Chapter 1: The Flame of the Summer Ice Cup
Blazing summer days have never seemed so exciting. In just 15 days from late June to early July, the originally quiet ice cup market set off a "price storm". The battle to seize the two major brands of Nongfu Spring and Mixue Bingcheng has made this seemingly ordinary "cold and cold" small item instantly become a topic of conversation after dinner.
"1 yuan ice cup? What kidding!" After knowing the news of the launch of the 1 yuan ice cup by Mixue Bingcheng, many people couldn't help but exclaim. In the face of such an outrageously low price, everyone invariably expressed disbelief. After all, in the past, the price of ice cups we were used to was between 3 yuan and 10 yuan, and some were even as high as 10 yuan. Dropped from 10 yuan to 1 yuan at once, this rapid price drop is really overwhelming.
However, when we think about the reasons behind it, it is not difficult to see that all this is not accidental. The so-called "Thucydides trap", when established companies are challenged by emerging powers, often choose to compete on price. Nongfu Spring and Mixue Ice City are exactly like that. As a traditional FMCG giant, Nongfu Spring's layout in the ice cup market can be traced back to the end of last year. And Mixue Bingcheng, which followed up later, obviously wanted to break the monopoly of Nongfu Spring, so it could only choose to use the price advantage as the entry point.
The subtle game in this can't help but remind people of the sensational "new tea drink price war" in 2023. At that time, with its ultra-low price of "10,000 yuan tea", Mixue Bingcheng successfully shook the foundation of many freshly made tea brands. Now, it seems that it wants to use the same "bargaining" tactics to reshape the pattern of the ice cup market.
What's more noteworthy is that behind this round of ice cup price wars, there is a broader market opportunity hidden. As an emerging beverage consumption scenario, ice cups are being favored by more and more young people. Whether it is DIY ice drinks in convenience stores or posting various "Internet celebrity" ice products on social platforms, ice cups have become an indispensable element of summer drink consumption. It can be said that this small object, which was originally "invisible", is being injected with new vitality and imagination.
So, what kind of business opportunities are hidden in this seemingly ordinary ice cup? How did it reposition itself through a "price war"? In this regard, we might as well find out together.
Chapter 2 Ice cups, an overlooked "invisible" category
When it comes to ice glasses, this is nothing new. For many years, people have been accustomed to adding some ice cubes to their drinks to cool off the heat. However, this small container has never attracted too much attention.
It was not until the last two years, with the rise of young consumer groups, that the ice cup suddenly "exploded". Many young people say that they usually have the habit of drinking drinks with ice, and occasionally buy drinks at convenience stores with a glass of ice. Some people even specialize in DIY ice drinks at convenience stores, such as buying a 4 yuan ice glass, plus a 50ml small rum and a bottle of grape juice, you can make a glass of cold grape-flavored rum on the spot.
You see, an originally ordinary small container can be played by young people with so many tricks. What exactly is the reason behind this?
First of all, we need to understand the position of ice cups in the overall beverage consumption market. According to the "2023 Instant Retail Ice Drink Consumption Trend White Paper", more than 40% of consumers want alcohol, beverages, and dairy products to be eaten in an iced state. In other words, frozen drinks have become a rigid demand for many people.
From this point of view, the ice cup is actually a very useful tool. Not only does it add a cooling effect to the drink, but it can also be used as a container, giving a "drink better" experience. Especially for young people, ice-cold drinks are undoubtedly the best choice for summer consumption.
However, despite the increasing importance of ice cups in overall beverage consumption, it has always been considered an "invisible" category. Compared with the main beverage products, ice cups are often in a secondary position and are rarely valued by enterprises and consumers.
It is not until the last two years, as the trend of young people's consumption has become more and more obvious, that ice cups have gradually attracted the attention of more brands. According to Qichacha's data, as of June 2024, there are 7,584 ice-making related enterprises in mainland China, mainly in Guangdong and Hainan. Among them, Shenzhen and Guangzhou occupy 1,332, accounting for nearly 1/6. It can be seen that this seemingly ordinary category is being favored by more and more companies.
So, why now? What is the reason why ice cups have become the new favorite of the market from an "invisible" category?
Chapter 3 Young People's "Carbonic Acid in the Snow"
To answer this question, we have to mention another phenomenon that is also attracting attention - the "new tea price war".
