Text | Husheng
In the memories of many people, the hot summer is always accompanied by many well-known brands of ice cream. Today's summer has become a stage for all kinds of Internet celebrities to compete for ice cream. Not only that, throughout the entire ice cream market, there is almost no place for ice cream below ten yuan, and the price of tens of yuan or even three figures has surprised the majority of consumers.
Are these increasingly expensive internet celebrity ice creams really worth the money? Will you pay for them?
In fact, the price of ice cream also has a reason for being expensive. Ice cream can become an Internet celebrity product, reflecting the current public's increasingly upgraded consumption concept. With the improvement of the overall social living standards, ice cream has long ceased to be a product that relieves heat and thirst in a simple sense. Everyone not only likes to eat ice cream, but also eat "tricks" on ice cream.
Some ice creams launch the concept of "low sugar and low calorie" to attract consumers who like healthy eating; some ice creams create a variety of fashionable and avant-garde shapes, specifically to attract the attention of young people; and some ice cream specializes in cultural creation, making the extended culture of goods into a "golden signboard". In short, the net red ice cream eight immortals across the sea, each showing their magic, so that the ice cream market has become particularly prosperous and lively.
However, the market prospects of net red ice cream are not necessarily worth promising. It is not difficult to find that some of them were once widely favored and had a huge momentum, but it did not take long to disappear and disappear in the market. Such a case is not difficult to understand, if the Internet celebrity ice cream focuses on the marketing of the product, then after a bout of "freshness", consumers will naturally throw themselves into the arms of another more "interesting" product.
Not only that, but if the net red ice cream has to have lasting vitality, in the final analysis, it still depends on the quality of the product. In recent years, many Internet celebrity ice creams have been exposed to the quality of the product, or the product ingredients are not worthy of the name. The continuous emergence of various problems proves that the "internal strength" of many Internet celebrity ice creams is not in place. It should be noted that the most important function of ice cream is still "eating", so "delicious" can retain consumers and bring better reputation and prospects to products.
Controversially, there is also the unusually high price of Internet celebrity ice cream. Generally speaking, the cost price of ice cream is not too high, but the reason why the net red ice cream ice cream can be sold at a very exaggerated price is more because it is endowed with added value such as social attributes and emotional needs, which is in line with the consumer thinking of the new generation of mainstream consumer groups, so that the brand has gained room for survival and growth.
However, the threshold of the ice cream market is not high, and some traditional well-known brands have begun to work the packaging and marketing of their own products after withstanding the impact. Therefore, it is foreseeable that in the future, internet red ice cream will also face fierce market competition, and some products that are not of good quality will be naturally eliminated.
Of course, the fierce competition in the market may be a good thing for the majority of consumers. We are happy to see that the internet red ice cream continues to innovate, and we also hope that the traditional ice cream brand can catch up and reshape the glory. Therefore, it is not necessary to blindly pursue the Internet red ice cream, carry out irrational consumption in order to catch up with the fashion, nor do you have to despise the infinite potential of the Internet red ice cream, and easily refuse the improvement and update of the ice cream product.
In short, whether you buy ice cream or not has nothing to do with whether it is an "internet celebrity". No matter how novel the packaging is and how fashionable the design is, quality and taste are the key factors affecting the survival and development of a brand.
Hot video recommendations
More
Pay attention to the "Guangming Times Review" WeChat video number
Pay attention to the "Guangming Daily" WeChat video number
Text: Husheng
Image: Network
Recitation: Wang Qian
Editor-in-charge: Wang Zimo
Editors: Chang Ying, Zhang Yongqun, Zhu Xiaofan