Looking at the whole ice cream market, there is no obvious seasonal change in sales. In some areas, winter has become a hot spot. It is the demand of the consumer market to produce ice cream with many varieties and new colors by guessing the changing market.
Inner Mongolia
There are strange tricks for hegemony.
Although the weather in Inner Mongolia affected the tourism and catering during the May Day holiday, it failed to stop the cold drinks from arriving first. In the chaotic sandstorm, cold drinks became popular as scheduled. Compared with previous years, this year's ice cream market in Inner Mongolia has become a place where "ice heads" compete for hegemony and "wars are raging" all over the country.
Yili Group, which ranks first in the domestic market, still firmly occupies the main share of the ice cream market in Inner Mongolia this year. At the beginning of the year, in order to further expand the influence of the brand, Yili Group invested a lot of advertising fees. It is reported that Yili invested 30 million yuan in CCTV only to promote its new product "Four Circles". In addition to increasing advertising investment, Yili Group also adjusted its sales system and updated its inherent varieties. This year, new ice cream products such as "crispy mouth", "egg milk torch" and "Yili big sorbet" were introduced.
It cannot be ignored that Mengniu Group, another cold drink enterprise in Inner Mongolia as a rising star, has sprung up suddenly. In addition to frequent appearances in major media inside and outside the region, and constantly establishing a brand image, we have also made great efforts in sales methods and product patterns. When the weather was just hot this year, Mengniu Company occupied a conspicuous position in several big shopping malls in Hohhot, and launched a promotion activity of buy three get one free. All kinds of new facial products are even more dazzling. A salesman told reporters that there are more than 60 varieties in the counter, and they are not all yet!
In the commercial war between Yili and Mengniu, in addition to scrambling to develop new products, the "head" of ice cream is chasing after me, and 100 grams, 200 grams or even more than 700 grams of ice cream have come out one after another. In addition, in terms of sales, it also has its own ingenious ways. Yili relies on the advantages of the previous sales network to make steady progress; Mengniu did not show weakness and tried its best to occupy the site. There are "camps" of Mengniu outlet stores on the main streets and small streets.
Foreign brands such as He Lvxue and Nestle have flooded into the Inner Mongolia market. They believe that the significance of competing for the Inner Mongolia market does not lie in the number of sales. Because Inner Mongolia is not a big consumption province, the significance of hegemony lies entirely in occupying a piece of territory in the "leading" territory and proving its strength.
The foreign ice creams that enter the Inner Mongolia market earlier every year are Heluxue and Nestle. This year, Heluxue introduced nearly 65,438+00 flavors, such as cute cups with cappuccino and cookies, super cute cups with whiskey, Bailebao ice milk and Melaleuca ice cream. Since May, Nestle has changed its noble status in the past, and some products have been sold at low prices in 2.5 yuan, trying to open up the sales situation in the Inner Mongolia market.
It is understood that in the Inner Mongolia market, Heluxue and Yili maintain the high-end and mid-range prices of ice cream respectively, while most of Heluxue's new products remain at the middle and low prices around 2 yuan.
In some supermarkets, restaurants and bakery in Hohhot, the sales of bulk ice cream from Xi 'an and other places are gradually optimistic, and colorful ice cream such as taro, strawberry and lemon meet the needs of consumers in Inner Mongolia for different tastes.
The first appearance of Beijing's "snow from the fire" ice cream did not catch fire in Inner Mongolia. The reporter saw in a large shopping mall in Hohhot that only three middle-aged women with children bought one each in half an hour. The salesman told the reporter: "Ice cream from the fire sells 5 yuan money in Beijing, Tianjin and other places, and the sales are very hot. It only costs 3 yuan in Inner Mongolia, and few people are interested. "
Looking at the ice cream market in Inner Mongolia this year, Yili and Mengniu, two well-known brands in this region, will still occupy a dominant position, but at the same time they will present a diversified competition pattern. Due to the advantages of Yili and Mengniu in weather, geography and people, it is difficult for brands outside the region, such as Heluxue and Nestle, to compete with them, especially in terms of price, which only plays the role of ornament and foil in the ice cream market in Inner Mongolia.
