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A translator who loves ice cream suddenly found that it is getting harder and harder to achieve "ice cream freedom". After looking at the row of price tags on the convenience store freezer and the prices in the e-commerce APP, I found that in addition to the elusive "freedom of ice cream", there is also the "difficulty in choosing" flavors: Northeast Iron Pot Stew, Changsha Stinky Tofu, Yangzhou Fried rice, stone pot bibimbap, fat crabs, shredded pork with seaweed... The translator was a little confused: Are you ready to start the dinner?
After wandering around in front of the freezer of the convenience store for a long time, the translator gritted his teeth and decided to try the "Internet celebrity" velvet cocoa ice cream that costs 18 yuan a pop. See why it's so expensive?
Iron pot stew, stinky tofu, green onions and milk... Weird ice cream has become an Internet celebrity (Photo source: Visual China)
"Internet celebrity ice cream", the very expensive price
is reflected in the "adding ingredients". Northeast iron pot stew, Yangzhou fried rice, crab fat... The raw materials of Internet celebrity ice cream break through the limitations of traditional raw materials such as water, white sugar, dairy products, etc., adding meat floss, carrots, and sprinkle with chopped green onion. Well, it has internal flavor. Come on...
, this flavor has taken advantage of the Internet to blow up the ice cream industry. In fact, looking back on the "Internet celebrity" ice creams in the past few years, from Wuyun Ice Cream and Coconut Ash to Xu Jinhuan and Zhong Xuegao, although the protagonists are different every year, the same thing is that the taste, shape, and IP of the product are still the same. Having celebrity endorsements can always be a reason for consumers to "plant grass".
“I don’t know why, but it suddenly became popular.” For a time, anchors brought products, bloggers recommended, cross-border co-branding... With the blessing of big data, the marketing promotion of the advanced version of “Internet Celebrities” combined with online There are various marketing methods such as live broadcast, word-of-mouth marketing, offline terminal activities, etc. In short, if you are a targeted consumer group, there is always a channel that can cover you, so this promotion fee is naturally indispensable.
Before, the entry-level version of "Internet celebrity" ice cream was only available in stores. Most of them appeared in food guides, must-eat rankings, and check-in "holy places" in certain places, while the advanced version of "Internet celebrity" benefited. Due to the online channels and the high cost and inability to save money on cold chain logistics, the price of "Internet celebrity" ice cream has become higher.
Nowadays, the unit price of "Internet celebrity" ice cream on the market often exceeds 10 yuan, and some are as high as 66 yuan, which has "dissuaded" some consumers.
Many people have this mentality: "Although more than ten yuan is not a lot, I feel that buying an ice cream is not worth it." Others are like, "Just punch in the card and take a photo, and it will be OK if you don't buy it back." It depends on fate.”
What’s trying to persuade people to quit is not just the price.
What’s behind the high price, is it really genuine so that consumers can eat it with confidence?
's previous coconut ash ice cream was exposed to controversial ingredients; Aoxue double yolk ice cream was named for failing multiple random inspections, so the "Internet celebrity" became popular...
also has Zhong Xuegao, who is very popular this year. Data from Qichacha shows that Zhong Xuegao Food (Shanghai) Co., Ltd. received administrative penalties from the Huangpu District Market Supervision Bureau and Jiading District Market Supervision Bureau in April and August 2019. The fines were 6,000 yuan and 3,000 yuan respectively. The penalties were The reason is publishing false advertisements ：
Stuffed red grapes and ice cream are advertised as "does not contain a grain of sucrose or sugar substitutes, fructose brings a fragrant aroma, only uses special grade red grapes from the core grape growing area of Turpan Basin, zero additions, sweet and not greasy", but in fact It has been inspected as bulk/first grade.
Laoshubei Matcha Ice Cream is advertised as "Zhong Xuegao's original product only uses Japanese Yabukita tea, which is purely hand-ground. It has three completely different matcha flavors blended into one, with zero additives, not sweet, not too greasy, not greasy." However, in fact The one above is made from fresh tea leaves of various varieties such as Jiukeng, Longjing, and Yaobei trees...
