CBN Friday Special丨Beware of “Ice-cream Ninja”! Why little summer treats put on expensive price tags

ty cones also comes from the partnership between different industries. China's leading producer of baijiu, Kweichow Moutai announced to sell ice cream in cooperation with Mengniu Dairy, China's major dairy producer. The strong spirit-infused ice creams with 3 flavours, matcha, chocolate and green plum, are priced at 59 and 66 yuan a cup.

But looking from a different perspective, the Moutai ice cream is more affordable, if you compare it with a bottle of Moutai Liquor. A 500 to 700 ml bottle of Moutai typically costs from 1,499 yuan, to over 16,000 yuan for rare vintages, turning the experimental products of China's most expensive type of baijiu into a buzz. According to the distiller, the sweetened Moutai desserts recorded a sale volume of 200,000 yuan in over 900 orders for more than 5000 cups within 7 hours after the debut.

T: Even a vinegar producer follows to jump on the innovative ice cream bandwagon, in an attempt to win over younger fans. Established in 1840, Zhenjiang Hengshun Vinegar from Jiangsu Province of China offers 3 new types of ice cream with food vinegar and, yellow wine and brewing soy sauce added respectively. The frozen treats with unusual ingredients are priced at 18 yuan per serving.

S: In fact, compared to the sensational crossover partnership, consumers actually care more about the surging prices of the common summer treat. On Weibo, “Zhongxuegao”-related topics have gained huge traction among Chinese netizens, with over 840 million views and 127,000 discussions as of today. And the result of a poll on Weibo also showed that people prefer affordable ice cream, pricing at 2-5 yuan.

So Themis, why did our favourite summer treats become more expensive now? What happened in the ice cream market?

T: Well, I think one of the answers might go to the inflation of raw materials. According to China's consulting institute iiMedia Research, the cost of milk and light cream soared about 80% from 2008 to 2020. If the ice cream producer deploys healthier ingredients, the price of the popsicles will climb higher. Known for innovative flavours, Zhongxuegao claimed that one of its new products made of guava and coconut is low in calorie and fat.

The consumption appetite of younger generation elevates the price of ice creams as well. According to the report on China's ice cream industry published by institutions including China Green Food Association, people aged 13 to 29 contributes more than any other groups in buying the summer frozen treats. Compared to enjoy the relief from summer heat with popsicles, the younger ice cream fans are also eager to share new releases on social media and appreciate the culture behind. Though the summer dessert now costs more, young consumers are willing to pay extra for the innovation and culture.

Besides, the distributors also add costs to the final price of ice creams, as they usually take 25% to 40% from a sold item. Taking two famous Japanese convenient stores in eastern China as examples, they earn 4 yuan for an ice cream bar sold at 10 yuan. To ensure that the ice cream could reach more consumers, the producers need to take the profitability of their distributors into consideration when setting prices.

S: You’re right. But make no mistake, the profit margin of high-end ice creams is still attracting more brands to join the race. Yi Li, staying the top spot of the industry for 27 years, recorded a gross profit margin of 40.27% on cold beverage products in 2021, rising from 36% in 2015.

The ice cream industry in China is growing at a fast pace in recent years. From 2015 to 2021, the market expanded over 90% to 160 billion yuan. Representing the high-end ice cream brands which first show up on the internet, Zhongxuegao sold 800-million-yuan worth of frozen treats in 2021, doubling the sales volume year-on-year. As of May, the industry's rising star has sold out 220 million bars this year.

T: Meanwhile, overseas brands are racing to get a bigger slice in market share of the world’s second largest economy too. The Belgian Magnum under Unilever announced last year to build a first production line of soft serve ice cream in Guangzhou with 1 billion yuan, while American's Dairy Queen planned to open 600 new outlets in China by 2023.

S: It seems that the ice cream market in China is still expanding. So what’s next? Will the high-end brands continue marching forward?

T: I’m not so sure about that, because not everyone is willing to pay for an overpriced popsicle. On China’s social media, netizens are discussing cheap alternatives of the frozen treats. And in small cities where local consumers are more price sensitive, ice creams at 1-3 yuan still dominate the market.

S: On the other hand, the existing frenzy is, to some extent, fuelled by large-scale marketing, especially for the new brands like Zhongxuegao. More than 20,000 posts about Zhongxuegao have been published on Xiaohongshu, China's version of Pinterest, some of which reportedly cost more than 10,000 yuan per post. It remains a question for how long Zhongxuegao could keep up with excessive spendings on marketing.

The shrinking bubble of milk tea, another consumption frenzy in the country, might be hinting the future for the high-end ice cream market. Earlier this year, China’s premium bubble tea chains Hi Tea and Nayuki both announced to cut prices of their products by up to 9 yuan and to put a cap on prices at less than 30 yuan for a cup.

T: Over the past years, the increasing price and the booming new releases of ice cream have proved the potential and innovation of the industry in China, as the younger generation are shifting their consumption appetite. But back to the origin, ice cream serves a type of food, where food quality and taste matter most.

S: Exactly. That’s all for today. Stay cool and see you next week.