■ Our reporter Qi
Henan shares the market equally.
As a commercial city with developed traffic, Zhengzhou, like other delicacies, is a battleground for businessmen. In the ice cream market in this city, foreign products and local products are almost always equally divided.
According to the reporter's investigation, the ice cream sales in Zhengzhou market can be roughly divided into two parts: one is a large shopping mall, and the other is a food store and a roadside cold drink stall. In large shopping malls, most of the products are from other places, and most of them are purchased in bulk and then go home for refrigeration; In food stores and roadside cold drinks stalls, the sales of local products are obviously dominant.
There are about 30 brands of foreign products entering Zhengzhou. Among them, the Heluxue brand in Beijing has the largest sales volume and the best sales volume; Followed by Da Qiao Road brand in Tianjin and Yili brand and Mengniu brand in Inner Mongolia. Nestle in Guangdong and Guangming brand in Shanghai also occupy a large market share. Meidenggao brand in Wuhan, Sanlu brand in Shijiazhuang and Hongbaolai brand in Siping City, Jilin Province are also popular, all of which have certain markets. These foreign ice creams are mainly high-grade and medium-grade, with the highest reaching more than one serving in 8 yuan (such as high-grade ice cream for couples) and the lowest reaching 65438+ one box (sticks) in 0.5 yuan.
Zhengzhou has about 40 ice cream manufacturers with more than 300 colors; Among them, there are 10 brands; For example: Sanquan, Huaniu, Shantu, Tian Bing, Missing, Dabing, Nanyang, Xiaobailong, Minsheng Garden, Songshan and Jiana. In addition to Jiana brand, local products are mainly middle and low grade, and the price is between 2 yuan and 0.5 yuan. Among them, Sanquan brand and Huahuaniu brand are the most famous. According to Hou Guoqiang, director of Zhengzhou Food Office, the best ice cream production equipment in Zhengzhou should be the manufacturer of Jiana brand. Its equipment and technology are imported from the United States, and the cost is about $3 million. However, due to the wrong product (high cream content) and high price, sales have been poor. Sanquan Food Co., Ltd., which ranks second in equipment, has been doing well because of its thorough understanding of the market situation. Its products are not only popular locally, but also popular in other provinces.
In a large food market, the reporter saw a young man and a woman choosing ice cream in front of the freezer, so he went forward and asked what kind of ice cream he liked. They say that young people generally like ice cream with a lot of cream. As a result, the two chose the Chris couple ice cream made in Shanghai, and nodded and smiled with satisfaction after tasting it. Asked about another middle-aged man, the customer said he liked fruit ice cream because it was refreshing and he didn't have to worry about getting fat. He chose He Luxue from Beijing.
At the roadside cold drink stand, the reporter saw a group of primary and middle school students who had just left school buying ice cream and sold about 20 boxes (sticks) in 5 minutes. About 70% of them are from 0.5 yuan, and about 30% are from 1 yuan to 1.5 yuan. After the students left, the reporter asked the stall owner: What kind of ice cream sells the fastest? The stall owner replied: Most primary and secondary school students buy low-grade ice cream for two reasons. One is that parents give limited pocket money every day, and the other is that they buy it almost every day, although they are all children and old customers. Of course, some children may always buy ice cream above the mid-range because of their good family economic conditions. According to the vendor, Sanquan and Huaniu are the fastest-selling brands, followed by Heluxue and Shantu.
According to the analysis of ice cream sales industry, in Zhengzhou ice cream market, the high-grade share accounts for about 10%, the middle-grade share accounts for about 40%, and the low-grade share accounts for 50%. High-end products are mainly sold to young people who pay attention to it, middle-end products are mainly sold to adults, and low-end products are mainly students and adults with lower incomes. He Luxue in Beijing sells well.
Zhengzhou, the main reason is that this brand has been in Zhengzhou for a long time (about 4 years) and its consumption habits have been successfully cultivated.
