From July 1, the "Regulations on Clearly Marking Prices and Prohibiting Price Gouging" issued by the State Administration for Market Regulation came into effect.

On social platforms, topics such as "you can complain immediately if you find that the ice cream is not priced" and "the ice cream assassin may have nowhere to hide from July" appeared.

　　At the beginning of the summer, topics such as "don't take ice cream you don't know when you go to a convenience store" and "what do you do when you encounter an ice cream assassin" frequently appeared on social media. It can be seen that the price of many ice cream has exceeded the acceptance level of consumers. , and sometimes even without a price tag.

　　High-priced ice creams are also known as "ice cream assassins": ice creams that don't look good in the freezer, but when you go to pay, they "stab you" with the price (too expensive).

　　However, consumers are relieved that the "ice cream guard" has come to save the market.

From July 1, the "Regulations on Clearly Marking Prices and Prohibiting Price Gouging" issued by the State Administration for Market Regulation came into effect.

This regulation mentions that it is price gouging to not mark or significantly weaken the price conditions that are unfavorable to consumers or other business operators, and to trick consumers or other business operators into trading with them.

On social platforms, topics such as "you can complain immediately if you find that the ice cream is not priced" and "the ice cream assassin may have nowhere to hide from July" have been replaced.

　　A reporter from China Business News recently visited several convenience stores in Shanghai and found that the price of ice cream is not clearly marked on the side, but on the left or outside of the freezer, so consumers do not know the price before checking out. The situation is very likely to happen.

　　Zhao Zhanzhan, a lawyer from Beijing Yunjia Law Firm, told the First Financial Reporter: "The above method of price tagging is not considered fraudulent to consumers, because it is also clearly marked, but the method of clearly marked price is not a price tag on the packaging of the product."

　　Zhao Occupy analyzed that there should be no unified regulations on the specific pricing method of ice cream in the market at present, and ice cream also has its own characteristics.

First, its area is relatively small; second, once taken out, it may become soft or melted at room temperature, so if the price tag is directly attached to the package of ice cream, it may not be very convenient to stick; some ice cream even does not There is no place to post the price on the packaging outside.

Therefore, the price of the ice cream is posted by the merchant next to the freezer or other places, which is also clearly marked.

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　　The trend of high-end ice cream has become particularly evident in recent years.

Ice creams of 0.5 yuan to 4 yuan, such as "Seven Dwarfs", "Little Pudding", "Casual", and "Three-color Cup", which used to be childhood memories of the post-80s and post-90s, are hard to find on the market, and they are replaced by The products are 5 to 20 yuan: Menglong at 9 yuan, Li Daju at 11 yuan, Baxi at 12 yuan, and Oreo at 17 to 18 yuan.

Of course, there are still some brands that became the representative of high-end ice cream in the early years, such as Haagen-Dazs, Godiva, etc., whose unit price is between 25 and 35.

　　A food industry practitioner revealed to the First Financial Reporter: "The wholesale price of ice cream is about 70% of the retail price, so the profit of retailers selling high-priced ice cream is much higher, but the sales volume is not necessarily as high as the mid-to-low end."

　　What is the gross profit margin of the ice cream industry?

According to the financial report of Sanyuan Shares (600429.SH), the parent company of Baxi Ice Cream, the gross profit margin of the company’s ice cream business has been around 30% in recent years; the gross profit margin of Yili’s (600887.SH) cold beverage business has remained above 40%.

　　The above-mentioned food industry practitioners also said that it is true that the cost of the ice cream industry has fluctuated in recent years.

Due to the epidemic, costs from raw materials to supply chains have increased.

However, the prices of other snacks and cold chain foods have not risen as fast as ice cream.

　　As for the consumer groups of high-priced ice cream, Zhu Danpeng, an analyst of China's food industry, analyzed that the new generation consumer groups are not sensitive to price, but are more concerned about emotions and the tone of the brand.

Therefore, this part of the population has promoted the transformation of ice cream attributes and also brought huge room for growth to the market.