Why do you have to come to the scenic spot to create ice cream?

With the coming of summer heat, ice cream has become the "top flow" in summer cold drinks. In the past two years, the involution of ice cream sessions has intensified: from Sanxingdui to Yellow Crane Tower, from Xi 'an City Wall to Mogao Grottoes, Wenchuang ice cream in the form of cultural landscapes or scenic relics has swept across the country, becoming the highlight of publicity and drainage in scenic spots.

Recently, the reporter found in Nanjing Jiming Temple, Xuanwu Lake and other scenic spots that since the summer, the sales of Wenchuang ice cream in scenic spots have become more and more popular, and it has become one of the cultural and creative products that young people must buy when visiting scenic spots. In the face of various cultural and creative ice creams introduced by more and more scenic spots, tourists said that going to the scenic spot to create cultural and creative ice creams has become a new gesture for young people to unlock "a trip here"; The industry believes that the popularity of Wenchuang ice cream proves that domestic scenic spots are actively striving to realize the activation of cultural heritage in the development of Wenchuang, and souvenirs with cultural attributes are also welcomed by the consumer market.

Ice cream with exquisite shape, high face value and high cultural creativity is sought after in the picture.

The resplendent Foding Palace is made into a delicate mini version, surrounded by lotus flowers and pagodas. Such an ice cream with a unique shape and "perfect score" is simply the first Niu Shan in the eyes of Nanjing citizens. In Niushou Mountain Scenic Area, the reporter saw many young people taking pictures in Foding Palace Square with Wenchuang ice cream. In the mobile phone lens, the solemn Buddha's Palace and the miniature exquisite ice cream version of the Buddha's Palace set each other off, and sent them to friends circle, which will soon get a "big wave" of praise. "We also saw friends posting photos of Niushoushan Wenchuang ice cream on social platforms, which was particularly fun and beautiful, so we chose to come here to play. Since I'm here, there's no reason not to buy one, eat ice cream to cool off the heat, take pictures and circle, and enjoy a double harvest! " A tourist expressed satisfaction after sending a photo of "friends circle".

In addition to Niushou Mountain Scenic Area, Wenchuang ice cream in other popular scenic spots in Nanjing also has its own characteristics: Xuanwu Lake Wenchuang ice cream takes Xuanwu Gate as the theme, with a plum blossom on the left and a bright moon on the right, which combines the characteristics of enjoying the plum and the moon in Xuanwu Lake; The wenchuang ice cream in Confucius temple is designed as the image of the little champion, which means to be the best. Wenchuang ice cream in the ancient Jiming Temple features cherry blossom elements, and cherry blossoms surround the ancient Jiming Temple, which is full of spring.

From the price point of view, Xuanwumen ice cream 15 yuan, Confucius Temple ice cream 18 yuan, Jiming Temple ice cream 18 yuan ... Generally speaking, the price of Wenchuang ice cream is around 15 yuan to 18 yuan, which is much more expensive than ordinary ice cream, but it does not affect tourists. Many tourists said that "although it is small and expensive, it is unique and acceptable compared with some celebrity ice creams with tens of dollars on the Internet."

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. "

Yellow Crane Tower