Zhong Xue Gao's controversy: Under the trend of the ice cream market upgrade, it is too fast and too fast to enter the sinking market

Recently, the saying of "ice cream assassin" and "long burning" have been circulating in the field. Consumers cannot eat the root ice cream. They must "ask the price before buying, and let it go."

Blue Whale Finance reporter noticed that in the rural market, the price of ice cream is still below 5 yuan, and the mainstream products are still about 2 yuan green tongue. The price distribution of urban ice cream is large, ranging from 1 yuan to tens of yuan, and the mainstream price is also 3 yuan to 8 yuan. High -priced ice creams above 10 yuan are still niche products.

However, while the topic of high -priced ice cream has continuously occupied hot search, multiple dealers feedback to Blue Whale Finance reporters, whether the sales of high -end products such as Zhong Xuegao and Menglong have maintained a rapid growth year -on -year.

Industry insiders believe that consumers continue to pay attention to the price and quality of high -priced ice cream, and hope to eat high -cost products, which is the normal consumption psychology of consumers. The responsibility of the enterprise is to produce products that meet consumer needs. However, the biggest problem encountered by Zhong Xue Gao's brand is that it is too early to enter the sinking market, which has impacted the industry and consumers. The emergence of high -priced ice cream is the product of the general trend of consumption upgrade, and it is not a company that can determine it. Leaving a brand is also the result of the two -way choice of consumers and brand merchants.

The low price is still the mainstream

The overwhelming "ice cream assassin" reported that Xiaoxia bought the ice cream carefully: "Boss, I picked these not too expensive ice cream."

"The small shop in the village has no expensive ice cream. It is one or two dollars, and the highest is 5 yuan." The boss laughed when he saw Xiaoxia carefully.

Bao Yuezhong, a new retail expert in the fast -moving industry, believes: "The emergence of ice cream assassins and other claims is mainly fried in this new communication environment, not consumers' attention. From the current consumer demand, more than ten dollars are positioned. The price of ice cream is also relatively reasonable. After all, products still need a lot of costs. "

Zhu Baowei, a senior researcher at Longpinxi China Market Research Center, believes that consumers demand high cost -effective products are reasonable demand. The problem of the ice cream assassin is the terminal display, and all products are caused by them. However, from the perspective of the overall market, there are very few high -priced products, and most of them are still low -priced.

On July 1, the "Optical Signing Price and Price Fraud" issued by the General Administration of Market Supervision has officially implemented it. The regulations have made detailed provisions on the size marking and price fraud. It is required that when the large or small business is super in the acquisition and sales of the goods, the price should be marked, and no fraud should be there.

A reporter from Blue Whale Finance noticed that a community convenience store in Beijing was placed with 4 freezers with more than a hundred ice cream and ice cream items.

"The price of ice cream ice cream in our store is from 1 yuan to tens of yuan. This freezer is mainly 5 yuan. This freezer is about 10 yuan. Nestlé and Haagen-Dazs. "The person in charge of the convenience store pointed to four freezers to the Blue Whale Finance reporter," The highest price of the ice cream in the store is Zhong Xue Gao and Malinl, both of which are more than ten yuan. 5 dollars include the Arctic Ocean, Illi Qiao Lez, Mengniu's green mood. It is best to sell it with 2-5 yuan.

From the perspective of channels, a dealer, a dealer who has been engaged in ice cream sales in Chengdu for many years, told reporters of Blue Whale Finance that through communication with various manufacturers and industry, everyone's demand for high -end quality ice products is a growth trend, about 20 % per year a year growth of,

According to Lao Chen, the high-end proportion of ice cream in the market, prefecture-level cities, and county-level cities, and county-level cities, prefecture-level cities, counties, and county towns and township markets are different, and the price bands are different: the market is generally 5-8 yuan, of which towns and towns are 2-6 yuan, county-level cities-level cities level The products of 4-8 yuan are the main, 8 yuan-15 yuan products account for 15 %. In online cities, 75 % of products below 10 yuan in prefecture -level cities, and 25 % of more than 10 yuan. More than 10 yuan in the provincial capital accounts for about 35 %.

"There are a lot of new products from high-end quality products every year. This year, Moutai produces new ice cream for 56-89 yuan / cup." Lao Chen said.

