November, northern a lot of cities had entered a winter. However one raise China the most expensive ice cream on commercial history, sold goods on the net however.
This year day cat double 11, in order to make tile ice cream famous " Zhong Xue is tall " , not only sales volume of order of the category that list ice the first, still sell exploded ice cream of a high end -- 66 yuan in all 20 thousand " Ecuadorian pink is gotten " , (those who cast dedicated Yu Wen of Tou.vc of a dark horse to start a field is numerous chip platform) double 11 was grabbed 15 hours only that day smooth, as a result of effect of its high price, only this one ice cream occupied day cat to put category on the ice to look the sale of 10% .
This nature is a phenomenon that is worth to discuss quite: Somebody thinks, in little red book behead obtains many 2000 ice cream trademark of kind of rough a type of literature consisting mainly of short sketches this first half of the year, lean sale power namely, with capture of net red label of girls love, sale is hot it is the haphazard with oriented sale only; Also someone says, ice cream sells well is to catch up with " consumption upgrades " , double compare a year of sale one 11 year tall, this sheet tastes ice cream it is very normal also to sell a bit weller.
However, be a delegate high with Zhong Xue " brand of new-style ice cream " rise abruptly, the real power of backside is far craft of more than sale or market extra dividend are so simple, the Chinese has the consumptive habit that ice tastes, had been in imperceptible produced tremendous change.
No longer the edge walks along an edge to eat
Might as well recollect, come one year recently, see on the road the edge walks along an edge to have the person of ice cream, a few years ago is photograph comparing already very few?
Is this why? Above all, people now if need satisfy one's thirst, drop in temperature, but option is very much, from bottled beverage soda water, tea with milk, ice sells coffee outside arriving again, lin Lin total total by no means an isolated case. These products are drunk not only rise efficiency glacial bright no less than ice cream, flavour and sexual price are compared is none inferior more, and photograph comparing is bare the ice cream in air, more clean carry easily, also do not fear dirty hand.
Still have, with " no longer the edge walks along an edge to eat " corresponding, it is you can discover the last few years, the independent ice in each traffic system tastes inn, the meal store that perhaps sells to deadbeat ice is tasted is increasing. This and those explode red " snow of happy tea, Nai " different, very few somebody sits to drink tea with milk, however a lot of people sit to eat ice-cream.
This is in Chinese commerce society an occurrent category transforms -- ice is tasted, gain consumer favour with functional sex no longer, consumer appeals to to what ice tastes beg, also had transformed it is what can bring additional affection effect to enjoy article.
Want what how come to common nowadays egg canister ice-cream and ice cream are, ice-cream should add the egg roll next, because world rich was met 1904,go up just about, people cannot the edge walks along an edge to drop in temperature, the small bowl that fills ice-cream insufficient, a butcher that makes wafer just discovered this business chance. And wooden club is inserted to be carried in order to facilitate in horniness ice-cream, became ice cream.
Can satisfy one's thirst, town is hot, it is the people before this beg to putting tasted main function on the ice to appeal to. After the other product that has been narrated by above paragraphs place when the function however is replaced, what value does ice cream still have to consumer?
Did not forget, ice is tasted still have unique affection value -- acting 1920, on the emigrant and relevant document of Alice island, emigrant official is special point out: "Edible ice-cream, alleviate effectively the angst with emigrant each country, let them have attributive feeling more to the United States. " 2013, nuclear magnetic resonance of British scientist have the aid of, studied people reacts in the cerebra when edible is ice-cream. The basis studies the result shows, need one spoon ice-cream only, can be in charge of feeling cheerful region in activation cerebra.
Since had pursued the functional value that ice tastes no longer, so for more enjoy cheerful, sit to ate to become the correct pose that people consumption ice tastes nowadays slowly. Mirror to commercial value, namely " ice is tasted prandial change " . No matter be foreign food,seek advice from company Technomic, return be home to sought advice at 0 o'clock with data of the public praise in A, all discovered this one trend: In city of Chinese a gleam of, can regard as already the light meal of demand of prandial OK also and contented snacks (include ice-cream, cake, tea with milk, sweetmeats, coffee, bar, bread) consumptive scale already with snack brief eat keeps abreast of.
Yingminte seeks advice in " 2017 China ice-cream reports " in, criterion more pointed out this kind of change forthrightly -- there was close in part 2017 (49% ) Chinese city consumer regards ice-cream as is the snacks when the home is recreational, the 39% sweetmeats after serving as meal is in the home -- these two numbers still had only respectively 2015 39% with 28% . And the ice-cream that regards solution as heat function only consumes scale, criterion from 71% 54% what drop to now considerably.
Or sits down in inn eat, or eats in the home, this is the metabolic general trends that Chinese ice tastes consumptive setting.
Enjoy together with who
Actually, do not pay attention to a function and pay attention to feeling consumptive change, happen in ice to taste not only on, perforative also at whole " consumption upgrades " in the process. Sale amounts to person plum to call animal to once had said a word: With on generation consumer fears " the task cannot be finished " different, this generation consumer fears the process of life is not good more.
This kind of change makes the purpose sex of consumer more substaintial change actually, if say before those who eat ice to taste a consideration is " do not let me be heated up again thirsty " , so what consider now is " how do I let this Duan Shiguang pass more happily " . This did not contradict among them, only more substaintial go forward one by one demand.
So since consumer had sat, ice cream is in after breaking away from functional sex, also had become bring joy and the enjoyment that feel happily food, it what because this is compared,eat is more important to what because this is compared,eat, often be eat with who.
