当零食行业群雄逐鹿之际，量贩零食领军品牌好想来，打开一条新增长"突破口"。 今年5月，淘宝闪购正式上线，量贩零食领军品牌好想来第一时间入驻，截至7月底，已有近5000家门店接入。"赶上头趟车" 的好想来，在淘宝闪购的 订单量持续创新高，连续3个月订单量保持200%以上的增幅，膨化食品、方便速食、豆制品、碳酸饮料等品类线上销量屡创新高，线上新客占比突破90%， 成功拓展3-5公里范围的增量市场。 为匹配即时零售的消费特点，好想来对商品结构和仓储策略进行了全面优化。目前，每家上线门店平均上架1500–2000个SKU，并根据不同区域消费者 的口味偏好进行差异化配置。"夏天冰品受欢迎，很多人点外卖吃雪糕，我们在东北地区主推东北大板、在上海卖和路雪，而南方城市则以伊利等品牌为 主。" 同时，结合时令热点，好想来在淘宝闪购推出场景化组合。夏天，针对"居家小酌"场景，好想来上线"冰杯+酒水"套餐，成为二三城市销售的热点品 类。立秋当天上线"秋天的第一份零食"礼盒，将自研茶饮与热销猪肉铺搭配销售，不仅提升了转化率，也强化了自有品牌认知。 "现在消费者对零食'想要就要马上拿到'的需求特别强，对品牌来说，必须抓住每一个靠近消费 ...

Core Insights - The ice cream market in China is experiencing a surge in sales due to high temperatures, with major brands competing for market share [2][3] - Magnum Ice Cream Company, previously part of Unilever, has officially separated and is preparing for an IPO in Amsterdam by Q4 2025, indicating a significant shift in the global ice cream landscape [5][7] - The Chinese ice cream market is projected to reach a scale of 183.5 billion yuan in 2024, with a steady growth forecast in the coming years [13] Company Developments - Unilever's ice cream business, which includes brands like Magnum and Cornetto, has been a dominant player, holding approximately 20% of the global market share [3][5] - The establishment of Magnum Ice Cream Company was announced in March 2023, marking a strategic move to enhance brand identity and operational focus [5][8] - The company aims to leverage the summer sales season to establish a strong market presence as an independent entity [7][13] Market Dynamics - The competitive landscape is intensifying, with established brands like Mengniu and Yili also vying for market share, particularly in the high-margin ice cream segment [15] - New entrants and innovative products are emerging, with over 41,200 ice cream-related companies registered in China as of May 2023, indicating a rapidly evolving market [15][17] - The rise of online sales channels and instant retail is reshaping consumer purchasing behavior, with a notable increase in demand for ice cream products [25][21] Consumer Trends - The ice cream market is diversifying, with brands exploring new consumption scenarios beyond traditional summer treats, such as workplace snacks and social gatherings [25][19] - The popularity of unique and visually appealing products, like "chicken leg ice cream," reflects changing consumer preferences, although many novelty items struggle with repeat purchases [18][19] - The competitive edge is shifting towards brands that can effectively integrate into various lifestyle contexts, suggesting a need for innovative marketing strategies [25][21]