High -temperature torch "eat ice economy": online ice group purchase "burning Wang" offline business, big -name cheap ice cream is sought after

Cover Journalist Lei Qiang Zhang Yuexi

Recently, Jiangsu, Zhejiang, Chongqing and Chongqing have become a national high -temperature center. The temperature in the local area has exceeded 40 ° C. It is expected that high temperature weather will be entangled to this weekend. For a long time, high temperature weather, with fire "eating ice economy", on July 15, JD.com, home, Meituan and other platforms released "eating ice" consumption data. Data show that the search volume in Sichuan area increased by more than 192 % year -on -year. Compared with the high topic of net red ice cream, big -name cheap ice cream is still the mainstream of ice cream consumption this summer.

Big -name cheap ice cream is favored

According to JD.com, JD.com data, in the past week, the sales of cold drinking ice cream in the country have continued to rise, popsicle sales have increased by 189%month -on -month, ice cream sales have increased by 109%month -on -month, and stick ice rings have increased by 138%month -on -month.

Compared with the high topic of net red ice cream, big -name cheap ice cream is still the mainstream of ice cream consumption this summer. On the platform of JD.com and JD.com, Qiaolez sweets, Yili bitter coffee, cute multi -sweet cylinder, and Lu Xue ice cream, Bazhi ice cream, Mengniu green mood and other frequent customers, firmly occupied the top list of this summer. The TOP5 brand of ice cream and ice cream is: He Lu Xue, Yili, Mengniu, Meifeng and Meiji.

In addition, according to Meituan data, the number of orders for group purchases on the platform online purchase of the group purchase increased by more than 54.2 % from the previous week. From the regional perspective, the hot Sichuan people have also shown their love for ice in the summer. Local "ice products" keyword search volume increased by 192.1%year -on -year, while high -temperature provinces Jiangsu and Zhejiang increased 69.4%and 33.1%, respectively.

It is worth mentioning that consumers in various places have also revealed their preferences for the local old brand ice cream. The Northeast Grand Sheet is more popular in the northeast. Consumers in Guangzhou are preferred by Meifeng ice cream. Xi'an consumers love the local brand Maky (Maky).

Young people love "slightly" steam foam wine

Not only ice cream, but also the good summer products such as drinking, fruit, and fruit are also very popular. The post -90s and generations of the "slightly sweet water" preference for the Z to make the sparkling wine a rookie this summer. JD.com purchased and JD.com arrived at home, and the sales of steam -breaking wine increased by 310%month -on -month. The sales of beer in the summer supper also increased by 74%.

Among the drinks, the sales of herbal tea increased by 201%month -on -month, and the sales of refrigerated soy milk increased by 180%month -on -month, and the refrigerated fruit juice and carbonated beverages also increased by nearly 70%. As the temperature rises, the real -time consumption demand for seasonal fruits in various places is also stronger. According to the data of JD hours and data from JD.com, the sales of longan increased by 510%month -on -month, and the grape ring increased by 148%month -on -month. Tao, Li and other seasonal fruits also doubled.

In order to seize the hot spots of eating ice in the summer and cater to the consumption habits of buying food through online search, catering merchants with Sichuan cuisine, hot pot, and barbecue as the main dishes have launched shaved ice, snowflake ice, cotton ice, ice cream plus plus on the Meituan. Fancy ice sets such as ice and ice kaleidoscope. According to Meituan data, since the small summer of 2022, the number of merchants provided "ice product" related group purchase packages increased by 96.6%year -on -year.

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