Mr. Wang, a dealer in Guangzhou, said that the main price belt of the current market is mainly based on the price of 2-5 yuan, mainly in the field of convenience systems, mainly 6-10 yuan products. "The price of most community stores and wholesale points is relatively cheap, suitable for consumers to buy. The 7-11 and the whole family of the convenience store system are mostly in first-tier cities and provincial capitals. Young people, the same product will be 5 cents higher, and convenience stores will also choose products with higher profit margins. "

Industry experts also observe this. Luo Xianliang, a senior consultant of Lis Strategic Positioning Consultation, said that the most mainstream price zone of the Chinese ice cream/ice cream market is 5-10 yuan. This is indeed a market-level difference. For example, the most mainstream price belt of the county and township markets in the sinking area is less than 5 yuan, and the scale of 10-15 yuan in first- and second-tier cities is gradually expanding. This is very close to the bottled water market studied before the Lis positioning consultation. The most mainstream in the market is 2 yuan water. The most mainstream of the sinking market is 1 yuan water. The scale of 3 yuan in the first and second -tier markets is expanding.

Consumption upgrade Touch Industry Upgrade

Zhu Baowei believes that high -priced ice cream is the result of consumption upgrade. It is the demand for some consumers to eat some good and real materials, consumer demand has promoted product upgrades, and the industry upgrade. It can be left and right.

"No need, who is upgraded to sell to?" Zhu Baowei said. Lao Chen told Blue Whale Finance that the upgrade of ice cream started from around 2019. In 2018 and 2019, many Internet celebrity ice cream appeared on the Internet. Products with a general price of about 2 yuan, operate through the network, and then select representative channels for convenience stores in various places, such as family, Rosen, Hema, 7-11, etc. At the same time, the sales volume has risen a lot, which makes some small factories return to life.

"In this context, small factories are competing to produce differentiated products to promote and deploy the country through the Internet. Products and high -profile high -end products, so they drive differentiated products. "Lao Chen revealed.

Specifically, there are three drivers for this round of upgrade.

The first is due to the increase in production costs and labor costs. Enterprises actively upgrade traditional fist products.

For example, Tianbing upgraded its little prodigy, and the price was upgraded from 1 yuan to 2.5 yuan, but the initial sales reduced by about 30%. But even so, Tian Bing's consideration from the strategic level of corporate development must be adjusted: Although consumers like 1 yuan product, the greater the production volume, the heavier the price, the price of the price can not cover the cost of the product, and the profit space is very thin, so it can only be only possible. Active upgrade.

The second upgrade driving force is to adjust the relatively high -priced products to the main products, and the profit margin has been greatly improved to achieve the whole country.

Yingkou's Dehua originally focused on 5 cents of products, with sales accounted for 60%-70%. Later, Dehua adjusted the product of 1 yuan to the main product, with a proportion of revenue of more than 60%. Adjusting the product structure, the profit margin of the enterprise has increased significantly.

In addition, due to the development of cold chain logistics, it is possible to sell a product nationwide. Therefore, the same product in different areas, due to the increase in related costs such as logistics and transportation, and affected by the local consumption level, the product will also adjust the price.

The third growth momentum is emerging brands, such as Zhong Xuegao, Zhongjie 1946 and other brands to see the opportunity to see the upgrade of the Chinese market: high-end products on the market cover 8-9 yuan, but there are no brand coverage of more than 10 yuan, so these brands hold up high. High -fighting, relying on constant topic points and consumption experience. After 1946 and Zhong Xue Gao, a large number of companies also launched high -priced products.

Bao Yuezhong said that the market development consumption upgrade in recent years is the main theme, but the ice cream market is relatively small or relatively silent. Some white wines are already 3,400, and some beer is also at a level of 1,000 yuan, and some other products are constantly high -end. The Chinese market is large, the characteristics of layers are outstanding, and there are different demand differences. It will have different demand for high -middle -level products, and will form corresponding product prices.

Lao Chen also believes that with the development of the market and the improvement of people's life, consumers would rather eat less quality products.

However, from the perspective of the industry, the demand for consumption upgrades is not strong. Luo Xianliang believes that there is indeed some consumption upgrades and early adopters, but it has to be said that the scale of this demand is still quite limited.

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