporter walked into a 711 convenience store in Chaoyang District, Beijing to ask: "Is there an ice cream with less than 5 yuan?"

"We are no longer in the ice cream below 5 yuan, most of which are about 10 yuan, and the highest price is Zhong Xuegao, who is 22 yuan." The ice cream of the high -end population is higher than the cheap ice cream, and the high -priced ice cream has higher profits.

It is understood that the main battlefield of the ice cream market is still offline. According to data from Foresight Industry Research Institute, in 2020, sales of ice cream online and offline accounted for 5%and 95%. In 2021, this number reached 20%and 80%. Ice cream has many and short sales seasons, and the requirements for cold chain logistics are high. The low profit space for cheap ice cream will certainly be rejected by the convenience store of the land.

"Behind the high -priced ice cream is actually a dispute over channels." Industry insiders said that the high -priced Internet red ice cream that should have been online with consumers "well water water". The survival space caused the rebound of consumers, and a "ice cream defense war" started. In order to defend the cheap and people's ice cream in their hearts, netizens have bought "ice cream guards". Snow lotus, which has always been 0.5 yuan per year for 13 years, is one of the representatives. Data from takeaway platforms show that since July, Xuelian's sales have skyrocketed 199%from the same period last month. As of the press press, the number of fans of Douyin "Snow Lotus Ice" reached 780,000.

Ice cream is getting more and more expensive.

First of all, the cost of ice cream is constantly rising. People in the ice cream industry said that after the epidemic in 2020, the most common milk and sugar prices in ice cream raw materials have risen sharply. Cold chain logistics costs, channel costs, and terminal costs are also rising. It is understood that a ice cream needs to go through at least four links in front of consumers. Manufacturers, first -level agents, second -level wholesalers and retail terminals. Especially in the closest community stores, convenience stores, couples and other terminals closest to consumers, the profits are very considerable.

The reporter's interview found that the marketing investment of high -end ice cream in the net red is also very high. Elevator rooms in some apartments and office buildings often become the marketing positions of this type of ice cream, and short video platforms and Xiaohongshu APPs often promote them. In addition, celebrity endorsement is also a common marketing method.

Even though the cost rises, the profit margin of the ice cream industry is still considerable.

Zhu Danpeng said that the gross profit margin of high -end and high price of high -end and higher pricing is more than 100%, and ordinary ice cream gross profit margins can also reach 60%-70%, which is the reason why ice cream companies march towards high -end.

The high -end ice cream market does exist, and it is still very hot. As a representative of the high -end Internet ice cream brand, Zhong Xuegao launched the 66 yuan "most expensive ice cream" last year. This year's original price of 68 yuan "Apricot" ice cream was fired to 200 yuan by the ox. As a representative of cross -border cooperation, this year Guizhou Moutai and Mengniu cooperated to launch Moutai ice cream. According to "I Moutai" data,

Moutai Ice Cream has continued to become popular since its release, with daily sales exceeding one million yuan. Due to the speculation of oxen, the online price of some e -commerce platforms ranges from 100 yuan to 240 yuan/cup, which is nearly 3 times compared to the original price of 66 yuan.

In fact, my country's ice cream market is gradually becoming subdivided. "The high -end product market is continuously enlarged, and more and more brands have entered. Some new brands have passed the sinking market and directly enter the high -end market. In addition, the original enterprises are also following up to build high -end products and use better quality of pure milk. There are also some cross -border brands, such as Moutai created 'Maotai+Ice Cream', which uses the characteristics of old -fashioned products to attract young consumers' attention. It naturally has a degree of topic and higher pricing. If you taste fresh, you wo n’t buy it for the second time. Even some brands, consumers will collapse without buying it. In the early stage, they ca n’t be collected in the early stage, and they can only leave the market. ”Lai Yang said.

Strengthen supervision and build a transparent price mechanism

Earlier, the net red ice cream bell Xue Gao was deeply trapped in public opinion storms such as "adding Carla gels" and "ice cream baked". Many netizens have said that they are not just an ice cream, but Zhong Xuegao's arrogance. Some netizens believe that rejecting cheap ice cream shops is a problem of retail terminals, and was finally passed on to the contradiction between brands and consumers. There are even more sounds that the wallet of young people is not rich, and the appearance of high -priced ice cream is undoubtedly "worse than snow."

But in any case, the voice from consumers needs to be heard. On July 7, Zhong Xuegao responded through "Chinese Entrepreneurs" and has been actively promoting the layout of online and offline omni -channel in the past two years. At the same time, the company has been promoting the display of free freezers in offline channels to facilitate consumers to distinguish between distinction. Essence

It is worth noting that on July 1, the "Optical Bidding and Price Fraud Regulations" released by the General Administration of Market Supervision was officially implemented, stipulating that operators should be true and accurate when the price is marked, and the signs of goods are clearly signed. If the price template provided by the provider provided by the trading venue does not meet these regulations, it shall be ordered to make corrections by the market supervision and management department at or above the county level, which may be fined below 30,000 yuan; if the circumstances are serious, a fine of 30,000 yuan and 100,000 yuan.

Recently, the market supervision of Shanghai Fengxian District carried out special price inspections on ice cream, focusing on checking the sellers, supermarkets, cold drink wholesale stores, etc. In the process of selling ice cream in the process of selling ice cream, price illegal acts such as clear price and price fraud are illegal. The Market Supervision Bureau of Pukou District, Nanjing City, Jiangsu found that the two supermarket ice cream did not post the price label, all of which have been filed for investigation.

"Consumption is going up, not going down. It is difficult to make consumers adapt to it." Lai Yang believes that ice cream consumption also has spiny wheel effects. More and more. But the choice of consumers now depends not to look at the halo, but also the quality and experience. "

"Now that companies are in misunderstandings, they will be high when they innovate, and they will innovate at a high price." Liu Junhai believes that at the same time, innovation should increase the cost -effectiveness of ice cream and improve the taste and quality of ice cream."Consumers have taken the initiative to disseminate companies or brands. The gold awards and silver awards are not as praise of consumers. The gold cup and silver cup are not as good as consumers. Ice cream companies must not only pursue the rationalization of profits, but also have social responsibility thinking.Modern food companies that respect and trust. "■ China City Daily Reporter: Fang Ziwei text

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