[Concurrent] The person in charge of a cold drink wholesale store in Beijing
This is 7 yuan, this is 8 yuan, this is 16 (yuan), this 19 (yuan), this 15 (yuan), this 22 (yuan).
[Explanation] "Don't take ice cream you don't know" in convenience stores. Recently, the topic of "high-priced ice cream" has attracted the attention of netizens.
Many netizens said that it may cost more than 10 yuan to walk into a convenience store and pick up an ice cream.
In this regard, the reporter visited many convenience stores and supermarkets in Beijing, such as Bianyifeng, 711 and Lawson, and found that the ice cream prices in the stores were basically more than 10 yuan.
[Concurrent period] A clerk in a convenience store in Beijing
Now the cheapest (ice cream) is more than 4 yuan, and now it costs 200 (yuan) or more than 100 (yuan) to buy a bag of ice cream.
They go to work to buy a dozen (ice cream) for more than 200 (yuan).
[Explanation] Why do most convenience stores choose to sell ice cream with a higher unit price?
Where is the cheap ice cream under 3 yuan?
In this regard, the reporter walked into a cold beverage wholesale store in Beijing on the grounds of wholesale ice cream, and the store owner answered the reporter's doubts.
[Concurrent] The person in charge of a cold drink wholesale store in Beijing
The back is low-end, and the front is high-end. , which tells the truth.
I have 3 hairs and 2 hairs on the back (moisturizing), which is the amount of walking.
[Explanation] What is the difference between the profit of merchants selling high-end ice cream and cheap ice cream?
The reporter immediately called a chain of cold drink wholesale stores in Beijing.
The staff told reporters that the profit of high-end ice cream is 20 times that of cheap ice cream, or even higher.
[Concurrent] Staff of a chain cold drink wholesale store in Beijing
(Reporter) For example, in Haagen-Dazs, how much is a box, and how much can I earn?
One has to make 10 bucks.
(Reporter) What about Zhong Xuegao?
That is (earned) 4, 5 dollars 3, 4 dollars.
(Reporter) So if I enter Bigfoot, Green Tongue, etc., the profit should not be so high, right?
You (sell) that thing mainly because you don’t make any money by selling it, you only (earn) a few cents, or sell it for more than 5 yuan.
[Explanation] Why can high-end ice cream sell at a high price?
In addition to innovation costs and R&D costs, dairy analyst Song Liang said that the marketing costs of promoting high-end ice cream will eventually be reflected in product pricing.
[Concurrent] Dairy analyst Song Liang
From low-end to high-end ice cream, its cost price is about five or six cents to three or four dollars, and its entire production cost.
Generally speaking, high-end ice cream cannot be determined by its production cost. Its own positioning is high-end, and it also has marketing costs.
[Explanation] What conditions should high-end ice cream have to be worthy of the word "high-end"?
The reporter contacted an ice cream consumer. In her opinion, high-end ice cream should not only use raw materials with higher cost and better quality, but also the publicity content should be authentic and effective.
[Concurrent] Video blogger Lingxi
First of all, high-end high-priced ice cream should have a corresponding high-level product value, that is, the raw material cost of its production must be higher than other non-high-end ice cream brands.
Then the second point is the high-end brand, which actually needs to promote the truth, not to deceive consumers, and not to assign value to itself only through marketing and publicity.
[Explanation] At the same time, the consumer suggested that high-end ice cream should focus on product upgrades, rather than occupying all the low-end and mid-end markets, leaving consumers no choice.
[Concurrent] Video blogger Lingxi
Consumption upgrades can promote economic development and make the ice cream industry better survive, but this category is a brand that caters to consumption upgrades. It needs to be more honest. It can use IP co-branding, unique styling, or other new products. means to upgrade products to attract consumers.
Instead of covering consumers by grabbing all the low-end and high-end markets, consumers have no choice.
[Explanation] At the same time, experts also suggest that high-priced ice cream should be properly "cooled", otherwise it will be detrimental to the healthy development of the industry.
[Concurrent] Dairy analyst Song Liang
We suggest that the entire market should not keep rising, because the result of keeping rising will make most of these ice cream companies deviate from the normal market value.
The first is to cause consumption to shrink, and the second is to cause the entire price to be artificially high, causing everyone to "chasing high", which will distort the market price, which is not conducive to the healthy development of the entire industry.
Reported by Chi Hanyu in Beijing
Responsible editor: [Luo Pan]