Reporter investigation
In the recent heated discussions of "ice cream assassins", an "astronomical price" product of 68 yuan from ice cream brand Zhong Xuegao has become the focus of attention.
The reporter searched online and found that in Zhong Xue Gao Taobao flagship store, the current price of 68 yuan a box of "Xing Yu Nian" ice cream has been removed, but in a few other stores that have stock, the price of this ice cream has doubled. An online store specializing in high-end ice cream even priced it at 210 yuan a box.
Why is the price so expensive?
The store's customer service replied: "We guarantee genuine products, and the price is expensive because of high transportation costs."
On June 30, the reporter visited a number of ice cream wholesale stores and retailers in Chengdu, and found no "Xing Yu Nian" ice cream for sale.
A number of wholesalers and retail store owners said that the reason for the lack of stock is that "such high-end ice cream cannot be sold."
When a reporter asked if ice creams are all rising in price, a retail store owner said: "At present, only a few dairy ice creams have risen in price, and traditional ice creams below 10 yuan, such as Kedu, Menglong, and Lao Popsicle, still sell the best. "
Another wholesale store owner, Mr. Zhang, said that ice cream is becoming more and more expensive because the price of raw materials has risen. Now that the market competition has become more intense, many ice cream brands have also launched more expensive high-end series.
·Expert opinion ·Behind the high-priced ice cream, there is an increase in technology and marketing investment
According to data from Tianyancha, there are currently nearly 45,000 ice cream-related companies in my country, and more than 3,000 ice cream-related companies have been added since the beginning of this year.
In addition, with the increase in the number of entrants to the "ice cream track", even the liquor company Moutai and the time-honored vinegar company Hengshun have cross-border production of ice cream, with prices ranging from ten to fifty yuan.
Zhu Danpeng, an analyst with China's food industry, said that the increase in raw materials in the first half of this year was relatively obvious. It is expected that the cost of food companies will remain high in the short term, and there may be a more obvious improvement in the next year.
He said: "The reason why some ice creams are so expensive is more because they are endowed with added value such as social attributes and emotional needs. In the long run, it will be questionable how long these ice creams will be popular."
Behind the upgrade of ice cream consumption, the corresponding technology upgrade and marketing expenses are also increasing.
Some citizens have found that many ice cream advertisements have recently appeared in office buildings and elevators in high-end communities; Internet celebrity ice cream is also more inclined to be promoted on social platforms such as short videos.
According to industry insiders, under normal circumstances, the time for ice cream to place an elevator advertisement is 2 to 3 weeks, and it will not be longer than a month.
Elevator advertising, social media and other channel marketing and celebrity endorsement expenses can account for up to 30% of the cost.
"In recent years, new formats including coffee, new tea drinks, and other leisure frozen foods have intensified market competition, and there have been more alternative products. Ice cream manufacturers that used to take the route of small profits but high sales now have to increase the unit price of customers to ensure that Profits.” According to industry insiders, the gross profit rate of a high-end ice cream can exceed 60%, which is comparable to that of new tea beverages; the gross profit rate of cheap ice cream is around 25%.
·New regulations are issued ·The "Regulations on Clearly Marking Prices and Prohibiting Price Gouging" have been officially implemented
During the visit, the reporter noticed that although most regular chain convenience stores will mark the name, picture and retail price of each ice cream above the freezer, so that consumers can choose by themselves.
However, some of the labels are incomplete and the labels are out of place. It is difficult for consumers to find one by one in a short period of time, resulting in "stabbed" by high-priced ice cream when paying.
Article 13 of the "Price Law" stipulates that when selling or purchasing commodities and providing services, operators shall clearly mark the price in accordance with the regulations of the competent pricing department of the government, and indicate the commodity name, place of origin, specification, grade, pricing unit, price or service. items, fees, etc.
It is worth mentioning that recently, the "Regulations on Clearly Marking Prices and Prohibiting Price Gouging" (hereinafter referred to as the "Regulations") announced by the State Administration for Market Regulation (hereinafter referred to as the "Regulations") have been implemented since July 1. Alignment, eye-catching logo, etc.
According to the "Regulations", if the price template provided by the trading venue provider does not comply with these regulations, the market supervision and management department at or above the county level shall order it to make corrections, and may impose a fine of less than 30,000 yuan; if the circumstances are serious, a fine of more than 30,000 yuan and 100,000 yuan shall be imposed. The following fines.
"The introduction of the "Regulations" is conducive to the standardized operation of enterprises." Zhu Danpeng said.
West China Metropolis Daily - Cover News Reporter Zhu Zhu Intern Wang Daohan Comprehensive Guangzhou Daily