How does Wenchuang ice cream continue to "go out of the circle"?

Wuyangshi Ice Cream, Guang Zhouta Ice Cream, Pearl River Cruise Ice Cream, Shawan Ancient Town Ice Cream ... This summer, Wenchuang Ice Cream in various scenic spots in Guangdong continued to "go out of the circle". Many young people and parent-child families take this ice cream to punch in and spend it in the scenic spot.

Guang Zhouta ice cream.

"Everything can have ice cream." In a word, it can explain the circle effect of Wenchuang ice cream in recent years. Since the beginning of summer, the continuous high temperature in Guangdong has driven summer products such as cold drinks and ice cream into the sales season. Wenchuang ice cream conforms to the new demand of consumption, and with its cultural connotation and eye-catching value, it has become a sharp weapon of cultural tourism consumption and a new bright spot of summer economy.

Behind the popularity of Wenchuang ice cream is the effect created by the integration of scenic cultural IP and social attributes of consumption scenes, which has broad prospects in the future. Experts said that if Wenchuang ice cream wants to change from "network celebrity" to "long red", it still needs to be improved in terms of taste technology, standard setting and IP implementation to meet the new consumption upgrading needs of tourists.

Wenchuang ice cream "out of the circle"

Unlock the new "Go here" gesture.

In front of Wuyang Stone Square in Yuexiu Park, Guangzhou, many young tourists hold a lifelike ice cream shaped like Wuyang, taking photos with the scenic spots and punching cards, which is low-key, subtle and unique.

"This kind of ice cream is very popular, especially for young people and parent-child families." Meng Yue, head of the business department of Yuexiu Park in Guangzhou, said that Wenchuang Ice Cream with the design concept of Wuyang Stone Statue was launched in the park on June 5438+ 10 last year, and it was very popular as soon as it was launched. "Many tourists came to the park with photos and asked if there was any ice cream for sale."

Wuyangshi ice cream.

Now, this unique Wenchuang ice cream can be bought in many grocery stores and Volkswagen milk experience stores in Yuexiu Park, Guangzhou, with a sales volume of 2,000 pieces at the peak time. Styling Wenchuang ice cream is not only sold in Yuexiu Park, but also in some offline milk shops and online e-commerce platforms in Guangzhou. In view of the recent high temperature weather, the sales volume of this ice cream has also increased significantly, and the sales volume in July increased by 1.5 times compared with that in June.

Guang Zhouta, a landmark in Guangzhou, is one of the earliest scenic spots in Guangzhou that serve Wenchuang ice cream. In 2020, the scenic spot took the lead in launching the ice cream with the shape of "small waist" to create a market. "Since July, the store has sold about 250 pieces every day, and 1 of every five visitors will buy our Wenchuang ice cream." Cao Xiuyan, an employee of the management branch of Guang Zhouta Tourism Culture Development Co., Ltd., said that in the hot summer, the sales of Wenchuang ice cream increased rapidly, with a single store selling about 250 on weekdays and 300 to 400 on weekends.

Opening packages, holding ice cream, taking photos of scenic spots and posting social platforms-this is a new gesture for many young people to punch in at present. At present, more and more scenic spots and landmarks in Guangdong have launched Wenchuang ice cream with their own IP elements, including zhenhai tower in Guangzhou, Chenjiaci, Provincial Museum, shenzhen happy valley, Beipo Village in Xixi, Happy Coast PLUS in Shunde and Temple Museum in Foshan. During the "May Day" this year, Dinghushan Tourist Area in Zhaoqing also joined the ranks, and launched three cultural and creative ice creams based on Dinghushan Archway, Jiulongding and Butterfly Valley.

Wenchuang ice cream in Shawan ancient town.

The reporter visited the market and found that since the beginning of this year, not only tourist attractions and urban landmarks have innovated and launched Wenchuang ice cream, but many brand businesses have also launched corresponding summer cool drinks with the help of Wenchuang charm.

A brand ice cream shop in Jiazheng Square, Guangzhou, displays eight wenchuang ice creams, with shapes such as "Bo Ju Wei", "Two-sided God Man", "Bronze galloping horse" and "Western Jin Dynasty green glazed beast statue", all of which are joint models of the brand and the local museum. The flavors of ice cream are also very rich, including chocolate, matcha, weak milk, roses and so on. These wenchuang ice creams with IP attributes have also been popular among many consumers this summer.

Ice cream on her tongue

Scale-down cultural landmarks

Not only in Guangzhou, but also in the whole country, the upsurge of Wenchuang ice cream, which is regarded as the "scenery" on the tip of the tongue, swept across the country, with the trend that "everything can be ice cream". Why is Wenchuang ice cream so sought after?

"Wenchuang ice cream can be said to be a cultural carrier and belongs to one of the contents of the national tide culture." Zhou Gang, director of Guangzhou Fengxing Dairy Ice Cream Division, believes that tourist attractions themselves have social attributes, and launching products with high relevance, high value and strong uniqueness can add more new gestures to tourists. "In this way, the existence and value of Wenchuang ice cream are highlighted."

