@Wen/Egret
In the early summer, stop at the ice drink counter of a convenience store, like a mushroom circle after the rain.
I wanted to turn over a net red ice cream "nostalgia" that was filmed last year, and found that it was already a passing cloud. "Crab fat", "Double yolk egg ice cream", "Iron pot stewed ice cream", "Sea bream grilled", "brown sugar pearl ice cream"... Once popular, once annihilated. In the era of ice products "burned after reading", no ice cream could survive three hundred days in the "C position".
This summer, it seems that there is no sweetheart upstart who has not yet swept Liuhe.
Menglong and Baxi Path sit on their own, and there are the whole family's "peach" ice cream, Xicha Mangmanganlu ice cream, orange planet cheese jujube ice cream, and Lu Xue's thousand layers of snow, "Five Years college entrance examination three-year simulation" joint Su Boxan, as well as a variety of cultural and creative freezing points, there is a great momentum of "full A class" and equal heat.
The variety of styles, but the average price is uniform. Ten pieces to start, eighteen pieces of standard equipment, occasionally e-commerce full discount, "199-100" has made greedy lovers call "good price".
- Of course, it does not include the "soft ice cream" that is freshly produced and sold by the ice cream machine, and only the "hard ice cream" sold in the package. Factory processed, hardened and molded, and then frozen to sell in-store. It is easier to pack and transport than the delicate "soft ice cream".
Jumping from affordable fast consumption to light luxury, how many years has "little pudding", "dwarf" and "snowman head" disappeared from summer nights?
This question is confusing. It seems that the sweetness of that single dimension is twisted with the streamer, erasing the busy days of growing up.
"The unary era", the back is not far away
In fact, the "ice cream one-dollar era" has not faded away - until around 2015, "one-dollar ice cream" was still on the eve of falling in love with goodbye.
It was the era of ice cream "Three Kingdoms" - foreign capital, local dairy enterprises, regional veteran ice drink "three points of the world", each according to the territory, the deer to balance.
In 2014, "cute more" sold three pieces of five, "5 cents a piece of ice cream only two or three kinds, cheap one or two yuan, three or five yuan is the mainstream", "20 yuan can buy six or seven ice cream". Although the "1 yuan popsicle" quietly "slimmed down", falling from 120 grams all the way to 65 grams, the good villains still stuck to the low-cost position.
Before 2015, although the "ice cream price increase" was also commonly reported, occasionally adding a piece of eight cents, it was just a livelihood in the summer.
Speaking of the reasons, there are labor, raw materials, transportation, refrigeration costs increased. Mainly raw materials, milk powder, white sugar, chocolate prices have risen. For example, in 2015, several raw materials for ice cream rose by 10%, of which the price of imported milk powder in that year was nearly 50,000 yuan per ton, an increase of 80% over the same period before.
In those years, the "small pudding" disappeared from the supermarket freezer, and the "big pudding" was replaced, and the price naturally doubled. The so-called "light luxury" is after 2016.
Within ten yuan, starting from five yuan, chocolate sandwich ice cream has become the "basic model" of each family. National brands such as Yili, Mengniu and Nestle have been iteratively and steadily, and there are also "mutual copy and mutual competition".
Soon, the Internet boom was in full swing, sweeping FMCG in an instant.
Talk about the "ecosystem" and "rejuvenation", customers become "users", and tastes are renamed "experience".
Distribution, what a big breath
Among them, the leader is undoubtedly "Zhong Xuegao".
Recently, Zhong Xuegao's resident hot search list - # Zhong Xuegao's most expensive one is 66 yuan # # Zhong Xuegao is IQ tax or value for money # # Zhong Xuegao apologizes #...... Hot discussions, selling points become slot points.
In 2018's "Double Eleven", Zhong Xuegao's initial battle was amazing: Zhong Xuegao's "Ecuadorian Pink Diamond", 66 yuan a piece, a total of 20,000 pieces. On the day of "Double Eleven", 15 hours were robbed, and this ice cream alone accounted for 10% of the sales of the Tmall ice category.
Three years of pushing new, fast-moving consumer tide actually needs to "distribute goods".
This year, "Zhong Xuegao's Cake" launched a limited number of new products, priced at 199 yuan. However, if you want to buy a new product, you have to buy a package, two boxes of new products with 16 old models, at least it costs five or six hundred yuan. In unofficial shops, the purchase price of this box of ice cream is between 160 yuan and 288 yuan.
"Limited", "limited", "distribution", "price increase purchase", as if with the tone of Hermès.
In March 2018, Zhong Xuegao was founded, in July, it was invested in the angel round of Zhen Fund and Jingwei China, and in August, it was invested in the Pre-A round of financing with the participation of Tiantu Capital and Toutou Dao - the former is a venture capital big coffee in the field of consumer formats, participating in feihe, Zhou Black Duck, Baiguoyuan and other consumer brands in many fields. On May 18 this year, Zhong Xuegao publicly stated that he had completed a round of financing of 200 million yuan in early 2021.
Idol endorsement, online multi-platform cooperation, offline laying offline theme pop-up stores, and even a number of joint names with long-established restaurants - Zhong Xuegao, who has a strong Internet atmosphere, has greatly raised the threshold of imagination in the field of ice drinks.
