卖不动了？！最近乐清人都喜欢买哪些？
<p style="margin-bottom: 0px; text-wrap: wrap; font-size: 16px; letter-spacing: 0.544px; background-color: rgb(255, 255, 255); text-align: justify;font-family: -apple-system-font, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;" data-mpa-powered-by="yiban.io" align="justify"><span style="letter-spacing: 1px; caret-color: red;font-family: system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;">在炎热的酷暑中，雪糕产品迎来销售旺季。不过相比去年频频掀起话题讨论的情况，今年的雪糕市场似乎有些平静。在刚刚过去的“618大促”中，无论是各大电商平台还是雪糕品牌，均未提及相关销售数据；此外，去年讨论最热烈的“雪糕刺客”，今年也鲜少被提及和关注。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">记者留意到，价格方面，<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;"><strong>今年无论是线上平台或线下渠道，热销的雪糕产品大多在3-5元区间</strong></span>；品牌推出的雪糕新品，也多趋于中端价位。在口味方面，主流甜味不再是雪糕的唯一口味，花式甜味、咸味、酒味等口味涌现，其中酒味冰淇淋产品在今夏成为一大热门。</span>
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<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;font-size: 16px;"><strong style="outline: 0px;">市场罕见“雪糕刺客”</strong></span>
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<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;font-size: 16px;"><strong style="outline: 0px;">雪糕产品消费趋于理性</strong></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">去年夏天，冰淇淋市场话题不断，“雪糕刺客”等话题频频登上热搜，引来众多关注与讨论。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">众所周知，高价冰淇淋给商家带来更高的利润空间，也因此引来一众品牌加码布局，雀巢、梦龙、八喜、明治、哈根达斯、马迭尔、宏宝莱等一系列雪糕品牌，都是雪糕高端市场的主要选手。欧睿国际咨询数据显示，<span style="letter-spacing: 1px;outline: 0px;color: #AB1942;"><strong style="outline: 0px;">从2015年到2020年，中国冷饮平均单价上涨了30％。</strong></span></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">但不断上涨的雪糕价格也“刺痛”了消费者，“雪糕刺客”在去年不断被声讨，今年的雪糕市场已发生明显的变化。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">根据FoodTalks发布的2023年5月华东地区雪糕/冰淇淋畅销产品TOP50，榜单前三的产品分别为：伊利巧乐兹经典巧脆棒冰淇淋（75g装），蒙牛随变冰淇淋经典香草口味（75g装），伊利巧乐兹经典巧恋果冰淇淋（75g装）。这三款产品均处于中价位，售价约为4元。<span style="letter-spacing: 1px;outline: 0px;color: #AB1942;"><strong style="outline: 0px;">前十名产品中只有两款梦龙的产品售价超过5元，其余均在3-5元区间。</strong></span></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">“现在比较好卖的产品就是冰棒、甜筒、脆皮雪糕这些，价格都不会太高，三四块钱的比较多。”广州一便利店店员告诉记者。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">另外，2023年各大冰淇淋品牌也密集发布新品抢占市场，比如玛氏旗下德芙已推出一系列冰淇淋产品；和路雪发布和路雪、可爱多、梦龙等品牌20余款新品；伊利旗下须尽欢、甄稀均已推出多款新品；钟薛高也在今年推出了“旦生”系列、Sa’Saa系列新品。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">值得注意的是，今年的冰淇淋新品已经不再是**的“高端”定位。此前据CBNData不完全统计，<span style="letter-spacing: 1px;outline: 0px;color: #AB1942;"><strong style="outline: 0px;">2023年各品牌共发布70余款新品。其中51%新品为中高端产品，单支价格在10元以上，46%新品的单支价格区间集中在3-10元。</strong></span></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">艾媒咨询2022年消费者调研结果也显示，中国消费者对冰淇淋单价的接受度普遍在3~10元（不含10元）/支之间，占比为70.9%。</span>
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<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;font-size: 16px;"><strong style="outline: 0px;">高端品牌“自降身价”</strong></span>
