How can cultural and creative ice cream go further in "rejuvenating"?

Cultural creativity is the "main ingredient" to lay out the younger market

In recent years, looking at domestic scenic spots, cultural and creative ice cream is common. Relying on the characteristics of the scenic spot, cultural and creative ice cream deeply integrates historical culture and IP elements to restore a variety of popular attractions, buildings, cultural relics, etc. The exquisite and unique production greatly improves the value-added tourism experience of tourists. Whether they are local or foreign tourists, most of them will be moved when they see cultural and creative ice cream. The unique shape and strong cultural and social attributes of cultural and creative ice cream make the cultural symbols of the scenic spot more deeply rooted in the hearts of the people.

Behind the popularity of cultural and creative ice cream, “rejuvenation” is a key word. The new generation group is gradually growing into the main force of cultural consumption. They act casually regardless of the season and prefer products with a sense of ritual. It is a common practice for young tourists to take pictures, check in and post on social media while holding cultural and creative ice cream in scenic spots. . Behind the emergence of cultural and creative ice cream, the original charm of traditional culture is demonstrated.

“From Sinopec and Tongrentang selling coffee to Moutai selling ice cream, including Huawei selling coffee, the essence is to layout the new generation, please the new generation, satisfy the new generation, and get close to the new generation. Overall After the new generation becomes the mainstream consumer group, its consumption thinking and behavior determine the future rise and fall of the brand. Therefore, how to make the brand younger and how to have stronger stickiness with the new generation are all important aspects for brands. The strategy of de-positioning." Zhu Danpeng, a Chinese food industry analyst, analyzed the rise of cultural and creative ice cream in recent years.

How far can cultural and creative ice cream go with the multi-category "inward rolling" style?

Since its inception, cultural and creative ice cream has never stopped "inward rolling". At the beginning of summer, Jiangsu Hengshun Vinegar Industry Co., Ltd. announced the launch of three cultural and creative ice creams, with soy sauce cheese, balsamic vinegar and rice wine flavors. They can be purchased at the Chinese Vinegar Culture Museum in Zhenjiang, attracting the attention of netizens. In addition, many brands have launched ice cream across borders. Recently, three types of Moutai ice cream, jointly produced by Moutai and Mengniu, and produced by Mengniu's Ma'anshan factory, were the first to be launched in Guiyang. The "i Moutai" App was simultaneously launched for sale that day, attracting widespread market attention.

Behind the hot exit and fierce involution are the problems that have gradually attracted attention and criticism on the crowded track: an increase in homogeneous products, difficulty in flavor innovation, and slow quality improvement. The hot summer will eventually pass. In the future, how to achieve iterative innovation of cultural and creative ice cream? How to make it go further on the road of cultural creativity?

Zhu Danpeng believes that in recent years, the consumption thinking and behavior of heavy ice cream consumers have changed. "Cultural and creative ice cream provides more added value such as cultural and emotional needs, and is in line with the consumption thinking of the new generation of mainstream consumer groups. That is, they will not only buy it because of its delicious taste, but may also be attracted by its shape, packaging, and concept. This kind of thinking brings room for growth to the brand.”

At the same time, Zhu Danpeng said that when a category reaches its peak, its subdivisions will definitely appear, and cultural and creative ice cream is actually the key to the entire ice cream. The subdivided track is supported by its unique "DNA" and cultural heritage. It has the characteristics of uniqueness, history and uniqueness, so the market for cultural and creative ice cream is relatively promising. "Of course, putting a product on the market is not a short-term stimulus, but must withstand the long-term market test. Only by constantly coming up with ideas and upgrading and iterating can the popularity of cultural and creative ice cream continue."

The essence of cultural creation lies in "culture", which is more important than "creation". While the shape is novel, cultural and creative ice cream also needs to inherit local culture and integrate history, rather than blindly following the trend. Of course, as an ice cream cone, delicious food is the foundation of your life.

I really want to buy Beijing Jingshan Park Peony Ice Cream. In addition to its elegant shape, the peony ice cream in Jingshan Park has a really peony flavor. The unique fragrance of flowers gives the ice cream more layers.

Every May, the jacarandas bloom enthusiastically in the Kunming Jacaranda Theme Park, attracting a large number of tourists. The cultural and creative ice cream is inspired by the shape of jacaranda flowers. Three small flowers clustered together to form a string of jacarandas are also very beautiful. It comes in 3 flavors: grape, blueberry, and milk.

However, it is a seasonal product and is only sold during the jacaranda flowering period (May-June).