Summer is approaching, "Wonderful" ice cream stands on the fresh air outlet
Our reporter Chen Xueming
The annual ice cream bar battle starts again. Compared with the sweet and sweet tastes of previous years, this year's ice cream market looks "refined". Northeast iron stew, Changsha stinky tofu, Shandong onion burst milk, bamboo fragrant dumplings, crab fat ... Various kinds of strange ice cream Successfully seized the focus of the cold beverage market.
The ice cream market has long ceased to be dominated by several dairy companies, and more and more products with unique tastes and unique shapes are competing, and the industry has ushered in a new growth outlet.
New flavors of local characteristics are emerging
Open the red and hot package, inside is a big black iron pot shape. What's in the "pot"? The milk ice cream is filled with genuine green onion and carrot grains, and it is also covered with full of floss. In one bite, the five flavors are intertwined. Those who like it feel that the chives neutralize the sweetness of the cream, and many people find it difficult to accept. They are labeled as "dark cuisine".
Last year, Ao Xue, a cold drink brand that became famous on the Internet with the salted egg yolk taste, launched this year's northeast iron pot stew. Although consumer evaluations were mixed, they once again showed the trend of "net red".
Not only the Northeast iron pan stew, this year's ice cream market can be described as the "flavoring" of the ice cream with strange flavors, and the local characteristics are madly blessed. Some products even add ingredients rarely used in the past to the ice cream. The hairy crab ice cream called "crab fat" comes from the old-style Zhongjie freezing point, which can be regarded as an upgraded version of the salted egg yolk flavor. Unique flavour. There are also shape-based, such as the old Changsha "Snow Emperor Stinky Tofu", although the appearance is dark, it is actually only chocolate crispy cheese soy milk flavor ice cream.
In addition, there are some specialty cold drinks that have not yet gone to the whole country but are famous in the local area. For example, a cold drink shop in Shaanxi, such as steamed bun sugar garlic flavor, oily spicy flavored ice cream, the German style dark beer ice cream launched by the German ice cream brand of the Northeast ice cream brand, the rice wine stick ice in the Jiangsu, Zhejiang and Shanghai markets.
The battle between sweet and salty salty ice cream into net red
Do you like jujube dumplings or meat dumplings, sweet bean curd or salty tofu? The sweet and salty battle that has been discussed in the food industry has now spread to the ice cream industry.
CBNData's "2019 Online Ice Cream Consumption Insight" report shows that ordinary tastes can no longer satisfy the discerning "foodie", and more and more consumers will buy and try some niche tastes. At the same time, sweetness is no longer the only ice cream, more and more salty ice cream enters the consumer's vision and grows rapidly. Chocolate flavor still has a market in the post-70s and post-80s, but the post-90s and post-95s are no longer preferred.
"If I used to tell me that milk ice cream was going to be eaten with Northeast Shallot, I definitely think it was paying IQ tax, but now Xiankou'er ice cream is quite popular." Citizen Wang Fei saw at the Rosen convenience store downstairs , Northeast iron pan stewed ice cream placed in a prominent position in the freezer, "Even if you have not eaten, there must be colleagues around."
Salty ice cream has become a hot topic on social networking sites. The reporter searched on Weibo and saw that the short video with the theme of "ice cream evaluation" had hundreds of thousands of views and hundreds of comments. Searching on the e-commerce platform can also find that the salty ice cream sticks out of the sweet ice cream package, seizing a lot of traffic. From the point of view of product evaluation, most of them are satisfied with the psychology of hunting, and not many consumers repurchase.
The savory ice cream broke through the road of net red. Li Rongcheng, deputy general manager of Aoxue's planning and design department, said in an interview, "In recent years, the logic of creating explosive models is to use good eye economy, to make some interesting and innovative products, the packaging is cute, which is in line with young people like to take pictures , Sharing, and punching cards. It is also necessary to make good use of marketing channels such as self-media, streaming media, short video, and e-commerce. "
Consumption upgrades new brands and raises unit prices
The rise of the net red ice cream is accompanied by another fact that the price of ice cream has soared.
In the memory of the post-80s, the price of ice cream is mostly between 2 yuan and 8 yuan. "It feels extravagant to eat a dream dragon of 8 yuan." However, in recent years, the price of ice cream has entered a new consumption range. 8 yuan is only the lower limit, and the upper limit is about 30 yuan. For example, the net red brand Zhong Xuegao, the price of a single-flavored ice cream bar is about 15 yuan, if it is a special taste, the price reaches 25 yuan. The brand has also launched a single 66 yuan "Ecuadorian pink diamond" global limited edition ice cream.
This price trend has made many new brands profitable, and it also makes many old-style ice creams eager to move. Yili launched a brand new high-end ice cream brand "XuJuanhuan", which is shaped like a leaf and sells for about 20 yuan. It is said that its total turnover in the first month of the official flagship store of Tmall reached 1.31 million yuan. The new brand Zhongjie 1946 from the ice city Shenyang "Zhongjie Freezing Point City" also quickly occupied a place online, jumping into the new net red ice cream.
"At present, the population of the new generation of China has reached 150 million, and the consumption population of ice cream is close to 300 million. China's ice cream industry has ushered in a new growth outlet." Zhu Danpeng, an analyst of the Chinese food industry, said that China's ice cream market Entering the situation of blooming flowers, more and more innovative and upgraded products appear in the ice cream market, which play an important catalytic role in the development of the entire ice cream market.