Consumption upgrade promotes the "net celebrity economy"? Demystifying the innovative trend behind ice cream...

The consumption behavior of Chinese consumers has undergone fundamental changes due to the promotion of consumption upgrades, the rise of the mobile Internet, and the development of e-commerce. Changes mean opportunities and challenges, so ice cream brands all expect to see the future from consumers’ new consumption trends. The new products are here in a rush, showing the following development trends.

01The rising trend of health preservation for the whole people

First of all, in the fast-paced and high-stress city life, the public’s concern and anxiety about health has spawned a "healthy trend". For consumers, ice cream is no longer just a purely enjoyable dessert, but is looking forward to benefiting from it while enjoying it. From "light burden" to "nutrition enhancement" to "functional addition", ice cream brands need to find a balance between "indulgence" and "health", and by satisfying this segmented demand, the market has also ushered in health Blowout of type ice cream. Komiku focuses on healthy and functional sucrose-free ice cream. The newly launched single product adds healthy barley leaves. After 1000+ taste experiments, it restores a refreshing taste, no sucrose burden, low calories, and no weight gain. Let every bite be "innocent" and "addictive".

02Quality is the top priority of a product
Secondly, in the battle for the high-end ice cream market, major brands have focused on raw materials, craftsmanship, and design. Make a big fuss, and strive to improve the sense of quality. Speaking of this year’s new product strategy, Cai Jiatong, deputy general manager of Zhongjie 1946, said: “Zhongjie has been continuously innovating since its establishment. We have found that the function of ice cream to cool off the heat is declining, and consumers are beginning to focus on experience and enjoyment. Therefore, our In addition to insisting on quality, the new products will have more changes. Like the Chance Encounter True Taste series, they insist on using the ingredients themselves to create the tip of the tongue, using pure milk, no added technology; there are cherry and durian flavors, all imported The raw materials are refined, everything is to meet the consumer's experience needs."

03 new products move closer to Internet celebrities
In addition, this year's Internet celebrity products are extremely popular. After the coconut ash and double-yellow eggs detonated the market, many The products of ice cream companies have begun to consciously move closer to Internet celebrities. Internet celebrity brands are unique in creating topics. They can easily spread traffic on platforms such as Weibo, Xiaohongshu, and Douyin, and use the Internet to quickly spread brand attitudes and culture, and ultimately approach consumers. In this regard, Zhong Xuegao's gameplay is worth learning. In July, Zhong Xuegao teamed up with the Juhuasuanhuanju platform to launch a new product "Forbidden City Moe Beast Brewed Rose Ice Cream". Through online and offline joint marketing, the "Lucky Moe Beast" AR game interaction, Xiaohongshu in-depth spread of grass, Recommended by celebrities, 550,000 pieces of ice cream were sold during the three-day event on the party day. The total sales on the website increased by more than 8 times year-on-year. The proportion of offline new customer visits to stores was as high as 85%, and the proportion of transactions in third- and fourth-tier cities increased year-on-year. 20%.
Of course, new products are not only Only satisfied with the mainstream trends of health, high-end, and Internet celebrity, there are more innovative features that are being unearthed. Like the one-person consumption trend, we used "single dogs" to describe this dilemma, but today's single nobles are pushing small and beautiful lifestyles into the mainstream; there is also an increase in women's consumption power under the "her economy". The shift in consumer preferences has led brands to pay more attention to women’s needs for elegance and light food; the national tide category is also a hot spot this year. Sanyuan, Zhong Xuegao, and Zhongjie 1946 have entered the game one after another, incorporating traditional Chinese elements into ice cream , Add a charm...

In the past, many Chinese consumers were more in pursuit of symbolic and conspicuous perceptual needs, using brands to show their identity, like "Love her, just ask her to eat Haagen-Dazs". But now it is clear that a new consumer attitude is taking shape, and consumers are increasingly admiring ice cream products that integrate multiple elements such as quality, craftsmanship, personality, and culture. This shows that consumers’ concepts have gradually shifted from social recognition and consumption symbols to focusing on self-expression. Brands are not what consumers have to look up to. Consumers hope that brands represent their own taste, represent their own life philosophy, and truly satisfy themselves. need.                                      

Time：2021-12-30

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