Create a high-end ice cream market
High-end ice cream market has broad prospects
In recent years, as various production costs have soared, high-end products have always been considered the only way to cope with all kinds of pressures. Since last year, new products launched by cold drink companies have begun to move toward the high end and have raised their prices. Following the introduction of high-end products by Nestle, Lu Xue, Mengniu and Yili, some domestic regional ice cream brands, such as Tian Bing, Hong Bao Lai, and Zhong Jie, have also gradually advanced to the 5- to 10-yuan high-end product market.
At present, the domestic high-end ice cream market is more of a world of soft ice cream. The US DQ, Italy Bagel, Ai Li, U.S. 31, and Kaffee Ice Cream have successively landed in China, among which the DQ has the fastest expansion speed. To attack the city, he opened hundreds of stores in China. It is reported that in the future DQ also plans to increase the speed of 50 stores every year to grab the domestic soft ice cream market.
Compared to the hot market of soft ice cream, the domestic hard ice cream market is relatively calm. In the high-end ice cream market, the current brand is relatively single, although Mengniu, Yili and other national cold drinks brands have also introduced relatively high-end products in recent years, but there is still a gap between the terminal selling price and Nestle and Helu. People in the industry believe that the high-end ice cream market is relatively small in terms of brand and category, and it has great development prospects for some domestic strong regional brands.
Ice cream playing good brand can go high
What is high-end ice cream? First of all, the price of high-end ice cream must be relatively high, but the price is not the only criterion for judging whether or not ice cream is high-end.
High-end ice cream in the United States usually has six characteristics: the use of prestigious European-style product name, with high-quality ingredients, low expansion rate, the use of rapid hardening process of production processes, the use of attractive small packages, high prices.
Cai Yunsheng’s expert analysis believes that traditional high-end ice cream is mostly high in fat, high in protein, high in sugar, and low in expansion rate. However, as people’s consumer demand continues to change, high-end ice cream is now more innovative in the direction of nutrition, health, and functionality. However, no matter how innovative, high-end ice cream must adhere to the use of natural, healthy, real materials.
The innovation of high-end ice cream must be three-dimensional. From product image to product positioning, Cai Yunsheng stated that the innovation of high-end ice cream involves four aspects. Product image innovation, value innovation, technological innovation, and soul innovation all need to be considered comprehensively.
Product image innovation is specifically the product name, modeling and packaging innovations. As one industry insider points out, the packaging of ice cream can be greatly improved in sales if it can be considered in designing how to facilitate consumer consumption.
The so-called value innovation is to give ice cream more functional ingredients and emotional connotations. The addition of functional ingredients in ice cream is also a hot topic of ice cream innovation in recent years. Nowadays, ice cream without sugar and ice cream with low fat and low sugar has appeared on the market. In addition, brain-enhanced puzzles and moth-proof ice cream are also targeted at the children's market for ice cream products. Probiotics, prebiotics, dietary fiber, beauty antioxidants in Chinese herbal flowers, and healthy functional ingredients such as trace elements and vitamins are all included. Can become the highlight of the development of high-end ice cream products.
At the level of technological innovation, more new technologies and new raw materials can be applied. In addition, high-end ice cream emphasizes the origin of raw materials. At present, the most common vanilla-flavored ice cream metropolis emphasizes the use of Madagascar vanilla on product packaging. "Emphasizing the origin of raw materials also symbolizes the purity of the product's taste."
[Production] to make it simple
"Simplification of production, marketing refinement" "Production simplification" to subtract the product
What is the simplification of production? The answer is also that the benevolent sees the wise see the wisdom, but a common feature is the subtraction for the enterprise.
Speaking of "simplification of production," a number of people in the industry said that this statement was heard for the first time and was very innovative. As companies continue to push new ideas to meet the changing needs of consumers, the company’s product categories and tastes are also increasing. However, not every product in the market has profitable space. For a long time, many products have virtually become a burden on the company. Nowadays, in the case of rising production costs and sharp increase in various market expenses, the first task for companies to develop is to reduce their burden. According to Li Zhiqi, chairman of Beijing Zhiqiu Future Marketing Consulting Group, the more dispersed the company's products are, the more waste the resources will be. Therefore, the company must control the product category and quantity.
