新消费派 | 不止是解暑单品 “甜蜜经济”的情绪消费与市场突围

Core Insights - The Chinese ice cream market is undergoing structural transformation, evolving from a seasonal snack to an all-year emotional consumption product driven by consumption upgrades, technological innovations, and channel iterations [1] Market Growth - The Chinese ice cream market has shown rapid growth, with an annual growth rate of 8.7% from 2015 to 2022, significantly higher than the global average of 4.3%. By 2025, the market is expected to exceed 220 billion yuan, demonstrating strong consumer resilience [1] - Dairy Queen (DQ) is a leading player in the domestic ice cream market, reporting a year-on-year sales growth of 11% per store in 2025, surpassing the average growth rate of the chain restaurant/retail industry [1][3] Innovation and Product Strategy - DQ's strong performance is attributed to its proactive store upgrades and product innovation strategies, launching over 150 new products in 2025, which accounted for over 60% of total sales [2][5] - The brand's innovative product offerings, such as the "Blizzard" series and regionally inspired flavors, have resonated well with consumers, particularly among younger demographics [5][8] Consumer Engagement and Trends - DQ is focusing on emotional value, with 56.3% of consumers willing to pay for emotional experiences by 2025, an increase of over 16% from 2024 [11] - The brand is actively engaging with younger consumers through collaborations with beauty brands and popular culture, enhancing its emotional connection with the target audience [12] Market Predictions - The ice cream industry is expected to grow from 183.5 billion yuan in 2024 to 233.4 billion yuan by 2030, with a compound annual growth rate of approximately 4.1% [13]