■ Our reporter Pan Jiaju
Guangzhou high-end brands come to grab the beach.
At present, from the "noble" Haagen-Dazs in ice cream to the more upscale Meiji, Nestle, and Lu Xue, they have all rushed to Guangzhou. Local time-honored brands such as Wuyang and Meidenggao have established "in-laws" with foreign brands in the past two years. As the high temperature weather in Guangzhou comes early and lasts for a long time, and the consumption level of residents is relatively high, it has become a battleground for various brands of ice cream. The high, middle and low camps are clearly defined, which is a major feature of the current ice cream market in Guangzhou. Last year, hagens opened a store near Friendship Store on Tao Jin Road. Under the gaze of people who doubt whether it can stand, this elegant ice cream "noble" shop with high price has not only taken root in the past year, but also been visited by more and more ordinary citizens. The reporter saw in the store a few days ago that each ice cream of Haagen-Dazs ranged from 30 yuan to several hundred yuan. Ice cream with a romantic name, with a cup of mellow coffee and soft background music. Many young people sit in the shop and slowly enjoy this western-style atmosphere. Of course, not all ordinary consumers are willing to eat hagens. However, Meiji ice cream, which costs more than 10 yuan per 2 yuan, does not appear "high and low". According to the owner of a cold drink shop that deals in a large number of ice creams, Meiji, Nestle, Heluxue and other high-grade ice creams occupy a considerable market in Guangzhou, and the most popular prices are between 2 yuan and 5 yuan. Ice cream such as Wuyang is cheaper and is very popular among primary and secondary school students and residents in the urban-rural fringe. Local time-honored ice cream is gradually diluted by foreign brands, which is another feature of Guangzhou ice cream market. In the past two years, Wuyang ice cream factory was acquired by Nestle. Although the brand of Wuyang has remained, according to some businesses, in the eyes of consumers, the price of Wuyang is lower than that of Nestle. Another old brand of Maiden ice cream in Guangzhou has now faded out of the market. According to insiders, foreign brands that have rushed to Guangzhou in recent years are better than others in forms and means of publicity, promotion and distribution, so they are more attractive to consumers. In the variety of ice cream, major manufacturers are also constantly innovating. However, most merchants interviewed by the reporter believe that chocolate ice cream is still the mainstream at present, and ice cream with various fruit flavors is very popular among young consumers. In terms of color, popsicles and cones sell well, but the whole box of ice cream packed at home doesn't sell well. In addition to specialized ice cream manufacturers actively seizing the Guangzhou market, since the second half of last year, McDonald's and KFC, two foreign fast foods, have also set off a whirlwind in the ice cream market. Two foreign fast food companies have introduced 2 yuan Money's "ice cream cone" respectively. In their fierce competition, every "ice cream cone" has dropped to 1 yuan. Some insiders joked that McDonald's and KFC can grab the market of many ice cream manufacturers. Recently, when the reporter visited Beijing Road Commercial Pedestrian Street in Guangzhou over the weekend, he also saw that McDonald's not only sold "cones" in the store, but also set up a special "cone" for 2 yuan on the pedestrian street. Customers are surrounded by three floors inside and three floors outside, and business is really hot.
It is worth mentioning that merchants do not seem to worry that the ice cream market in Guangzhou is saturated. Yili, a famous dairy company, made Yili ice cream appear in the freezers of many food stores in Guangzhou this year after winning a great victory in the milk market. ■ Reporter Lin Zhaojun
The brand war is staged in the west of Xi
As a cold drink to relieve summer heat, ice cream is not only delicate in taste, but also nutritious. It is favored by consumers in Xi market, and its market potential has attracted special attention from manufacturers and distributors.
