As a national product in people's minds, ice cream will explode with amazing energy every summer. As soon as the market enters the peak consumption season, there are many ice cream products and consumers have a strong desire to buy. For ice cream merchants, this can be said to be the best season of the year. In northeastern region , winter is another small peak season for them.
For Northeastern people, eating ice cream in a heated room is a very happy thing. The Chinese New Year is approaching, which is an excellent sales opportunity for manufacturers and dealers. So what preparations have they made to make their products stand out in the big market? What magic power does the Northeast have to bring vitality to the ice cream market in this cold winter?
-01-
The external environment promotes ice cream consumption
In your impression, how is ice cream sold? Is it placed in the freezer? Use an ice cream machine? In the Northeast in winter, the placement method is different from the above. Instead, it is placed directly on the ground outdoors! In recent years, photos of Northeastern ice cream being sold at outdoor stalls have appeared many times. Many people who have never been there or have never seen it have exclaimed, "How can it still be sold like this!" and "Won't it melt?"
In fact, the winter weather in the Northeast is cold, and ice cream will not melt without refrigeration equipment. Therefore, for many companies and dealers, the weather is a natural "refrigerator". Selling them directly in winter not only reduces equipment costs but also reduces labor costs. It is a sure-profit business for sellers.
The weather is cold. Why is ice cream so popular among consumers in winter? That’s because in winter, homes in the Northeast have heating and floor heating. The temperature inside the house is no different from the temperature in summer. The temperature is extremely high. In order to lower the body temperature at home, many Northeastern people will buy some ice cream and wear heavy clothes outside. Although the weather is cold, the body will become warm after walking for a while, and you will not feel cold after eating ice cream.
-02-
Different products
Influenced by consumer demand, there are many ice cream brands in the Northeast, which are not only popular locally, but also very popular nationwide. For example, Dongbei Daban has experienced soaring sales in recent years. This ice cream with slightly simple packaging has been widely praised by consumers in recent years, and has been widely distributed in various offline regions in the Northeast. Consumers have high brand awareness , sales are good, and stable distribution and purchase rates have also made Northeast Daban famous. When it comes to this, we have to mention Madiel and Hongbaolai. These two distinctive brands are the leading ice cream brands in the Northeast region in terms of reputation and sales. Their classic products, Original Popsicle, Hongbaolai Smoothie, Tsar Date, etc. are all well-known ice creams in the Northeast. In addition to these well-known brands, in the Northeast, , Deshi, , Sunday, Zhongjie, and the cutting-edge brand Shengyuan Haijie are all popular brands among consumers.
After interviewing several dealers in Northeast China, the reporter found that in the winter ice cream market, Mengniu and Yili are still brands with a large market share. Qiaolez, Ice Factory, Ice+, Bitter Coffee, Suibian and other products can be seen almost everywhere on the streets where stalls are set up. Merchants often put a box on the ground and mark the price on the box for consumers to refer to for buying and selling.
In addition, local brands in the Northeast also account for a considerable market share, such as Deshi, which has popular products such as eggs and glutinous rice glutinous rice cakes, the best-selling Sunday square cake, Lao Ding Feng Harbin square cake, and the old brands Huayi, Meidenggao, and Hongqi in the memory of Northeastern people.In addition, Yan Feng, general manager of Changchun frozen ice cream wholesale, also told reporters: "In addition to the brands mentioned above, South Korea's Le Feili, Japan's Hayashi Irji, Marunaga, Meito Famous Sugar, and Haagen-Dazs and other foreign brands are also available. For the Northeast, the most important thing is actually the cost-effectiveness. If the product is low-priced and delicious, it will naturally sell well. "
We can also find that with the growth of the Northeast ice cream market, more and more brands want to squeeze in and get a piece of the "soup", and how to divide it is a great test of the management methods of enterprises and dealers.
