Bright Network News (Reporter Yang Yanan Li Wenlian) all said that the three -piece set must be in summer: air conditioning, watermelon, WiFi.
, but for my ice cream heavy enthusiast! One of the representatives of
in summer must be ice cream! (Super loud ~)
from small pudding to big white rabbit nickname milk stick;
h0 from Xiaoxueman to Xue Zhonggao;from old pops to Northeast board;
from ice factory to Ming Governance of Sea Salt Catche ;
ice cream, whether it is a brand or even taste;
is constantly exploring new worlds.
and 100 billion market attraction
data shows that in 2018, the total volume of the Chinese ice cream market reached 123.6 billion yuan, and the production and sales volume was as high as 50.642 million tons. It has surpassed the United States to become the world's largest country in ice cream consumption.
is converted to per capita consumption level. China's per capita consumer ice cream is 2.5 kg, which is lower than the world average. Although the total consumption has jumped in the world's first, the per capita is far behind some developed countries. This means that China's ice cream market still has huge growth space.
, attracted by the huge market attracted by the huge market attracted by the huge market of
, Chinese ice cream manufacturers are mainly divided into foreign brands and domestic brands. According to the market data of
, according to the market data of agencies such as the forward -looking research institute, foreign brands such as Lu Xue, Hagagastus, etc. occupy most of the domestic high -end markets and some mid -range markets; Mengniu , Yili , etc. Mainly, accounting for about 45%; regional old -fashioned ice cream enterprises such as middle street, Wuyang, and a large number of small and medium -sized local private enterprises positioned low -end, accounting for about 30%.
, but, this is the distribution of ice cream manufacturers we used to recognize in the past. When it comes to Ice Cream , it may be "net red".
, the emergence of the alien net red ice cream
accompanied by the comprehensive penetration of e -commerce, the rapid development of cold chain transportation business has driven more fresh and cold drinks to go directly to its doorstep.
(Source: Yingmin Ste)
is on the rise of consumption upgrades in recent years and new retail, and high -end ice cream is rising, especially the "Internet celebrity brand" has occupied the shopping cart of young users. In 2020,
, the frenzy of net red ice cream did not seem to fade. Let's take a look at the characteristics of them?
First, the price is high. Compared with the traditional old popsicle with 2 yuan, the net red ice cream usually exceeds 10 yuan, or even as high as 66 yuan. Xue Zhonggao, the highest average price of
, was the highest in 2019. In 2019, Zhong Xuegao's sales exceeded 4 million yuan on the day, ranking first in the e -commerce platform ice category, showing the strong harvesting capabilities of the Internet celebrity effect.
is second, with creativity, which is not only relying on concave shapes and face -to -face value, but also takes cross -border mixing routes in taste. Continuously jointly joint, offline flash shops, strange taste attract customers, increase brand exposure and maximize the curiosity of customers to make curiosity to pay. At the end of
, the brands know the marketing rules of the Internet celebrity economy. By shaping various added value for ice cream, the spiritual consumption of the newcomer group. When the added value of one thing is continuously expanded, the value of things itself is also declining. The continuous evaluation, constantly appearing online celebrity punching fields, are increasing the value to the net red ice cream. Let young people not only accept high prices, but also continue to buy.
According to the first "Grass Data" released by the United States, 83%of young consumers' purchase decisions mainly affect factors from the weeds of online celebrities around them and platforms.
C
Net Red Ice Cream is constantly harvesting the market, and a large amount of quality that is not closed is also constantly revealed. For example, the net red ice cream "double egg yolk ice cream", which breaks the sweet taste of the traditional ice cream, has a sales of more than 40 million yuan in the first half of the year.While high profits, on the other hand, the road of influencers in the black ice cream is the most important thing for food safety while pursuing greater traffic sales!
2019 was called the Chinese ice cream net red year. What do you think about the net redization of ice cream?
