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In the past few years, the price of cold drinks has soared, and even under the leadership of Zhong Xue Gao, the Ice Cream Assassin appeared. However, recently the price of ice cream has begun to fall rapidly, even falling back to the 5 yuan era. The Ice Cream Assassin finally cannot be sold. How should we view this matter?

1. The price of cold drinks has dropped back to the 5 yuan era

According to a report from China News Network, recently, reporters have found that in many cold drink wholesale stores, retail supermarkets, and convenience stores, the presence of Internet celebrity high-priced ice cream has been greatly reduced, and affordable ice cream has become the mainstream of the market.

In a cold drink wholesale store, the owner told reporters that old popsicles and big puddings are the best-selling products this summer, with two boxes or so sold a day, about 100 sticks. There are also some nostalgic ice creams, which are priced at only 80 cents per stick and are also very popular.

China News Service noted that in the dozen or so freezers in the store, the wholesale price of ice cream is mostly below 5 yuan, and the prices of some high-end brands are between 5 and 10 yuan. It is rare to find ice cream that costs more than 10 yuan. The most expensive is Dove ice cream, with a unit price of 15 yuan for 50g of ice cream, and a wholesale price of 12 yuan.

It is worth mentioning that the Northeast Daban and Zhongjie Bingdian, which have the imprint of the Northeast, occupy two full freezers. A woman is filling her shopping basket with a type of "Old Zhongjie Popsicle".

The owner of a wholesale store told China Business News that the most popular items are the mid-range ice creams priced at 3-4 yuan, and the best-selling item is the "old popsicles" from Zhongjie Bingdian. "The old popsicles sell well, and the wholesale price of the 'old popsicles' is only 0.6 yuan, so many people buy them in bulk."

He said that in addition to classic products, new flavors launched by some old brands are also very popular. "For example, the new Frosty Ice Berry launched by 'Ice+' is also liked by many people."

In addition, China Business News also visited several convenience stores. Popsicles that used to cost more than 10 or 20 yuan have now quietly disappeared, replaced by low-priced ice creams priced at 1.5-3.5 yuan. Among them, among the more than a dozen types of ice cream sold in a convenience store, only two were priced above 10 yuan.

2. Is Ice Cream Assassin finally not selling well?

In recent years, the cold drink market, especially the ice cream industry, has experienced a turbulent change in prices. From the frequent appearance of "sky-high-priced ice creams" that cost more than ten yuan or even dozens of yuan, to the current situation where affordable ice creams have re-occupied the market mainstream and the price of ice cream has dropped back to the 5 yuan era, how should we analyze and view the changes in this market?

First of all, we must realize that the drop in ice cream prices back to the 5 yuan era is actually a reflection of market rules. In the past few years, some companies have successfully shaped ice cream into a high-end consumer product through a large number of marketing methods, giving it a brand image that far exceeds its actual value. However, the establishment of this high-end image depends largely on the freshness and curiosity of consumers. When this craze subsides and consumers begin to rationally examine the value of the product itself, those high prices that are simply built up by marketing will naturally be difficult to maintain.

As a traditional summer food, ice cream's basic functions and taste are what consumers care about most. When there are a large number of products with better cost-effectiveness to choose from on the market, those ice creams with inflated prices will naturally be eliminated. Therefore, the drop in ice cream prices back to the 5 yuan era is the result of market self-regulation and consumer choice.

Secondly, in recent years, the global economic situation has been complex and volatile. When faced with uncertainty, consumers tend to manage their spending more carefully. In the field of cold drink consumption, this cautious attitude is manifested in a higher pursuit of cost-effectiveness. Consumers no longer blindly pursue the perception brought by brands and high prices, but pay more attention to the actual value of products and consumption experience.

Although high-priced ice cream may be unique in some aspects, it is often difficult to meet the needs of most consumers in terms of cost-effectiveness. In contrast, affordable ice cream has won the favor of more consumers with its affordable price and stable quality. Especially this year, facing economic pressure, consumers are more inclined to choose ice cream products that can meet the needs of cooling off without putting too much burden on their wallets.

Third, as a fast-moving consumer product, ice cream has a special price attribute. Fast-moving consumer goods are usually characterized by high frequency and low unit price. Consumers tend to pay more attention to the instant satisfaction and cost-effectiveness of the product when purchasing. For ice cream, its basic function is to relieve heat and cool down, rather than providing a high-end luxury consumption experience. Therefore, excessively high prices often discourage consumers, and they choose products with more reasonable prices and good taste.

In addition, the competition in fast-moving consumer goods is often very fierce, and price war is one of the common means of competition. In the ice cream market, as more and more brands join the competition, the price war is becoming more and more intense. In order to compete for market share, many brands have to lower their prices to attract more consumers. This competitive situation has further promoted the decline in ice cream prices.

Fourth, in the long run, the development trend of the ice cream market will pay more attention to the balance between rational pricing and product innovation. On the one hand, companies need to realize that a continuous high-price strategy may not be conducive to the long-term development of the brand. Reasonable price positioning can attract a wider range of consumer groups and enhance the brand's market competitiveness. On the other hand, companies should continue to work hard on product innovation and meet the increasingly diverse needs of consumers by improving taste, packaging, health attributes, etc. Only in this way can the ice cream industry maintain reasonable prices while constantly stimulating market vitality and achieving sustainable development.