Meidenggao Ice Cream, the first company to enter Xi 'an, invested tens of millions of yuan to set up Meidenggao Food Co., Ltd., which firmly occupied Xi 'an market and became the leader of northwest ice cream market by virtue of favorable price and superior geographical environment. In the streets of Xi 'an market, there are hundreds of Maiden ice cream shops all over the city, with an annual sales volume of 5,000 tons. The reporter learned from the market survey that Maiden's popularity among the citizens has become a household name. In the southern suburbs of Xi, where colleges and universities are concentrated, students' favorite food is Maiden ice cream cone. The retail price is 1 yuan, which is both economical and affordable. It has been selling well in Xi 'an market, and dealers have taken a fancy to this product, and most of them have distributed ice cream cones. Followed by the small box.
The retail price of ice cream is only in 2.5 yuan, the grade is higher than that of ice cream cone, which is suitable for family storage and becomes the first choice for housewives.
Although the climate change in Xi 'an this summer is abnormal, cold and hot, the smoke of the ice cream market war has already been ignited. In order to seize the market of Xi 'an, Beijing Heluxue Ice Cream marched into Xi 'an for thousands of miles, and launched a fierce market war with Xi 'an Ameideng. In the face of Maiden's favorable weather, geographical location and people, Xue adjusted his sales strategy and launched a price war with Maiden. An ice cream cone sold in 2.5 yuan last year has dropped to 1 yuan this year. At the same time, Bailebao series products were launched, and the retail price was also 1 yuan. The prices of other products will be adjusted accordingly, and the way of giving profits to dealers will be adopted. Hundreds of sales outlets have been established in Xi 'an market, which makes Heluxue's popularity and sales in Xi 'an market more and more large. The reporter saw in Weiyang Lake Water Park, a tourist area in the northern suburbs of Xi that there are dozens of dealers selling He Luxue products. A middle-aged woman with a child told reporters that the price of He Lvxue and Mei Denggao is similar now, but the taste and taste of He Lvxue are better than that of Mei Denggao, so people here like to sell products of He Lvxue. It seems that he and Lu Xue are fighting not only price wars, but also quality and brand wars.
Just as the two giants, Meideng and Heluxue, competed for the Xi 'an market, Xi 'an's cold drink enterprises did not close down to watch the game, and they also sought their own market space in the market. Xi 'an Zhonglou brand ice cream, Jixiang brand ice cream and Baoji Tian ice cream also participated in the market competition at preferential prices. Yili ice cream and Jiangsu ice cream also take the opportunity of the western development to open up the Xi market and seek development space. Although the market competition is fierce, manufacturers and distributors are still optimistic about Xi 'an market. A market researcher said that competition is conducive to development and will bring more benefits to consumers.
■ Our reporter Zhou Laiyan
Family brands in Chengdu are favored.
In May, the ice cream market in Chengdu entered the peak season in an all-round way, and many enterprises launched a "three-dimensional offensive" one after another and entered the battle of competitive strength.
In the past few days, reporters have seen in major shopping malls and supermarkets in Rongcheng that many kinds of 10 ice cream from Sichuan and other provinces have appeared in unison, with dozens of varieties and new products. The most prominent feature is to play the family card and creatively and deliberately exaggerate family themes, such as "Little Jasper", "Family Fun" and "Family Fun" and other family products. In taste, corn, fresh fruit, taro and vegetables are introduced. In appearance, more fruits, spaceships, Sugar-Coated Berry and petals were introduced. Nutritional functions include high fat, high protein, low fat, low sugar and low protein, as well as defatted sugar-free, vegetable oil and vegetable protein; There are plastic cups, plastic-coated cartons, pearl films, aluminum foils, etc. On the packaging, it is really dazzling. From the origin, Sichuan native products are obviously more than those outside the province. In terms of price and sales volume, middle and low-grade products such as Sichuan Maijile, Chengdu Meidenggao, Meiyile and Wang Long have the best sales potential, which is about 5 ~ 7 yuan per 500 grams; High-end products mainly include Heluxue from Beijing, Saite Caton from Zhengzhou Sanquan Company, Nestle from Tianjin and Qingdao, and Shanghai Guangming. The price is about 500g 10 ~ 13 yuan. Although the sales volume is not large, the buyers are also endless. "No matter how expensive it is, some people buy it. The cheaper it is, the better it sells." This is the routine of Chengdu market.
