Zhong Xuegao, who can't get rid of it, can't escape the life cycle of net red products

Wen | Xu Yuanxuan

On July 2nd, Zhong Xuegao, the representative of the "Ice Cream Assassin", searched again: "Zhong Xue Gao's 31 degrees at a room temperature for 1 hour" rushed to Weibo hot search. Some netizens found that Zhong Xuegao he purchased in a 31 -degree room temperature environment was not completely melted in a 31 -degree room temperature environment.

Therefore, netizens and the media question whether Zhong Xuegao's products contain additives, so that "non -melting ice cream" will appear. In response to the question, Zhong Xue Gao responded by reposting the "China Food Safety Network" at 9 pm on the same day.

However, this is not the first time that Zhong Xuegao is at the cusp of the brand reputation. In fact, since the brand's launch, high -volume pricing, false product propaganda, online celebrity product marketing routine, and founder's high attitude have made Zhong Xuegao face multiple public opinion crisis to a certain extent.

This time, the net red Zhong Xue Gao can survive the crisis again? How far can the most expensive ice cream brand in China, which is the most expensive ice cream in China?

Can the ice cream cannot be dropped, is it still ice cream?

Let's focus on the hot spots of the previous two days.

此次网友用来做实验的是钟薛高海盐味雪糕，该雪糕配料表按添加量排序依次是：牛奶、稀奶油、椰浆、加糖炼乳、全脂乳粉、白砂糖、速溶椰子粉、 Ice egg yolk, skimmed milk powder, seaweed syrup (starch, water), etc.

The "Complex Emulsal Thicker", which is the second place in the case of the ingredient table, is mainly a single, double glycerol fatty acid ester, sodium algina, locust bean gum, Kara gum, Guaer gum, etc. Among them, Kara gum is an important additive that causes the melting of ice cream.

Zhong Xuegao's response was that all additives met the national food safety requirements.

Financial without searching for public information found that Kara Gel is usually used as thickening agent, gelgent, suspending agent, emulsifier and stabilizer in industry. Sugar, canned food, meat products, eight treasure porridge, Tremella bird's nest, soup food, cold food, etc.

In addition, adding Kara gums to the ice cream is indeed more than Xue Gao's family. According to previous public information, many high -end ice cream owned by Mengniu and Yili contain Kara gum.

On the night of the hot search, Zhong Xuegao reposted the name "The faster the ice cream, the ice cream melted the better?" "The article comes from" China Food Safety Network ". The article states that there are many factors that affect the melting speed of ice cream. Ice cream with high raw materials such as milk, dilute cream, and whole fat powder is slower than the melting speed of ice cream with water as the main raw material.

In addition, the article emphasizes that "the scope and usage of food additives in national standards clearly stipulate, and food additives are safe to use food additives within the scope specified in the standard."

The national standard "GB/T 31119-2014 Frozen Drinks Ice Cream" requires greater than equal to 20%. Some netizens made rough calculations based on the recipes on the nutritional component table of Haiyan ice cream, and found that the content of the solid material in Zhongxue Gao Haiyan was about 40%, which was much higher than that of national standards. one.

In addition, this article also pointed out that Kara rubber plays a role in "thickening" in ice cream. "The Kara rubber often used in ice cream, according to the requirements of GB 2760-2014" Food Additives Use Standard ", frozen in ice cream and ice creams frozen In the drink, as a thickener, you can use it in moderation by production. "

Although the source of this article comes from "China Food Safety Network", the financial and economic discovery is discovered that the article's post is published at 3 pm on July 2. If Zhong Xuegao reposted an archaeological article to prove the innocence, it was okay, but the post time of the article was not long after the hot search.

Quoting the "official" article is a name for themselves, but netizens do not seem to buy it.

Perhaps it was worried that it would have an adverse effect again. The reposted Weibo comment function was closed by Zhong Xue Gao.

Tianxiu operation frequently comes out

However, this is not the first time Zhong Xuegao has stood under the spotlight.

In 2018, Zhong Xuegao's "Ecuador Diamond Diamond" came out of the circle due to the "sky -high price" of 66 yuan, and claimed that the ice cream only produced a total of 20,000 pieces. Therefore, Zhong Xuegao was known as the "Hermes" in the ice cream world.

In 2019, Zhong Xuegao was punished twice for false propaganda: April 3, 2019 and August 8, 2019, Zhong Xuegao was punished twice by administrative penalties of 3,000 yuan and 6,000 yuan.

In the administrative penalty decision issued by the Shanghai Huangpu District Market Supervision and Administration Bureau, it was determined that Zhong Xue Gao promoted a light beef milk ice cream product "without a drop of water, pure beef milk", which was false publicity.

And the "infant -level degradable straw" stalk is best represented by Zhong Xue Gao's "cultivation". It was identified by the Municipal Supervision Bureau and found that it was only the most common disposable material.

In addition to false propaganda, Zhong Xuegao's founder Lin Sheng left a sentence "Love or not buy" in an interview last year, and also imprinted the image of "high" for Zhong Xue Gao.

In 2021, Zhong Xuegao launched a new ice cream, priced at 68 yuan, only sold online, and only received the package bundled sales.

Hunger Marketing really blushed this "apricot year". The original price of 68 yuan was lifted to 368 yuan by the price of the scalpel.

