Too expensive to eat, ice cream with 50% profit is still competing
As the weather gets hotter, it's also the season for ice cream to make a comeback and get new products. Recently, Netflix ice cream Zhong Xuegao has released a new summer limited series, 5 kinds of fruit and milk flavored ice cream.
In the ice cream industry, there is more than one net roots. Summer heat superimposed on vacation trips, a number of cultural ice cream began to screen the network, such as the Sanxingdui bronze mask ice cream, Baotu cultural ice cream. In addition to cultural ice cream, some odd flavors of ice cream such as mustard flavor, white wine flavor, Northeast Iron pot stew ice cream, etc. listed, to meet the food hunter's curiosity. There is also the pursuit of low-fat and low-calorie, zero sucrose, probiotics, and plant-based ice cream is also waiting to explode.
Marketing out of the ring with novel flavors and fun is a common method used by businessmen. The reason why the net red ice cream fire, but also can not be separated from a word: expensive. Middle Street 1946 unit price of 12-32 yuan, Yili's new brand NOC must be happy unit price of 16 yuan, Zhong Xuegao unit price is generally more than 13 yuan, before the launch of the Ecuadorian Pink Diamond flavor sold 66 yuan, known as the ice cream sector of the “Hermes”.
A net red ice cream again fire, in the flow of investment can not reach the zone, the sense of existence is almost zero. Some ice cream industry practitioners told 36 Krypton - the future of consumption, positioning of low-grade products to truly meet the needs of mass consumption. Now the regular flavors on the market, including some special flavors, basically the same thing, most people still eat milk and fruit flavors.
Net red ice cream obviously led the high-end trend. Spell flavor, quality and appearance, is indeed conducive to the early construction of product barriers, but the pursuit of the ultimate is not the starting point for mass consumption of ice cream, delicious and convenient is the most important. Positioning relatively niche high-end brands, the need to break the channel restrictions to find new growth points.
Netflix ice cream offers the value of being tasty, looking good and being able to bask in the sun, and with a price range of $10-20, it has already rivaled many newer tea drink brands. Put another way, Zhong Xuegao's competitors are actually tea drinks, juices and coffee.
To make a simple ice cream, the lowest threshold approach is to use milk and sugar-based ice cream powder to make a variety of flavors. A 1 kg bag of ice cream powder costs around 16 yuan and can make 70 cones or 50 sundaes, which works out to a cost of about 20 cents for a single ice cream to start with.
Ice cream with cheap ingredients tastes average, like flavoring, coloring and other food additives mixed with water. Emphasizing the high-end quality of the new brands, first from the raw materials to open the gap. The main ingredients of ice cream are drinking water, cow's milk, milk powder, sugar, cream, etc., of which the milk fat content and protein content distinguishes the quality of high and low.
According to the different milk fat content, ice cream is divided into whole milk fat type, half milk fat type and plant fat type. In the past, some ice creams were plant-based, using vegetable fats or margarine, with relatively low nutritional value and cost. Creamy ice cream, which uses milk and natural cream, is superior in taste and healthier. From the price point of view, a liter of light cream with vegetable fat costs about $20, while the price of animal cream is 2-3 times higher than that of vegetable cream.
Plus, high-end brands usually choose some high-quality, fresh ingredients, which raises the overall price. For example, the most expensive Ecuadorian Pink Diamond flavored ice-cream of Zhong Xue Gao, the raw material is made from lemon pomelo in Kochi, Japan, which costs 600 yuan a catty, and the cost of a piece of ice-cream is close to 30 yuan. In packaging materials, the use of straw stick stick is biodegradable and environmentally friendly raw materials, the cost is 10-30 times the cost of ordinary stick stick. In the end, the pricing of this product, which is claimed to be scarce, is 66 yuan.
In terms of profit, the business of high-end ice cream is also very attractive. A supplier of ice cream products from Jiangxi told 36 Krypton - Future Consumption that the factory produces high-end ice cream with a retail price of $10, and after removing the distribution link, retailers can get 50% of the profit. Down there are more different grades and prices of products, the lowest retail price of 1 yuan of ice cream, retailers get more than 30 points of profit.
For consumers, it is important that the product tastes good, but it is also critical that it is ready to buy and eat. Supermarkets, hypermarkets and convenience stores and other offline channels of freezers, has long been occupied by Yili, Mengniu and Lu Mengxue and other brands, dealers through professional cold chain trucks delivered to the physical retail terminal, and then by the store for frozen sales. For new brands that started from e-commerce platforms, to cut out the distribution link directly to consumers, more also in the logistics of tuition.