5 yuan ice cream has indeed become the mainstream at present, but there is a sad truth behind it.
Previously, Shule's criticism of high-priced ice cream triggered a butterfly effect through Weibo hot searches.
With the advent of summer, ice cream is gradually entering the peak sales season. Different from previous years' discussion topics such as "Internet celebrity ice cream, ice cream assassin", this year's affordable ice cream has become a keyword.
On June 2, "Ice cream returns to the era of 5 yuan" appeared on Weibo's hot search, and so far, the topic has been read more than 60 million.
In this topic, Shule's point of view is quoted.
Subsequently, more new situations began to emerge.
On June 5, "Moutai ice cream buy one get one free and no one eats" sparked heated discussions.
And Zhong Xuegao, who was once known as the "Ice Cream Assassin" at a high price, also began to take the route of parity.
Its founder, Lin Sheng, sold sweet potatoes live to pay off debts, revealing the business difficulties of Internet celebrity high-end brands.
Competition for affordable ice cream is just as fierce. Many stores have also started a "price war".
When some media bought ice cream in a small supermarket, the boss said that there would be a discount if they bought more than 10 sticks.
Another ice cream wholesale owner's preferential strategy is to buy more than 10 sticks for a 20% discount, and give two more free free.
On the online platform, various promotional activities such as group purchases and full reductions are in full swing.
Taking Qiaolezi as an example, the price of Jingdong's online activity is 98 yuan for 30 pieces, and the page shows a subsidy of 101 yuan. According to this calculation, it is much lower than the offline price of 4 yuan per piece.
In the future, the head agglomeration effect dominated by the four major brands of Yili, Mengniu, Heluxue and Nestle will become more obvious.
Ice cream is a seasonal product, and it is extremely dependent on dynamic sales, and it can only be discounted if it cannot be sold at a normal price, but the tonality of high-end brands is broken, and more and more people buy it, is this a dead cycle?
Previously, many domestic media reported on "Can't sell? Back to the 5 Yuan Era" quoted Shule's remarks in an interview with CBN:
Ice cream is like Coke, which is an affordable FMCG category, which should not have been at such a high premium, and now consumer resistance to high-priced ice cream is also pushing the industry to return to the original price band.
What does it mean when ice cream returns to the $5 era this year?
From the perspective of consumer trends, Moutai ice cream and Zhongxuegao were once popular, but why can't they become mainstream brands?
In this regard, Kong Wenxie, a reporter from Beijing Business Daily, had an exchange with Shule, and this monkey thought:
5 yuan ice cream can only be an assist from large factories and stores forever.
Essentially, the explosive effect achieved by Ice Cream Assassin's social flaunting price and bizarre style will also quickly dissipate with the loss of freshness.
Mainstream brands are still experience king, price barriers, and channel coverage.
However, Internet celebrity ice cream only wants to achieve coverage through social traffic leverage, flattening e-commerce channels, and entering the freezer of community stores through ice cream assassins, but ignores the characteristics of impulse consumption of ice cream itself.
High prices but no disruptive experience will only make the brand brighter yesterday and darker today.
Therefore, the sales of ice cream are still traditional channels, or they can follow the snack mass sales method to take the experience of small store ice cream mass sales, but the seasonality is too strong and it cannot be established as a separate store, and can only be used as a seasonal category in each store, and the model form is limited.
In addition, the failure of Internet celebrity ice cream is not only the price of ice cream assassins, but also the problem of channel expansion.
Sales, not only rely on marketing to become popular, but also need to do big data analysis and category research and judgment for the freezer at the end of the channel, and constantly fine-tune according to market response in a series of links such as site selection.
These are meticulous work, and they cannot be achieved in a short period of time by the simple and rough play of Internet celebrity ice cream.
The entire ice-cream category can only be reduced to an assist in the direction of the store, but also only an assist role in the ice-cream factory.
As a fast-moving consumer product, the price of ice cream itself cannot be too high, especially when the taste, quality and materials cannot support the corresponding price.
In addition, as a seasonal product, it is difficult to use explosive new products to impact sales, sell old models to ensure sales in three months, and how to meet the needs of different groups of people through multiple categories, but also carry out boutique forecasting and output control to avoid waste.
Therefore, dairy companies use ice cream as a seasonal subcategory of their dairy products, and the main concept is to assist, rather than the main attack, which is a more suitable circular ecology at present.
Author Zhang Shule, columnist of People's Daily Online and People's Post and Telegraph, expert of China Economic Media Think Tank, senior TMT industry commentator
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