Core Insights - The ice cup business has emerged as a lucrative market, driven by high demand and innovative marketing strategies, with prices significantly higher than traditional ice products [1][4][20] - The production of industrial ice involves advanced technology, ensuring higher quality and longer-lasting ice compared to homemade versions, which justifies the premium pricing [12][15][19] - The rise of social media and DIY drink trends among young consumers has contributed to the popularity of ice cups, making them a trendy choice for refreshing beverages [4][9][20] Industry Overview - The ice cup market has seen a remarkable growth rate, with sales increasing over 300% for two consecutive years, particularly in first-tier cities where per capita annual consumption reaches 48 cups [10][20] - Major players in the ice cup market include traditional ice manufacturers, instant retail platforms like Hema and Meituan, and beverage giants such as Nongfu Spring and Yili, each adopting different business models [21][24] - The production and packaging of ice cups require specialized materials and technology, leading to higher costs, which are passed on to consumers [16][19] Consumer Behavior - Consumers are willing to pay a premium for convenience and quality, with many preferring to buy ice cups rather than making ice at home due to issues like odor and preparation time [9][12] - The trend of customizing drinks with ice cups has become popular, with consumers experimenting with various combinations, enhancing the social aspect of beverage consumption [4][9] Market Dynamics - The ice cup market is characterized by a mix of established players and new entrants, with a growing number of companies looking to capitalize on the trend [10][21] - The demand for ice cups is expected to continue rising, with projections indicating that the instant retail sales scale for ice products could exceed 63 billion yuan by 2026 [10][20]

Core Viewpoint - The article discusses the pricing controversy surrounding a 2-kilogram bag of ice sold by Sam's Club for 22.8 yuan, highlighting the debate over consumer perception, pricing strategies, and brand positioning in the market [5][6][13]. Pricing Controversy - The ice product, "Farmer Spring Pure Transparent Edible Ice," is priced at 22.8 yuan, which is nearly three times the cost of the water used to make it, raising questions about its value [8][11]. - Comparatively, similar products from other brands, such as a 1 yuan ice cup from Mixue and a 22.89 yuan 3-kilogram product from Metro, highlight the significant price difference [12][13]. - The pricing strategy is justified by the use of deep lake water from Qiandao Lake and a unique 24-32 hour slow freezing process, which is claimed to reduce melting speed by 20% [14][16]. Market Dynamics - Despite the controversy, the ice product has seen high sales, with some stores experiencing temporary shortages, indicating strong consumer demand [23]. - The ice market is projected to grow significantly, with a forecasted market size exceeding 63 billion yuan by 2026, driven by a 39% growth rate in instant retail channels [40]. Brand Strategy - Farmer Spring is not new to the ice market, having previously launched a 160-gram ice cup priced at 4.4 yuan, indicating a strategic move towards premium pricing [27]. - The introduction of the bagged ice product represents an extension from convenience store offerings to family and outdoor consumption, capitalizing on cost control and repurchase potential [30][31]. Consumer Behavior - The target demographic for Sam's Club includes high-spending members who prioritize convenience and quality over price, suggesting a shift in consumer preferences towards premium products [36]. - The article emphasizes that the value of the ice product is ultimately determined by consumer behavior and perception, reflecting broader trends in consumption and lifestyle [57].