foreword of Le Coco ice cream planning book
Le Coco ice cream is attractive and has its own excellent motivation
Can I go to Paris only when I am in love? Single people, please pack your bags and start at once. Holding a big ice cream ball in your hand, licking it slowly and unscrupulously on the Champs Elysé es. You don't need a reason to love a place, and you don't need a reason to love an ice cream. The sun is shining outside the window, the young heart is free, and the afternoon love is warm and sweet, just like a soft chocolate cake. Step into Le Coco ice cream, have a cool and refreshing ice cream with fragrant coffee and a little bit, which is infinitely pleasant. Taste Lecoco, tempting taste and experience at all times! You can choose from hundreds of flavors to taste Le Cocoa, which is tempting to experience all the time. The tempting taste of Le Cocoa ice cream has its own excellent power to create!
the ice cream we provide mainly includes various flavors of fruit series ice cream, freshly brewed yogurt series, ice porridge, shaved ice, smoothie series, hot and cold drinks series, chocolate series, cartoon jelly series, romantic series and DIY series. The DIY we provide is not only a variety of ice cream series, but also a kind of service we provide, that is, in our spare time, our creative shop of Chemical Engineering Institute will carry out some on-site exhibitions or teach customers to try to make their own personalized ice cream.
the ice cream we provide mainly includes various flavors of fruit series ice cream, freshly brewed yogurt series, ice porridge, shaved ice, smoothie series, hot and cold drinks series, chocolate series, cartoon jelly series, romantic series and DIY series. The DIY we provide is not only a variety of ice cream series, but also a kind of service we provide, that is, in our spare time, our creative shop of Chemical Engineering Institute will carry out some on-site exhibitions or teach customers to try to make their own personalized ice cream.
The ice cream provided by our creative store of Chemical Engineering Institute is simple, fashionable, romantic and delicious, which is a new life proposition strongly advocated by blue-collar and white-collar workers (including teachers of Chemical Engineering Institute), young students and fashionable couples. The goal of our ice cream shop is to provide customers with the most comfortable, assured and happy service.
Chapter 1 Analysis of the characteristics of ice cream industry
A product overview
The beauty of ice cream, as pure as winter snow, blends into the fun of sucking snow in childhood; Ice cream is "brilliant", just like spring flowers, full of youthful and romantic love; Ice cream is "mellow", as thick as autumn fruit, and contains the satisfaction of pleasant taste. When the summer heat wave strikes, when even people are about to be evaporated by the sun, only Lecoco ice cream can comfort people the most! Whether it's coconut ice cream, AD calcium cartoon ice cream, selenium-enriched ice beauty ice cream or handmade chocolate or fashionable whistle drink or wind ice products with Southeast Asian sentiment, it can match your different moods and ensure that you can enjoy yourself one after another! Besides these delicious ice creams, there are other food series that you can't put down.
Since its establishment, Lecoco has always adhered to professional, standardized and standardized operation. It is this mode of operation that makes Lecoco qualified to stand at the peak of ice cream production and sales forever and be proud of some new forces, so that Lecoco ice cream maintains a consistent good taste and loyal consumer groups. Coconut ice cream is the first in the industry.
◇ Unique formula and strict selection of ingredients
Lecoco people know that the formula is the soul of ice cream, and the raw material is the soul of ice cream. Only by mastering the exclusive formula and having the first-class ice cream powder can we produce products with unique flavor. Therefore, Lecoco has been using the exclusive formula basis of more than 411 years ago. Lecoco is made of high-quality pure natural ice cream powder with world-leading biotechnology and FDA certification of the European Union and the US Food and Drug Administration. It is delicate, green and healthy, rich in milk fragrance, and the top grade in beauty beauty.
◇ Advanced technology, delicious secret
Adhering to the unique code for more than 411 years, many doctors, nutritionists, dispensers and tasters have carefully studied the concentration, temperature and basic materials of ice cream, and adjusted the ice degree, sweetness and lubricity to the most ideal state. Before each product comes out, there will be a special nutritionist to evaluate its nutrition and a professional taster to test its taste, and then it will be continuously improved according to the taste characteristics of the public until it is accurate, so as to ensure that the reputation of the product after listing reaches 111%
Second, market analysis
★ The per capita consumption of frozen drinks in China is 1.9 kg, of which the per capita consumption of ice cream is only 1.4 kg, which is a huge gap compared with the per capita consumption of ice cream in the world of 1.3 kg and that in North America of 15 kg.
★ The output of ice cream in China increased by 12 times in 2111, with an annual increase of more than 11%. The annual sales volume reached 1.6 million tons, and the current annual sales volume is about 23 billion. Some experts estimate that the ice cream market capacity in China is expected to reach 41 billion yuan by 2116. The huge development potential has led many corporate giants to invest heavily in the ice cream industry.
