New consumption drives the transformation and upgrading of the ice cream industry

Since the beginning of summer, the north and south have been busy, ice products have been favored, and consumption has become more prosperous

Scene: Colorful ice cream under new consumption

In the summer of 2021, some ice cream consumption scenes are eye-opening: "cultural relic ice cream" and "scenic ice cream" are surging, the Forbidden City and the National Museum have brought popularity to museums and scenic spots' own cultural and scenic ice cream; Internet celebrity ice cream surges, Zhong Xuegao's The limited-edition ice cream has two unique ingredients, and new and unique ice cream flavors such as mustard, squid, and dark beer have appeared on the Internet, which is dizzying; "Ice Cream +" has become a fashion.

"The back wave of the Yangtze River pushes the previous wave, and one wave is higher than the other

Zhang Xiaohong believes that major ice cream brands such as Yili, Mengniu, Guangming, Heluxue, Nestle, Baxi, and Haagen-Dazs still occupy most of the mid-to-high-end market in China, but they are also facing the hunting and encroachment of the new ice cream market

Transformation: Diversified consumption changes the traditional production and sales of ice cream

China is a big country in the production and sales of ice cream in the world.

According to information from the China Bakery and Confectionery Industry Association, the ice cream industry has been further concentrated, with new upgrades in product structure, new brands emerging, new products emerging one after another, and market consumption is becoming more personalized and diversified, offline and online.

Zhang Xiaohong summed up the situation of the 23rd China (Tianjin) Ice Cream Industry Expo in 2020 , such as commercial ice cream store franchise investment, ice cream automatic vending machines, online investment, catering ice cream related companies exhibiting and customers have increased significantly, if not because of the epidemic in 2020, the momentum of overseas high-end ice cream raw material equipment exhibition will also be very strong

"The transformation of industrial ice cream marketing is a major trend

Experts believe that the emergence of new consumption scenarios such as "ice cream + online, catering, storefront, and baking" has brought profound changes to the ice cream market and has gradually become a trend

Blue Ocean: Storefront ice cream rockets

According to Tianyancha data, there are currently nearly 45,000 ice cream-related enterprises in China, of which over 9 are self-employed; in terms of industries, the wholesale and retail, accommodation and catering industries have the largest number of enterprises, accounting for more than 93%

According to Li Jingmin, relevant data shows that the annual growth rate of ice cream in stores is as high as 300%, which is the blue ocean of ice cream

Mix and match: catering food and ice cream are in the best place

The combination of satiety and coolness is a new bright spot in food and beverage consumption

Experts give an example.

Upgrade: Higher Quality, Healthier, More Leisure

　　Over the years, new ice cream products have been dominated by breakthroughs in flavors.

　　Cai Yunsheng, a famous ice cream expert, believes that excellent quality and nutrition and health are the roots of ice cream companies.

E-commerce: Open a new world of ice cream economy at your fingertips

　　There is such a scene: people open their mobile phones and computer web pages to search for ice cream, and instantly enter the colorful and icy world.

　　At present, all major Chinese and foreign ice cream brands have opened up online sales.
They have customized online sales products, and a variety of ice creams are mixed, ranging from a dozen to more than 40 in a box, and the price ranges from tens of yuan to more than 200 yuan.
Yes
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Opening up online consumption channels has provided opportunities for new ice cream brands to overtake in corners.
Brands such as Zhong Xuegao and Zhongjie have quickly seized the market by relying on Internet celebrity punch cards.
In 2020, Zhong Xuegao will have more than 48 million ice creams out of the warehouse.
(According to CNPP Brand Data Research Department data)
.

　　Liu Aiguo believes that online sales provide a new track for ice cream companies to serve new consumption, which is comparable to traditional sales, and is conducive to the industry's supply-side reform, transformation and upgrading, and high-quality development
.

(Wang Guanghuai)

Responsible editor: Zhao Yangyi Review: Zheng Ying