White Rabbit's milk candy price soared 9 times

For commercials dressed in white rabbits and toffees, a commercial expert said that it was a pioneering initiative. “A few old brands in Shanghai are of good quality, but they are too plain on the packaging, and some snacks people travel abroad to buy.” Thin and more than a dozen small biscuits coupled with exquisite packaging, can also be sold for tens of dollars.. The launch of the White Rabbit Toffee 'collector's edition, can be said to be an exploration of the old brand innovation, not simply The price increase, but in the normal sales of normal white rabbits to provide a choice for consumers."

The White Rabbit Toffee teamed up with the French fashion brand "Agnèsb." to launch blue and pink rabbit-shaped iron boxes.

"Big white rabbit toss new packaging prices rose 9 times, 265 yuan a pound you will buy it?" "White rabbit toffee + French design ... ..." Yesterday, many citizens of the WeChat friends circle has emerged such a topic. As an old brand of sweets relished by the Shanghainese people, Big White Rabbit and Toffee have joined the French fashion brand “Agnèsb.” to launch a limited edition collector's edition: blue and pink two rabbit-shaped tinned candies, blue boxed (milk flavored) 128g, each box is priced at 65 yuan, pink boxed (red bean flavor) price per box is more expensive 3 yuan, the price is 10 times the traditional plain packaging rabbit cream.

Despite the doubling of their value, there are still some “money and wayward” consumers who are willing to pay for “high-value” candies that are packaged in gift boxes, either as gifts for gifts or to satisfy their “girls’ hearts”. In this regard, some experts said that in the gift packaging, the added value of some old brands in Shanghai is far inferior to foreign products, the "big white rabbit" of this attempt may be an innovative exploration.

Was launched as early as last year

What is the value of the "rendering" white rabbit's toffee? It can be calculated as follows: According to the package's instructions, each box of newly-packed white rabbit's toffee is about 25 tablets, and the price of the single-grain rabbit is 2.6 yuan; Cats in a number of flagship stores, a bag of 227 grams of traditional packaging of white rabbit toffee price 11.50 yuan (about 46), converted to 0.25 yuan per tablet, that is, put on "agnèsb." After the coat, the white rabbit The price of milk sugar rose by 9 times.

The reporter learned from Guan Sheng Yuan that although the limited edition tin box of candies has caused heated debate on the Internet, it was actually launched as early as last year. It is reported that Shanghai Guanshengyuan Food Company spent a year and a half negotiating a cooperation agreement with “agnèsb.” This “White Rabbit-agnèsb.” candy gift box was unveiled in November last year, the "100th Anniversary of Guanshengyuan" theme exhibition and the Beijing China Candy Festival. During the New Year's Day this year, it was also held in Wujiaochang Wanda, South Bailian, Pudong Changtai Square, etc. Road show promotion.

The taste is no longer the focus

A large white rabbit toffee sold more than 2 from 2 hair, consumers buy it?

It is understood that when the limited edition toffee was first introduced, it actually sold out of stock at some points of sale, but the last time rabbits were out of stock or when the “great white rabbit” was launched in 2012.

Now, some of the online store “collector's edition” of toffee sales are relatively stable, although not as much as the traditional white rabbit milk candy sales of tens of thousands, but also formed a certain consumer groups, and some "to force" the store sales are also More than a thousand.

“The appearance is good-looking, she gave her girlfriend a bit like it.” “They are very good, and the packaging is also very meticulous.” ... From the user evaluation point of view, a considerable number of buyers to buy "collector's Edition" is used to send people, and the object Mostly girls and children, and some buyers bluntly buy sugar is to buy a box: "The package is cute, the taste is not the point." The consumer yellow ** indicated that he purchased purely high-value for packaging and thought that the packaging could be used repeatedly. Consumer Lee told reporters that the positioning of this big white rabbit's toffee is “smart”, “If it is an ordinary white rabbit toffee, a dozen yuan and a large bag, although affordable, but gifts are inevitably not enough grades.” Collector's Edition 'Although a lot of expensive, but as a gift price is more than 60 yuan can be accepted, coupled with exquisite and compact packaging, give people very suitable."

Some buyers expressed their dissatisfaction, saying that "there are too few weights, and there is not enough sugar in one box. It is too expensive." When the seller responded, he said: "Pro, you should look at where the selling point of the goods is. This is a limited edition collector's edition, designed by a French designer and not selling sugar."