"Ice cream enterprises have market access, which puts forward higher requirements for ice cream enterprises and also provides consumers with a safe consumption guarantee." Insiders said. At present, there are thousands of ice cream manufacturers in China, and the quality and safety market access will make a number of products and manufacturers with not too hard quality be eliminated from the market, and the competition will be more intense. Launch new products to seize the market
Ice cream has always been people's favorite consumption in summer. Although it has just entered summer, all kinds of new ice cream products have made their debut. The author saw in a cold drink wholesale point in Beijing that a large freezer was filled with new products with different packages: Helu Snow Melaleuca Ice Cream, Nestle X Crispy Triangle Cup Ice Cream, Yili Snow Pie Cake Ice Cream, Bright Snow Tangyuan Ice Cream, Mengniu Pine Kernel Corn Ice Cream, Bailebao Crystal Tongue Water Ice Cream, Bright Yi Nong Yogurt Fruit Ice Cream and Baxi Blueberry Cone Ice Cream. The staff at the wholesale point said: the variety of ice cream this summer is twice as much as last year. The increase of varieties highlights the intensification of competition in its industry, and the fierce competition shortens the product cycle.
In fact, as early as a few months ago, the ice cream war had begun. First, Nestle launched 29 new ice cream varieties in one breath this year. Since then, more than 20 new Shanghai-made ice cream products of Bright Food (Group) Company have also been grandly listed. Then there was news that Yili launched more than 30 new products this year, and Mengniu and other brands launched more than 10 varieties. The strength of the new product launch is amazing. These new products not only have a breakthrough in packaging, but also have richer tastes, from the traditional cream and chocolate tastes to the present pure fruit pulp and compound tastes. If corn is embedded in the ice cream, the frozen corn grains can still keep fragrant and delicious; Blueberries, yellow peaches, etc. have all been made into new flavors of cone ice cream.
Relevant persons from the Ice Cream Professional Committee of China Bakery and Sugar Products Industry Association said in an interview that with the improvement of people's living standards, the ice cream market has entered a period of rapid growth. This year, all enterprises have made great efforts to develop new products, and the total number of new products this year has exceeded 120. Price war focuses on low-end market.
When talking about the current situation of the ice cream market this year, Mr. Chen, who is engaged in the ice cream wholesale business, said that the battle for the low-end market is particularly fierce this year. In the past, the low-end market was mainly the competition between domestic brands, but this year, foreign brands such as Heluxue and Nestle, which used to take the high-end route, also changed their product strategies and entered the "unitary market" on a large scale. The price strategy has also changed from the retail price of 2 ~ 3 yuan to1~1.5 yuan.
In some supermarkets, Nestle's product prices this year account for a considerable proportion in the range of1~1.5 yuan. The prices of Heluxue's two main brands "Menglong" and "Cute Duo" have also dropped from 7 yuan and 4 yuan to 3.5 yuan and 2.5 yuan. Faced with the competition that foreign brands have put down their prices, domestic brands have tried to lower the price range. For example, Mengniu's "Golden Shop" in 0.5 yuan, which was a great success in Beijing last year, will be promoted nationwide this year; Yili also launched the "Classic Family" with the price of 8 sticks 10 yuan. According to relevant data, about 80% of the ice cream varieties in China are priced below RMB in 2 yuan, of which 30% are 1 yuan or less, while 2 ~ 3 yuan only accounts for 10%, 3 ~ 4 yuan only accounts for 7% and 3% respectively. Low-priced products have become a battleground for ice cream manufacturers.
In addition to the price tilt to the low end, domestic brands also tilt to the low end in the market focus, shifting the focus of the market to the second and third-tier low-end markets one after another. Domestic enterprises know that the second and third-tier markets are the weakness of foreign brands, and the consumption power of the second and third-tier markets is also constantly improving, so domestic enterprises such as Yili and Mengniu have chosen to seize the beach in the second and third-tier markets. It is difficult to find domestic brands in high-end markets.
When domestic ice cream manufacturers are competing to target the low-end market, it is difficult for young fashionistas to find their own brands in the ice cream stores they like to patronize. In some ice cream stores, many consumers have given a series of store names: 3 1 American flavor ice cream, Haagen-Dazs, Judole, DQ, Angel Ice King, Happy Harry and so on are all American and Italian brands. Recently, the self-proclaimed world's largest ice cream chain brand "Yougenfus" has entered China. Although the price of an ice cream ball at Yougenfus is above 18 yuan, it still attracts many consumers.
For the high-end consumer market, domestic ice cream companies have hardly set foot in it, so they have handed over a large piece of the market to others. Some insiders said that only when domestic manufacturers cross the price threshold and enter the high-end product market can their industries become bigger and stronger, and the future ice cream market competition will be upgraded from the current price competition, and the implementation of the quality and safety market access system will undoubtedly add fuel to the fire in this respect.