Another 100 billion market, ice cream has also become an innovative test field

Overview of this article: Among the top five ice cream brands in my country in 2020, three of them are local brands, which are Zhong Xuegao, Zhongjie 1946 and Mallin. Among them, as a representative brand of Chinese ice cream, Zhong Xuegao's revenue within 16 months of its establishment, and the sales volume of 18 months exceeded 15 million yuan.

In 2021, the size of the Chinese ice cream market still ranks first in the world. Under the leadership of new domestic goods, Ice cream will make breakthroughs in health nutrition, social attributes, eating scenarios, and cultural collisions.

1. Quality upgrade, healthy high -end breaking the original ceiling

2. Multi -win -win, IP co -branded creation of explosive models

3. Give the scene and share the maximum value of socializing

On the eve of 520, Moutai opened a flagship store in ice cream. The price of Mengniu's milk ice cream was sold to 39 yuan/copy after adding Moutai. "Fragrance+Ice Cream" once again pushed the new net red of ice cream to the public, and the first shot of the ice cream dispute in 2022.

The drunkard's intention is not wine, but in improving the brand style/product style, product price, product profits, and the industry's social media, the discussion of the new product ice cream flavor, shape and price is endless.

Such marketing is common in the ice cream industry. Young people raised net red ice cream to embrace brand new summer; brands hold their own new products and embrace a wider market. In this process, the ice cream brand has been enriching its own image, trying to achieve breaking circles again and again.

Quality upgrades, healthy high -end breaking the original ceiling?

Ice cream used to have such an image: water plus flavors, pigmentation, sugar, fat -planting and other additives, and synthesized a part of ice cream in the small workshop. Simple production lines and unavailable quality raw materials have made the old brands of ice cream occupy and define the market at the price of 5 to 1 yuan, and it has also made the ceiling of the ice cream industry difficult to break through.

2014 is a year of innovation in the ice cream industry. Without being favored by the first generation of ice cream brands, the second -generation ice cream entrepreneur Wang Haida created its own ice cream brand "Alexander's Alexandar". Low sweet ice cream such as durian, plateau roses, Hong Kong -style milk tea, and dark chocolate has also been developed. In 2014, the price of ice cream was first sold from individual digits to double digits.

The success of Alexander's Alexanda has triggered the follow -up imitation of more companies. Among them, Zhong Xuegao is the most successful example of high -end ice cream.

Based on consumers' pursuit of natural raw materials and high -quality quality, Zhong Xuegao made a big innovation from the raw material table. In addition to ice products, the front of the ingredients is basically milk, cream, etc., and does not add additional flavors to create an ice cream taste by raw material flavor. This change has taken the ice cream to get rid of the "additive" and take the first step to the concept of healthy food.

Zhong Xue Cake's raw material selection is further moving towards high -end. Ecuador's pink cocoa bean, Japanese lemon pomelo, Yunnan's roses and Xiaogan's rice wine ... willing to find the most textured raw material is Zhong Xuegao's big pen. Work. Through the control of the quality of the raw materials, Zhong Li Cake has achieved the organic combination of diversified, delicious and healthy, and binds identity value with trademarks to shape the high -end consumption habits of specific groups. It has sold a high price of 66 yuan.

But even if the unit price exceeds the normal price of nearly ten times, consumers are still willing to pay for health and quality. The healthy and high -end road that Zhong Xue Cake has taken out has been recognized by the market logic. In the year of its establishment, Zhong Xue Cai won the first sales volume of Tmall Double 11 Ice Products; since 2020, it has won Tmall Double 11 and 618. The first category of ice category.

The old -fashioned domestic goods also learned the secrets of Zhong Xue Cake. They realized that nutritional health and green low -carbon are the passwords of a new generation of consumers. For example, Mengniu started brand transformation in 2021. By breaking through the category of bean ice, it develops plant herbal ice cream tracks, and incubated the "plant light" sub -brand to strengthen the brand concept with keywords such as nature and herbal.

Yili officially Xuan Xuanpin must be happy 3D group fan fresh milk ice cream. It upgrades the original national tide concept of the brand, added 3.8 times the protein thick milk, and launched two new flavors of pure beef cheese and mellow hazel.

Combining the new consumption trends of ice cream simplified ingredients and the driver of new changes in consumer demand, ice cream brands have taken the initiative to abandon the original fragrance pile production model and move towards high -end health. The iterative upgrade of technology and products has also prompted the ecological chain of the entire industry to pay more attention to the "dual carbon 'goal and achieve sustainable green development.

Multiple win -win, IP joint creation of explosive models

The unit price ranges from 0.1 yuan to 20 yuan, and the times created the different development concepts of two generations of "ice cream people". During the upgrade of ingredients, ice cream manufacturers tasted the sweetness of breaking through the ceiling, and began to try more levels of upgrade.

As mentioned at the beginning of the article, the spirits ice cream is not fresh in 2022. Ice cream manufacturers have long played "cross -border integration" new tricks.

