In the past two years, "sky high price ice cream" has become a topic. Ice cream with more than ten to dozens of pieces often lies in the freezer of the store with "ordinary ice cream". When you take one to check out, you show a surprised expression, but at this time, you are embarrassed to put it back. This summer, the topics related to ice cream have also been on the hot search# Ice cream assassin \\\\\\\\\\\\. People use "Assassin" to describe the high price ice cream. The "Assassin" is characterized by "lurking" and "waiting for a fatal blow", and may also have an ulterior conspiracy. This description seems unfriendly to those expensive ice cream manufacturers, but it also reflects an embarrassing reality: apart from the price, they have not stood out in other aspects. Objectively speaking, ice cream with high price naturally has its reasons. The popsicle we ate when we were young sold for only 5 cents. Its ingredients were water and saccharin, not even a drop of milk. Later, there were more advanced "ice cream", not only milk, but also various flavors. Of course, the price rose. The current high priced ice cream, if you carefully look at the raw material tips, the ingredients are very different from those of the past twoorthree yuan ice cream. Better milk and cream, but also real chocolate (not chocolate flavor), now people are really "eating ice cream". In the past, ice cream was eaten to cool down. What we need to pay attention to is its calories. However, just "component upgrading" can not fully explain its reasonable price. For an ice cream that is often 20 or 30 yuan or more, it is obvious that a lot of investment has been made in brand publicity. The focus of the manufacturer's efforts to promote is actually to create a "crowd distinction": you who eat this ice cream are different and have better taste. It is conceivable what the "value" of ice cream is. I once went to Taikoo Li in Chengdu to participate in an "exhibition" of red ice cream. They rent the best yard, which is usually the place where fashion brands such as Chanel and Louis Vuitton hold activities, and the price is not cheap. "Exhibition" is actually a kind of dessert for free. As the exhibition lasted only two weeks, many people lined up every day, and the exhibition also successfully created a sense of scarcity. It is difficult to assess the benefits of this event. The profits from on-site sales are certainly not enough to pay the rent, but they have successfully attracted everyone's attention, which may help promote the sales of this brand of ice cream in Chengdu. I guess they also have an intention to tell everyone through the exhibition that ice cream is not only used to cool down, but also means a new way of life: at a time when living standards have been generally improved, eating ice cream can be regarded as a "fashion life". However, a paradox is that the most fashionable way to eat ice cream may instead be to pursue various "old ice sticks". At this time, the old ice sticks with improved tasting quality and taste and affordable price become a kind of "spiritual enjoyment", from which people gain some "added value". What people miss about the old ice cream stick is that it can "socialize", which is exactly the attribute that the new rich of ice cream want to have in their dreams. In the eighties and nineties, material life was relatively scarce. Eating ice cream all over the country had the same flavor, because it could only produce such a "crude version". However, this "unity" has constructed the childhood memories of oneortwo generations. No one can dominate the world in the current brand ice cream. New brands have sprung up like mushrooms. They have not yet won and solidified their own consumer groups, let alone stand out in the competition. They all have beautiful and personalized names, but they lie in the freezer with all kinds of ordinary ice cream, waiting for guests' attention. You stand there, you can't make a distinction just by your appearance. Many people describe their encounter with high priced ice cream. They just take one at random to pay the bill. This evaluation must discourage ice cream manufacturers, which just shows that their brand identity has not been established. To match this price, perhaps the first step is to stand out from the freezer. (Zhang Feng) (outlook new era)