The reporter learned that there are hundreds of ice products enterprises in Sichuan. Last year, the total sales reached 65.438+0.2 billion yuan, and there were 6 enterprises with an annual output value of more than 20 million yuan in Chengdu. Ice products and Sichuan wine are the only two foods dominated by Sichuan enterprises. According to the weather forecast, it will be hotter this summer and the ice cream market will be greatly improved. At the same time, market management is more standardized and consumers' psychology is more mature. Therefore, the big names in the industry believe that this year will be a crucial year for the industry to start shuffling, and the chances of winning with excellent strength are even greater. Last winter and this spring, Maggie Music in Sichuan, Meiyile Music in Chengdu and Meidenggao all spent millions of yuan to rebuild and expand their production lines and develop new products, which are ready for the challenge.
Experts in the industry here pointed out that the market demand has changed significantly this year: ice cream has changed from heatstroke prevention and children's snacks to habitual consumption, emphasizing the change of taste and nutritional function, and has become a popular four-season delicacy. Experts said that ice cream enterprises will enter the era of meager profit this year, and it is wise to take a "three-dimensional offensive". The so-called "three-dimensional offensive" includes three main points: first, the product structure is three-dimensional. Build a brand with high-end products, focus on mid-range products, and cover the market with low-end products as the "vanguard"; The second is the main body of the sales network. Cities focus on shopping malls and supermarkets, and rural areas rely on agents to open direct stores on the streets to deliver goods to hotels and restaurants. Multi-channel marketing can not only crack down on counterfeit and shoddy products, but also disperse business risks; The third is the three-dimensional price. The most compatible price of single (cup) ice cream in Chengdu market is 1 ~ 1.5 yuan.
Sometimes every 500g of family boxed ice cream can be found in 4 ~ 20 yuan.
■ Our reporter Hu Jian
Wuhan's mid-range products are dominant.
There are indications that the cold drink market in Wuhan is undergoing subtle changes. In the past, liquid drinks unified rivers and mountains. Now, solid drinks represented by ice cream are equally divided with it in an aggressive manner. At present, the sales share of ice cream has increased from 10% to 50%.
In recent years, the "Cold War" in Wuhan has been raging everywhere, and various princes have gathered, making the cold food industry present a multi-brand, multi-variety and multi-grade production and sales pattern. The "Five Abundances", "Meiyile" and "Meidenggao" produced in Wuhan occupy the right place and the right time. Shanghai's "San Mai Le" and "Ai Bei", Inner Mongolia's "Yili", Shandong's "Monkey King" and sporadic products from Zhejiang, Anhui, Jiangxi and Hunan seized the opportunity to seize the beach. The "foreign corps" spared no expense in landing in Wuhan, such as "Helu Snow" produced by Unilever, the world's largest ice cream producer. Through effective promotion means, it has gained a firm foothold in Jiangcheng and gradually eroded its market share. It is predicted that local and foreign products may account for half of ice cream sales this summer.
Looking at the cold drink market in Wuhan, there are more than 100 brands of ice cream products with mottled colors, different tastes and different prices. Through the lively and extraordinary "cold war smoke", Wuhan's cold drink market is a kind of "rotary hammer" consumption state, that is, mid-range products are dominant, while high-end products are on the rise, but they still occupy a small position like gradually shrinking low-end products. Whether it is "local products" or "foreign goods", ice cream products with moderate prices are of course "big households". It is worth mentioning that, in reality, Wuhan people still pay more attention to the commodity form when they consume ice cream, such as two-color ice bricks, egg cones, small cold dogs and so on. But they don't pay much attention to their origin.
The prelude of this year's cold drink war has been opened as early as March. For consumers, of course, the more ice cream with good internal quality and moderate price on the market, the better.
■ Our reporter Zhang Rongshan
seaport
Joint venture brands are the best sellers.
