How come the outdated cultural and creative ice cream is still popular?

The creative ice cream in scenic spots satisfies consumers' sense of participation and social needs with its creativity and scene-based design, and has become a new favorite. This article conducts an in-depth analysis of the consumption boom of creative ice cream in scenic spots. It is a high-quality, unique and inspiring article. 

The ritual of travel is the satisfaction brought by the delicious food and beautiful scenery of the scenic spot. In recent years, cultural and creative ice cream has become popular in scenic spots, and tourist photos have changed from the unchanging scissor hand gesture to cultural and creative ice cream + corresponding landmarks. It can be said that "the end of travel is taking pictures, and the end of taking pictures is cultural and creative ice cream."

Recently, there was a note on Xiaohongshu that was full of cultural and creative ice creams posted by netizens, which attracted the attention of many netizens. They posted "photos" of their hidden treasures one after another. The styles were strange and the combinations were colorful, which was like a creative competition for cultural and creative ice creams in scenic spots.

What is the magic of the cultural and creative ice cream posted by netizens? Mr. Bingfa has taken a few pictures, and you can feel it at will.

For a long time, cultural and creative ice cream has become the choice of many consumers because of its product matching with the scene of scenic spots. At the same time, taking photos and posting them on WeChat Moments satisfies consumers' social needs, making cultural and creative ice cream a social media celebrity.

1. Will the cultural and creative ice cream in cultural and historical scenic spots become the new ice cream assassin?

In fact, Beijing Yuyuantan Park launched its own cultural and creative ice cream in 2016. In 2019, the Forbidden City's cultural and creative ice cream, which was inspired by the glazed beasts on the eaves, immediately dominated the major hot search lists, making cultural and creative ice cream the ceiling of the ice cream world and a hot commodity in scenic spot sales, becoming an instant hit.

Therefore, many scenic spots have launched their own creative ice creams to meet the consumer's enthusiasm for consumption. The higher the popularity, the stronger the premium ability, which also makes the price of creative ice cream rise. Earlier, a topic #Would you buy creative ice cream that costs 20 or 30 yuan# was generated on Weibo, which caused widespread discussion.

Generally, the unit price of cultural and creative ice cream products is between 25 and 30 yuan, and some even sell for more than 40 yuan. They are called "new ice cream assassins" by netizens. Some people even launched a guide to avoid pitfalls to help consumers who like cultural and creative ice cream to choose high-quality and low-priced products. This also proves the popularity of cultural and creative ice cream from another direction. Coupled with the blessing of cultural attributes, it has the capital and ability to command a premium.

2. Why is cultural and creative ice cream so popular among consumers?

Consumers' enthusiasm for consumption is high, and the frequent release of cultural and creative ice creams in scenic spots has also made the cultural and creative consumption market more lively. Why is it that cultural and creative ice creams in scenic spots are so popular among consumers?

On the one hand, cultural and creative ice cream relies on the popularity of cultural and museum scenic spots and uses its inherent popularity to gain a certain amount of traffic. In addition, the contrast between consumers' perception of cultural and museum scenic spots and the cultural and creative ice cream, as well as the attraction brought by the scenic spots' own scene settings, has brought consumers a different kind of consumption surprise and won the hearts of consumers.

On the other hand, consumers have become tired of the unchanging tourist photos such as the "Hand Sign" and "I've been here". Driven by multiple factors such as cultural attributes and scene-based influence, consumers have developed a different feeling for the "cultural and creative ice cream + corresponding landmark" photo-taking mode, which can help them release stress and relax. This has also helped cultural and creative ice cream become a frequent visitor on the social hot search list.

At the same time, in the eyes of more young people, taking photos and checking in while traveling is also a new way of socializing. With the blessing of cultural and creative ice cream with novel shapes and unique appearance, it can also help them find more "friends" who are seeking novelty and expand their circle of friends.

Obviously, the inherent characteristics of cultural and creative ice cream, the pleasant psychological experience brought by consumers taking photos and posting them on WeChat Moments, and the new social needs have made contemporary young people treat cultural and creative ice cream with a per-customer price of 15-45 yuan in scenic spots differently. As netizens said, eating cultural and creative ice cream is not only about eating ice cream, but also about culture and inner satisfaction.

3. What is the competition in the second half of cultural and creative ice cream?

Judging from the photos of cultural and creative ice cream posted by netizens, their methods of going viral are highly consistent, and they are called the new "ice cream assassins", that is, the products are expensive, and the aesthetics are extreme in beauty and ugliness. Obviously, with the homogenization of products, the cultural and creative ice cream market may gradually cool down and lose market popularity.

1. What problems does the cultural and creative ice cream market face at present?

As cultural and creative ice cream has gradually become a standard product in scenic spots, young people have gradually lost confidence in scenic spot ice cream products. With the product life cycle getting shorter and shorter and it becoming increasingly difficult to break out of the circle, where will cultural and creative ice cream go in the second half? If you want to find a new way out, you need to find the "cause" of the current product in the market.

First of all, since the explosion in popularity in 2019, cultural and creative ice cream has become common. Because the products have different shapes, it is almost impossible to integrate too many new technologies into the products. The products are almost the same in shape and taste. That is, there are not many technical barriers, and imitation becomes easier. For example, most cultural and creative ice creams are currently inspired by famous scenic spots in scenic spots, and the cultural and creative resources of scenic spots have been transformed.

Secondly, consumers’ demand for cultural and creative ice cream is flexible, and it is not necessary to buy it when visiting scenic spots. If you eat ice cream in scenic spots many times, you will naturally become immune to it, and if you see it too many times, you will naturally not want to buy it.

It is obvious that the current cultural and creative ice creams cannot achieve a breakthrough by focusing only on the product's appearance and the user needs of the current market. In addition, ice cream products have obvious seasonal limitations, making the marketing of cultural and creative ice creams even more difficult.

2. How do cultural and creative products break the ice?

For today's new generation of consumers, they have a life attitude of loving to play and share. If new cultural and creative products can cater to the life attitude of this group of people, then naturally the products will be very popular.

Under the influence of multiple factors such as product characteristics, market demand and clear consumer life propositions, cultural and creative ice cream is gradually becoming "unpopular", or the current decline of cultural and creative ice cream is just a microcosm of the development of the cultural and creative market. If cultural and creative products want to break through now, perhaps working hard on their cultural attributes is the way for cultural and museum scenic spots to enter a new round of competition.

At a time when competition for cultural and creative products is fierce, the internet celebrity brand Zhong Xue Gao stands out with its tile shape, exquisite materials, traditional Chinese style, and environmentally friendly attributes integrated into its products, becoming a hot commodity in the young consumer market. It can be said that Zhong Xue Gao's sudden rise in the new consumer market is inseparable from the cultural attributes of its products.

Why are the products of the Palace Museum so highly anticipated by consumers as they are both cultural and creative products? In fact, the Palace Museum has already started the second half of the market competition. Its strong cultural background and superb IP operation capabilities have enabled the Palace Museum to continuously innovate its cultural and creative products. In particular, cultural and creative ice cream is endowed with a profound sense of history and culture, which makes it not only a heat-relief and fun product, but also focuses on product value, cultural value and the IP value of the Palace Museum, becoming the key to the long-term success of the Palace Museum's cultural and creative products.

Judging from the development paths of Zhong Xuegao and the Palace Museum's cultural and creative products, factors such as the cultural attributes of their products and the brand IP value have become the key to cultural and creative products breaking through the siege, and may even become a marketing reference for the brand's cultural and creative development.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"