On May 29, Guanshengyuan Food, which belongs to White Rabbit, publicly announced that the White Rabbit toffee pop-up store has officially opened. According to the product list posted, this time White Rabbit and Happy Lemon have cooperated. The store offers 6 flavors of milk tea, including "White Rabbit Loves Lemon Ice Cream".
In March this year, the topic "Guanshengyuan responded to the American White Rabbit ice cream" became a hot search on Weibo. At that time, Guanshengyuan refuted the rumors about authorizing American merchants to sell White Rabbit ice cream and told "International Finance News" reporter A large number of innovative new products are on the way. In less than three months, this time-honored company has brought "good news" to foodies.
It’s not just White Rabbit. On May 30, Internet celebrity tea brand Naixue released news on its official Weibo, stating that it would co-brand with Want Want. At present, tea drinks, food and peripheral products co-branded by Wangwang and Naixue have been launched.
The “time-honored” IP of White Rabbit has a strong appeal.
In order to celebrate the Chinese New Year, at the beginning of this year, an ice cream company called Wanderlust Creamery in Los Angeles launched White Rabbit toffee-flavored ice cream. Once it was put on the shelves, it became a "hot item" that was in short supply. A wholesaler of toffee revealed that many ice cream shops have begun to rush to buy White Rabbit toffee as raw material.
The news that "White Rabbit Ice Cream" is selling well overseas has attracted the attention of domestic consumers. Someone joked: "Why are we hungry?"
Now, White Rabbit's ice cream is really here!
On the afternoon of May 31, a reporter from International Finance News also visited this popular White Rabbit milk tea shop.
When taking the escalator upstairs from the first floor of the mall, the reporter heard the two young consumers in front of them talking loudly about White Rabbit milk tea.
After going upstairs, the reporter saw that in the atrium on the third floor of the shopping mall, the White Rabbit milk tea shop and the small shop selling White Rabbit peripherals were right next to each other, and there were consumers waiting in line around them.
At around 4:15 p.m., an on-site waiter told reporters that queuing had stopped and "you can continue queuing in two hours. The earliest consumers over there have been queuing for five hours." .
Public information shows that White Rabbit Milk Candy is a milk candy produced by Shanghai Guanshengyuan. It was born in 1959 and its trademark is a jumping white rabbit. In 2010, Guanshengyuan became a sponsor of the candy industry project of the Shanghai World Expo with its White Rabbit products.
In 2012, Shanghai Meilin acquired Shanghai Guanshengyuan Food Co., Ltd. (that is, all the main food business operating assets of Guanshengyuan Group) from Guanshengyuan Group. Therefore, "White Rabbit" currently does not belong to Guanshengyuan Group, but to Shanghai Merlin, but in the final analysis, both belong to Bright Food (Group) Co., Ltd.
A few years ago, with the strong presence of many brands such as Alps, Hsu Fu Chi, Golden Emperor, Golden Monkey, and Yake in the candy field, White Rabbit also experienced fierce market competition and was gradually dominated in the market segments. Latecomers catch up. Based on this, this long-established "rabbit" has also been actively seeking changes in the past period of time.
In 2018, White Rabbit teamed up with Maxam to launch the "White Rabbit Toffee Flavor" lip balm, which became a hot topic on social media.
This year, in order to get closer to young consumers, White Rabbit once again engaged in cross-border marketing. On May 23, White Rabbit Milk Candy and Scent Library launched the Happy Childhood Fragrance series of daily chemical products. The products include White Rabbit scented perfume, shower gel, body lotion, hand cream and car aromatherapy.