According to insiders, as early as 20 19, there were more and more OEM orders for Wenchuang ice cream, and the sales volume in 202 1 year reached 1 10,000. The "high-end wind" of the ice cream market is the hottest ice cream brand this summer. As the sharpest blade of Ice Cream Assassin, Zhong introduced 68 yuan's The Year of Apricot on the basis of 66 yuan's The Most Expensive Ice Cream last year. Although it was only expensive in 2 yuan, at the height of its popularity, Xingyunian was once "hard to find a cake" and was fired by scalpers to 200 yuan, which was staggering. Nowadays, Zhong's name is a household name, but few people know that Zhong, founded on 20 18, was originally an internet ice cream brand focusing on online. "In 20 18 years, there were almost no pure online enterprises in the industry, and it took time for offline traditional enterprises to enter the online market. Therefore, in the first two years of its establishment, we faced less competitive pressure." Lin Sheng, the founder of China Mobile, said that it was not until 2020 that China Mobile turned to the offline market. In the middle school, there are also elements of wenchuang ice cream. This year, the "Junior Series" ice cream jointly developed by China and the National Olympic Sports Center exceeded 20 million yuan in sales in just 72 days. According to the data of 18 in June this year, Zhong won the title of Tmall's fresh food category and the first place in POP's ice category. Driven by the clock, there was a "high-end wind" in the ice cream market this summer. Some media visited the market and found that more than half of the dozens of mainstream ice cream sold in the market are priced above 10 yuan. Some supermarket operators said that the price of ice cream is mainly between 5 yuan and 20 yuan. However, not everyone can accept high-end ice cream. According to the survey, in 2022, the price accepted by netizens for a single ice cream was mostly in 3 yuan ~5 yuan, accounting for 37%; Followed by 5 yuan ~ 10 yuan, accounting for 33.9%; The total acceptance price is 10 yuan ~20 yuan, which is16.3%; Accepted price 1 yuan ~3 yuan's share11%; The acceptance rate above 20 yuan is only 1.8%. Not only has the profit been high in the past two years, Wenchuang ice cream is quietly sweeping the ice cream market with its unique topicality and sociality, but also many enterprises that had nothing to do with ice cream have entered the market one after another.
Last year, Huangshan Tourism launched the "Welcome Pine" ice cream, which won a good reputation. In June this year, Huangshan Tourism made persistent efforts and launched Wenchuang ice cream with the theme of dangerous peaks and cliffs. Also in May this year, Hengshun Vinegar Company launched Wenchuang ice cream with three flavors of soy sauce cheese, balsamic vinegar and yellow wine, which restored the old factory door of Hengshun in the 1980s in appearance. Enterprises in the industry dare not fall behind. In July this year, the "Shuang Shuang Guiyang" Wenchuang ice cream developed by Haagen-Dazs was officially launched. It is said that in Wenchuang Ice Cream, you can see Jiaxiulou and Qianling Mountain Park. Of course, the prices of these Wenchuang ice creams, which cost a lot of effort, are generally not low, ranging from ten yuan to dozens of yuan. Higher selling prices naturally increase profit margins. The person in charge of an ice cream processing enterprise said in an interview with the media, "Our ex-factory price is generally around 6 yuan. After the brand picks up the goods, the retail sales in the market will at least double or triple. In other words, getting the goods is 6 yuan, and consumers may spend 24 yuan to buy them. " In addition to considerable profits, there are also advertising effects to attract enterprises to enter the market one after another, which is particularly obvious in cross-border cultural and creative ice cream. "The gross profit of ice cream is about 50%, which gives players and capital enough profit space, and it is also a huge incremental market." Some insiders said that cross-border players enter the ice cream for various purposes. Ice cream has strong plasticity, can have different shapes and IP images, and can tell many different stories. The overall customer price is not high, the audience is very wide, and marketing is very cost-effective.
"Every product is a mobile billboard. For consumers, they are eating ice cream. For merchants, they can let consumers know about brands and even other products. " However, there are different voices in the market. Recently, I searched a pack of snow lotus ice cubes with a price of 50 cents. The reason is that some netizens broke the news that the production workshop of an ice cream was messy and the ice cubes were scattered on the ground at will. Because its appearance packaging resembles the cheap domestic brand "Snow Lotus", there is a saying that "Snow Lotus ice has collapsed". In response, Xuelian officially registered an account overnight, saying, "purification workshop has been fully automated, with 50 cents of feelings, food safety and no room collapse", and exposed photos of the workshop. The incident quickly triggered a heated discussion, and online public opinion almost overwhelmingly supported Xue Lian, and even created "Xue Lian Literature": "Life is like an ice cream, you never know if the next piece you get is an assassin. -"Forrest Gump" "I swear, you can't find anything more sincere than Snow Lotus. -"Blessing from Heaven"
The popularity of the "Snow Lotus Defence War" initiated by netizens once overshadowed the fiery clock. According to media reports, on June 29th, Xuelian registered a short video account. In just four days, the number of fans of this account has exceeded 530,000, exceeding Zhong's long-term official account. In the face of such a turbulent "Snow Lotus Defence War", some analysts pointed out that in addition to the support of Snow Lotus itself, a considerable number of netizens' enthusiasm for guarding comes from their resistance and aversion to high-priced ice cream. Behind the high-priced ice cream, of course, there are rising raw material costs, production technology and marketing costs, but it will not raise the production cost of 78 yuan to the sales price of several tens of yuan. Some high-priced ice creams are more like "upgrading" to raise prices.
Faced with such a market, consumers will naturally vote with their feet. In any case, high-priced Wenchuang ice cream has indeed explored a way to upgrade the ice cream market, but we must know that "high-end" does not mean "high price". Only by listening to the voice of the market can it be accepted by the market for a longer time.