How long can the "ice cream guard" popular on the Internet this time?

Source: China Business Daily Network

In the controversy of the "ice cream assassin", consumers are more and more missing cheap ice creams that are delicious when they are young. Among them, the price of five cents, a pack of Snow lotus with a packet of only a few cents. Not only was netizens called "ice cream guards", but also "ice cream literature". Some platform sales data show that since July, the sales volume of Snow Lotus takeaway platform has skyrocketed 199%. However, in the face of a hurry, how should the unexpected "out of the circle" be red?

Snow lotus sales surge

Recently, the "Snow Lotus 5 Mao One Package has not risen for 13 years" and "I have eaten Snow Lotus" and other topics on the Weibo hot search list. It is understood that the certification information is the person in charge of Yixiao Meng (Linyi) E -commerce Co., Ltd.'s short video platform account "Snow Lotus Ice Cube" said that "the profit of a bag of Snow Lotus is about 5 cents, it should be the lowest price on the market. The profits brought by ice cream are not enough to develop other products. We are still the ice cream that can be affordable by the people. The price of 5 cents a pack has lasted for about 13 years. " , And spoke on the major social media platforms, "defending" Snow lotus. "Snow Lotus Ice Cubes" showed that the account was registered on June 29 this year. As of July 11, "Snow Lotus Ice Cubes" had 834,000 fans and was praised by 1.627 million.

Unexpectedly, the sales of Xuelian surged. Data from a takeaway platform show that since July, Snow lotus's sales have skyrocketed 199%from the same period last month. In addition, the person in charge of "Snow Lotus Ice" also revealed that the production equipment of the product is fully automatic, and it can produce about 7,000 boxes a day, with 36 bags per box. "After the Internet is on the Internet, the sales volume does increase. On June 30 and July 1st, the order volume increased by about 10%compared to before. But now it is a machine to produce. ","

Regarding the popularity of Xuelian, Jiang Han, a senior researcher at Pangu Think Tank, told the China Commercial Daily that Snow lotus, which has been unchanged for many years, has formed a sharp contrast with the high -priced "ice cream assassin", which makes many consumers feel good about Snow Lotus's heart. At the same time, Xuelian's popularity highlights consumers' pursuit of low -cost ice cream, and also shows that consumers have gradually entered a state of rational consumption.

Jiang Han analyzed, "This is also reminding companies that if you want to make the product well, in the final analysis, it depends on whether the product can really conquer the hearts of consumers and make consumers with rational consumption willing to buy. The most critical thing to design product design. "

In addition, Zhu Danpeng, a Chinese food industry analyst, told China Business Daily that many consumers buy Snow lotus in fact, in fact, there is still a nostalgic feeling inside.

Who is authentic Xuelian?

The so -called "there are many people and rights and rights." With the "out of the circle" of Snow Lotus, related disputes have also followed. Recently, some netizens broke the news that the production workshop of an ice cream was messy, and the ice cubes were scattered on the ground. Because of its appearance like "Snow Lotus", it was rumored to be "Snow Lotus collapsed." On June 29, the "Snow Lotus Ice Cube" account responded: "The purification workshop has been fully produced, the feelings of 5 cents, safe food, and no collapse."

It is worth noting that the person in charge of the above -mentioned "Snow Lotus Ice Cube" introduced that due to transportation costs and other reasons, Xuelian is currently only sold in Linyi, Shandong and surrounding areas. The demand is actively thinking about countermeasures. If it is sold online, logistics costs will be more expensive than Snow Lotus itself. "

At the same time, the person in charge said that for the company, the popularity of Xuelian is an opportunity. It is planned to go to Hebei, Henan and other places to establish production workshops to seek new development. "Before, we did not have extra profits to support us to develop new new ones. Factory area. Now I know that there are more people who know Xuelian, and it has brought new opportunities to the company. "

In this regard, some netizens asked: "I always thought that Xuelian had everywhere, then what was from the snack to the big Xuelian"; some netizens talked: "I went back to my hometown to buy Xuelian that day, opened the freezer and found a lot of snow lotus, and then bought it. After seven or eight packs, I suddenly found that the goods were snowbing ... "

It is worth mentioning that "China Business Daily" recently launched a voting result on Sina Weibo based on "Have you ever eaten Snow Lotus?" There are nearly 32%of netizens admitting that "have eaten similar packaging, but not sure they are genuine", and 16%of netizens said that they have never eaten. It is not difficult to see that there are many cottage models in the current market.

In response to the chaotic cottage, "Snow Lotus Ice Cube" announced on June 30 that many trademarks Snow Lotus ice cubes sold in the market are not all scattered workshops. Whether it can meet the safe food standards. The announcement also emphasized that Xuelian will cooperate with the local market regulatory bureau after the evidence collection, and resolutely crack down on the problem of the ice cubes produced by scattered enterprises. In addition Negotiations or law prosecution.

The short video account "Snow Lotus Ice Cube" issued an announcement due to production workshop sanitation and trademark infringement issues.

So, who is the authentic Xuelian? The reporter found through the company to check the website and found that Yixiameng (Linyi) Electronic Commerce Co., Ltd. was established on April 29 this year. The shareholders are Li Jiayou and Li Guocheng. The company does not hold any registered trademark. The reporter noticed that short videos released by "Snow Lotus Ice" showed that their product packaging contains the words "Guzhangzhai", and Li Guocheng is the legal representative of Linyi Guzhangzhai Food Co., Ltd. According to the information of the enterprise checking website, a major shareholder of Linyi Guzhangzhai Food Co., Ltd. is Linyi Qibao Trading Co., Ltd., which was established in 2014 and holds the "Snow Lotus" trademark. The international classification is convenient for food. On July 8th, the reporter had verified the private message "Snow Lotus Ice Cube" on related issues. As of press time, he had not received a reply. The video released by the short video account "Snow Lotus Ice" shows that its product packaging is "Gu Yizhai".

Linyi Qibao Trading Co., Ltd. holds the "Snow Lotus" trademark and is classified as convenient food.

How to make more red

Speaking of Xuelian's popularity, people can't help but think of the brand's previous brands such as Hongxingrke, Bee Flowers, Bai Elephant and other brands. However, as the heat dispersed, these companies gradually faded out of people's vision. So, as a snow lotus company, how can we seize the time to be red for a long time in the face of a hurry?

Jiang Han told reporters that Xuelian is a relatively regional niche brand. For it, it is necessary to take the opportunity to establish its own channel resources and layout capabilities, and further enter the main sales channels such as cities, so as to truly truly in the market in the market Based on. He admits that when the influence has formed, it is indeed a good time for Xuelian to invest in a factory, but its scale and low profits are low. And business ability.

Jiang Han also mentioned that in fact, Snow Lotus is not under small pressure. Due to its low profits, a large number of stores are not willing to sell Snow lotus. Ms. Li, consumers from Shandong, also told reporters that she often bought Snow lotus when she was a child, and "runs to the small sales department after finishing physical education." At the same time, she also admits that she has never eaten after graduating from elementary school.

Zhu Danpeng believes that the ice market will enter the diversified era in the future, and high -end ice cream and cheap ice cream will be "blooming" in the market. From this point of view, Snow lotus will have a broad market foundation. He mentioned that as the hinterland of the Central Plains, Xuelian plans to lay out the area to obtain a very good location bonus and let Xuelian enter more consumers' homes during the expansion process. At the same time, Zhu Danpeng reminded how to make good use of the popularity of redness, and it is necessary to take more effort in product quality and food safety, and fully stabilize his "authentic" status. (The pictures are network screenshots) (Editor Li Chuang)

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