What is cultural and creative ice cream? What is the marketing strategy of Wenchuang Ice Cream?

This summer, cultural and creative ice cream has quietly made its way out of the siege and swept the Internet. Nowadays, it seems that without a close-up photo of ice cream facing the scenic spot or the sky, young people's check-in travel is incomplete.

On the other hand, as cultural and creative ice cream becomes more and more popular among Chinese people, more and more cultural and creative ice creams have also landed in well-known domestic scenic spots. Cultural brands empowering ice cream brands has also become a new industry development trend.

Leading the new trend of cultural and creative ice cream

Among the more than 300 cultural and creative products launched by Sanxingdui Cultural and Creative Center, the "Bronze Mask Ice Cream" quickly broke out of the circle with high popularity and successfully ranked on the list of Hot searches on major social platforms.

As the topic continues to ferment, major scenic spots have also joined the "Cultural and Creative Ice Cream Competition", using Guangzhou Xiaomanyao Ice Cream, Forbidden City Auspicious Beast Ice Cream, Wuxi Yuantouzhu Ice Cream, Dunhuang Mogao Grottoes Ice Cream and other high-end ice cream. Value-for-money cultural and creative ice products have conquered the hearts of consumers.

Not only that, ice cream, which was originally just a refreshing way to cool off the heat, has transformed into a new tourist experience. What was once a "visit here" has become a "check-in" for ice cream. WeChat Moments, Xiaohongshu, and Weibo have become gathering places for "check-in" for cultural and creative ice cream. On Xiaohongshu, searching for cultural and creative ice cream will bring up various strategies; on Weibo, cultural and creative ice cream has been frequently searched. This summer, cultural and creative ice cream has opened up a new track and quickly captured the "hearts" of consumers.

Among the various Internet celebrity products that are widely sought after by Generation Z, "appearance" is very important. For example, ice cream or ice cream are categories where it is easy to put effort into the appearance. High-looking ice cream not only stimulates consumers' desire to share and achieves self-dissemination of the product, but also leverages the influence of Internet celebrity KOLs to increase consumers' attention to the product, greatly shortening the path from "planting grass" to "pulling grass". In addition, compared with other cultural and creative products, cultural and creative ice cream is more down-to-earth and has a wider audience. It can easily become an Internet celebrity product once launched.

Co-branding, promoting the same models with idols, and anti-marketing routines... Generation Z promotes brands and platforms to constantly try to adapt to the pace of youth. Only sincerity can vibrate at the same time as the consumption power of young people and truly live. Go down and get "tidal".

Tianmu Dairy, an "Internet celebrity" that ranks among the TOP3 in the 2020 ice cream Internet sales rankings, is affiliated to Tianmu Group. It is a modern enterprise integrating ice cream research and development, production, processing and sales. Dairy business. With many years of industry experience and continuous research on the market, Tian Mu has embarked on a unique trend.

Previously, Kangbashi District Municipal Party Committee Secretary Xing Zheng “used these two ice creams representing Ordos and Kangbashi to shout from a distance and invite Su Bingtian, who had achieved another great success in the Tokyo Olympics, to Kangbashi , "Count the stars together at night"

Most of the current cultural and creative ice creams are themed around local attractions. Whether it is the shape or packaging, they can combine their cultural heritage with the ice cream to give consumers a sense of involvement. . The cross-border integration of ice cream and urban tourism not only promotes the innovative development of the ice cream industry and enhances the secondary consumption space of tourists, but also enhances the interaction between scenic spots and tourists and activates the brand image of the scenic spots.

This summer, a piece of ice cream can bring you summer coolness, tell a story, and give you a taste of the city.