2024冰杯消费趋势洞察

Industry Overview - The ice cup market has seen a significant surge in popularity, driven by rising temperatures and consumer demand for convenient, personalized cold beverages [2] - Social media platforms have played a crucial role in amplifying the trend, with the "1 yuan ice cup" incident involving Mixue Bingcheng pushing the trend to new heights [2] - Young consumers, in particular, are drawn to DIY ice cup beverages, such as ice cup + coffee, tea, or alcohol, which they share on social platforms, leading to high engagement around creative content like cocktail recipes and summer drink ideas [2] Market Trends - The ice cup market has experienced a dramatic increase in social media engagement, with related content volume up by 236.3% year-over-year in the first half of 2024, and interaction volume up by 462.6% [5] - The versatility of ice cups, which can be paired with various beverages, has made them a trendy summer item, especially among young consumers seeking both taste and individuality [5] - Brands like Mixue Bingcheng and Nongfu Spring have entered the market, leveraging their brand strengths and pricing strategies to capture market share [2] Consumer Insights - The primary demographic for ice cup consumers is aged 18-34, with females dominating on platforms like Xiaohongshu, while the gender ratio is more balanced on Douyin [21] - Consumer interest in ice cups is driven by factors such as brand, creative beverage pairings, price, and usage scenarios, with usage scenarios being the most critical factor [24] - Everyday life and summer scenarios remain the dominant contexts for ice cup consumption, but convenience stores, travel, and afternoon tea settings also show strong engagement [26] Brand Strategies - Nongfu Spring has led the social media buzz around ice cups, with its "ice cup DIY" content also boosting the popularity of other products like C100, NFC juice, and charcoal coffee [32] - Ele.me has partnered with 50,000 retail merchants to offer "ice cup festivals," selling millions of ice cups at 0.01 yuan, resulting in high engagement [32] - Nongfu Spring's ice cup strategy has evolved from initial testing in 2023 to a full-scale launch in 2024, with significant growth in social media mentions starting in March 2024 [36] Content and Engagement - On Xiaohongshu, content around cocktail recipes and creative summer drinks using ice cups has performed well, with food and lifestyle KOLs driving high engagement [13] - On Douyin, user-generated content around ice cup cocktail recipes and daily vlogs has garnered significant interaction, with lifestyle and food KOLs being particularly popular [48] - Nongfu Spring's ice cup-related content on Xiaohongshu, such as convenience store cocktail guides and creative C100 drink recipes, has seen high interaction rates [43] Product and Scenario Integration - Nongfu Spring's "ice cup + beverage" innovation has not only boosted the popularity of ice cups but also driven the summer success of other products like C100 and charcoal coffee [52] - Summer and convenience store scenarios are the core contexts for Nongfu Spring's ice cup content, with convenient and visually appealing drink recipes being key to its success [53]