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一觉醒来我和首富结婚了小说:当温柔遇上坚强,爱情的真谛在这里绽放,绝对不容错过!

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  转自:北京商报

  夏日未到,知名冰淇淋品牌梦龙营销动作频频。近日,联合利华旗下高端冰淇淋品牌梦龙首次在中国市场推出甜筒产品“醇巧筒”,以34.9元/盒(3支装)的定价登陆盒马、7-11等渠道,并借助全球代言人王嘉尔的巨幅广告及社交平台造势,拉开夏日营销序幕。此举正值联合利华宣布分拆冰淇淋业务之际,面对中国市场份额被伊利、蒙牛挤压的挑战,梦龙试图通过新品高端化定位与明星效应突围,但涨价策略与本土品牌的“质价比”竞争仍存隐忧。

  营销造势

  近日,北京商报记者注意到,在部分盒马、7-11、罗森等线下渠道,贴上了梦龙冰淇淋新品“醇巧筒”的海报。据了解,这是梦龙首次在中国市场推出甜筒冰淇淋。

  临近夏日,梦龙的营销举动不止于此。3月28日,在北京姚家园万象汇、广州番禺万达广场和上海长风大学城,挂出梦龙品牌全球代言人王嘉尔手持冰淇淋的巨幅海报。借助“梦龙品牌全球代言人王嘉尔”话题热度持续上升,截至目前该话题在微博上已有1亿阅读量。

  值得注意的是,这波营销攻势前不久的3月20日,联合利华冰淇淋总裁PeterterKulve正式宣布,“梦龙冰淇淋公司”成立。据悉,新公司标识沿用和路雪心形LOGO,LOGO上面则是梦龙的英文“MAGNUM”。成立新公司只是独立的第一步,PeterterKulve此前曾表示,联合利华分拆冰淇淋业务有数个关键步骤,分别是建立新的法律实体、设计独立的运营模式,以及完成财务和实体分离。

  作为全球最大冰淇淋企业,目前联合利华的冰淇淋业务占据全球20%的市场,旗下拥有全球销量前10名冰淇淋品牌中的5个,包括Magnum(梦龙)、Ben&Jerry‘s(本杰瑞)、Breyers(布雷耶)、Walls(和路雪)和Cornetto(可爱多)。其中,梦龙已成为10亿欧元的超级大单品,而冰淇淋业务整体营业额接近83亿欧元。

  从出售到分拆

  2024年3月,时任联合利华首席执行官的司马翰提出剥离冰淇淋部门。联合利华曾与多方讨论出售的可能性。此前这一业务的估值高达150亿英镑。到了2024年底,联合利华决定放弃出售冰淇淋业务,转而选择分拆。

  根据最新披露的2024年年度财报,联合利华表示,有望在2025年底前完成冰淇淋业务的分拆。Jean-FrancoisvanBoxmeer已被任命为冰淇淋业务分拆后的候任主席,其目前担任沃达丰集团董事长和喜力控股的非执行董事,曾担任15年的喜力CEO。

  冰淇淋业务被剥离的背后,是联合利华旗下和路雪公司近年来业绩增长的焦虑。公开财报显示,2022—2023年,联合利华冰淇淋业务的总规模都是79亿欧元,但销量下滑明显,主要靠提价来维持业绩。根据最新数据,截至2024年,和路雪在中国冰淇淋市场的份额位居第二,其市场份额正受到本土品牌如伊利和蒙牛的强劲挑战。

  根据联合利华披露,去年中国市场为联合利华冰淇淋的前五大市场,营收占比为5%,据此推算,联合利华中国冰淇淋业务去年营收约为30亿元。财报显示,2024年上半年,伊利冷饮业务营收约为73.22亿元,连续29年位居全国第一。2024年,蒙牛冰淇淋业务营收为51.75亿元。

  据艾媒咨询数据,中国冰淇淋行业市场规模目前已突破1600亿元,并预计在未来几年内保持逐年上涨。但根据天眼查数据显示,截至今年4月,国内有近7.3万家冰淇淋相关企业,竞争异常激烈。

  香颂资本执行董事沈萌表示,“将冰淇淋业务分拆,联合利华专注于日化产品,可以明晰两个业务的战略定位,梦龙冰淇淋在国内一直保持较高价格的产品区间,而近年来受经济形势影响,边际消费群体明显缩小,这是市场需求结构的变化,而梦龙向中低价格下沉也未必能与本土品牌竞争,所以梦龙分拆后更应该稳固核心消费群体,深挖这一群体的潜在需求,并静待市场消费景气回升”。

  沈萌进一步表示,“离开联合利华,一些协同资源不再能够共享,梦龙需要自己应对夏季消费高峰期的市场竞争,所以提前热身有助于更好发挥”。

  涨价不是万能牌

  “现在冰淇淋市场主要比拼的是质价比。”一位冰淇淋业内人士向北京商报记者表示。近年来,冰淇淋市场销量呈现整体增速放缓的趋势,市场竞争愈发激烈,主流品牌间内卷价格。

  根据财报,2024年,联合利华毛利率为45%,达到了十年来的最高水平。虽然联合利华并未直接公布冰淇淋业务的毛利率,但其财报中提到,2024年,冰淇淋业务的基础营业利润率提高了100个基点,这得益于毛利率的提升,从而支持了品牌和营销投资的增加,“尽管可可和乳制品成本在上涨,但利润率仍实现了这一增长”。

  事实上,联合利华冰淇淋业务提升主要靠涨价。2023年,该业务基本销售额增长2.3%,其中定价增长8.8%,销量下降了6%。2024年,联合利华冰淇淋业务的营业额为83亿欧元,同比增长4.5%。其中,基础销售增长3.7%,基础销量增长1.6%,定价贡献2.1%。

  杨怀玉认为,“应对本土品牌低价竞争的策略关键在于继续强化梦龙的高端品牌形象,通过产品创新和品质提升,增加产品的附加值,满足消费者对高品质冰淇淋的需求。同时加强与线下渠道的合作,如超市、便利店等,提高产品的铺货率和可见度。积极拓展线上渠道,如电商平台、直播带货等,利用互联网的优势扩大销售范围”。

  中国食品产业分析师朱丹蓬表示,“分拆对梦龙来说有利也有弊,有利在于资金、资源的使用更聚焦,不利在于缺少整个产品矩阵的支撑,协同效应是否会减弱,有待进一步观察。联合利华作为外资品牌,其毛利率偏高,背后就是价格还有下降的空间”。

  近年来,消费者对冰淇淋的性价比要求提高,价格敏感度上升,导致传统品牌的市场表现有所下滑。同时,联合利华提到,预计2025年可可和乳制品成本的持续上涨将对利润率造成压力。

  此外,相对于和路雪、可爱多、梦龙等大众品牌,联合利华旗下Ben&Jerry‘s等高端品牌在中国市场的渗透率较低,主要面向一线城市消费群体,对整体冰淇淋业务贡献较低。

  对于独立运营后,是否会调整在中国的分销策略、是否会加大投资力度等问题,北京商报记者通过邮件向和路雪中国发出采访函,但截至发稿未收到回复。

  北京商报记者孔文燮

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