Our reporter Yang Tianyue
The hot summer is coming, and ice cream has become a "hot item" in supermarket convenience stores.
Recently, the trendy "National Rhyme" route group fan ice cream and the traditional Erba sauce ice cream have been launched one after another, and some brands have played with the concept of blind boxes, and the "hidden" ice cream has quickly become popular on social platforms.
Blind Box Comes to Ice Cream World
"Unpacking the blind box is too high", "Crying for a 'hidden model'"... Similar marketing techniques and buying experience have quietly extended from the trendy play store to the freezer.
Recently, the "5+1 Blind Box" of Naimi ice cream in convenience stores such as FamilyMart and 7-11 is very popular. There are 6 styles for each flavor. Redeem 10 ice creams for free.
"Eating ice cream to open the blind box can be said to be delicious and fun!" On the Xiaohongshu APP, many consumers are keen to share the buying experience of this blind box ice cream.
In front of the freezer in the convenience store, there are consumers who are looking forward to increasing their purchases unknowingly.
In addition to the blind box concept, the marketing methods that closely follow the national trend and create fancy shapes also make consumers feel fresh.
Not long ago, Yili's high-end ice cream brand "Xu Jin Huan" launched "3D Fan Fresh Milk Ice Cream". Inspired by the fan used by the ancients to cool off and relieve the heat, the "3D molding technology" was used to form three-dimensional carvings of pandas and birds.
Not only that, the sticks are also made into the shape of a word card, engraved with classic poems and sentences, and take the "national rhyme" route, which makes many consumers shout exquisitely: "Eating an ice cream also eats a strong cultural heritage."
Time-honored brand pushes new flavors
Not only big-name food companies are keeping an eye on the ice cream ice cream market, but Beijing Daoxiangcun, Liubiju and other time-honored brands have also made great efforts to launch various new flavors of ice cream with traditional ingredients.
Recently, Beijing Daoxiangcun No. 0 store has put out a new Beijing-flavored Erba ice cream. The fusion of sesame sauce and peanut butter brings out the classic taste of old Beijing characteristics, attracting many consumers to come and try it.
"Er-eight sauce is a feature of our old Beijing, and I didn't expect it to be made into ice cream." On the day of the listing, Mr. Li, a citizen, became the first batch of "crab eaters", "The temperature is different, the texture is different, but it is still the same. eat."
In the Liubiju Tmall flagship store, two newly launched "black garlic ice cream" and "black sesame ice cream" have also become the purchase targets of some consumers.
"Garlic lovers are ecstatic", "I bought it for the 9th time, I can't stop"... In the comment area, although many people complained that the price of 199 yuan for 10 cups was "unrealistic", there are still many consumers who are interested in the new taste. Ice cream likes.
In Wangshunge Restaurant, the newly added sesame ice cream on the menu also made many diners feel novel. The familiar traditional taste has turned into a cold and dense taste.
"Many customers fell in love with it after trying it out with the attitude of trying it out. Sometimes, when ordering food, they would encounter old customers recommending it to their tablemates." The store staff told reporters.
Consumption upgrade accelerates iteration
In recent years, Aoxue's "salted egg yolk ice cream", cultural and creative ice creams in various parks and museums and other fancy ice creams have become popular on social platforms one after another.
However, the ice cream that has become an explosion in a short period of time is also easy to quickly become dull.
With the efforts of various brands, the ice cream market has also accelerated iterative upgrades.
Recently, Zhong Xuegao launched the new "Ghana Black Gold" and "Cheese Double" ice cream, which once again refreshed the price ceiling of ice cream.
In the flagship store of the brand Tmall, the former sells for 256 yuan for 8 pieces, while the latter sells for 176 yuan for 2 boxes, and still achieved monthly sales of more than 700 and 70 respectively.
In addition to rising prices, more and more elements are superimposed in ice cream. Popular items in desserts and beverages such as taro paste, raw coconut, poplar nectar, and black tea have begun to enter the freezer. Some brands also add probiotics, collagen, Grains, dietary fiber and other elements are added to ice cream.
Recently, the "Gufeng" series of ice creams launched by Guangming incorporates healthy ingredients such as quinoa, wolfberry, ash jujube, highland barley, and mulberry leaves. Tian Mu has launched a zero-sucrose ice cream for diabetics, pregnant women, sugar control and sports people.
The "2022-2027 Ice Cream Industry Market In-depth Research and Development Strategy Consulting Report" released by the China Research Institute of Puhua Industry shows that my country's ice cream market is soaring at an annual rate of 20% to 30%, and the current market size has ranked No. 1 in the world. one.
Food industry analyst Zhu Danpeng believes that it is important for ice cream brands to work hard on new shapes, new flavors and new concepts. Stable brand style and excellent product quality are still the basic skills to win consumers.