Ice Cream Assassin has been upgraded again, can you believe it? This box of ice cream costs one hundred and sixty yuan. According to this price, the previous pink diamond ice cream cost sixty-six yuan. If you round up, it can only be regarded as an old popsicle.
So are these high-priced ice creams worth the price? Today we will analyze the raw materials of a certain ice cream. This ice cream clear milk is their most popular product, and a piece of Thirteen is not cheap.
Let me talk about the conclusion first. From the raw materials, this is simply a word game. What does that mean? Our national standards stipulate that the ingredients with the largest number of ingredients in the food ingredient list should be written at the front. So the brand had an idea and split one thing into several things to write, so that the good-looking ones could be ranked at the front and the unsightly ones at the back.
For example, you buy a frozen steak in the supermarket. The ingredient list lists beef at the front, and at the back is a whole bunch of corn pasta, broccoli, mashed potatoes and other toppings. vegetable.
At first glance, it seems that beef is the main ingredient, but when you open it at home, the most important thing is these side dishes, and the beef is just a small piece. Think about it, would you still buy it if the ingredient list looked like this? Back to the ice cream ingredient list, why do you think the whole milk powder and skim milk powder are separated?
Because if the milk powder comes before the cream, then it will be obvious that this is mainly made from milk powder. What’s even more outrageous is that butter is written after skim milk powder, but where does the butter come from? Isn't it separated from whole milk ?
Ah, this operation of taking off and putting on again, taking off and putting on again, is simply like listening to your words, just like listening to your words, it will be the last time I saw you, or the last time you said it. Adding sugar, condensed milk and evaporated milk is actually condensed milk and water, but if you really write it like this, the water will come in front of the cream, which doesn't work.
Although I once asked the Propaganda Department to add a drop of water and was fined by the relevant departments, water is not nutritious after all. There are still few subtleties in the ice cream ingredients list. To summarize, judging from the level of ingredients used, a certain ice cream green milk should be compared to products such as Northeast Daban Lao Popsicle.
But others only need three yuan. Your bargaining price from three yuan to thirteen yuan, which is more than 400%, is simply out of reach. Let’s talk about a certain ice cream special milk. First look at the product name on the back. You have to understand that it is ice cream, not ice cream.
is one step lower in terms of implementation standards. You know, according to our national food regulations and standards, the requirements for ice cream are much stricter than those for ice cream. Of course, according to the manufacturer's explanation, it is because the expansion rate requirements of the national standard are inconsistent with the taste they want to achieve.
However, if you check the national standard document carefully, you will find that the expansion rate is not mentioned at all. Looking at the ingredient list, you can see that in order to create a rich milky taste, condensed milk and maltose syrup are added to it.
But when people promote it, they dare to say that it does not add fragrance, but there is indeed nothing wrong with it. These two are really not a blind date. Although the condensed milk itself is concentrated milk plus sweetener, in this case, the flavor from the condensed milk is not considered an added flavor.
Wow, by the way, this sentence does not add any flavor. In fact, it saves all the money on vanilla . Because the main selling point of long-established high-end ice creams such as Menglong is natural vanilla. To sum up, judging from the raw materials, this certain Shergot milk is probably a little better than the six-piece Brazilian milk cake. Let's be bold and say eight yuan, but in fact they are selling it for sixteen yuan.
So many people will think that the premium of Ice Cream Assassin is so high that no one will buy it. How does that manufacturer survive? Behind this is actually a completely different business logic between Internet celebrity brands and traditional manufacturers.
firstly takes advantage of this market size. For example, if a brand gets 30 million customers a year, does it seem like a lot? This may seem like a lot, but in fact, it would take more than 40 years for all 1.4 billion people in the country to visit it.
But how many manufacturers can survive forty years? Not to mention these Internet celebrity brands, they never thought about doing it for forty years. Their positioning is to do it for five or eight years. If the trend is wrong, they will cancel the company immediately and try again with a different vest.
In other words, they didn't consider repeat customers at all, they just took the path of short-term and high profits. As the saying goes, if you don't open for three years, if you open for three years, you can make a profit. Anyway, there is such a large market size. Regardless of whether you are curious or you accidentally got it, as long as you carry the ice cream and the assassin stabs it, you have completed the head quota. One ice cream can be sold at a cost of tens of dollars, and you can earn twice or even twice as much as one ice cream. Several times the profit, short-term is still worth other people's long-term.
Some people will say that they are so cheating. As long as someone is fooled, tell the people around you, wouldn't no one dare to buy it? This involves another trick of the Ice Cream Assassin. Pinpointing consumer curiosity is often underestimated. ice cream.
The pricing of Assassins is just within the reach of most people in one hop. It feels a little painful, but it is only within the range of Xiao Teng. Even after knowing about this ice cream, there are still some people in Assassin who just can't help but want to buy one, just to taste what such an expensive ice cream tastes like.
As long as you can't help but be curious and buy one, then your head consumption indicator will be broken down. There are four main target customers for this kind of brand. The first type is rich people who have a little money in their pockets, want to be different from ordinary people in terms of food and clothing expenses, and pay attention to tonality. Although these people are not many, they have strong spending power and are core users that the brand must not lose.
The second type is actually a small middle class person. He is deceived by the pricing that ordinary people can get within a short jump. He feels that he cannot catch up with the rich in other aspects. He occasionally eats ice cream that the rich eat, and feels that he is also rich. Same. These are peripheral users. The third type is attracted by marketing methods and can't help but buy a long line. As a result, they become curious babies who are wronged. This part is to expand users, and this last one is covered by channel construction.
The assassin who was hiding in the freezer came out to kill him at any time, but he was embarrassed and returned in confusion. The user part is supplementary user. Therefore, many people say that I have never bought it and will definitely not buy it. It does not affect the brand’s profitability.
Because it is enough for people to do the four types of users above. Based on other people's profit margins, it is simply not enough for the general public to wait for several years for this brand to become valuable. The company cancels , changes its name, changes its track, and does it again, and it will be a profitable period for several years. So what other new consumer products have you been assassinated by?
