钟薛高“种树”，认养一头牛“乘凉”

Core Insights - The article discusses the recent developments in the ice cream market in China, particularly focusing on the brand "Raising a Cow" and its product innovations, as well as the challenges faced by the brand "Chongxuegao" [1][3][24] Product Innovations - "Raising a Cow" launched a new series of ice creams in December 2026, including clean formula series, fresh milk series, refreshing series, and mini sharing packs [1] - The brand introduced a "children's ice cream" series in March 2024, which has seen significant sales, surpassing 10 million cups since its launch [3] - Other products like the matcha fresh milk ice cream sold 140,000 units in its first week, and the lychee ice cream reached a sales volume of 1 million units within a month, aided by media exposure [3] Market Dynamics - Three years ago, "Chongxuegao" was a leading brand in the ice cream sector, known for its strong marketing and innovative products, which set a precedent for other brands [3][16] - The emergence of "Chongxuegao" has contributed to the mid-to-high-end positioning of domestic ice cream brands in China [8][16] Strategic Decisions - "Chongxuegao" faced challenges due to strategic missteps, including product and channel mismatches, which led to its decline [7][21] - The brand's marketing strategies and product innovations have significantly influenced the ice cream market, despite its current struggles [8][24] Competitive Landscape - "Raising a Cow" has learned from "Chongxuegao" by redefining ice cream products, focusing on children's ice cream and emphasizing quality ingredients and clean labels [18][20] - The pricing strategy of "Raising a Cow" is positioned between 5-10 yuan, avoiding the pitfalls of being a "price killer" in the market [21][23] Consumer Insights - "Raising a Cow" has engaged with over 10,000 users to gather insights on children's ice cream preferences, leading to the development of products that meet consumer demands for health and safety [20][21] - The brand's focus on quality and safety resonates with family-oriented consumers, similar to the target audience of "Chongxuegao" [20][21] Distribution Strategy - "Raising a Cow" has established a presence in both e-commerce and offline channels, including partnerships with platforms like Hema and Dingdong Maicai, while avoiding aggressive expansion [23] - The brand's sales performance has been strong, with significant growth in e-commerce, particularly during promotional events [23]