China News Service, Changsha, July 16 (Reporter Tang Xiaoqing) With the empowerment of social media, cross-border ice cream has become the "new favorite" of Chinese young people's social networking. Many ice cream brands have developed new flavors and new packaging to seize the market; liquor, catering, vinegar industries , automobile and other industries are also targeting the young consumer market, and have "cross-border" ice cream.
The "China Ice Cream/Ice Cream Industry Trend Report" released by the Green Agriculture and Food Nutrition Professional Committee of the China Green Food Association and a number of institutions stated that the concept of ice cream consumption has been upgraded and transformed, and ice cream is no longer a simple cold drink to quench thirst and thirst, but has social sharing. , a carrier to comfort the mind and emotions, and blow up the "healthy wind" of low-fat, low-sugar, and high-protein.
Citizens line up to buy Moutai ice cream.
Photo by Yang Huafeng
This summer, Kweichow Moutai added 53-degree Moutai wine to ice cream and launched three Moutai ice creams: classic original, green plum boiled wine, and vanilla, which sparked a frenzy of brand public opinion on social platforms.
In Hunan's first Maotai ice cream flagship store in Changsha, the tens of yuan cup of Moutai ice cream attracts young people to line up to buy.
"I'm very curious about the taste of ice cream with white wine. Young people don't like white wine, but if we get close to young people through ice cream, we will pay for it," said Ms. Chen, who drove an hour to buy three boxes of original Moutai ice cream.
"We will also launch ice cream desserts and ice cream cakes to attract young people." Duan Jianhua, member of the Maotai Group Party Committee and general counsel, said that Maotai's cross-border ice cream is an attempt by the company to actively approach young consumer groups, with the purpose of exploring the potential of Moutai liquor user group.
Li Daju, an IP ice cream brand of Orange Cat, has teamed up with Youth Daily to create four co-branded social ice products, covering 14 cities including Shanghai, Beijing, Chengdu, and Changsha.
"Capturing the new characteristics of young people who like to suck cats and cats and are keen on national trends, the ice cream is shaped like a cat's claw, and the packaging has the flavor of the Youth Daily's 'big character poster'. Many young people have posted pictures and comments on social platforms." Li Daju market leader said.
"'Generation Z' is curious, keen on new things, enjoys consumption, and pays attention to the emotional story and spiritual value behind the products. Cross-border ice cream is not simply to sell ice cream, but to shift the focus to the brand through cross-border and low-cost , to attract young consumer groups." The team of Changsha Cultural and Creative Ice Cream Designer Ai Xin is working with a clothing brand to design a cross-border ice cream.
Citizens take pictures of Moutai ice cream lined up to buy.
Photo by Yang Huafeng
Sichuan Sanxingdui New Bronze Mask Ice Cream, Forbidden City Rui Beast Ice Cream, Wuhan Yellow Crane Tower Ice Cream... In the face of the new market pattern, cultural and creative ice cream in the form of scenic cultural landscapes or cultural relics has also swept across China, becoming a young person to unlock "visit here" new pose.
According to statistics from the China Green Food Association, the market size of China's ice cream and ice cream industry reached 160 billion yuan last year, ranking first in the world.
Behind the hot out of the circle and the fierce involution, this "100-billion-billion-dollar track" is also gradually criticized.
The "Internet celebrity ice cream" that ignores the food attributes of ice cream and strengthens the social attributes has caused many consumers to call it unaffordable due to the high price, which has caused heated discussions and crusades.
At present, many places in China are carrying out actions to rectify the market chaos such as "high-priced ice cream" and "ice cream assassin".
"In the future, cross-border ice cream and cultural and creative ice cream will continue to be optimized with consumption upgrades and cultural and tourism integration, but it remains to be seen how far they can go," said Ai Xin.
(Finish)