Not hard work with the quality of quality and user experience, Zhong Xues cheap selling is difficult to win the hearts of consumers.
Author: Boya Editor: Chen Xi Editor: Liu Yu
Produce: Retail Commercial Finance ID: Retail-Finance
Last October, "Hermes in Ice Cream" Zhong Xuegao had appeared on a hot search for arrears, and now it has caused "shares frozen" quakes that have been discussed and trapped in the period of time.inside.
Investigation of the company shows that recently, 35 million shares held by Xue Gao Food (Shanghai) Co., Ltd. were frozen and involved three companies.On a third -party shopping platform, Zhong Xuegaos products are sold at a very low price, of which the product has been as low as 2.5 yuan.
"Assassin" Zhong Xue Gaos trend is all showing, and the entire collapse.In the 2023 Double Eleven, Zhong Xuegao, who was originally a "frequent visitor" of the list and the head live broadcast room, was gone. Zhong Xuegao, who relied on the rise of online channels, seemed to be losing the main battlefield. Obviously, Zhong Xuegao, the "net red ice cream", failed to achieve long red.
Zhu Danpeng, a Chinese food industry commentator, said that Zhong Xuegaos high -end products could not be sold.In the final analysis, its business philosophy is not as sustainable. It values the front of you, and uses a little traffic to harvest consumers leeks.
01 Life is like summer flowers, life hangs in winter
Eat ice cream in summer, eat hot pot in winter, seasonal fresh productsSales data allows the development of the retail industry to develop around consumer habits.
The "seasonal" is actually the concept of "season", especially in ice cream and other ice -related industries, and the concept of seasonal seasonal season has also become a fashion.
Of course, in the increasingly fierce commercial war, "selling cold clothes in hot days" and "cold buy popsicles" are no longer unusual, "anti -season" can help merchants can help merchantsDestructal, but overdrawn the health of the entire industry.For consumers, the purchase behavior under the "anti -season" is mostly a pseudo -demand induced by marketing gimmicks such as "low -cost". The enthusiasm for purchasing in a short time is difficult to continue.
In March 2018, Zhong Xue Gao was born, the name of the name "China Ice Cream", the founder Lin Shengs goal is "the most in China to do ChinaGood ice cream ".In the summer of the same year, Zhong Xuegao launched a tile -shaped ice cream, and the market was laid on the "Internet celebrity label".
This is the first ice cream variety that caused the whole network to cause a sensation on the entire network.It was sold out of 15 hours.Later, due to the lack of raw materials, this ice cream has never been carved again.
Zhong Xue Gao can get angry. In fact, it is inseparable from three points: domestic labels, high -end raw materials and limited joint names.
Relying on the Internet celebrity route, Zhong Xue has a strange taste, dark combination, with sky -high gimmicks and overwhelming marketing to form unique differentiation.Rather than saying "leek" is harvested by ice cream, it is better to say that merchants have pinned the social needs of consumers.
In the winter of 2019, Zhong Xuegao launched a variety of new flavor ice cream, but netizens began to "picky".
According to the "Beijing Commercial Daily" previous report, Zhong Xue Gao co -branded the "Broken Plus Plus Ice Cream" of Luzhou Laojiao only increased the concentration of the wine and has no new meaning;"Lazy Identifying Ice Cream" was spit out by netizens. The food co -branded car was far -fetched; as for the "Birds Nest Heart Ice Cream" stewed by the co -branded Xiaoxian, the young people started the "eating birds nest ice cream" death mode.
Zhong Xue Gaos "big squid seafood ice cream" of the three squirrels co -branded by netizens is not worried about food safety. "After all, three squirrels are foundry production models.How can the three squirrels that are difficult to protect their three squirrels to highlight the strict control of food quality? "
As for" Jin Gui Red Bean Ice Cream ", it is also due to the" late "autumn due to raw material problems.The new products must not be sold in winter, and they also claim to be new in winter. This behavior seems to have some Wang Po sold melons.
The anti-season sales model desperately opened by Zhong Xuegao is just the "strong twisting melon" in the education market.
In other words, Jie Xuegao, who is dominated by seasonal, intentionally promotes anti -quarterly sales.The formation of continuous purchasing power, and the off -season of ice cream sales also has higher requirements for Zhong Xuegaos channel management, supply chain process, and capital turnover.
With the strong rise of domestic products brands, Zhong Xuegaos "domestic product label" is no longer shining, and the limited number of joint names and "unstable" of high -end raw materials are allLet Zhong Xue Gao Xue worsen.
According to Tianyan check, after completing 200 million yuan in Series A financing in 2021, Zhong Xuegao has not passed the news of financing again.
In early 2022, while Zhong Xuegao reduced the companys registered capital, the original shareholder Xia Lu, Shanghai Fengrui Venture Centers (limited partnership), Zhong Xuegao Investment (Shenzhen) Co., Ltd. and others withdrew.
Generally speaking, in addition to stopping project operations or reducing the companys operating scale, the company can also make up for losses, adjust too much capital, and improve the efficiency of funds.These also seem to convey the message of Zhong Xuegaos "hibernation" to the outside world.
In addition, Zhong Xue Gao Food (Shanghai) Co., Ltd. recently added a newly executed persons information, executed 818,100 yuan, executed executionThe court is the Peoples Court of Jiading District, Shanghai.It is understood that the equity of many companies held by the company has been frozen.
02 Hermes in ice cream?
Known as "Hermes in Ice Cream", is Zhong Xue Gaos real name?
The price, Zhong Xuegao is undoubtedly a high -end product of the lady.
From the founding of the brand, Zhong Xue Gao mainly attacked the light luxury high -end market.Although in April last year, Zhong Xuegao launched the new low -cost ice cream product "SASAA" launched by the reputation of the company, but the product also entered the sale period early, and the price dropped from 3.5 yuan/root to less than 3 yuan.The market response is still mediocre.
What makes the public most unacceptable is that Zhong Xuegao, who positions high-end and pays attention to quality, has frequently flipped the quality in quality, falsePropaganda has also become a "home -often."
The content of "only use the Turpan Basins core grape planting area for red label", the inspection report shows that the red grape specification level is bulk/first, its special redMake a false propaganda.
It is claimed that "its raw materials have won international awards and global research and development institutions in joint research and development, China, Italy, the United States, Japan and other global research and development institutions.The only ten production equipment in the world ", but this is not the case.
The old tree north matcha ice cream that claims to "only use Japanese 薮 薮
