In 2018 Double Eleven, Zhong Xuegao not only ranked first in the sales volume of ice categories, but also sold a high -end ice cream -66 yuan a "Ecuador Pink Diamond". It was grabbed in 15 hours. Due to its high price effect, this ice cream alone accounted for 10%of Tmall Ice cat

, the boundary between offline and online is gradually blurred. More and more Internet companies have begun to get involved in offline, and more and more offline brands attack the city through the Internet. As a product operator, we must also keep up with the rhythm, pay more attention to offline brands and products, and think about how product operation thinking is used offline or new brands. In the next time,

will update a series of product observations for new retail and new consumer brands. Analysis product is analyzed by the way as simple as possible (no) (with) Ming (abandoned) (words). Interested students can continue to pay attention, enjoy.

I. Brand archives

Zhong Xue Gao is a ice cream ice cream brand. It is made of ice cream with a tile shape. It is mainly sold through online e -commerce and offline pop -up store .

Zhong Xuegao was established in March 2018. In July of that year, Angel Well Investment, which received Zhenge Fund and Fengrui Investment.

2. Products, target users, positioning

can be seen from Zhong Xuegao's official flagship store: At present, Zhongzhong Cream involves velvet cocoa, Lao Shubei Matcha, light cow milk, red cooked jasmine, Ghana black gold and other 10. Taste and different tastes are arranged according to different topics.

In terms of product appearance, Zhong Xue Gao used the tiles in Chinese elements, which is different from the common ice cream from the shape. In addition to the unique shape of Chinese style in

, Zhong Xuegao is also a highlight to use degradable straw to make ice cream sticks. It meets the national consumption standards, and there is a light wheat straw.

Zhong Xuegao's price of different SKU is mostly around 20 yuan, which can be comparable to some international brands. The price of

is obviously positioning the target group in the middle class. At the same time, the theme sales are to locate the product as "ice cream consumer in the family refrigerator." Judging from the Baidu Index data, Zhong Xuegao's search crowd is mainly women. Most of the age of 30-39 years old is also in line with the product positioning of new middle-class.

3. Routine disassembling

in the 1990s, foreign giants and Luxue settled in the domestic market. China's ice cream industry has begun. After more than 20 years of development, China has now become the world's largest ice cream market. And high -end brand foreign -funded brands, such as Haagen -Dazs and DQ luxury brands.

domestic brands are more concerned about in the low -end market, and they are biased towards the demand of the public to relieve heat.

In terms of product structure, foreign brands such as Lu Xue, Nestlé, Bazhi, Hagen -Dazs occupy most of the domestic high -end markets and some mid -range markets; Mainly, accounting for approximately 45%; regional old -fashioned ice cream companies such as Dedic, Day Ice , and a large number of small and medium -sized local private enterprises positioning low -end, accounting for about 30%.

Data Source: Public Information and China Business Research Institute compiled

. So, as a new brand established in half a year, how can Zhong Xuegao sell 50,000 yuan in 400 minutes?

① Make new consumer scenarios.

has always been concentrated in the consumer scene of offline retail. There are two characteristics of offline retail of ice cream: seasonality and randomness.

ice cream sales are concentrated in summer. Consumers want to eat ice cream more. "I still want to eat ice cream a minute ago. Suddenly it scratched a cold wind, and the idea of ​​eating ice cream was dismissed instantly; The milk tea shop first came into view. After drinking milk tea, it has no sense of ice cream.

For consumers, this model actually does not provide a sufficient and impressive reason to buy - why do consumers buy my ice cream instead of his?

The success of Haagen-Dazs provides a consumption scenario and a reason to buy: If you love her, take her to eat Haagen-Dazs.

Haagen-Dazs has made ice cream a fashionable and high-end product for couples to consume. Provide consumers with an irresistible reason to buy.

Zhong Xuegao also put his mind into this area. With the mature development of cold chain technology, he first broke through the seasonal characteristics of ice cream. The popularity of heating and air conditioning has also made ice cream consumption not limited to summer.

Secondly, Zhong Xuegao discovered a new scene - no longer random consumption, but "ice cream for storage-style consumption in the home refrigerator." Let ice cream enter home refrigerators like eggs and be stored in bulk.

In this way, the original seasonal street consumer goods have been turned into long-term household consumer goods. The extension and expansion of consumption scenarios have turned the original random consumption into purposeful consumption, extending the consumption cycle of ice cream products. The emergence of new

scenarios may bring new growth opportunities to traditional markets and old categories.

② Make a product that subverts everyone’s perception. To become popular,

must first attract users’ attention. How to attract users' attention and subvert everyone's fixed thinking is a good way.

Zhong’s ice cream subversion starts from two aspects: price and product.

What is the fixed thinking of Double Eleven? It is cheap and half price.