In the face of such a situation, Lin Sheng said in an interview, "Even if I sell costs and even sell half of the price, some people will still say that it is too expensive. It must be continuously increased. "Internet celebrity Zhong Xuegao, how far can you run

In fact, Zhong Xuegao under the "verbal word" of the netizen media has a certain reason for his success.

Financial does not think that when we study the rise and fall of a brand, we must not miss the fuck behind the brand.

Lin Sheng, the founder of Zhong Xuegao, gave this brand's life. Now Zhong Xuegao's disturbances are inseparable from the brand trader who has been "immersed" advertising marketing for many years.

Lin Sheng, who was born in the advertising industry, had a lot of experience in cold drink brand trading experience before creating the "Zhong Xue Gao" "Mid -ice cream" homophonic stalk brand.

He graduated from the Department of History that he could not find a job for a time until an advertising company gave him an offer.

The rolling of the advertising industry for many years has given Lin Sheng a deep understanding of product marketing.

After creating his own Shengzhi advertising company south, in 2015, Lin Sheng received a case of Harbin Marbar in a coincidence.

During the Republic of China, the brand specially supplied to the upper -level ice cream products, with annual sales of 40 million, but in addition to the Northeast market, Malline was not well -known. Therefore, Lin Sheng, who was experienced in consumer goods brands, gave a new life to the brand.

Lin Sheng lived up to expectations, and made Maril into a century -old brand, and also achieved a new situation of Malinore's store.

Madal's success made Lin Sheng's reputation in the industry, and another old -fashioned brand also hoped to copy Malline's success. He was Shenyang's "Zhongjie".

This time, Lin Sheng designed a new idea for the regeneration of the "Zhongjie" brand: "Zhongjie 1946" as the brand's new kernel, locking the first and second -tier independent women, and creating a high -end cold drink brand.

Lin Sheng's strategy was successful again, and the "Zhongjie 1946", which met the target consumer group, quickly opened a new situation of "Zhongjie" revenue.

During the case of Zhongjie's case, Lin Sheng actually participated in the entire process of the ice cream industry supply chain, giving him a new understanding of the potential of this industry.

In 2017, Lin Sheng discovered that the high -end brands of the ice cream industry in my country were lacking, and more brands were concentrated on the operation of mid -range products, such as Mengniu and Yili.

Lin Sheng, who has two successful marketing operations of Big ice cream brand marketing operation, has made a bamboo brand that creates a high -end ice cream brand that belongs to the Chinese.

Looking back at Zhong Xuegao's official development route since 2018, financial and economic nobles believe that Lin Sheng has done the right point:

First of all, the brand positioning is accurate, the high -end market is accurate, and the profit space is locked. Before Zhong Xuegao, the high -end brands of Chinese ice cream always held the hands of foreign brands such as Haagen -Dazas and Bazhi. The appearance of Zhong Xuegao broke the dominant position of foreign brands in one fell swoop.

Secondly, the exquisite packaging meets the consumer mentality of consumer upgrades and identity symbols. Financial Wuji found in the previous product promotion of Zhong Xuegao that "high -end atmosphere", "Chinese style", "high -level raw materials", and "artistic atmosphere" are the keywords that best reflect the characteristics of Zhong Xue Gao.

In the design of ice cream, tile -shaped ice cream plus the "back" texture, the national flavor is strong, and every time consumers eat an ice cream, they will appear creative text on the stick sign, so that the consumption is blind to open the blindness. The second consumption -like consumption of the box, all poked the G point of the new generation of consumers.

In addition to the product design of "face value is justice", Lin Sheng knows how to use the channels closest to young people to "grow grass" for consumers. Financial and Economics opened Xiaohongshu and searched for "Zhong Xuegao". There are still more than 40,000 related notes.

Using the latest media, KOL, and the design of the new domestic goods, Zhong Xue Gao has repeatedly won his own track to "sell the crown".

But all this is too in line with the characteristics of an Internet celebrity brand. Now, can the "ice cream assassin" scold the sky now, can consumers continue to "pay"?

The answer is not so simple, but it is not difficult to answer. Today, when the epidemic is uncertain and the economy is changing, the consumption upgrade is more just on the mouth.

Can spend more than 4 or 5 times the price of the original market price and eat ice cream that is not finished for an hour, can it really bring more pleasure to consumers?

Earlier, in a Weibo voting by 20,000 people at one time, "What is the price of the ice cream you usually eat", nearly 15,000 people eat the ice cream between 1 to 5 yuan, followed by 5 to 10 yuan There are only 836 consumers who often buy more than 10 yuan ice cream.

The financial and economic interviews interviewed some consumers, and the feedback was "I won't choose Zhong Xue Gao, because the taste is the same."

Consumer Q (pseudonym) believes, "enough wallets, maybe you will buy one or two tasks. As for the shape, it is quite fresh for the first time, but the second time I bought it for the third time because of its shape. "

It can be seen that the essence of ice cream is still taste, which is the foundation of all food products.

Perhaps, interesting marketing, the consumption hotspot of the new generation can bring a certain time of marketing boom to the brand, but when the boom fades, the brand that can truly stand on the market is often the strength of product quality and price advantage.

According to CBNData data, in 2019, the online ice cream brand increased from more than 60 in 2018 to more than 140, but most brands could not support water in one year.Zhong Xuegao who took off the traffic coat, what to face consumers, may give us a answer to everyone.

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