In fact, the ice cream field is not new to the attention of capital.
According to the "Ice Cream Brand Investment and Financing Data Report in the Past Decade", although the capital market has focused on the ice cream category since 2020, there has been a "highlight" moment of investment and financing in the ice cream industry since 2015.
In 2015, the investment and financing of ice cream brands began to be active, and there were 9 investment and financing incidents that year. From 2010 to 2020, there were 32 ice cream brand investment and financing incidents, and the amount of investment and financing disclosed was nearly 2.4 billion yuan, of which the financing amount disclosed in 2017 was as high as 1.8 billion yuan.
Image source: Qichacha Big Data Research Institute https://www.qcc.com
In this way, Zhong Xuegao, who appeared in the image of "national tide freezing point", is indeed the new favorite of capital.
Under the attention, the ice drink field is bustling with iterations - and lu xue, nestle, Yili, Mengniu, Baxi, Meiji and other old brands, the newly rising Middle Street 1946, Zhong Xuegao, Orange Planet and other new brands, jointly share more than 80% of the ice cream market share.
The "radius" of an ice cream
Expensive ice cream is a strange place, and it is rare to find good quality and low price. A while ago, #Northeast Ice Cream Price # was on the hot search with a "crossing" attitude.
——Middle Street Big Fruit, Deshi Villain Ice Cream, Sunday Snow White, Hongbaolai Crisp Ice Cream, each 8 cents, buy 1 free.
In the northeast, stories are actually written in a different way.
There is a management topic that says that "selling ice cream should be opened in winter", which is probably about business operations to survive in difficult situations. In the Northeast, though, this is a matter of "common sense."
At zero, ice cream stalls are set up on the street, and freezers are only used as "incubators". In the heated winter room, ice cream is a kind of "seasonal freshness", just like crisp dates are cool in autumn.
Northeast ice cream breaks away from the single function of relieving the heat, and enters the room to become a casual snack. As China's largest ice cream production base and consumer market, here gathered middle street, Deshi, Sunday and other well-known regional brands, peak period, only in the Kaiyuan area of Liaoning Province there are hundreds of cold drink enterprises, most of which rely on the local market to digest.
Outdoor "refrigerated environments" also contribute to low costs. In recent years, the northeast ice cream has been transported to the south, and there is a premium of one or two yuan, including costs, channels, and road fees.
In fact, due to the limitations of the cold chain radius, ice cream was once a regional product, with a radius of about 500 kilometers as its traditional "radius".
The "regional ice cream culture" records the "childhood past" of the north and south - Guangzhou Wuyang, Beijing Arctic Ocean, Tianjin Daqiao Road, Henan Tianbing, Zhejiang Wufeng and Youkang, shanghai guangming that produces white bear ice bricks, brine popsicles, and tricolor cups.
This is also the "old world" faced by ice cream upstarts - to upgrade, it is necessary to find a steady stream of young consumers; instead, it is sinking and facing the "nostalgia" of regional brands.
However, ice creams will have a bright future.
According to the survey data of the China Catering Industry Association, in 2019, the size of China's ice cream market increased to 138 billion yuan, ranking first in the world, and is expected to exceed 160 billion yuan in 2021.
Old times can't predict new stories.
In June 1986, an article entitled "Where did the big ice cream on Nanjing Road go?" A report published in the People's Daily criticized the disappearance of large ice cream in the freezer of a state-run store on Nanjing Road.
The reporter walked into the Dafeng Food Store in the east of Nanjing Road, which has seven or eight facades on the cold drink cabinet, and it is conspicuously written that the ice bricks with more than four corners and the orange ice cream with more than five corners are not sold. The reporter went to Taikang Food Store, Sanyang South Goods Store, Taichang Food Store, Shanghai Children's Food Store, these big stores with several freezers also only sell medium ice bricks, ice cream... Selling a large ice cream only earns two or three points, while selling a medium ice brick makes eight or nine points, and selling a gallon of ice cream can make more money. (Originally published in People's Daily, Beijing, June 24, 1986)
A few days later, Shanghai's "Life Weekly" published "Ice Cream in the Cool Brain", and the opinions were tit-for-tat.
"Consumption is multi-level, why can't business be divided into layers?" On the issue of distributing ice cream, we should believe in the regulatory role of the commodity economy and the law of value itself, and learn to use this lever. It seems that this year's ice cream trade will have a more flavor than in previous years, which not only cools down, but also cools people's brains and learns to adapt to the changes brought about by the implementation of commodity economic policies. (Originally published in Life Weekly, Shanghai, June 29, 1986)
Thirty-five years later, the consumption channels covering all kinds of people and scenarios have been opened.
The old brand is in a hurry to "compete for high", and the new upstart is busy "sinking". And young talents are not "unjust bosses who only love to punch cards".
Many years ago, ice cream as a snack for civilians used to sink into the bottom of summer.
At that time, in the summer, the lights on the court were turned off, and the playful teenagers and puppies fell in love late. The neighbor girl practiced the piano song upside down, and Purple Jasmine had already opened.
Producer: Pi Jun
Final Judgement: Lin Yuhong
Reviewer: Chen Min, Liu Xiao, Liu Bowen
Editor-in-charge: June 1