炎炎夏日来了，今夏你也无法控制“奶自由”了吗？

烈日当空，很多人最大的快乐莫过于来一支冰镇爽口的奶。但这个初夏，那些躲在冰箱里头看起来平平无奇的奶，却被网友们调侃为“奶密探”，它们不会在你结账时，用价格比给你的钱包一拳的刺上一剑。

事实上，网友们的感受未必是错觉。无论是时是市、果汁批发店还是营销网络服务，依然都已经看不到5元此表奶的身影。来由系列的产品差一点涨、一新系列的产品面世的奶价格比也相当多都在10元/支以上，就连记忆之前普遍价钱5毛钱的糯米糍，也被之前街以6元价格比彻底转折点。

看到奶产品巨大的发展前景后，日益多的系列的产品自由选择一新锐“杀入”较差端零食奶产品，试图在麦芽糖产品分得一杯羹。

今年5月，白酒与本公司公开信的白酒零食首发上市，构成三种吃法，高田煮酒、开端原味和杏仁吃法，价钱从59朝时66元。同时，“醋王”恒顺醋业不甘落后，也面世了三款奶，吃法分别为“香醋”、“绿红茶”和“米酒芝士”，其价格比也皆不较茂，每支奶价钱18元。

除公开信奶之外，跨媒体奶也是这几年发表意见热点之一。例如北京故宫蟠龙奶、西安城墙奶、兵马俑奶等等。这些跨媒体奶平均单价一般在15-30元彼此间。从“吸睛”到“吸金”，跨媒体奶已然成为景区二次消付品的的部队。

事实上，相比较创意，价格比才是多数消付品者最关心的原因。据艾媒咨询实地，2022年，网友对单个奶的接受价钱相当多在3～5元彼此间，所分之二比例为37%；其次是5～10元，分之二比为33.9%。

那么，为什么奶的价格比还是日益较差呢？根据资料说明了，奶茂金属效率的飙升是奶涨的或许之一。2008年至2020年，牛奶、淡奶油等红茶叶效率飙升了左右80%。此之外，奶的冷链运输效率左右比传统客运茂了40%到60%。

Z一代成为消付品的的部队也是推动奶价格比飙升的一大诱因。《之前国零食奶行业趋势报告》说明了，我国零食产品的主要顾客群年龄集之前在13-29岁，且消付品场景已经从；也的消暑解渴，向社交透过、人文共鸣、居家零食等方向彻底改变。在跨媒体、IP公开信以及拆盲盒等的人喜爱的营销方式加持下，依然不会有人乐意于是就掏钱。

此之外，日益下降的途径效率也是不太可能的主因。厂家不仅要负起名片付、陈列付，还要负起前后台付用，这笔付用通常在25%-40%彼此间甚至更较差。在上述层层效率叠加之下，经销商还需要负起货损、退货、账期等效率。

即便如此，火热的奶弯道还是大大有游戏内数以万计。前瞻产业研究所资料说明了，2015年到2021年，奶零食行业的产品影响力也，由不足900亿元下降至1600亿元，六年间总共飙升时是90%，之前国麦芽糖产品影响力也名列前茅全球第一。

同时，奶在线上产品也有不亚于的发展潜力。CBNData资料说明了，2019年线上零食系列的产品数量为140多家，相比于2018增加了80多家。2019年天猫双十一活动期间，零食的下载量同比下降123％。

那么，更进一步的较差端奶产品态势一片出乎意料吗？

事实上，不是所有茂的奶都能叫好又叫座。在消付品水平较差的小县城，主要还是以1-3元的奶居多，且小县城的消付品者对价格比寻常，系列的产品不能略为涨。

其次，相比行业巨头，网红系列的产品的较差营销容易支撑其较差下降。此番透露，大钟薛较差小红书的相关笔记2万余篇，每篇价格比在200到上万元不等。在较差企的营销效率下，大钟薛糕更进一步能否持续获利是一个未知数。

尽管从产品趋势以及电子商务的角度来看，少数系列的产品有缺少的理由冲击较差端产品，但是这未必意味着涨成风是一个理论上现象。例如，今年年初红茶饮行业“三巨头”喜红茶、奈雪的红茶和乐乐红茶差一点月涨价，并尽快更进一步零食将“重聚30元”。

这次“一新红茶饮”产品的统一涨价显然给“较差价奶”产品提了个痴。因此，奶行业的游戏内，还是一定会看到之前较差端产品的截断，竭尽所能满足多数消付品者的需求。

总之，相比较层出不穷的一新造型和一新锐公开信，奶毕竟还是用来吃饱的，而近期人们对于奶的价格比的发表意见显然展现出了人们消付品心态的彻底改变。正如央视网所视为的：“消付品适配不之比越卖越茂，价格比较差也不之比能长时间扎根产品。较差质量加上与之匹配的价格比，才能吸引消付品者长时间购买。”的产品也许不会有较差之前较差档，但毕竟要回归到产品的现实实际行动。

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI, Themis QI

Writer: Stephanie LI, Themis QI, JIA Yuxiao

Sound Editor: Themis QI

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Produced by 21st Century Business Herald Dept. of Overseas News.

Presented by SFC

编委会: 于晓娜

谋划、校对：李艳霞

播音：李莹亮、戚婉莹

撰稿：李莹亮、戚婉莹、贾雨逍

音频制作：戚婉莹

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