Unilever(UK)(US:UL) 3 6 Ke·2025-08-26 04:18Core Viewpoint - The ice cream market is undergoing significant changes, with high-priced brands like "Chongxuegao" facing decline while mid-range and artisanal brands like "Yerenxiansheng" are thriving due to shifting consumer preferences towards health and quality [2][5][11]. Market Dynamics - The ice cream and gelato market has seen a shift from high-priced products to more affordable options, with consumers now favoring products priced between 3 to 15 yuan [5][11]. - The rise of "Yerenxiansheng" represents a trend towards fresh, handmade gelato, which has gained popularity among consumers seeking healthier and more innovative options [6][8]. Historical Context - The evolution of ice cream in China has transitioned from a simple summer treat to a diverse market with various price points and quality levels, influenced by both domestic and international brands [3][4]. - The introduction of foreign brands in the 1990s marked a significant change in consumer expectations, moving from basic refreshment to a focus on enjoyment and quality [3][4]. Consumer Behavior - Current consumer preferences indicate a desire for healthier options, with many consumers now associating ice cream with guilt due to high sugar content [5][8]. - The younger demographic, particularly women aged 20-35, is driving the demand for gelato, viewing it as a symbol of quality and lifestyle [9][11]. Competitive Landscape - The market is characterized by a clear segmentation, with 54% of consumers preferring budget-friendly options under 5 yuan, while 31% are willing to pay 10-30 yuan for higher quality [11]. - Brands like DQ have successfully adapted by diversifying their product offerings and enhancing customer experience, demonstrating the importance of innovation in maintaining market relevance [13][14]. Future Outlook - The ice cream industry is entering a "quality-price ratio" phase, where brands must balance cost with quality to avoid falling into a low-price competition trap [12]. - The future of high-quality ice cream is assured, as long as brands focus on innovation and meeting evolving consumer demands [12][15].