Zhong Xuegao launched the "most expensive ice cream" on "Double Eleven", a time when people across the country are shopping at half-price discounts. Amidst the overwhelming discount information, consumers suddenly discovered ice cream ( Ecuador Pink Diamond) priced at 66 yuan a piece. By challenging the minds of consumers (Double Eleven is all about being cheap, why is a stick of ice cream so expensive), it attracts more clicks, exposure and exposure. No matter what mentality the user has, it will be easier for them to take the initiative to share and spread the message. Xue Gao.

limited the purchase of 20,000 pieces that day, which also aroused the curiosity of some consumers. Combined with the taste test by big V and the endorsement of Ao Ziyi of the TFBOYS family, 20,000 pieces of Ecuador Pink Diamond were finally sold that day.

In terms of products, Zhong Xuegao first made a differentiated design in terms of appearance. The tile shapes and biodegradable straw ice cream sticks mentioned above are obvious examples.

Secondly, good product content packaging.

Currently, Zhong Xuegao only has 10 SKUs. The formula is novel and eye-catching, giving users the urge to try it. On the one hand,

’s streamlined SKU reduces the difficulty of user selection and simplifies the purchase path; on the other hand, behind each unique taste, a fixed group of consumers is targeted.

Thirdly, in terms of raw materials, Zhong Xuegao focuses on zero additives, low sugar and fat, and the taste is not too sweet; in terms of safety, even the ice cream sticks are made of natural straw, which is biodegradable and has zero pollution.

is a better user experience for users who are afraid of fat and worried about food safety. The flavors of

include traditional milk flavors, as well as innovative Ghanaian black gold and Ecuadorian pink diamonds. Traditional flavors are brought to perfection while constantly exploring innovative flavors.

③ Appropriate marketing methods and channels accelerate fission

Zhong Xuegao’s marketing idea is: first stimulate users’ interest and attention in a single product, guide users to try it, and finally make bulk purchases at the online flagship store. Zhong Xuegao adopted diversified methods to implement this idea.

Zhong Xuegao uses "KOL planting grass - stimulating users to pull grass" as the core logic on Xiaohongshu and Douyin. A search for "Zhong Xuegao" on Xiaohongshu yielded 4,114 long notes sharing tastings and pictures of Zhong's ice cream. The author of the notes observed that most of them are KOLs with low waists and amateurs. There are also a large number of Zhong Xuegao unboxing videos on Douyin.

Offline, Zhong Xuegao uses "pop-up stores + offline stores" to expand influence and fission.

First of all, the unique theme design of the offline pop -up shop makes pop -up shops a holy place for camera, attracting many users (naturally including many Internet celebrities) to take pictures and then generate a large number of channels on Xiaohongshu, Douyin and Weibo The content attracted a new group of users to check in offline.

also plans various theme activities by pop -up stores. For example, the theme pop -up shop of "Summer Like Summer Flowers", "Zhong Xue Gao Slow Products carefully read" pop -up shop, etc., finally formed a punch -in -sharing -the closed loop of drainage.

also provides users with a channel for trials for users. The expensive purchase price on online batches has a certain threshold for new users. Through a single attempt of the offline pop -up store and store, finish planting grass in the hearts of the user, and finally guided it to online for mass extraction, and eventually transformed random single purchase behavior into family storage -type purchase behaviors.

, on the other hand, Zhong Xue Gao invited celebrities such as Monday Wuan, Li Liya, Ao Ziyi as spokespersons to make full use of the fan economy. Through the trial eating of idols and large V, the star customization models are launched, which arouses the interest of fans, and then combined with other means to complete sales conversion. The three grasps of

④ Strategic

Zhong Xuegao are "making new consumption scenarios", "price and content subvert everyone's cognition" and "appropriate marketing methods and channel acceleration fission". The three grasps of

can be understood as a tactical level, telling us how to do it and how to implement it. So at a more macro strategic level, what is worthy of our thinking and reference?

First, the cognitive

of Internet celebrities and popularity does not make a single item too hot, because such users only remember the items and do not remember the brand. Once the user is tired of the single product, it is very dangerous to the brand. At the same time, it hindered the opportunity to reach users by other items. Under the current consumption environment of

, consumers' loyalty is no longer comparable ten years ago. Consumers are constantly accelerating the speed of new and hate. It is a matter of minutes to get tired of a certain item. The

brand can become popular relying on 1-2 explosive models in the early stage, but you must not lie on the explosive model to eat and eat the mountains. To have a sense of crisis, consciously increase the exposure of other items. In the end, let users remember the brand rather than a single product.

Second, consumers need emotional demand

user consumption demand, making ice creams enjoying food with happiness and happiness after leaving functionality. Explain that in addition to the functional needs of the new generation of consumers, emotional needs are needed.

is third, how should the brand position it?

brand has just grown up. With a flexible brand strategy, you can help you stick to more different types of fans.

The so -called flexibility is not to label themselves by themselves, but allows consumers to take their own needs and get a seat. This can avoid fixing your brand prematurely, so as to miss more consumers.

reference materials

are popular, ice cream brand Zhong Xuegao wants to become consumers' "habit"

a piece of ice cream 66 yuan, Internet celebrity "How to become popular"

#column writer#

fat cold, WeChat public account: C hanpingdog Everyone is a product manager columnist. Nine -year product manager. I have done digital reading, e -commerce, community, and are currently committed to online education.

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