Ice is tasted, the light meal such as sweetmeats, can saying is all meal category in, almost most the category that picks a person. Right, you can eat with Party A especially luxurious prandial, can push on barbecue booth with not ripe person cup change small cup, can be with informal what person even in bar call each other brothers, the person that can enjoy ice-cream slowly together with you however is much less, and can be cater-cousin or family member only almost.
Because be different from alcohol and coffeine beverage, drink with who can excited, also be different from average per capita hundreds of yuan big eat, how to eat lively. This kind of icy sweetmeats, both neither can cram oneself with food, also cannot excited nerve breaks gregarious barrier, not calculate on satisfy one's thirst drops in temperature, can saying is the food that does not have utilitarian value completely. You have only and holding what purpose sex in the arms completely, when the person that also won't produce awkwardness with you eats together, ability experiences what taste to ice enjoy truly feeling.
Accordingly, the ice of nowadays tastes consumptive setting, work in the same place what naturally boss, half ripe friend, stranger, it is the object that dates for the first time even, eliminate outer.
Then, you are online the ice below tastes inn in, common is sweethearts husband and wife perhaps concerns very the boudoir that be close friends is sweet, online go up in buying, more person is the portion is bought many, put in the freezer in the home, eat together for family kin. (those who cast dedicated Yu Wen of Tou.vc of a dark horse to start a field is numerous prepare platform) with " Ecuadorian pink is gotten " for exemple, its sale means mixes 10 5 pieces only two kinds of norms, can " wholesale " .
Also because be mixed only oneself are the ripest the closest person eats together, people is higher and higher also to putting tasted requirement on the ice, for instance health is not had add, little candy does not eat fat, flavour not to weigh appearance to wait a moment. Data shows Yingminte, the Chinese consumer of 59% is willing more floriferous money is bought 100% pure natural / express clearly to want little candy quantity of heat without the additive ice-cream product, person of 36% low.
Why be bell Xue Gao
This kind comes from the change of consumer, reflected market pattern change on. These a few years, old brand ice tastes a few traditions to lack existence to feel more and more, online instead go up sale, explode through gregarious media the mind love that net Gong Bing of fire tasted people.
Serve as to just go up the brand of line half an year, zhong Xue is tall besides double 11 sell class the first outside, still achieved " shop discharge 1 million + , vermicelli made from bean starch of 5 months shop 350 thousand " wait for achievement.
Can say, bell Xue Gao accords with ice to taste consumptive law and the child that commercial value changes namely, this group does was opposite 3 things:
1. is done truly understood people changes to the consumption of ice cream, hand-in-hand travel is contented:
From poineering beginning, father Lin Cheng thinks " ice-cream industry is the trade that views a day to have a meal no longer " , and the guest group the lock is surely " do domestic business " .
The excitation that supports a product from sheet interest, cause attention, lead an attempt, to the line the batch of channel is bought, the consumptive setting that this also is expectation of bell Xue tall place. "Our product is logistic, be the random snacks of 100% , change into the storage type family that just needed relatively retail " , consumer of bell Xue Gao Xiwang resembles buying egg and milk general, according to hit or box is unit of enumeration, and rather than is individual buy. This accords with Yingminte completely to seek advice to be analysed to the behavior of Chinese consumer.
2. advances research and development of ice cream product acme:
With 66 yuan " Ecuadorian pink is gotten " for exemple, its raw material is included produce from the RUBY of Ecuadorian pink cocoa beans, YUZU lemon that comes from Japan the oily fruit mud, high quality yoghurt that comes from sunshine grass, because pink cocoa beans is very rare,be short of, YUZU lemon oily demand is great, also bring about " Ecuadorian pink is gotten " must production of set limit to.
This kind changes pursuit to feeding the acme of material and recipe, same continue to use produces segment of research and development in other. Zhong Xue is tall had waited for international with Holand, England, United States early or late famous university food studies the unit built the strategy in domain of product research and development to cooperate, more denounce is gigantic endowment built from groups of some independent research and development. The word that uses Lin Cheng says: "In this respect, we do not compromise, not not put up with, patchy " .
And in raw material respect, zhong Xue is tall advocate dozen 0 add, low candy, low adipose, smell won't be too sweet be bored with; In safe respect, joining ice cream club is natural straw is made, but degradation 0 pollution. No matter be to be afraid that fat afraid still provision is safe, can set his mind at.
3. chose appropriate channel and consumer to undertake interacting communication:
Before, the sale with the commonnest brand of Chinese ice cream is politic, it is mad on the media such as TV make ad, break business to exceed channel with respect to heavy gold next. However this times had gone.
Seek advice from statistic according to Yingminte, the Chinese customer that buys ice to taste in traditional and retail channel is less and less, consume setting with what see as one used to do: In roadside small shop takes the consumptive action that supports ice cream to go, do not taste consumer to meet such doing to the ice of 40% only. They are willing more online the ice-cream shop that go up or becomes independent undertakes buying.
And bell Xue Gao is online go up the sale resource that prize parts below the line, it is kind of careless bethel little red book, and of profusion diversity show inn quickly. One is gregarious public praise is recommended, one is imitate true ice tastes consumptive setting -- can take the person that goes showing inn quickly together, basically be the person that can have ice cream together.
Like to profess " new home products " Zhong Xue is tall, its trade pattern is a long way: High quality, good taste, and have an insight into to what market rule changes. (those who cast dedicated Yu Wen of Tou.vc of a dark horse to start a field is numerous prepare platform) if say before 2 o'clock is artisan spirit hold to, so hind more commendable, brand of this specification China stands in the front row of the times on the strategy truly.
Of this light excessive " new home products " , do you plan to with who eat together?
(the article originates: Tiger smell APP is extracted and compile)