If we high-profile how good our raw materials are, should they stand the test? If you want to build a brand image and retain consumers, shouldn’t you be more honest? While flaunting oneself, if the products are wrong, sold at high prices, and made of ordinary ice cream ingredients, how can "Internet celebrities" rely on to become popular?
The market is huge
On June 7, 2020, in Shanghai, the White Rabbit offline cold drink pop-up store recently landed on Nanjing Road Pedestrian Street.(Picture source: Vision China)
was once. Our childhood is a small bean popsicle, snowman, milk brick. If you can eat bags or torch ice cream, it can be beautiful for a day. Later, we have more choices and get better and better, and the taste in these memories seems to have a kind of magic, which can make you think of it when we are under the big sun. The world of
ice is also very difficult to Cream. In more than 20 years of competition and development, the scale of the Chinese ice cream market has continued to rise. According to the survey data of the China Food Industry Association, in 2014, the size of the Chinese ice cream market was only 70.8 billion yuan, and in 2019, it quickly increased to nearly 138 billion yuan. The size of the Chinese ice cream market ranked first in the world.
currently has a "three -pointer world" situation: Eighti, He Luxue, Nestlé and other brands occupy the mid -to -high -end market, accounting for about 25%; domestic Mongolian and Yili dairy companies occupy the mid -range market. It accounts for about 45%; there are also regional old -fashioned ice cream companies, which are located at low -end, accounting for about 30%. In addition to the share of major brands, there are many Internet celebrity products that are based on face value, health or experience to seize the market every year. In the future, the competition in the ice cream market will be more intense. Although
ranks first in the world, the per capita consumption level of ice cream is significantly lower than that of mature market countries and the world average in Europe and the United States. It can be seen that there is still more potential development space in the Chinese ice cream market.
Ice Cream is not only a cooling weapon.
On June 17, 2020, the national wine ice cream produced in a mall in Hangzhou is made of specialty ice cream made of various famous white wine. (Photo source: Vision China) The growth of the
market is that the boundary is gradually disappearing. Just as the original tags on ice cream: "Summer exclusive", "cooling heat and cooling" ... Now it is gradually weakening.
"Four Seasons Popularity" -The ice cream breaks the restrictions on the sales season and has become a daily dessert for the four seasons. According to data released by the Kaidu Consumer Index, from 2017 to 2019, the proportion of ice cream at home consumption during the Spring Festival was less than 25%, and during the Spring Festival this year, this number increased rapidly to 37%.
"snackization" — when you think of ice cream as a snack, it means that it can appear at any time, any place: punch in, chase dramas, take takeaway in the office, store goods at home ...
"enjoy food" -meet more emotion and social needs. In recent years, the additional attributes of ice cream have been diversified. It is no longer a substitute for cold drinks, but a enjoyable food that can bring happiness and happiness.
small body is large energy, ice cream, an unyielding product, now has a market size of 100 billion yuan, becoming a bright color in the consumer market. But how to win the minds of young consumers, while ensuring the quality of the product, companies also need more new ideas, creativity and sincerity.
(Picture Source: Visual China)
"Three Low", cheap large bowl
translators, while eating this 18 -dollar ice cream, I looked at the ingredient table and calorie table (its main component (its main ingredient ( The first place in the ingredients) is rare cream, and the calories are 901 thousand cokes/100g. Sure enough, the heat is doubled while the taste doubles.
Actually, eating ice cream is always guilty. If you can't help it, you can't help but eat it. In the trend of great health, more and more consumers will pay attention to the composition and calories of food and beverages, especially the proportion of sugar. For this situation,
has begun to lay out low -fat, low -calorie, and low sugar ice cream. The "three low" ice cream is mainly not using white sugar or reducing sugar in the raw materials. , Even plant -based ice cream. When
still wanted to eat the second root, the translator was a little hesitant, rolled over the freezer, murmured in his mouth, picked up the double stick ice cream, "I still remember the taste of my childhood." After all The ice cream is comfortable and sweet. Not to mention, the translator Jun silently orders a 1.1kg big bucket ice cream again. ([Financial Translation Officer] Gao Chang/Text)
Editor: Liu Xuyao