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<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;font-size: 16px;"><strong style="outline: 0px;">在产品定价上更加谨慎</strong></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">消费者对于平价雪糕的喜爱，也让不少高端品牌“自降身价”。今年3月29日，钟薛高在上海举办的新品发布会上发布了3.5元一支的雪糕新产品“Sa’saa”，与此前动辄十几元一支的产品相比，<span style="letter-spacing: 1px;outline: 0px;color: #AB1942;"><strong style="outline: 0px;">3.5元的定价显然与钟薛高一贯的“高端”风格并不相符。</strong></span></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">据了解，相比传统钟薛高，Sa’Saa的主要销售渠道在线下。南都·湾财社记者在钟薛高的京东自营店搜索发现，该系列产品并未单独售卖，仅作为其他产品的赠品。比如购买两件钟薛高半巧主义可获赠Sa’Saa牛奶棒冰1支。对此，钟薛高方面此前解释称，这是因为3.5元/支的售价，很难支撑起钟薛高的冷链物流履约成本。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">此外，伊利旗下高端雪糕品牌须尽欢在今年4月份也推出了四款新品，产品每支的价格在12元左右；而此前，须尽欢系列产品的均价在18元左右。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">有分析人士指出，年轻消费者追求颜值、个性、品质，也给雪糕的高端化提供了发展空间；但这届消费者也十分理性，追求性价比，才会对“雪糕刺客”有如此强烈的反应。这也说明雪糕品牌与商家在产品定价、调价方面必须谨慎。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">“整体来看，今年雪糕的价格趋势是往中间走。原来是五六元的产品很多，但几十块钱的产品也有，就出现了‘两头尖中间空’的现象，但这种现象在今年有所改变，很多商家开始往中间的价格区间布局，这既是行业竞争的推动也是满足差异化需求的表现。”中国食品产业分析师朱丹蓬表示，价格的精准分层意味着中国的雪糕市场已经进入了一个“百花齐放”的时代。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">事实上，对于各类产品的“价格刺客”现象，相关部门也已出手整顿。去年7月1日，国家市场监督管理总局发布《明码标价和禁止价格欺诈规定》，其中明确将标示或者显著弱化标示对消费者或者其他经营者不利的价格条件，诱骗消费者或者其他经营者与其进行交易列为价格欺诈行为。</span>
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<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;font-size: 16px;"><strong style="outline: 0px;">酒味冰淇淋出圈</strong></span>
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<span style="outline: 0px;letter-spacing: 1px;color: #007AAA;font-size: 16px;"><strong style="outline: 0px;">多家酒企布局雪糕产品</strong></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">不难发现，随着市场的回归理性，消费者也更加注重产品的实际价值，高价雪糕逐渐被市场所边缘化，性价比成为了消费者选择的重要因素，但雪糕市场也有其他挖掘空间。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">京东超市联合京东C2M智造平台发布的《2022冰淇淋消费趋势报告》显示，我国冰淇淋消费市场保持增长态势，平均增长速度达9.5%，市场规模预计从2021年的1600亿元增长至2026年的2460亿元。此外，<strong style="outline: 0px;"><span style="letter-spacing: 1px;outline: 0px;color: #AB1942;">主流甜味不再是冰淇淋唯一口味，花式甜味、咸味、酒味等口味涌现。</span></strong></span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">以酒味产品为例，随着茅台冰淇淋的上线与大规模布局，酒味冰淇淋逐渐走进大众消费者视野，也引来其他酒企的关注。近日，舍得酒业就联合圣悠活共同推出白酒冰淇淋产品，售价19.9元一盒。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">在盒马APP上可以看到，目前平台在售卖的酒味冰淇淋产品除了茅台和舍得冰淇淋，还有獭祭、山田锦酒粕、京石屋清酒等多款酒味冰淇淋产品。</span>
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<span style="outline: 0px;letter-spacing: 1px;font-size: 16px;">对此，行业人士认为，白酒企业布局冰淇淋产品，出发点多是品牌宣传、链接年轻消费者；但也反映了目前国内冰淇淋消费的多样化与趣味化。</span>
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<span style="outline: 0px;color: #888888;font-size: 14px;letter-spacing: 0.544px;font-family: 微软雅黑;">来源：南方都市报</span><br style="outline: 0px;"/>
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