In 2023, this sensational "price war" once again proves that the current young consumer group has gradually grasped the initiative to dominate the market. With its ultra-low price of "10,000 yuan tea", Mixue Bingcheng has successfully shaken the foundation of many ready-made tea brands, which has triggered extensive discussions in the industry.
And now, it seems that Michelle Bingcheng wants to "play the same trick" in the ice cup market. Its launch of the 1 yuan ice cup undoubtedly caused an uproar, and many people called it "incredible". But when you think about it, this is actually a marketing strategy that is very suitable for the needs of young consumer groups.
We know that young people tend to pay more attention to the consumer experience than the price factor. Even when it comes to buying groceries, they prefer to choose those that are fashionable and interesting. Therefore, when the ice cup evolved from an ordinary container to a "must-have artifact" for young people to DIY ice drinks, its market value was also magnified.
In this process, the power of price speaks for itself. The price of ice cups, which we were used to in the past, has undoubtedly fallen out of the expectations of young people. However, once the price is defeated to 1 yuan or even lower, the sense of accomplishment of "I can buy cabbage for the price" will undoubtedly make young people feel particularly excited.
Therefore, this "radical" move of Mixue Bingcheng is not a simple price war, but an attempt to redefine the value status of ice cups in the hearts of young people through extreme price advantages. It wants to tell everyone that this seemingly ordinary small container can also be played out of "university questioning".
Of course, this is only from the point of view of young people. For consumers of other ages, the price of ice cups should be reflected is probably still a question that needs to be further explored. After all, the price range of 3 yuan to 10 yuan that we are used to in the past also seems to reflect a certain degree of rationality.
Either way, one thing is for sure – ice cups are being energized like never before. It has gone from being an overlooked "invisible" category to becoming a fashionable choice for summer beverage consumption. The business opportunity behind this is undoubtedly an opportunity not to be missed for those who are keen to grasp market trends.
Chapter 4 The "Price War" Gameplay of Mixue Bingcheng
When it comes to the protagonist of this ice cup price war, of course, we can't do without the "new tea" brand of Mixue Bingcheng.
As an emerging enterprise established less than 10 years ago, Mixue Bingcheng has experienced ups and downs in the tea market in recent years. The reason why it can set off a sensational "new tea drink price war" in the whole industry in 2023 is precisely because of its ultra-low price strategy.
At that time, with the price of "10,000 yuan tea" as low as 10 yuan, Mixue Bingcheng successfully defeated a number of freshly made tea brands supported by exquisite taste and high-end brand image. In this way, it has not only won the favor of a large number of young consumers, but also triggered a strong reflection on the entire industry.
Now, it seems that Michelle Bingcheng wants to replicate the same success in the ice cup market. It announced the launch of the 1 yuan ice cup on July 3, which undoubtedly attracted widespread attention.
On the face of it, this is undoubtedly a tough price strategy. After all, compared with the price of ice cups ranging from 3 yuan to 10 yuan on the market, 1 yuan is undoubtedly extremely cheap. But if we dig deeper into the reasons, we will find that Michelle Bingcheng's approach is actually more based on a market insight.
First of all, we must understand that the store layout of Mixue Bingcheng is an important source of its price advantage. As a new tea brand, Mixue Bingcheng has a large number of stores across the country. This means that it can be used directly from existing ice-making equipment and can be packed from the ice machine instantly, thus eliminating the cost of transportation.
In contrast, traditional ice cup brands such as Binglida and Nongfu Spring are unlikely to save costs like Mixue Bingcheng. They need to be sold through offline convenience stores and other channels, which means that they need to bear huge costs such as cold chain transportation.
It can be said that this is the fundamental reason why Mixue Bingcheng can launch a 1 yuan ice cup. It has a natural cost advantage, so it has the option to shake up the market at a very low price, forcing other brands to follow suit.
This is undoubtedly a very risky strategy. After all, when prices are lowered to such a low level, the quality of the product can easily be compromised. We know that in last year's "new tea drink price war", there were some negative events, such as the frequent use of overnight ingredients in Shuyi Burning Fairy Grass.
Therefore, when Mixue Bingcheng compresses the price of ice cups to 1 yuan, people will inevitably worry about whether the quality of the product will be affected. This is obviously going to be a big challenge.
But in any case, Mixue Bingcheng is trying to reshape the status of ice cups among young consumers with its own unique "price war" gameplay. It hopes that through the extreme price advantage, people will completely change the inherent perception of ice cups, so as to promote this seemingly ordinary category to a new stage of development.