★ In foreign countries, ice cream has always been a snack with no seasonal difference. Now, in China, ice cream has finally been "renamed" and the seasonal consumption difference has gradually disappeared. In some big cities, ice cream has become a seasonal food.
after a simple investigation, we found that any fast-moving consumer goods is an amazing big business, and ice cream is no exception, with annual global sales of RMB 141 billion. The ice cream market in China is growing very fast. At present, the per capita consumption is two liters (equivalent to 25 to 31 ice creams), and it is expected to grow to six liters in the next year. China will become the largest consumer of ice cream in the world.
At the same time, new brands are constantly appearing, and marketing patterns are also endless, which makes people see things in a blur. Besides brands and tastes, price has become the main way for businesses to compete. Under the condition that the ice cream market is increasingly subdivided, the role of sales links is becoming more and more important. With different consumer groups locked by manufacturers, the sales channel has become another "battlefield" for ice cream enterprises to compete. The battle for channels has begun to surface, and the battlefield of competition has been constantly shifting and changing, and it has entered the stage of all-round competition.
In p>2115, Lecoco's American flavor ice cream store landed in China, rewriting the history of ice cream in China.
Chapter II Analysis of the Development Environment of Ice Cream Industry
A Macro-environmental Analysis
In recent years, China's ice cream market has developed rapidly, and its products have increased by 1.6 times in 2111. According to the latest market research statistics of the National Bureau of Statistics and the China Catering Association, the production and sales of ice cream in China exceeded 2.8 billion kilograms in 2119, with sales of more than 41 billion yuan, and the per capita consumption of ice cream in China was only 1.7 kilograms. Especially, the ice cream market in winter is only 1/31 of that in summer, compared with 1/3 to 1/2 in the United States, while the average per capita in North China is as high as 1.5 kg. Therefore, the growth space of the market is still quite huge. Many experts predict that by 2112, the retail volume of ice cream in China will exceed 5 billion kg, and China will soon enter a "blowout" period of ice cream consumption, and the golden age of investing in the ice cream market has arrived.
As more and more people like ice cream, people's consumption habits, consumption psychology and consumption patterns of ice cream have also changed greatly. Eating ice cream is not only for heatstroke prevention and cooling, but also for leisure, entertainment and fun. It pursues more novel, strange and exciting tastes and pays attention to green health.
Nowadays, eating ice cream has become a kind of leisure and enjoyment, representing a lifestyle and a young heart. All brands are promoting the brand value of happiness and enjoyment, but ice cream is not a necessity. Making ice cream is not based on how much consumers need. How to get close to consumer emotions and psychology, and how to do a good job in the market by increasing added value for consumers will become the key to determining the outcome of the market.
consumers report that ice cream is getting more and more delicious now, but it is getting more and more greasy in summer. Isn't it just to quench your thirst in hot summer? But now the ice cream on the market is getting more and more thirsty. Years of competition have entered a misunderstanding, which not only changed consumers' consumption concepts and tastes, but also led enterprises themselves astray, forgetting that the purpose of marketing is to meet consumers' original needs. This deviation actually created a new market, but forgot the most primitive market and function of ice cream-quenching thirst. The most primitive market has become a blank in the market and a new opportunity.
The mainstream consumers of ice cream are teenagers. Whether the ice cream is delicious or not depends on the taste. There are hundreds of different flavors of "Le Coco" ice cream, which are not tasteless at all because of the loss of fat and sucrose. This is because every day, the professional ice cream flavourers of "Le Coco" will mobilize all the taste buds and distinguish the subtle taste differences of each raw material, and carefully create a "Le Coco" that is healthy (fat-free and sugar-free) and has thousands of flavors.
second micro-environment analysis
as an ice cream market, we should first consider the competition situation on campus, and fully understand who our competitors are in the target market, what their competitive strategies are, how their strength compares with competitors, and their competitive position and reaction types in the market, and so on. As suppliers and marketing intermediaries, since Lecco can invest in chain stores, the resource supply is directly provided by the headquarters.
followed by the price, which is the most difficult factor to determine among the controllable factors. The price is related to the profitability and economic benefits of the enterprise, thus affecting the product output and market supply of the enterprise. On the other hand, the price affects the product demand. When formulating price strategy, consumers' understanding of price and value should also be considered, because this directly affects their buying behavior. If they think that the price is higher than the value of the product, they will not buy the product. Marketers must analyze consumers' buying motives. The fixed price can neither be too low without profit, nor too high without demand, and must be somewhere in between, setting the maximum limit. Enterprises must also consider the price of competitors and other internal and external factors to determine the best price.