Haikou has hot weather, long summer and no winter. Ice cream has a market in this subtropical island all year round, which is not only loved by children and young people, but also by adults, especially women. In Haikou's ice cream market, well-known joint venture brands are the best sellers, and the special specifications of large boxes and household clothes are increasingly favored by the market. In the interview, the reporter learned that among many joint ventures and foreign brands competing for beauty, brands such as Heluxue, Baxi and Kyle Polo have the highest market awareness, among which Heluxue has the strongest sales. With a variety of brand series and taste styles, it firmly grasps the tastes of young people who like novelty and curiosity. Bright "He Luxue" umbrellas and refrigerators with monopoly signs in the streets and lanes have not only become a beautiful scenery in the city, but also attract and lure people's attention from time to time. "Cute", "super cute", "cute dragon", "true bean", "three-color egg cake", "little milk" and "Kelibo Cool Ice" have become well-known brands of ice cream that children can't live without every day. Many ice cream sellers say that "He Luxue" is the best seller in the past two years. A boss selling ice cream on Haixiu Avenue in the city said: "He Luxue" here specializes in refrigerators, and it is necessary to purchase goods twice a day on holidays, and each time it is full of boxes; The ordinary ice cream refrigerator next to it usually only enters once every two days, especially some ice cream of unknown brands in real estate, which can't be sold for several days. Although the price of "He Luxue" is a bit expensive, it is really delicious. Nowadays, people generally like famous brands. In the interview, the reporter also found that ice cream in large boxes and family packs is increasingly favored by the market. Not only do families buy more, but restaurants, bars and teahouses are also new consumers of this special ice cream. In the freezing area of Haikou No.1 Department Store, the reporter once saw a woman in her thirties pushing seven or eight boxes of ice cream packed by her family, such as "Helu Snow" and "Kelpolo". She said that on Sunday, for her son's birthday in elementary school, she would invite her children home to eat cakes, buy more ice cream and make ice cream snacks such as "banana boat" and "watermelon ice" to make them happy. Usually, the family often prepares some large boxes of home-made ice cream and puts them in the refrigerator. When the family watches TV together, they just eat, which is cool and interesting. The waiter in the supermarket said that several brands of household clothes, such as "Heluxue", "Wuyang" and "Kyle Polo", sold well. This kind of household clothes is heavy, relatively affordable and diverse in taste, which is convenient and enjoyable for the whole family to eat. Supermarkets sell them all year round, and they also sell them during the Spring Festival in winter. In various western restaurants, cafeterias, bars and teahouses, snacks such as "banana boat", "summer love" and "ice ballet" made of ice cream are also popular with diners. The chef in the west kitchen of a hotel told the reporter that all the buffets in Haikou now like some ice cream to increase the variety and attract guests. In our hotel's lunch and dinner buffet, the daily consumption of light ice cream is above 10 kg. Now all the buffets in hotels should be diversified and low-priced, so ice cream of big brands is our first choice, which can not only ensure the quality, but also be relatively cheap.
■ Our reporter Li Wei
Lanzhou
Real estate brands emphasize publicity.
When the long summer comes, businessmen seize the opportunity and act frequently. The most striking thing is the ice cream market. Well-known brands inside and outside the province have attacked in variety, price and sales volume. Advertising wars and price wars are bombarded in turn.
It is understood that there are currently more than 200 ice cream brands in Lanzhou market, which has increased a lot in summer. In order to keep the market, Le Saite and Baxter, two major cold drink food enterprises in Lanzhou, have used various media and trade fairs in the province to promote their new products for more than two months, expanding their sales outlets from a dozen last year to nearly 100. Among them, the new ice cream products such as "Big Elf" and "Black Pine Rice" launched by Lanzhou Laisaite Company are deeply loved by Lanzhou citizens. In addition, many big manufacturers outside the province also spend a lot of money to advertise in the media in the province. Among the new products, there are chocolate flavors and pure milk flavors. Yili's "Four Circles", Tianjin's "Happy Brothers" and rookie's "Mengniu" have become the first choice of Lanzhou citizens.
