Why is the ice cream vending machine always under fire?

When vending machines gradually became popular in the Chinese market, a sub-category was quietly born, that is, ice cream vending machines

Five hurdles restrict the development of ice cream vending machines

China's ice cream industry began to transform to high-end in 2016.

Although in 2021, many ice cream brands such as Yili, Heluxue, Zhong Xuegao, etc.

The current production models of ice cream vending machines can be roughly divided into two types: one is ice cream vending machine manufacturers, who sell the machines to brands or distributors through R&D and production; the other is ice cream vending machine operation They produce machines through foundries and use their own software systems to help brands or dealers in need in channel layout and operations

But at present these two modes have not produced the expected effect

Industry insiders said that the current difficulties faced by ice cream vending machines may also be the key to hindering their rapid development

The cost barrier is the first hurdle that hinders ice cream vending machines.

Secondly, the layout of outlets is difficult.

The other is consumer acceptance.

The fourth is the supply chain.

The last is the rate of return.

Efficient supply chain and refined product selection are the key

At present, the industry focuses on the quality and function of vending machines

In response to the high price of ice cream vending machines, some brands hope to reduce the cost of the machine and develop their own, but the results are not satisfactory

Vending machines are only one of the many channels of the brand side.

Industry insiders pointed out that to change the current predicament, how to market is the key point, first of all, to find a suitable operator

The advantage of the chain Jiapi store is that it can be used as the front warehouse of the vending machine to meet the needs of retail consumers within a radius of 1 km of the Jiapi store

Second, connect with the right consumers
.
Because ice cream cannot be carried around and needs to be consumed in a timely manner, suitable consumers are in schools, office buildings, apartments and communities
.
Consumers in these places belong to the consumer group who repurchase frequently.
As long as the product is good and the price is right, it will promote consumption
.

Third, it is very important to put the product
.
Ice cream vending machines are not suitable for all products, and if the price is too high, it may not attract consumers to repurchase
.
Most operators or brands just put their own products into the machine as they are, and do not make differentiated selections
.
And the same goods are often more expensive in vending machines than in physical stores
.

　　The significance of the existence of ice cream vending machines is to provide consumers with convenient services anytime, anywhere.
In addition to the location, it is necessary to work hard on product pricing, poster images, and purchase steps
.
For example, in an ice cream vending machine in Japan, click the product button, pay for the product, and complete the purchase in almost 3 seconds
.
However, most vending machines in China need to scan the QR code to select products, which seems to be full of technology, but due to the limitation of network speed, it may increase the purchase time
.

　　On the premise of providing convenient services, vending machines should rely on an efficient supply chain and refined selection to attract consumers.
Treating them as machines that are more common than freezers is the key to the rapid development of ice cream vending machines
.
Giving it too much technology may invisibly increase operating costs
.

　　The reason why beverage vending machines have developed rapidly is that beverages are high-frequency repurchased products and offline channels are very mature, which is convenient for brands to replenish quickly
.
On the contrary, ice cream vending machines are still in their infancy, and the high machine cost will reduce the enthusiasm of small and medium-sized enterprises to enter the market
.
The ice cream vending machine industry also needs to explore a model suitable for the development of the Chinese market
.

　　(Comprehensive arrangement by Yang Xiaojing and Wang Jiayi)

　　"China Food News" (version 08 on June 29, 2022)

　　(Editor-in-charge: Wang Jiayi)