-03-
See what the dealers say
The unique environment in the Northeast has also given rise to the "second spring" of the local ice cream market. The reporter interviewed Zhao Zhongyi, a dealer in the Northeast. He told the reporter: "As dealers, during the Chinese New Year, the first preparation is to prepare enough products that may be needed for the New Year based on consumer demand. The habit in the Northeast is that everyone eats more at home. More, many people will still go home to eat ice cream when they buy it, so we will prepare more products for home consumption scenarios. The Northeast is really different from the South. Sales in the Northeast are not as hot as expected in the summer and are a bit lighter. Generally, when it is hot, people will buy less ice cream and quick-frozen products. In terms of time, sales are from September to March next year. It is the peak season, and from April to autumn, you can sell barbecue and hot pot frozen products. In the summer, these are eaten more. You must prepare different ingredients according to different seasons, because the eating habits of each place are different, so that you can effectively occupy the market. field. "
In addition, Jiang Quanguo, general manager of Harbin Yunjun Food Trading Co., Ltd. told reporters: "I now represent many ice cream brands, such as Heluxue, Xuedi, Tian Mu, Zhong Xuegao, etc., and mainly do supermarket distribution channels. From hypermarkets, convenience stores to boutique supermarkets, consumer demand for supermarkets has always been relatively stable. The ice cream market in our market has been developing rapidly in the past two years. Especially in winter, consumers' demand for home retail has increased. Therefore, we have adjusted the product structure in a timely manner and put all the main products in the New Year market in terminal supermarkets. For example, Harbin Central Red Little Moon Supermarket Chain, Ronghui Low-profit supermarket chains and other places. For us, the most critical part of wanting to continue to increase the sales of our products is to find the most suitable sales channels according to the market environment. ”
-04-
Focus on affordable products and offline sales
Northeast is a big market for ice cream, and the consumption level is not low. As the birthplace of most brands and the production place of products, there are also various local brands. As one of the standard items in daily life, ice cream is mostly affordable and cost-effective. Shengyuan Haijie, a new brand from Liaoning, has always adhered to the pricing principle of delicious but not expensive products in the price range of . Its mainstream category price range is between 1 and 3 yuan, which is a product with high repurchase rate among consumers. Brand general manager Feng Liang said: "Our mid- to low-end products are cost-effective and focus on traditional distribution channels. They still occupy the mainstream of sales." Thanks to good products and business strategies, Shengyuan Haijie's sales increased by about 7% against the trend in 2021. During this annual festival, Shengyuan Haijie also took advantage of the opportunity to launch more than ten new products to prepare for the upcoming Double Festival and the new year.
In the view of Ma Lichun, a dealer in the Northeast, the environment in the Northeast has given birth to a unique consumption model. She told reporters that the ice cream storage environment in the Northeast is excellent in winter. This not only allows dealers to reduce sales costs, but also makes ice cream sales "everywhere." Consumers can buy whatever they want, saving time and effort. Therefore, the main sales channel for local ice cream is offline sales.Although the ice cream market is booming, Ma Lichun told reporters her "difficulty", that is, due to the decrease in population, the number of offline terminals in the local market is decreasing. In order to solve this problem, Ma Lichun chose to lay out a certain amount of mid-to-high-end products in the terminals, "Whether it is winter or summer, we During this season, 1 yuan ice cream still occupies the mainstream of consumption, but in the future, mid-to-high-end ice cream may be the future development trend. Those workers who go out will always come back during the Chinese New Year. Now the consumption concepts of young people have also changed. They are willing to spend money after making money and are willing to try more delicious products. , then mid-to-high-end products have their audience. ”
-04-
Promotional activities are also an important part
Although the market is wide and the sales conditions are good, if you want to obtain considerable sales during the New Year, you still need more efforts from enterprises and dealers, and carry out product distribution and various promotional activities according to the market environment. Zhao Zhongyi told reporters: "At this time, ice cream in the Northeast is sold on street stalls. The morning market and evening market are the advantages of the Northeast. Many sellers ride a tricycle to sell, and the competition is fierce due to the large number of people. Although consumers are increasingly aware of brands, is actually better sold by big brands, and most local consumers are still relatively sensitive to price, what price and how to sell it. That’s the key.” Therefore, companies and dealers can make appropriate efforts in price and promotion when selling. For example, they can launch activities such as buying x and getting x, or discounting a certain amount to promote sales; there is also differentiated distribution. It is a commonplace for dealers to distribute goods. Before setting up stalls or opening sales, they must understand the eating habits of local people and accurately target consumer pain points to attract consumers.
The Northeast winter market has now become the "sweet potato" in the eyes of many ice cream and frozen product companies and distributors. However, opportunities come from opportunities, and in the end it all comes back to products and consumers. How to catch the attention of consumers requires every operator to explore and discover!
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