In this ice cream war, middle and low-grade products occupy the mainstream, and mid-grade ice cream is dominated by supermarkets. Some brands, such as Nestle's "vats" series, Tianjin's "Dadaoqiao", Inner Mongolia's "Mengniu" and "Yili", have already filled their freezers, and the prices range from 2 yuan, 5 yuan to 20 yuan. Low-end products are mainly concentrated in street shops, and 1 yuan's popular products in 2 yuan are growing strongly. The prices of some ice cream and ice bricks such as Baxter, Oxfam, Yili and Tian Bing are hovering among them, and the sales are very promising.
The favor of middle and low-grade products makes enterprises and distributors make a big fuss about the price. Several famous enterprises marked many products as "jumping prices" and sold them at half of the original price. While consumers are happy to buy, enterprises are miserable, competing to lower prices and selling at a loss. A person in charge of an enterprise said that the sales price of ice cream on May 1 this year is hard to rise all summer, so in order to occupy the market, we have to throw caution to the wind. The supply of cold drinks exceeds demand, and manufacturers compete with each other, so who may be the big winner in the cold drink market this year? Experts in the industry said that the raw materials for ice cream production are similar, but formal production enterprises should ensure the purity of raw materials and develop new products through formulas and technologies, because last year's popular varieties may become "yesterday's yellow flowers" this year.
At present, the price of raw materials remains high, and many enterprises are selling at reduced prices. Products with a retail price of 1 yuan must be lower than 0.5 yuan before entering the market. In order to open the market, enterprises have many promotional tactics, such as giving things to cars and discounting goods, with a maximum profit of 50%. It is not difficult to see that wholesalers earn at least half of the profit difference. In the face of manufacturers' pursuit of dealers, what is the life of dealers? A cold drink wholesaler at the lakeside wholesale market in Lanzhou said that it is not as simple as expected to make money in the market. First, there must be enough funds to put into operation, and wholesalers mainly rely on quantity to keep prices down; Secondly, the operating cost of rent and freezer is not low, and it is more important to grasp the market demand and risk. The faster the turnover of cold drink products, the lower the business cost and the higher the return. At present, there are no fewer than 200 wholesale distributors of cold drinks in Lanzhou. On the basis of summing up experience, savvy merchants have turned their distribution functions into distribution functions. Some wholesalers sell hundreds of different brands of products, thus transferring the competitive pressure to manufacturers. Whether manufacturers like or hate their business, consumers will finally benefit this summer. ■ Our reporter Wang Liping
Tianjin's foreign products account for the whole country.
The sudden dry and hot weather in mid-May made the cold food market in Tianjin heat up rapidly, and many brands appeared in succession. Tianjin, with a permanent population of more than 4.5 million, has always been one of the main battlefields of ice makers in summer. However, the competition pattern and product pattern of Jinmen cold food market have changed greatly this year. The ice cream produced in Tianjin has retreated, while foreign products have entered the market. There are more than 0/50 ice cream enterprises in Tianjin, among which Kangye Nestle has a larger specification. There are more than ten bridges, such as Maiden, Witley, Gundam and Kangle. However, in the retail market, only three or four products, such as Nestle, Da Qiao Road and Lekang, can often be seen in Tianjin. A few years ago, the real estate-based pattern of Tianjin ice cream market was being broken by strong foreign products. Kangye Snow World Company made a big advertisement of "Happy Brothers" in CCTV this year, but it is hard to find a trace in the Golden Gate market. The reporter once tasted "Happy Brothers" in an exhibition, which was delicious and novel in shape. I don't know why I abandoned the huge market at my doorstep. Although the cold food on the road in Da Qiao is sold, the packaging is single, giving people the feeling of an old face. According to some cold food retailers, foreign products have done better in Tianjin market this year, with more promotions and discounts, and more kinds of goods in the market. Many brands, such as Yili and Mengniu in Inner Mongolia, Huayi in Harbin, Cold Weather in Henan, New World and He Luxue in Beijing, among which "Four Circles" of Yili sells best. The reporter saw many retail freezers, and foreign products accounted for more than half. Ice cream is developing in the direction of serialization, packaging and novelty. Nestle is the most popular ice cream seller in Tianjin this year. In addition to the influence of internationally renowned brands, their varieties and grades are also important aspects. Nestle currently has 14 and 5 kinds of ice cream varieties and flavors in the market, among which "Fan Xin", "Fan Tong" and "Flower Strawberry" are dazzling in taste and shape, with prices ranging from four to five grades, with the lowest price of 1 yuan. This year's ice cream is relatively novel, attracting a considerable number of consumers, including flat, round, cup-shaped, brick-shaped, painted, banana-shaped, cone-shaped egg rolls, with different shapes, and some even have the shape of "big feet". The outer packaging is elegant, bright or dynamic.