Xu Gang, general manager of Hongbao Group, believes that the simplification of production is to subtract products and cut off some unprofitable products. According to him, there are 175 types of products before the Hongbao Group. After continuous optimization of management and optimization of product structure, the company has reduced its products to the current 35 kinds. Xu Gang admits that at present the company's overall implementation is the three major strategies, namely, differentiation, low-cost, focusing strategy. As a strong cold drink company in the northeast, Deshi has been continuously simplifying the product category and taste in recent years. At present, hundreds of products have been reduced by dozens.
The extreme point of simplification in production is that "a product hits the world." According to Ouyang Kai, sales director of Nestle Ice Cream in South China, products must be optimized for simplification of production. Cold drinks, as seasonally obvious products, have a relatively short product sales cycle. If there are too many product categories, marketing resources of the company will be dispersed. What causes everything to do is to do a bad situation, and after optimizing the product, you can focus on the superior resources to create a fist product.
In addition to optimizing the product structure, for a comprehensive enterprise, optimizing and sorting all industries is also a simplification of production. Shandong Huaying Food Co., Ltd. also carried out a number of businesses such as breeding, dairy, frozen foods, cold drinks, etc., originally planned to walk on multiple legs, but now the company's development path has changed, the company's general manager Ding Yougang said that Huaying is also currently In combing their various businesses, playing in the company's leading industries.
"Production simplification" is not simple
The fact that production simplification is really implemented is not as simple as that. Xu Gang believes that simplification of production is not something that any company can do. Enterprises can only pursue the standardization of various jobs after they have developed to a certain scale. After standardizing production, human factors in production can be eliminated to the maximum extent, and the operation is simple. Change. However, the simplification of the operation must require that the production process has a high level of mechanization. However, at present, domestic domestic cold beverage companies still require a large amount of manual operations in individual links, especially in the later stage of product packaging and finishing, compared with foreign countries.
Even in a multinational company such as Nestle, the late-stage packaging and finishing of ice cream production is in urgent need of reform. The lag in packing and packing machinery has largely hindered the full mechanization of cold drink production.
In Li Zhiqi's view, the simplification of production can also be reflected in the integration of production resources. After a certain degree of development of the enterprise, they can use their own brands to integrate some production lines, factories, and other resources; and they can also consider the perspective of consumers as much as possible. The simplicity of product packaging is truly convenient for consumers.
The simplification of production seems to be too early for Huaying, which is still in the stage of industrial optimization and integration. Ding Yougang admitted frankly that small and medium-sized enterprises often follow the products of large enterprises in the process of development. For such enterprises, Simplification of production still has a long way to go. It is necessary to consider a series of issues such as building a product brand of a company. “It is not just simple to say.”
[Marketing] precision refinement
“A good company must be a heavyweight.” For many food companies to do marketing consulting, Li Zhiqi knows the way of marketing. He believes that a good company must pay attention to R&D and marketing. The manufacturing process does not require excessive betting. Resources.
Fine marketing must focus on consumer experience
According to Xu Gang, marketing is even a company's core competitiveness. Because marketing is the real part of product exchange. Like most FMCG products, cold beverages go through the five or six links from the factory to the end of the consumer's hands. Because the threshold of the cold beverage industry is low, it is easy to enter the industry, but it is the marketing ability of a company to achieve breakthrough. "The key to establishing a firewall for enterprises is marketing after the product is shipped."
The carrier of marketing is the product, and the root of marketing is the consumer. All fine marketing comes from the full understanding of consumers. Ouyang Kai believes that companies must make marketing efforts more elaborate, must clarify the company's development goals and the framework strategy to achieve this goal, and then to think about what consumers they want to serve, to meet the needs of consumers, what kind of occasions To meet the consumer. By answering these questions, the channels of products can be seen at a glance, and then the development of an accurate channel strategy can achieve a multiplier effect.
Professional marketing staff develop marketing strategies from the perspective of consumers. As a category of snack foods, cold drinks have already had too many substitutes on the market. Under such circumstances, consumers must be satisfied with the details only by grasping consumers. If enterprises want to do a detailed job of marketing, they must grasp the needs of consumers as much as possible and keep up with changes in consumer demand. Consultant Li Zhiqi "Any company can't satisfy all the needs of consumers. This requires highlighting the core value of the product and really using the details to increase consumers' sense of experience."