In March this year, the topic of "Guanshengyuan responds to American white rabbit ice cream" was hotly searched in Weibo. At that time, Guanshengyuan denied that American merchants were authorized to sell white rabbit ice cream, and told the reporter of International Finance News that a wave of innovative new products was on the way. Less than three months later, this established enterprise brought "good news" to the foodies.
Not only the White Rabbit, on May 30th, Naixue, a tea brand among network celebrities, announced in official website that it would sign a contract with Want Want. At present, tea, food and peripheral products jointly owned by Want Want and Naixue have been listed.
The "time-honored" IP of White Rabbit has a strong appeal.
To celebrate the Spring Festival in China, at the beginning of this year, an ice cream company named Wanderlust creamery in Los Angeles, USA, launched an ice cream with white rabbit toffee flavor, which became an "explosion" as soon as it was put on the shelves. A toffee wholesaler revealed that many ice cream shops have started snapping up white rabbit toffee as raw material.
The news that "White Rabbit Ice Cream" sells well overseas has attracted the attention of domestic consumers. Someone joked, "Why are we hungry?"
Now, the white rabbit's ice cream is really here!
On the afternoon of May 3 1, the reporter of International Finance News also came to this popular white rabbit milk tea shop.
When taking the escalator upstairs from the first floor of the shopping mall, the reporter heard two young consumers talking loudly about the 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 tea shop and the small shop selling white rabbits lived next to each other, surrounded by consumers waiting in line.
At about 4 pm 15 pm, an on-site waiter told reporters that the queue had stopped. "You can continue to queue up after two hours, and the earliest consumers there have been waiting for five hours."
According to public information, the white rabbit toffee is a toffee produced by Shanghai Guanshengyuan, which was born in 1959 and its trademark is jumping white rabbit. In 20 10, Guanshengyuan became the sponsor of the candy industry project of Shanghai World Expo with its white rabbit products.
20 12 Shanghai Meilin acquired Shanghai Guanshengyuan Food Co., Ltd. from Guanshengyuan Group (that is, all the operating assets of Guanshengyuan Group's main food business). Therefore, "White Rabbit" does not belong to Guanshengyuan Group at present, but belongs to Shanghai Meilin, but in the final analysis, both belong to Guangming Food (Group) Co., Ltd.
A few years ago, with the strong layout of Alpine, Hsu Fu Kee, Di Chin, Golden Monkey, Yake and many other brands in the candy field, the White Rabbit also experienced fierce market competition and was gradually overtaken by the latecomers in the market segment. Based on this, this "rabbit" with a long history has been actively seeking change in the past.
In 20 18, the white rabbit teamed up with Meijiajing to launch the "white rabbit creamy sugar flavor" lip balm, which once became a hot topic on social media.
This year, in order to be closer to young consumers, White Rabbit once again played cross-border marketing. On May 23rd, White Rabbit Cream and Smell Bank launched a series of daily chemical products of Happy Childhood Fragrance, covering white rabbit perfume, body lotion, hand cream and car fragrance.