Because his selling point is expensive, maybe his raw materials and packaging are better, just to attract his customer base. Their ice cream is generally more than ten yuan, and the expensive one is sixty or eighty. Most people basically choose not to buy this price, and occasionally buy it just for tasting. Those who will really buy it back are those who are not short of rice and pursue a high-quality life, or those who pursue petty bourgeoisie even if they are not rich, that is, those who hold the idea of "I want to leave ordinary people".

In recent years, whether in the field of clothing, beauty or food, domestic products are increasingly favored by young people. The brand name comes from three surnames of China, and the basic image of ice cream is inspired by Wadang in China. The emphasis on the "China symbol" made this ice cream upstart have a wave of "tap water" soon. Accurately grasping the label of young people is: high-end raw materials. China regards itself as a high-end ice cream, emphasizing natural, healthy and rare raw materials. Known as the "raw material party in the food industry."

For example, 66 yuan's "Ecuadorian pink diamond" mentioned in the advertisement contains no pigment, sugar, light taste and no burden ... Douban and Xiaohongshu mentioned in a lot of comments on Chinese ice cream that it has a natural taste, no added raw materials, low sugar and low fat, and is suitable for losing weight. Even ice cream sticks are made of degradable straws, which is very environmentally friendly. But even if the raw materials are high-end, ice cream and ice cream are not ordinary meals after all, and the repeat purchase rate is not high, which has certain seasonality. If you want to keep young people who pursue novelty, you still have to change your way and make a new move. Mr. Zhong came up with the third label: limited joint name. LU ZHOU LAO JIAO CO.,LTD and Martell ice cream, Xiaomi 10 ice cream combined with grapefruit cheese youth edition, Wahaha AD calcium milk combined with minors ... In the past three years, Mr. Zhong has jointly signed dozens of brands, most of which are limited or unlimited.

Behind the rising price of ice cream, an important reason is the rising price of raw materials. Cold drink products such as ice cream and ice cream are mainly made of milk, sugar and chocolate. In recent years, the prices of these three raw materials have increased to varying degrees, which directly led to the increase in the price of cold drinks. In addition, the cost of cold chain transportation is not low. In general, the cost of ordinary warehouse is around 400 yuan /m2, and the cold storage should be equipped with insulation system, at least 2000 yuan /m2. Moreover, the cold storage needs to spend a lot of electricity, and a cold storage with 654.38+100000 square meters needs at least 200000 a month. Therefore, the logistics cost of cold chain transportation is 40%-60% higher than normal, and these costs can only be allocated to the final retail price.