Just two days ago, the topic "How outrageous is the price of ice cream among online celebrities" continued to occupy the hot search list. Netizens rushed to comment and vomited. The comment area seems to be disgusted with online celebrity ice cream. Among them, "Zhong" is the hottest one in recent years, but the same high price makes people feel the "malice" of the ice cream market among online celebrities, and netizens have expressed their reluctance to pay the bill. 0 1 Where did the childhood ice cream go?
Speaking of ice cream, many children after 90 s and 00 s say that ice cream as a child is the king of cost performance. You can choose anything under five yuan.
But now, the eight-yuan magnum seems to be the first cost-effective? This is of course something we never dared to think about before. The price of ice cream has soared, and a change behind it has greatly changed the competitive landscape of the ice cream market.
According to the analysis of prospective research institute, before 20 18, the domestic ice cream industry showed a "three-legged" situation. Foreign brands such as Xue Lu, Haagen-Dazs, Nestle and Baxi occupy most of the domestic high-end markets and some mid-end markets, while domestic head brands such as Mengniu and Yili mainly cover the mid-end market, accounting for about 45%; Regional brands such as Zhongjie Freezing Point and Wuyang are positioned in the low-end market, accounting for about 30%.
This "three-legged" situation lasted for many years. However, after the rise of online celebrity ice cream brands represented by Zhongjie 1946 and Aoxue double yolk, the situation was completely broken and officially entered the "first year of online celebrity ice cream".
The market share of time-honored brands that have been greatly suppressed has dropped significantly. On the contrary, online celebrity ice cream has jumped to the top, and advertising marketing has been overwhelming.
Internet celebrity ice cream roll is crazy.
We can only notice the trend of ice cream explosion among internet celebrities. In fact, it is inseparable from the help of investment institutions.
202 1, 1, A round of financing of RMB 200 million was completed on May 8. The investors are Sheng Yuan Capital, H Capital, Wanwu Capital and Tiantu Investment. Previously, on 20 18, China has successively obtained angel round financing involving Zhenge Fund and Fengrui Capital, and Pre-A round financing involving Tiantu Capital and Daodao.
In addition, according to the investment and financing data report of ice cream brands in recent ten years, the investment and financing of ice cream brands began to be active in 20 15, with 9 investment and financing events in 20 15, 5 in 20 16, 6 in 20 17 and 2017. Overall, there were 32 investment and financing incidents of ice cream brands in the past decade, and the amount of financing disclosed was nearly 2.4 billion yuan. The data of 20 19 online ice cream consumption insight also shows that there are only more than 60 ice cream brands on 20 18, and the number of 20 19 has increased to 150.
Looking at the investment situation in recent years, it is not difficult to find that investment institutions especially like to invest in some online ice cream brands. One of the most important reasons is that the offline market is basically divided by foreign brands, head brands and regional brands, but the online market is still a blue ocean, and the domestic ice cream market still has a lot of room for development.
Therefore, if online celebrity ice cream brands want to win the online market, they can only quickly start brand awareness and seize consumers' minds before the traditional ice cream brands are fully launched, otherwise it will be difficult to stand out from the powerful sales channels.
Based on this logic, online celebrity ice cream brands are ingenious in packaging, appearance and marketing, and have captured a large number of young consumers with the help of social platforms, so even if the price is ruthless, some people will be eager to try.
First of all, since it is an entrance snack, the taste is naturally essential. Ordinary raw materials and original flavor are considered to be unable to attract consumers' attention.
Therefore, in order to stand out, ice cream makers who want to stand out are crowned with noble and unique identities. For example, Italy airlifted Amarina wild cherry, Ghana black gold cocoa powder and Turkey selected hazelnut, and a series of operations such as import, manual and original ecology seemed to make the price more reasonable.
But the raw material market will always be saturated, or make consumers visually tired. At this time, it coincides with the peak of Yan value doctrine. Merchants have turned their energy to appearance, and entertainment and freshness have become a competitive trend.
For example, under the high-end positioning in China, ice cream has the appearance of Chinese style. The most classic is his tile-shaped ice cream. At the same time, even the ice cream stick has a unique design, engraved with words and advertised as collectible. Young people are always impressed by these details.