夏日经济 | 揭秘今夏雪糕销售: 3-5元卖得最好，12元以上不再吃香

Core Insights - The ice cream market in China is experiencing a rational return, with affordable classic options remaining popular among consumers, while high-priced products are declining in market share [1][2][6] Market Trends - The majority of ice cream products sold this summer are priced between 1 to 6 yuan, with 3-5 yuan products accounting for approximately 45.41% to 45.97% of sales from 2023 to 2025 [1][2] - High-priced ice cream (over 12 yuan) is seeing a decrease in sales share, dropping from 5.99% in 2023 to 3.95% in 2025 [2] SKU Analysis - In terms of SKU distribution, 3-5 yuan ice cream had a 24.51% share in 2023, while 0-1 yuan ice cream surpassed it in 2024 with a 23.66% share, and further increased to 27.25% in 2025 [4] Consumer Behavior - Consumers are showing increased sensitivity to pricing, with a preference for lower-priced options, leading to low repurchase rates for high-priced ice cream [1][6] - The market is dominated by well-known affordable ice cream brands, indicating a shift in consumer preferences towards value for money [1][6] Industry Outlook - The Chinese ice cream market is in a phase of rapid growth, with a narrowing space for ultra-high-end and very low-end products, while the mid-range (3-5 yuan) continues to thrive [6] - High-end brands are facing challenges as their high-margin models are becoming less viable, necessitating innovation and quality improvements for sustainable growth [6]