1, the cost increases. 2. Channel is king. The price and cost of commodities are closely related. If the manufacturing cost increases, the selling price will definitely increase. The most basic raw materials for making ice cream are sugar and milk, and since 2020, these two things have never increased a little. Since the outbreak of the epidemic, the global milk price has doubled due to inconvenient transportation and shortage of supply chain. Apart from milk, sugar also faces many difficulties, especially as a strategic material reserve, which has more than doubled in the past two years. Not only the prices of main raw materials are rising, but also the prices of some ingredients related to ice cream, including corn, cooking oil and soybeans. , constantly set a new record. According to statistics, from 2008 to 2020, the cost and price of raw materials such as milk and whipped cream needed for ice cream production increased by about 80%. Therefore, in such a big environment, the price of ice cream must be raised, so as to maintain the normal operation of enterprises. The real reason for the sky-high price of ice cream cannot escape the word "channel". Those ice creams that used to be good and cheap are no longer qualified to be put in the freezer of small supermarkets. Major brands are scrambling to lay out high-end products. The seasonal nature of ice cream determines its low-frequency consumption characteristics, and the traditional road of small profits but quick turnover is difficult to take. Therefore, from product design and packaging to the use of raw materials, to novelty hunting and brand alliance, ice cream manufacturers have been trying their best to raise prices. For example, in the use of raw materials, matcha comes from Japan, milk comes from Australia and cocoa powder comes from Ghana? There are more and more patterns. With these "halo" blessings, the unit price of ice cream naturally rises. Under all kinds of precision marketing, ice cream has been given symbolic meaning and has become a "social currency" to some extent. In particular, some online celebrity ice cream, beautifully packaged, unique in shape and even expensive, has become a status symbol of fashion, constantly stimulating consumers' curiosity. "Everyone is eating, so I have to try it." Many people are stuck in the follow-up consumption.