Ice cream is getting more and more expensive, because of the "ice cream socialization" of young people?

　　Zhongxin Finance, June 9th (Zuo Yuqing and Li Jinlei) The hot summer is coming, and ice cream popsicles are popular again.

　　However, many people find that happiness that used to cost one or two yuan is now more than ten yuan.

Many consumers sighed: "Where is the cheap ice cream?" Some netizens joked: "Please don't take the ice cream you don't know, it will become unfortunate."

　　Recently, topics related to expensive ice cream, such as "who is paying for high-priced ice cream", have frequently appeared on hot searches, so "what price is suitable for ice cream?" The Weibo poll launched by Chinanews showed that the most voted people were 2-5 yuan.

High-priced ice cream market sinks, crowding small store freezers

　　"The ice cream that I have bought is generally around 5 yuan, and the lowest is about 3 yuan." Some consumers told Zhongxin Finance that the price of ice cream has risen as a whole. Gradually occupy half of the store freezer.

　　Many media also reported that the survey found that there are more and more high-priced ice cream in the freezer of convenience stores, and it is difficult to buy cheap ice cream under 3 yuan.

　　Zhongxin Finance found during the visit that the price type and proportion of offline ice cream are related to the type of retail store.

　　In Beijing, the price of ice cream in chain convenience stores is generally higher, and most of them are from some Internet celebrity brands.

Among them, the price of ice cream in a convenience store is concentrated in the range of 7-12 yuan, and the cheapest is 3 yuan.

The prices of personal supermarkets and small stores are relatively close to the people, and the cheap ice cream of about 3 yuan accounts for more, but the high-priced Internet celebrity brands such as Menglong and Zhong Xuegao are also very common.

High-priced ice cream in a chain of convenience stores.

Photo by Zuo Yuqing

　　While penetrating into the retail side of big cities, the "high price wind" of ice cream also blew into lower-tier cities, and the Internet celebrity ice cream market further sank.

　　In a low-tier city, the owner of a small shop told Zhongxin Finance that the best-selling ice cream is still cheap ice cream of 1-2 yuan, but his store has also purchased a lot of high-priced ice cream of more than ten yuan. .

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Young people behind high-priced ice cream "ice cream socialization"

　　The ice cream market seems to be entering a vicious circle of "no most expensive, only more expensive".

　　As for why ice cream is getting more and more expensive, merchants are accustomed to attribute the reason to the rising cost of raw materials, but I am afraid it is not so simple. Some people in the industry pointed out that the use of raw materials and the cost of Internet celebrity ice cream of tens of yuan are actually different from the cost of raw materials. Ordinary ice cream is about the same.

　　High-priced ice cream has aroused repeated heated discussions and criticisms from consumers, but why are high-priced ice cream still crowding freezers, and why do young people frequently pay for high-priced ice cream?

　　Chinese food industry analyst Zhu Danpeng told Zhongxin Finance that the continued popularity of Internet celebrity ice cream stems from young people's pursuit of the topical and social attributes of Internet celebrity ice cream.

And the profits of the entire channel are also driving the popularity of the entire Internet celebrity ice cream across the country, constantly eroding the market share of low-end ice cream.

Data map: Ice cream in the freezer.

Photo by Zuo Yukun of China News Service

　　Internet celebrity ice cream is getting more and more expensive, and the promotion of marketing costs is indispensable.

These naturally "expensive" ice creams, through a series of marketing and even hype, endow the ice cream with social and emotional attributes, and successfully "harvest" a group of new generation consumer groups who are not so sensitive to price, and buy online celebrity ice cream to send to the circle of friends.

　　But with the price going up, has the quality really gone up?

Not necessarily, some consumers report that some high-end ice creams are "expensive and unpalatable".

Behind the expensive and unpalatable, it is actually paying for the marketing expenses.

The "replacement" strategy is on the rise, when will the high-priced ice cream cool down?

　　Under the prevalence of high-priced ice cream, many replacement strategies have also quietly emerged.

　　Recently, "It turns out that there are replacements for expensive ice creams" on Weibo. A blogger showed netizens the replacement products of many Internet celebrity ice creams such as Baxi, Menglong, Zhong Xuegao, and Taoji.

"Which ice cream is something you won't get tired of eating for a long time?" "Which high-priced ice cream can be replaced?" Resonated with netizens.

　　"The thinking of the consumer side is like the new and hate the old." Zhu Danpeng believes that when the new generation becomes the mainstream consumer group, it is inevitable to force the innovation and upgrading of the industry side.

Ice cream in a large supermarket.

Photo by Zuo Yuqing

China-Singapore Micro-Review: Consumption upgrade is not the price increase, the ice cream industry should increase the price in an instant

　　Consumption is upgrading, but it does not mean that the price is expensive.

The new milk teas, which were once more and more expensive due to rising raw materials, have now returned to below 30 yuan per unit.

　　"This is the case in the milk tea industry, and so is the ice cream industry." The ice cream industry should raise prices for an instant, play less gimmicks, and leave enough space in the store's freezer for cheap ice cream. farther and farther.

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