Dondurma kategorisi: Süt ürünleri kategorisinin en zor kısmı

The long-standing pain point of the ice cream category is that it is used by users as a seasonal snack, rather than a dairy product with a fixed consumption scene and stable purchase behavior. Therefore, the core problem is that ice cream does not establish a stable purchase and repurchase scenario for users through profit points. This directly leads to ice cream manufacturers unable to fight against seasonal changes, and because the target group's consumption behavior is random, the precision marketing effect is poor, and the user completes the first time Purchasing behavior is highly dependent on channels and marketing activities, and channel expenses remain high in the profit structure. Although we have seen an upward trend in ice cream unit prices, apart from the increase in customer unit prices brought about by high-end and large packaging, there is currently no solution to help the ice cream industry establish a stable purchase scenario and help ice cream regain growth. But for innovative brands, the size of ice cream in the Chinese market is estimated to be around 96 billion, but the market concentration is very low. If it brings Yili's 4 billion sales, the market share is less than 5 percent . As a very mature category, the key to gaining profits is to test the waters of precision marketing, reduce supply chain costs, and establish the absolute advantage of the industry. The key factors have not yet appeared: clear and differentiated functional/emotional benefits are stated for users. Create reasons for off-season purchases, increase inventory and capital turnover, and establish a more stable consumption scenario. In addition to ensuring the repurchase rate, create direct communication with users, thereby avoiding high channel costs and controlling the logistics process through a more advanced supply chain Costs and losses, which reversely drive the growth of profit margins