Have something extraordinary. "Sweet honey" supermarket sales staff told reporters that the packaging is not new, they generally do not enter because it can not attract people's attention. Low-end products dominate the mainstream, and the role of advertising cannot be underestimated. Because people have no "roots" in expected income in recent years, the general consumption expenditure is more cautious, which makes the price of ice cream go down all the way in recent years. This year, the price of mainstream products in Kinmen ice cream market is 1 Yuan ~ 1.5 yuan, while that in 2 yuan is at the critical point of mainstream consumption. Major brands are working hard at low and medium prices, and there are many varieties on the market. High-end products also have a certain market, basically living in higher-income consumer groups. For example, Nestle 6 yuan has an extra bucket of ice cream, and many people buy food in four seasons. In recent years, some foreign products have been advertised in Kinmen, which has a great influence on primary and secondary school students. Many students watch advertisements the day before and buy them the next day, which makes some businesses have to contact the inventory urgently. Retreating into the hall has a great influence on the sales of cold food in summer. Cold food is a special commodity that is convenient to buy in summer. Industry insiders suggest that trade associations should take the lead, coordinate with relevant government departments, unify signs, and designate a batch of cold food to be sold on the street for the convenience of the public. ■ Our reporter Wang Guanghuai
Shanghai is genuine, seeking benefits.
The cold drink market in Shanghai has always been the object of competition among merchants because of its huge consumer population. Last year, the per capita consumption of cold drinks in Shanghai was 4.48 kg, exceeding the global average 1.3 kg. This year's market competition is still fierce, the product structure is more and more reasonable, and consumers are more rational in buying. At present, the cold drink market in Shanghai is dominated by large enterprises and brands. Unilever (Heluxue, Mandenlin), Yiminyi Food Factory (Guangming brand), Inner Mongolia Yili Group (Yili Aibei brand), Nestle (Nestle, St. Male), Cold Dog Company (Cold Dog brand) and Datang Company (Siruobei brand) occupy most of the market share, and small enterprises with miscellaneous brands can only fill the edge. At the same time, consumers' requirements for cold drinks are constantly improving, and cold drinks have changed from a single heatstroke prevention and cooling function to multiple functions of leisure, enjoyment and health care. Therefore, manufacturers are trying to explore consumer psychology and develop suitable.
Suitable for different grades of consumer groups. A prominent phenomenon is that 1 ~ 2 yuan's low-grade cold drinks still account for more than half (65.5% last year). In order to satisfy consumers' curiosity, many new cold drinks with good quality and low price have appeared in the market, such as pictographic cold drinks, sandwich cold drinks, cake cold drinks, fruit cold drinks and sugar-free cold drinks, which greatly increase customers' choice. Although the price of low-grade products is low, the quality is not bad. Manufacturers pursue the business philosophy of high quality and low price and running the market by quantity. Insiders analysis: The fine weather in Shanghai this year is very conducive to the production and sales of cold drinks. There are many major festivals, the purchasing power of the group increases accordingly, and the floating population increases, which is conducive to the prosperity of the market, and the simultaneous growth of production, operation and profit of enterprises. The unfavorable factor is that cold drink consumers are still concentrated in the younger generation, and the market for middle-aged and elderly people is almost blank. How to develop cold drink products suitable for middle-aged and elderly people and strive for this market is a subject worthy of consideration by manufacturers.