Recently, KFC released a slap-fried chicken bucket, which it claims is the smallest bucket in its history, but there is not a piece of fried chicken in it! 1 I never expected that I, who was skilled in dodging ice cream assassins, avoided the 69-yuan box of Dassai and the 22-yuan

Recently, KFC released a fried chicken bucket, which is claimed to be the smallest bucket in its history, but there is not a piece of fried chicken in it!

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I never expected that I, who was skilled in dodging ice cream assassins, avoided the 69 yuan box of Dassai and the 22 yuan each of Zhong Xue Gao , but I did not avoid the 15 yuan KFC fried chicken bucket.

Yes, you read that right! KFC Slap Fried Chicken Bucket is an ice cream, or a new contestant launched by KFC to join the ice cream assassination war, just to give your wallet a hard hit while hiding in the fried chicken restaurant.

This ice cream, which is known as "fried chicken can be eaten, and buckets can also be eaten", is mango and strawberry flavored. It tastes quite similar to Ice Factory mango flavored ice cream.

Although it has a "second half price" discount, the average price is 11.25 yuan per ice cream, which is far higher than the price of ordinary ice cream, and it still belongs to the ranks of ice cream assassins.

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This summer, many young people claimed to have been assassinated by the ice cream assassin: the ice cream in the freezer looked unremarkable, and they even didn’t recognize it, but suddenly they stabbed you in the heart and wallet at the checkout counter.

Those ice creams that cost less than 5 yuan are affectionately called "Possicle Man" by netizens. They Qiaqia are the opposite of ice cream assassins, and will save hot and smoking consumers from dire straits at low prices.

But unfortunately, there are fewer and fewer such popsicle heroes. In convenience stores and supermarket freezers, most ice cream prices range from 8 to 18 yuan. Consumers who are not careful will be stabbed in the back. The head of

should have been corrupted by Zhong Xuegao. Zhongxuegao, which was founded in March 2018, launched products with prices much higher than ordinary ice cream at that time, with unit prices mainly concentrated between 10 and 20 yuan. At that time, many people laughed at it for being "crazy for money" and "stealing money."

Who knows, Zhong Xuegao later launched ice cream with a unit price of 68 yuan, and later a box of ice cream with a unit price of 168 yuan...

The development of the matter exceeded many people's expectations: Although there were many people scolding, but Zhong Xuegao's high-priced ice cream not only did not remain unsold, but also achieved sales of over 100 million within 16 months of its establishment!

In 2020, Zhong Xuegao’s omni-channel sales exceeded 48 million units.

In 2021, Zhong Xuegao’s sales doubled again.

At this time, many brands began to wake up: It turns out that consumers still have to buy when they criticize!

Other ice cream brands have increased their prices one after another, launched new products with expensive prices, and cultural and creative stores in various places have launched cultural and creative ice cream with a unit price of about 20 yuan.

After this wave of price increases, and Menglong , which we once said were the "Hermès of the ice cream world", have been defeated. With a price increase of only 10 yuan, it has just touched the "ice cream assassin" threshold.

Nowadays, even Moutai has joined the ice cream assassin war. At the end of May this year, Moutai co-branded Mengniu launched three types of Moutai ice cream, with prices as high as 50 or 60 yuan per box.

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Although everyone keeps complaining about the Ice Cream Assassins, the disconnect is that they have lost their reputation but gained sales.

Take the most scolded Zhong Xuegao product as an example. The 68 yuan Ecuadorian Pink Diamond ice cream was scolded on the hot search, but it did not delay that 20,000 units were snapped up during the Double Eleven period in 2018.

Yili ’s Xujinhuan high-end ice cream sold 320,000 yuan in sales on the day it was launched.

Maotai Ice Cream was also accused of "charging IQ tax" as soon as it was launched online. As a result, the sales volume exceeded 200,000 yuan within 7 hours of offline sales.

Today, Zhong Xuegao, the originator of the ice cream assassin, has successfully achieved annual sales of 800 million yuan.

Why is there overwhelming ridicule and denunciation on one side, but on the other side is the victory of high-priced ice cream? What about the promised consumption downgrade?

In fact, just like when new tea drinks first opened to the consumer market, many high-priced ice creams were hyped by brands and became Internet celebrities. They were given social attributes and became consumers’ social currency. In addition, with the education of brands, consumers have begun to realize that low-sugar , low-fat and high-protein ice cream are more in line with health needs, so they will choose ice cream with better ingredients (of course the price is higher).

However, in the consumer market, there will always be a need for products with high, medium and low prices to coexist. A few ice creams have reasons to hit the high-end market, but this does not mean that it is reasonable for all ice creams to follow suit and increase prices.

Especially under the influence of the epidemic and the ebb of globalization, consumers’ consumption habits have become increasingly conservative and rational.

is just like the new tea drink brands. After being severely slapped in the face by the consumer market, high-end brands have to cut prices one after another, and also classify products into different price points to meet different levels of consumer demand (here@Naixue's Tea and HiTea ).

Of course, there are also brands that are not in the mid-to-high-end market and are targeting this consumer trend. For example, , a brand that focuses on the mid-to-low-end ice cream market, Tianbing , has relied on its parity strategy to increase its market share ranking from to in the past three years. The ranking among the top 10 in the country has increased to the top 6.

Obviously, the ice cream market does have some high-end consumer demand, but not all consumers will continue to engage in high-end consumption. More often than not, they will remember and avoid the entire brand after being stabbed by an assassin.

The current price increase in the ice cream market is a market trend, but there will always be a day when it returns to rationality. Do not believe? Let's wait and see, the present of the new tea beverage industry is the future of the ice cream market.