Because his selling point is expensive, maybe his raw materials are better and his packaging is better, which is to attract his customer base. The average ice cream in their house is more than ten yuan, and the price is sixty to eighty. Most people basically don't choose to buy this price, and occasionally buy it just for tasting. What will really buy back are those who are not short of rice and pursue a high-quality life, or those who pursue petty bourgeoisie even if they are not rich, that is, those who hold the idea of "I want to leave ordinary people".

In recent years, domestic products have become more and more popular among young people, whether in the fields of clothing, beauty cosmetics or food. Zhong's brand name comes from three surnames of China, and the basic image of ice cream is inspired by Wadang in China. The emphasis on "China symbol" made this ice cream upstart have a wave of "tap water" soon. Accurately grasping the label of young people is: high-end raw materials. Zhong prides himself on high-end ice cream in China, emphasizing natural, healthy and rare raw materials everywhere. Known as the "raw material party in the food industry."

For example, 66 yuan's "Ecuadorian pink diamond" mentioned in the advertisement contains no pigment and sugar, and has a light taste and no burden ... Douban and Xiaohongshu mentioned in a lot of comments on Chinese ice cream that the ice cream has a natural taste, no added raw materials, low sugar and low fat, and is suitable for weight loss. Even ice cream sticks are made of degradable straws, which is very environmentally friendly. However, even if the raw materials are high-end, ice cream and ice cream are not ordinary meals after all, and the repurchase rate is not high, which has certain seasonality. If you want to keep young people who are looking for novelty, you still have to change your way and make new moves. Zhong Shanshan came up with a third label: limited joint name. In the past three years, Mr. Zhong has jointly signed dozens of brands, most of which are limited or unlimited times.

Behind the rising price of ice cream, one of the important reasons is the rising price of raw materials. Cold drinks such as ice cream and ice cream are mainly made of milk, sugar and chocolate. In recent years, the prices of these three raw materials have risen to varying degrees, which directly led to the rise in the price of cold drinks. In addition, the cost of cold chain transportation is not low. In general, the cost of an ordinary warehouse is around 400 yuan/m2, and the cold storage should be equipped with an insulation system, which needs at least 2000 yuan/m2. Moreover, the cold storage needs to spend a lot of electricity. A cold storage with 654.38+/kloc-0.00 million square meters needs at least 200,000 yuan a month. Therefore, the logistics cost of cold chain transportation is 40%-60% higher than normal, and these costs can only be allocated to the final retail price.