Summary of Key Points
In a time when low-priced drinks and snacks (such as 9.9 yuan coffee milk teas and 2 yuan ice cream cones) are widespread, Italian ice creams priced at twenty to thirty yuan have unexpectedly become a summer hit. Young people are willing to queue up to pay for them, and major food and beverage companies are also entering the market. This phenomenon has sparked discussion: is it a return of the "ice cream killer," or a new trend following the intense competition in the milk tea industry?
Detailed Analysis
Why Do Young People Spend Ten Times More on Ice Cream?
It's not foolishness; they are seeking an "experience and status." The 2 yuan ice cream cone from Mixue is for satisfying a quick craving, but the twenty to thirty yuan Italian ice creams represent a different level of enjoyment. What young people are buying is not just the ice cream itself, but the following:
- Quality: Using fresh ingredients (such as freshly cut mangoes and strawberries), animal-based creams, or imported cheeses (like mascarpone) creates an icy texture that's not overly sweet, unlike industrial-made ice creams.
- Social Value: Holding an aesthetically pleasing ice cream cup to post on social media provides more "show-off" value than a 2 yuan cone; it's like buying a form of "social currency."
- Ceremony: Eating ice cream in a stylish shop with friends creates a more refined atmosphere, suitable for leisure and relaxation.
In short, young people are willing to spend more for good taste, appearance, and a superior experience. This is not waste but a sign of upgraded consumption.
Why Are Giants Entering the Market?
Companies like McDonald's, KFC, Xicha, and NaiXue are pushing high-end ice creams because it's profitable:
- High Profit Margins: The cost of a 25 yuan Italian ice cream might only be 5 to 8 yuan (for ingredients and labor), which is much higher than the profit margin on a 9.9 yuan milk tea (where raw material costs account for about 30%, with most of the profit going to marketing and delivery).
- Unmet Market Niche: The mid-to-high-end ice cream market (15 to 30 yuan) has not been fully explored, so giants want to capture this opportunity.
- Customer Attraction: Ice cream is a summer necessity; using it to attract customers can also drive sales of other products (e.g., offering milk tea coupons with ice cream purchases).
In essence, these companies are targeting the young consumer's desire for quality and aiming to make more money.
This Is Not a Return of the "Ice Cream Killer"
The current trend is different from the previous "ice cream killer" phenomenon:
- With the former, the ice cream was hidden in the freezer with inconspicuous pricing, and consumers only realized the high cost at checkout (e.g., an ordinary cone for 15 yuan).
- With Italian ice creams, prices are clearly displayed (e.g., 28 yuan per serving), and the production process is transparent (ice cream is made on-site with fresh ingredients). Consumers know the price in advance and choose to buy it because they think it's worth it—there's no deception.
This is about "quality consumption at a clear price," not hidden price manipulation.
The Milk Tea Industry Is Competing Intensively, So They Turn to Ice Cream
How intense is the competition in the milk tea industry? Prices like 9.9 yuan per cup and buy-one-get-one-free promotions have become the norm, leaving thin profit margins. Businesses need to find new growth areas:
- Extending Product Lines: Milk tea shops already offer ice cream (e.g., Xicha's "Ice Cream Mango Mango"), so selling ice cream separately makes sense.
- Avoiding Competition: While milk tea focuses on price, ice cream can focus on quality and higher prices, avoiding the need to compete on low costs.
- Seasonal Complementarity: Milk tea does well in winter, while ice cream does well in summer. Combining the two can stabilize business throughout the year.
This is a smart strategy for milk tea businesses: rather than fighting in a crowded market, they're looking for new opportunities in less competitive areas.
How Long Will This "High-Price Ice Cream Trend" Last?
Whether this trend will fade soon depends on two factors:
- Quality Maintenance: If companies cut corners (using plant-based creams or canned fruits instead of fresh ones), consumers won't return.
- Freshness and Innovation: If all brands offer the same flavors, customers will quickly become bored. Brands need to create limited editions (e.g., seasonal flavors like cherry blossom or durian) to maintain interest.
If these aspects are well managed, high-price ice creams could become a summer staple. Otherwise, they might just be a fleeting phenomenon.
Conclusion
The popularity of twenty-to-thirty yuan Italian ice creams is not a return of the "ice cream killer" but a result of young people's willingness to pay for quality and experience. It represents a new direction in the milk tea industry. For consumers, paying more for quality products is worth it if the prices are transparent and the quality is there. For businesses, this is an opportunity to attract customers with genuine value (quality and innovation).