Chapter 5 The "New Era" of Ice Cups
In essence, behind this ice cup price war, there is undoubtedly a broader market opportunity.
As we mentioned earlier, ice cups, as an "invisible" category, have not been taken seriously enough. But with the rise of young consumer groups, it has unexpectedly become the new favorite of summer drink consumption. Whether it is DIY ice drinks in convenience stores, or sharing various "Internet celebrity" ice products on social platforms, ice cups have become an indispensable "prop".
The reason behind this is simple - ice cups can not only add a cooling effect to drinks, but also add fun to people's lives as a fashion consumption element. For young people, ice-cold drinks are definitely the first choice for summer consumption. And such a small container as an ice cup can meet their needs for "food + socialization".
Therefore, we can say that the ice cup is gradually upgrading from an ordinary tool to a new type of consumption scenario. Not only does it provide people with useful features, but it also allows them to have more social experiences and fun while consuming their drinks.
It is based on this perception that Mixue Bingcheng will choose to reshape the status of ice cups in the hearts of young people with extreme price advantages. In this way, it hopes that more people will realize that the value of the ice cup is not only the price itself, but also the new experience it can bring to life.
It can be said that this ice cup price war is a kind of business logic of "old wine and new bottles". The originally ordinary ice cup, driven by young consumer groups, is being redefined and given a new connotation. It is no longer just a simple container, but a new consumption scenario that can meet people's social and entertainment needs.
So, how will this trend affect the future development of the entire curling cup market?
First of all, we can foresee the reshaping of the brand landscape of ice cups. Traditional ice cup companies that dominated the market in the past will face strong pressure from emerging brands. Cutting-edge companies like Mixue Bingcheng, which are good at taking advantage of price advantages, will undoubtedly occupy a larger market share among young people.
At the same time, the functional positioning of the ice cup will also undergo profound changes. It not only needs to meet consumers' needs for practicality, but also needs to echo young people's preferences for fashion and social elements. This means that in the future, the design style, material, and function of the ice cup will pay more attention to "appearance" and "playability".
We can foresee that the ice cup will become lighter and more fashionable in the future, and will even integrate cutting-edge technologies such as AR and VR to bring consumers a more immersive experience. At the same time, it will also be combined with more entertainment and social elements to become an indispensable part of young people's lives.
For those companies looking to get a piece of the ice cup market, insight and meeting the needs of young people is undoubtedly the key to success. Only by grasping the pulse of consumer trends can we occupy a favorable position on this track.
For consumers, the "new era" of ice cups also means a comprehensive upgrade of lifestyle. Rather than just a simple tool, it is becoming a new type of consumer product that can enrich and add pleasure to life. In the future, ice cups may become the standard for people's summer social and entertainment, and become a new favorite that leads life fashion.
In any case, this ice cup price war indicates that a new market pattern is brewing. Let's wait and see what kind of surprises and creativity this once overlooked "invisible" category will bring.
Chapter 6 Conclusion
For an ordinary consumer, the ice cup is undoubtedly just one of the most ordinary small items in life. But before we knew it, it had become the focus of the market's attention, triggering a sensational price war.
The motivations behind this are undoubtedly manifold. On the one hand, the rise of young consumer groups has transformed the ice cup from an ordinary tool to a fashionable consumer element, which can bring more fun to life. On the other hand, cutting-edge companies like Mixue Bingcheng hope to use the price advantage to reshape the position of the ice cup in the market and make more people realize its value.
It can be said that this ice cup price war is the business logic of "old wine and new bottles". It indicates that ice cups will be redefined in the future and become a new consumption scenario that can meet the social and entertainment needs of young people.
For consumers, such a trend will undoubtedly bring new possibilities to life. Ice cups are no longer just a simple tool, but a new favorite that can lead fashion and add fun. In the future, it may become the standard for people's summer socialization and entertainment, and become a new way of life.
For businesses, understanding and meeting the needs of young people is undoubtedly the key to success. Only by grasping the pulse of consumer trends can we occupy a favorable position on this track. And those cutting-edge brands that are good at taking advantage of price advantages will also become one of the protagonists of the future reshaping of the market structure.
In any case, this ice cup price war indicates that a new market pattern is brewing. Let's wait and see what kind of surprises and creativity this once overlooked "invisible" category will bring.
Welcome to leave a message below to share your thoughts, let's discuss the "new era" of ice cups! #冰杯坐上 "roller coaster": less than half a month, the price was hit to 1 yuan