For tourists, Wenchuang ice cream not only becomes a unique expression of the sense of tourism ceremony, but also adds creativity to tourists' punching in. It also absorbed the local culture, and the heavy history collided with the trend culture, which narrowed the distance between the scenic spot and the public.

Ferris wheel ice cream.

In fact, with the upgrading of consumption, the consumer market appears to pursue personalization, quality and other demands, and the public's demand for daily ice cream is no longer satisfied with simple taste enjoyment. Products with cultural creativity and quality connotation can satisfy spiritual enjoyment and get favorable comments.

"Wenchuang ice cream is popular because it is delicious and fun. In some specific consumption scenarios, such products are highly compatible with consumer demand. " Zhang Lei, brand director of Beibei Bottle, who has designed Wenchuang ice cream for many scenic spots in China, said that while consumers enjoy delicious food, they also experience the fun brought by the products, which can be a key prop to share good times on the Internet. "

"Compared with the past, today's young people are more pursuing experiential and immersive tourism consumption. Before going out, they should check the raiders, and then shop and punch in. Wenchuang ice cream has a unique sales scene, which can be more out of the circle combined with the spread of social media. " Li Minghua, deputy secretary of the General Party Branch of Guang Zhouta, said.

Cruise ice cream.

In addition, after adding the new gameplay of Wenchuang ice cream, the scenic spot will also benefit.

After the launch of Wenchuang ice cream in Dinghushan Scenic Area in May this year, it quickly became a hot-selling product and attracted a large number of "fans". Liang Sida, deputy general manager of Zhaoqing Dinglv Tourism Development Company, said that under the background of "network celebrity economy", Wenchuang ice cream is conducive to broadening the operating channels of scenic spots, promoting Dinghushan scenic spot with points and areas, and constantly polishing the golden signboard of Dinghushan 5A-level scenic spot.

Zhang Lei also said that from the feedback of some customers of the company, the sales of ice products in most customer parks have been greatly improved after the increase of Wenchuang ice cream products. "With the improvement of epidemic prevention and control, I believe that the market performance will get better and better in the future."

market potential

Changhong, an Internet celebrity, still needs to work hard.

The rise of new consumption of domestic cultural and creative ice cream has also promoted the development of the upstream, downstream and middle reaches of the industrial chain.

It is reported that there are more than 26,000 scenic spots in China, including more than 3A and above scenic spots 1. 1, 000. At present, the scenic spots where customized Wenchuang ice cream has been developed are estimated to be less than110. "In the future, Wenchuang ice cream has great market potential in domestic scenic spots." Zhang Lei said.

However, Wenchuang ice cream is still in the market cultivation stage. Although the industry is developing rapidly, most scenic spots have small production scale and high production cost, which need to be further improved in terms of price, production and marketing standards and supply chain.

Taking ice cream molds as an example, it is understood that ice cream molds are generally divided into stainless steel molds and silicone molds. Stainless steel molds are relatively simple in shape and generally produce traditional ice cream, while Wenchuang ice cream has a strong sense of design and diverse shapes, and most of them use fine silicone molds, which also brings certain difficulties to the production of enterprises.

Wenchuang ice cream

In a Wenchuang ice cream production workshop in Guangzhou, the molded ice cream produced by silica gel mold still needs manual operation when it enters the demoulding process: workers knock the molded ice cream out of the mold and then pack it in the next step, which undoubtedly increases a lot of production costs.

Limited sales channels and high prices are also one of the pain points of Wenchuang ice cream in the current scenic spot. Zhou Gang said that, taking Wuyang Xiangwenchuang ice cream produced by the company as an example, in Yuexiu Park and other consumption scenes, the sales volume of Wuyang Wen Xiang ice cream is relatively large, but it is relatively weak in other channels after leaving the scenic spot.

This summer, high-end ice cream has become a trend, especially Wenchuang ice cream, whose retail price is 3-5 times higher than ordinary ice cream, which also restricts the sales of this kind of ice cream to some extent. In this regard, Zhou Gang explained that Wuyang Xiangwenchuang ice cream, which carries local culture, has higher quality requirements than ordinary ice cream. "We use 40% fresh milk in production, and the other ingredients are very simple, only water and sugar, in order to make a high-quality, healthy and delicious product comparable to Lingnan culture."

Lion ice cream.

"Wenchuang ice cream has a broad development prospect and has a long tail effect. For example, after this round of Wenchuang ice cream upgrade has become a standard in scenic spots, there will be a new round of taste innovation and styling changes. " Insiders suggest that if domestic Wenchuang ice cream wants to become a "long red" cause, on the one hand, it needs to optimize the cost, and at the same time, it needs to further improve the taste, taste and technology; On the other hand, it provides more high-quality and interesting products for the industry and continuously injects vitality into the market.

"At present, Wenchuang ice cream is in a mature stage. Due to the small production and sales volume, its cost is generally high, and the price, standard and supply chain need to be further improved. But Wenchuang ice cream is still ice cream after all, and it is used for consumption. It is also necessary to standardize food hygiene and safety. " Bai Wen Xi, chief economist of IPG China, said that the "going out of the circle" of Wenchuang ice cream needs the help of marketing promotion and diversion of major scenic spots.