How can Wenchuang ice cream go further in "rejuvenation"?

Cultural creativity is a young market with "main ingredients" layout.

In recent years, Wenchuang ice cream is not uncommon in domestic scenic spots. Wenchuang ice cream relies on the characteristics of scenic spots, deeply integrates history and culture with IP elements, and restores various popular scenic spots, buildings and cultural relics. Its exquisite and unique production greatly enhances the value-added experience of tourists. No matter local or foreign tourists, most of them will be moved when they see Wenchuang ice cream. Wenchuang ice cream's unique shape and strong cultural and social attributes make the cultural symbols of scenic spots more deeply rooted in people's hearts.

Behind the fiery Wenchuang ice cream, "youthfulness" is a key word. The new generation group is gradually growing into the main force of cultural consumption. They follow the trend regardless of season, and prefer products with a sense of ceremony. It is a routine practice for young tourists to take photos, punch cards and send social media with Wenchuang ice cream at scenic spots. Behind the circle of Wenchuang ice cream, the original charm of traditional culture is displayed.

"Selling coffee from Sinopec and Tongrentang, and then selling ice cream in Maotai, including Huawei selling coffee, is essentially to lay out the new generation, please the new generation, satisfy the new generation and be close to the new generation. On the whole, after the new generation becomes the mainstream consumer group, its consumption thinking and behavior determine the future rise and fall of the brand. Therefore, how to make the brand younger and how to have stronger stickiness with the new generation are all strategies for the brand to lay out. " For the rise of Wenchuang ice cream in recent years, China food industry analyst Zhu Jin made an analysis.

How far can fancy "inner roll" multicultural ice cream go?

Wenchuang ice cream never stops rolling. In summer, Jiangsu Hengshun Vinegar Industry Co., Ltd. announced that it could buy three kinds of Wenchuang ice cream with soy sauce cheese, balsamic vinegar and yellow wine in Zhenjiang China Vinegar Culture Museum, which attracted the attention of netizens. In addition, multi-brands launched ice cream across borders. Recently, three Maotai ice creams jointly produced by Maotai and Mengniu were produced by Mengniu Maanshan Factory and listed in Guiyang for the first time. On the same day, the "My Maotai" App was launched simultaneously, which caused widespread concern in the market.

Behind the fiery off-court and fierce on-court, there are problems that are gradually concerned and criticized on the crowded track: the number of homogenized products is increasing, the taste innovation is difficult, and the quality improvement is slow. The hot summer will eventually pass. In the future, how to realize the iterative innovation of Wenchuang ice cream? How to make it go further on the road of cultural creation?

Zhu believes that in recent years, the consumption thinking and behavior of heavy consumers of ice cream have changed. "Wenchuang ice cream provides more added value such as cultural and emotional needs, which is in line with the consumption thinking of the mainstream consumer groups of the new generation, that is, it is not only bought because it is delicious, but also attracted by its shape, packaging and concept, and this kind of thinking has brought room for growth for the brand."

At the same time, Zhu said that when a category reaches its peak, its subdivision trajectory will definitely appear. Wenchuang ice cream is actually the subdivision track of the whole ice cream, which is supported by its unique "DNA" and cultural heritage, and has its uniqueness, history and uniqueness. Therefore, the market of Wenchuang ice cream is relatively optimistic. "Of course, putting a product into the market is not a short-term stimulus, but a long-term market test. Only by constantly coming up with ideas and constantly upgrading iterations will the popularity of Wenchuang ice cream continue. "

The essence of literary creation lies in "writing", which is more important than "creation". Wenchuang ice cream is novel in shape, but also needs to inherit local culture and integrate into history, instead of blindly following the trend. Of course, as an ice cream, delicious is the foundation of the body.

I really want to go to Beijing Jingshan Park to buy peony ice cream. In addition to the elegant shape and taste, people have really developed the peony flavor. The unique fragrance of flowers gives ice cream more layers.

Every May, in the Jacaranda theme park in Kunming, Jacaranda blooms enthusiastically, attracting a large number of tourists to punch in. Wenchuang ice cream, inspired by the flower shape of jacaranda, is surrounded by three small flowers to form a bunch of jacaranda, which is also fascinating. It has three flavors: grape, blueberry and milk.

However, it is a seasonal limited product, which is only sold in the flowering period of Jacaranda (May-June).