http://sd.ifeng.com/cj/caijingzixun/detail_2013_05/28/845210_0.shtml
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these days of rain poured out the heat of Ji'nan, but no one could stop the heat. At this time of the year it is the corner of the cold drink. Recently, reporters found that despite ten years of hard work, Ji'nan's local cold drinks still did not get out of the low price circle. Liu Jing
[b]A., a journalist, worked hard for 10 years to linger in the community store for 10 years. According to the data of the Ji'nan Food Industry Association, the whole city ice cream sold 70 thousand tons in 2012, with sales of 1 billion yuan, of which the local brand sold 50 thousand tons, with a sales of 600 million yuan, accounting for 60% of the total sales. . In April, in 2003, a number of local cold drinks manufacturers claimed that the market share of the real estate cold drinks should be raised from less than 10% to 30% - 40%. According to the disclosure, this means that the real estate cold drinks this year will sell 600 thousand ice cream and ice cream to achieve annual sales of 60 million yuan.
from the data point of view, Ji'nan local ice cream brand has played a beautiful battle in the past 10 years. But as the main selling brand, the local cold drinks brand has not changed much.
reporters visited several supermarkets in Ji'nan and found that it was difficult to find the local brand of cold drinks in the long ice chest. In a supermarket in Quancheng Square, more than a dozen brands of cold drinks are filled with the whole freezer, of which only one local ice cream brand, calculated from the space occupied in the freezer, does not exceed 1/10 of the whole freezer. In the two large supermarkets on Lishan Road, too, the local brands of cold drinks seem to disappear.
Where are the local brands going? With this interrogative reporter continuing to visit the market, local brand cold drinks are hovering mainly in community stores, roadside stores and street stalls. In some large community convenience stores, local brands are set up to sell local brands of ice cream. "Because the price of the ice-cream is relatively cheap, it can attract it." A large number of sellers, and the local ice cream more emphasis on "home batch" sales model, many consumers for convenience, direct to the community store, wholesale, convenient family practical. A salesman in a community shop told reporters.
[b]B. sales and brand run counter to the [/b]
ice cream pricing laws are 0.5 yuan, 1 yuan, 1.5 yuan, 2 yuan, 3 yuan...... This rule is also changing with the growth of cost, which appears 4 yuan, 5 yuan ice cream, and 0.5 yuan has never disappeared, has always existed, in people's memory, 0.5 yuan ice cream is mostly Ji'nan local brand, occupying the 0.5 yuan market has been more than 10 years. "The impression of Ji'nan local brand ice cream is known as the ice stick more precise, 15 years ago, 0.2 yuan a branch, then up to 0.5 yuan, in recent years, a 1 yuan of ice cream, but the most impressive or 0.5 yuan a 'cool'." In the interview, a Post-80 recalled that the Ji'nan brand of ice cream can be called the only "cool", every summer he is a box wholesale, 0.3 yuan a very cheap. For this year, the 1 yuan price of local ice cream, the consumer said that the optional range of 1 yuan of ice cream, although more and more small, but like Mengniu yogurt ice cream, ice grapes, and the Yili ice factory series of several, all he often bought, as for the 1 yuan price of Ji'nan local brand, may have bought, but impress Deep. In
2012, 70 thousand tons of ice cream was eaten, of which local brand sales were 50 thousand tons. From the data given by the Ji'nan Food Industry Association, local brand ice cream occupied more than 50% of Ji'nan's market, and the low price changed to high sales, but high sales did not bring brand effect. Many Jinan people were eating local brand snow. Cake, but can not remember the brand name, local ice cream become "contradictory body".
[b]C. does not dare to rise the local ice cream with the big guy called [/b]
the market, Ji'nan local brand, national cold food brand, import brand three pieces constitute the provincial cold food consumption plate, Ji'nan local ice cream production enterprises to produce a lot of Jinan people in eating, but can not remember the brand. The national brand of cold drinks like Mengniu, Yili, Mei Lun and other sales volume ranked second, but on the brand effect is absolute "big guy".
it is strange, why do people remember to live in Mengniu, Yili, and wall's, but can't remember the most ice-cream brand in their own refrigerators? "Mengniu, Yili and other ice cream ads can be seen on TV every day. It's hard to remember, and these brands are going up almost every year, the media network will report." The owner of Ji'nan, who has been doing more than 10 years of ice cream wholesale business, said that the local brand has no news and no publicity. The customers are customary to buy, and some of them have been bought for more than 10 years.
If a new product is produced by the manufacturer, we also rely on our wholesalers to propagandize it, and the approval is slow and low, and the new products, such as Mengniu and Yili, usually increase by 0.5 yuan. But because of the advertising, the customers are robbing the fresh, and once the new money is listed, the old money will be reduced to replace the low price of the old money. It is replaced.
according to the reporter, when the local brand of cold food in Ji'nan is hesitant about "rising or falling", the domestic big brands are rising every year. Like Illi chocolate bar has risen from 1 yuan to 1.5 yuan, and the new ice cream of Qiao Le Si has been sold to 4 yuan. "For local cold food enterprises, if the price is adjusted to more than 1 yuan, it means that the local brand should compete with the big brands of Mengniu and Yili, and the pressure will increase, and there are few local manufacturers to have the courage to call the big brand." An insider analysis in the interview.