In 2019, Luzhou Laojiao co -branded Zhong Xuegao launched the "Broken Film Ice Cream". Since then, Shaoxing rice wine, Wuliangye, Jiang Xiaobai and other wine companies have also appeared on the product formula of ice cream. The entrance threshold also extends the category of ice cream. More importantly, consumers have deepened their impression of ice cream brands in advertising again and again, and they can also think of the characteristics of the product while seeing the trademark logo. The new movement of the Northeast Platform has also continued, and it has cooperated with Omesture Planet, Yongzhang, TV series "Knowing with Jun Chu", Daily Black Qiao and other brands and popular IP. New products.

In addition, the hotness of the new tea also provides a lot of inspiration for the innovation of ice cream flavors. The main "chewing raw coconut latte", and the raw coconut latte launched by Ruixing Coffee compete for the cold drink market in summer.

In addition to the taste of taste, the innovation in styling is also a way for brands to create explosive models. A series of cross -border and cultural and creative marketing methods of ice cream companies captured the hearts of young people. Many merchants accurately grasped the concept of consumption and went to the scenic area of ​​cultural and creative ice cream.

Empty eyes, sexy nose heads, proud and petite horns, cute chanting ears ... Following the "bird tiger" cultural and creative ice cream, the Jiangxi Provincial Museum re -engraved the bronze treasures of the merchant on behalf of the merchant, "New" "Double -sided God" ice cream Essence The joint cultural and creative ice cream of the Shenyang Palace Museum has already reached an online platform of over 700 orders.

Consumers' preference for new flavors and new images has accelerated the brand innovation of ice cream. In recent years, the taste of ice cream on the market has been actively drawn from milk tea, coffee, wine and other beverages to draw innovative elements, and the taste tends to diverse and interesting; cross -border cooperation with other foods, the brand image tends to be enriched and younger.

And this process prompts the ice cream brand to upgrade the composition and improve the texture, to achieve the upgrade of shape, taste, and brand, bringing novel tastes and experiences to consumers, and then establish a higher quality brand or product line higher quality impression.

Give the scene, share the maximum value of socializing

The industry trend report proposes that people's consumption concepts of ice cream have been upgraded, and ice cream is no longer simply cooling heat and quenching cold drinks, but has become a carrier for social sharing, comforting the soul and emotions.

Li Rongzheng, deputy general manager of the planning department of Coconut ash, double yellow eggs such as coconut ash and double yellow eggs, has put forward similar insights in the interview: the logic of creating explosive models is to make good eye economy, make some some, and some have some. Fun innovative products, such as double yellow egg ice cream, combined with salted duck eggs and sweet ice cream, and cute packaging also takes photos of the 00s to take pictures and punch cards.

In social media, the discussion of the flavor, shape and price of new ice cream is endless. As a frequent visitor on the hot search and hot list, ice cream has brought its own "traffic" and realizes breaking circles again and again.

On the Xiaohong Book Platform, the topic of discussion of "high -value ice cream" has accumulated 280 million views. Today, taking pictures and punching has become an indispensable step before contemporary consumers to eat ice cream.

The brands seized the social attributes of ice cream and carried out accurate marketing. Zhong Xuegao, Zhongjie 1946 and other brands on large -scale advertising on platforms such as Xiaohongshu, Douyin, and public account. On Xiaohong's book, there are more than 30,000 notes about Zhong Xuegao, and Li Jiaqi's live room also has Zhong Xuegao.

The marketing strategy of the old -fashioned enterprise Mengniu is more three -dimensional. Its accelerated digital marketing has broken the traditional marketing model and promoted the circle by the topic.

With the "eating ice" carnival with blood in winter, quickly linked the topic of the original god game to create topics. Through continuous exposure and reading, more young people can understand "casual"; seize the trend of "virtual puppets", sign virtual idols The Richboom combination allows "casually" to accelerate the breaking circle to attract more young people; "green mood" enhances the brand's popularity with star Gong Jun, effectively absorbing multi -layer consumers, and transforming fans into actual sales.

Apricating social communication effect is the smallest marketing strategy of the brand. As the "top flow" Internet celebrity in the food industry, ice cream/ice cream has the potential to collide with various cultures and concepts, and can also expand the brand in the transmission again and again. Value and enrich brand connotation.

In addition, shared marketing also helps brands to develop consumer minds, further spread the concept of low -sugar and low -fat ice cream, allow consumers to let down the psychological burden, and speed up the traditional snack image into a leisure food that pursues fashion and focus on nutrition. Image.

The expansion of the ice cream market has given brands more development opportunities, and also makes the industry's innovative movements and more frequent times. The consumption upgrade of residents requires full, safe, and also eats nutritious, healthy, and happy.

The market and consumers provide the broad space for development for the high -end, healthy and youthful image of ice cream. Brands need to continue to innovate and try to create a more sustainable virtuous circle for the industry's ecology.

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