When ice cream meets Wenchuang, it produces a new species and a new track! Wenchuang links all industries, as much as possible in Changjiang Wenchuang+.
For a time, Sanxingdui Wenchuang Ice Cream became a hot topic among netizens all over the country. The concentrated reports of many media, including People's Daily, successfully made Wenchuang Ice Cream go out of the circle and enter the public's field of vision. The popularity of Sanxingdui Wenchuang ice cream has not diminished, and Xi 'an Terracotta Warriors and Horses ice cream searched again, attracting consumers to punch in.
In fact, Wenchuang ice cream is not unusual. As early as 20 17, the Sakura Wenchuang ice cream launched by Beijing yuyuantan park attracted a large number of consumers to queue up to buy it. Later, Wenchuang ice cream began to take scenic spots as the carrier and gradually blossomed all over the country. However, due to the closed sales channels and strong regional products, this small-scale spread of Wenchuang ice cream did not enter the mass consumer market.
202 1 With the popularity of Sanxingdui, Wenchuang ice cream became popular overnight. Netizens from all over the country exposed the local Wenchuang ice cream through social platforms, and suddenly found that there were so many.
With the momentum of Wenchuang ice cream fire in the scenic spot, some ice cream companies are eager to move and want to enter this fiery track. Many consumers also want to know why Wenchuang ice cream is so expensive. There are also some cultural and creative enterprises seeking ice cream processing plants.
From being out of the circle to being sought after, Wenchuang ice cream has gained momentum all the way and has become a new product sought after by young consumers.
Wenchuang ice cream, what do you sell?
Price 15- One Wenchuang ice cream from 25 yuan. Will you buy it? If you put it in an ordinary convenience store, most people will think about it, but you have to queue up in the scenic spot to buy it.
Some people say that there is Wenchuang ice cream in one scenic spot, and other ice creams must not be sold.
Really? With its scarcity and uniqueness, Wenchuang ice cream in scenic spots is not only a product, but also a medium to link the emotional value of consumers in scenic spots.
Taking photos and making friends circle is the first thing that most consumers do after buying the scenic spot Wenchuang ice cream, which is of great commemorative value to consumers who may only come once in their lives.
Just like the tourist postcards in those days. The value of Wenchuang ice cream in the scenic spot lies in the scene. Scarcity is another reason why Wenchuang ice cream can sell at a high price.
At present, most wenchuang ice cream is only sold in scenic spots, and it is difficult to buy it in other channels after leaving the scenic spots, which shows that wenchuang ice cream has certain premium ability and sales value.
Relying on the shape highly similar to the scenic spot to close the distance with consumers, the sales in limited areas make it scarce, which is the selling point of Wenchuang ice cream.
Wenchuang ice cream, focusing on content genes
Wenchuang ice cream has certain cultural genes, rather than just attracting consumers through terminal display and personality modeling.
Wenchuang ice cream, which lacks content, sells only a shape. For example, the limited ice cream in the cherry blossom season every year, through the spread of social media, makes the cherry blossom season a scene that consumers pay attention to, and then is willing to pay for the products in this scene.
For another example, in POP MART, the blind box sales model is only a way to stimulate consumers' sales, and its popularity is due to providing consumers with content to release pressure and get surprises through scarce hands-on and uncertain sales methods.
Wenchuang ice cream itself is a product with strong cultural heritage. In order to increase the sales of cultural and creative products, a lot of content marketing is needed.
Wenchuang ice cream, becoming a new track?
Then, at the moment when Wenchuang ice cream is so popular, is Wenchuang+ice cream enough to become a new track?
202 1, De's Ice Cream launched a series of Wenchuang ice cream products co-branded with Shenyang Forbidden City, which was the first to enter the circulation channel. This is also the only ice cream company that produces Wenchuang ice cream at present.
However, a number of Wenchuang ice cream manufacturers said that Wenchuang ice cream will not enter the circulation channel for sale at present.
At present, most wenchuang ice creams on the market are customized in scenic spots. Once it enters the circulation channel, especially the circulation channel covered by non-scenic spots, it is difficult to attract consumers' desire to buy.
Wenchuang ice cream without scenic attributes can enter the circulation market. For example, the plant-shaped Wenchuang ice cream can still be sold in limited scenes, although it still has the attributes of scenic spots.
In addition, it is also important whether Wenchuang ice cream products form content influence in territorial cities. For example, the Terracotta Warriors and Horses Wenchuang Ice Cream in Xi 'an is suitable for purchase in the circulation channel of Xi 'an, because the Terracotta Warriors and Horses, as the symbol of Xi 'an, have a strong content influence. Even if foreign tourists don't go to the Terracotta Warriors, they will buy Terracotta Warriors Wenchuang ice cream.
If a Wenchuang ice cream has a strong content influence, it can enter the circulation channel in a limited area, but it is obviously difficult to realize the nationwide circulation scale in a short time and become a new track.
Wenchuang ice cream is more about selling culture. Cultural attribute is the core of Wenchuang ice cream. Some people say that Wenchuang ice cream is modeled by molds. In fact, behind the modeling of each Wenchuang ice cream is the spread of regional culture. When this kind of ice cream leaves the circle of its cultural influence, it becomes the same as ordinary ice cream.
We can't regard Wenchuang ice cream as a product. After all, it is not only a product to relieve summer heat and thirst, but also a transmission of emotional value and cultural heritage.