▲ "Summer of Net Red Ice Cream". Beijing News Ren Wanqing Liang Yuan cartography.
Summer is coming, and it's time to cool off with a popsicle. But I didn't expect to buy an ice cream, but also make people embarrassed to "toe to the ground".
A few days ago, a video of "buying ice cream" circulated on the Internet: a netizen went to the supermarket to buy ice cream, took two with him, thinking that three or five pieces could be done, a checkout: 37.5 yuan. He thought to himself, let's change the two, and chose two seemingly inconspicuous ice creams, and then checked out, 45 yuan, more expensive.
What to do, the "atmosphere" has been set off here, this account, the settlement or not?
Although this is only the experience of individuals, it is a true portrayal of the current price of a considerable part of the ice cream: it is ridiculously expensive.
According to CCTV, it is difficult to find 3 or 5 pieces of ice cream today, and instead, the so-called net red ice cream with a price ranging from 20 yuan to 60 yuan is generally available. Not long ago, the topic of "how outrageous the price of contemporary ice cream" has rushed to the hot search, which has resonated with netizens.
"Do you remember these ice creams from snacks to big ones?" ”。 Beijing News Ren Wanqing Liang Yuan cartography.
In fact, not only the overall price of net red ice cream is ridiculously expensive, even the cultural and creative ice cream in the scenic spot also follows the "price trend" and "modeling trend" of internet red ice cream, with a unit price of twenty or thirty yuan, and the young people directly call "can't afford to eat".
According to the data, the total amount of the national ice cream market in 2019 reached 138 billion yuan, and the consumption ranked first in the world. In the 100 billion ice cream market, a batch of Internet red ice cream "attacked the city strategically", and one of their big labels is "expensive", "expensive" is their tone, "expensive" is enough Internet celebrity.
Ice cream is no longer a "summer artifact" of "hot summer, come with a stick", but under the redefined consumption scene of ice cream manufacturers, it has become a "light luxury product" that takes photos and punches cards and posts out. But the huge investment in marketing expenses and high value make these ice creams look less "genuine". All of this is related to the impetuous mentality and over-marketing strategies of some ice cream manufacturers at present.
In recent years, people have become more and more disgusted with high-priced Internet celebrity ice cream. At the moment when the internet celebrity ice cream occupies the social platform, a considerable number of netizens have bucked the trend and set off a "wave of ice cream nostalgia", calling on everyone to buy the old ice cream in childhood memories: green mood, old popsicles, small pudding... 3 pieces, 5 pieces, immediately get simple happiness.
This is actually the marketing context of netizens using practical actions to deconstruct and resist the "high-priced internet red ice cream". After all, no one wants ice cream to be a "light luxury" that can only be bought by gritting their teeth.
▲ "The formula of an internet celebrity ice cream". Beijing News Ren Wanqing Liang Yuan cartography.
On the one hand, the high-priced ice cream promoted by the market, on the other hand, the public voice that craves affordable ice cream, such a big contrast, is undoubtedly a reminder to the ice cream manufacturers: even if you make ice cream, you can't be too utilitarian and just want to make money. Blindly piling up marketing and piling up traffic, so that ice cream is more and more popular and high-priced, will only make everyone feel the simple happiness in their hearts, and it is difficult to find. Eating an ice cream would not have been like this.
Consumers are smart, and when most people see ice cream sold at high prices under "noble packaging" and over-marketing, they are actually unwilling to pay for high premiums, and it is no wonder that more and more people "vote with their feet" and reject high-priced ice creams.
It should be noted that most people do not pursue Japanese matcha, Ghanaian cocoa and Belgian chocolate, nor do they want to pursue co-branded and limited editions, they just want to eat matcha ice cream and chocolate ice cream that can be bought at their fingertips. Some ice cream manufacturers ignore this most essential demand, which is not the right way to develop business.
In the convenience store freezer, the high-priced ice cream that changes the stubble every year is also a real reminder to the manufacturer: the reputation of the year is beautiful, and the packaging is changed in the next year. If you can't really meet the needs of consumers, no matter how expensive the ice cream is, it will only be a flash in the pan after all. On the contrary, those long-established brands that have been rooted in the market for a long time and made ice cream in a down-to-earth manner are the "immortal myths" in the minds of most consumers. From this point of view, consumer nostalgia is not unreasonable.
Written / Winterover (Media Person)
Editor/ Chi Daohua
Proofreading / Chen Diyan