Behind Zhong Xuegao being "burned": ice cream should still return to nature

Henan Daily client reporter Zhao Zhenjie correspondent Zhang Di

Recently, Zhong Xuegao, a high -end net red ice cream brand, has been in trouble. At first, some netizens found that the sea salt coconut flavor ice cream was placed at the room temperature at 31 ° C for an hour but did not completely melt. After that, some netizens ignited the Xue Gao ice cream with a lighter, and it was suspected that it could not be burned. Although the company is anxious to declare the additives meet the national standards, the Internet is still questioned. Some netizens even left a message to tease: "New type of high -temperature fire fire building materials".

On the morning of July 6, Zhong Xue Gao responded publicly that all ice cream products were made in accordance with national standard GB/T 31119-2014 "Frozen Drink Ice Cream" and were legally produced, and they were leaving the factory after passing the test. Among them, the main ingredients in Zhongxue Gaohai Salt Coconut Ice Coconut Coconut Coconut Ice Cream are milk (35.8%), cream (19.2%), coconut milk (11.2%), sugar -refined milk (7.4%), whole fat milk powder (6.0%), etc. Essence The protein content in the product is 6.3 grams/100 grams, and the solid content is about 40%, which is higher than the national standard GB/T 31119-2014 "Frozen Drink Ice Cream". Requirements with content ≥20%.

In addition, Zhong Xuegao also said that it was not scientific to judge the quality of ice cream with roasted ice cream, drying ice cream or heating ice cream.

Speaking of Zhong Xuegao, who has not grilled recently, on July 8th, Zhang Feng, chairman of China's largest ice cream forest monomer manufacturer and chairman of Henan Province Xuehui Food Co., Ltd., said that any cold drink is used in the ingredients. After the content of protein, fat, carbohydrates and other dry substances is too high, they will not melt or melt slowly.

Zhang Feng, who is both the chairman of the enterprise and the vice president of the Henan Food Industry Association and the president of the Puyang Food Industry Association, said: "If the main ingredient of a piece of ice cream is water, then his melting speed at high temperature must be fast. . If its main ingredients are dry substances such as milk powder, then the speed of melting must be slow because it has a small moisture content. "Zhang Feng said that Zhong Xuegao's probability has no quality problem.

However, regardless of whether Zhong Xuegao has a quality problem, the current Internet users are hotly discussing their price issues, thinking that it "sells with one or two pieces of ice cream and checks dozens of dollars"; at the same time, everyone has begun to do Those two pieces of cheap cold drinks call call.

Before Zhong Xue Gao's sudden rise, the Chinese ice cream market was not so lively. Domestic goods are basically low -end, and high -end markets are occupied by multinational brands represented by Hagan Dazs and Nestlé. As a high -end ice cream that sells for more than ten or tens of yuan, in addition to product quality, consumers' concerns are more valuable from whether it is valuable and the quality of its quality. Therefore, it is not surprising that consumers miss those cheap cold drinks.

In fact, the days of high -priced ice cream in recent years are not good. After the epidemic, young people tightened their money bags, so consumption was more rational. According to data from Ai Media Consultation in 2022, netizens' acceptance prices of a single ice cream are mostly at the price range of 3-5 yuan, accounting for 37%of all proportion; netizens who can accept the price range of 5-10 yuan account for 33.9% ; There are also 11%of netizens who can accept the price range of 1-3 yuan, and 12.3%of the netizens who can accept the price range of 10-15 yuan. The less you come.

According to traditional understanding, the main components of ice cream are water, milk and sugar, and do not have to do high -end prices. More importantly, it should be accurate positioning. In this year's Henan market, consumers have voted votes with actual actions: in the low -end markets of cold drinks in Puyang and even the cold drinks in the northern Henan, Xuehui Food Co., Ltd. produced by Xuehui Food Co., Ltd. The taste is loved by the people. They don't even have a sales staff, but this year's products are still in short supply.

The cold drink industry has always been an extremely competitive industry. In 1996, there were about 26,000 ice cream -cream -drinking companies across the country. Today, there are only 1089 ice cream -cold drink manufacturers in China. "As far as our province is concerned, almost every city has two or three ice cream -cold drink manufacturers, but most of these companies live in the bottom of the pyramids composed of ice cream -cold drink companies such as Nestlé, Hetu Xue, Yili, Mengniu, etc. "Zhang Feng said that the competition in this industry will still be fierce in the future, and finding the right market positioning can better survive and develop.

As a high -frequency consumer product in summer, ice cream can indeed get higher profits through higher pricing, but it may also reduce the repurchase rate. In fact, many people do not buy Zhong Xue Gao Ice Cream, but a sense of participation in the trend of Internet celebrity.

Now the outbreak of Zhong Xue Gao's public opinion incident has highlighted the essence of the public about ice cream. This means that most people still want to eat or use less additives, more original and fresh food. In the final analysis, the ice cream should return to the nature of cool, delicious, summer, and cooling.

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