2 Don't be afraid of high temperature , Zhong Xuegao wants to remain innocent in the world

source ： Zinc of finance and economics （ID：xincaijing） author ： Chen Yiting edit ： Anna

Don't be afraid of high temperature , Want to stay innocent in the world .

This is the most true portrayal of Zhong Xuegao these days .31℃ High temperature lowering 1 Hours do not melt 、 Take a lighter and burn it straight and smoke , The image of Zhong Xuegao in people's hearts , From the sky high price ice cream assassin , Become a major food safety problem .

Even Zhong Xuegao refuted the rumor many times 、 Many clarifications , They said they strictly abide by National Standards , It is unscientific to explain such an experiment , No one can listen .

Only a short while ago , Ice cream is not easy to melt, which is still a big selling point of Zhong Xuegao , The official website clearly promises “ Melt and return ”, The original intention is to publicize the strength of its own cold chain , But unexpectedly, it was questioned that the amount of edible gum was too much .

But on the other side ,5 Snow lotus of Maoqian was exposed that the production workshop was messy ,“ After the collapse ” But because of the low price , By 1 100 million netizens praised it “ Snow lotus guard ”.

In contrast , It's not hard to find out ,“ Incombustible ” Just the appearance of being despised , Expensive is Zhong Xuegao's original sin .

This summer , Ice cream assassin has become the hottest entry . Pick up a humble ice cream in the convenience store , Unexpectedly, I also want 20 Yuan , And the wrong kind of migrant workers , Only tearful payment .

8 Block dream dragon ,18 Zhong Xue Gao of the block ,28 The Yili of the block must be happy , Whether imported foreign brand ice cream , Or the new consumption network red ice cream , Or traditional affordable ice cream , All the price increases . Extravagance has spread all over the ice cream circle , Dozens of ice cream assassins occupy the freezer , Oneortwo ice cream Bodhisattvas shrink in the corner .

Some people say , It was Zhong Xuegao who broke the atmosphere , Let a dozen pieces of ice cream become normal .

Because they spent 20 Buy a piece of Zhong Xue Gao , But I found that it was sweet and greasy and not delicious , It's not as refreshing as a piece of pudding for a dollar . The raw material of ice cream is nothing more than milk and sugar , How to adjust the taste , It is also difficult to break through the ceiling .

Affected by the environment , Milk futures doubled , Global sugar prices soared , After the price of raw materials rises , The price of ice cream has indeed increased , But gains are limited , Pudding from 1 The price is up 2 block , Chilez from 3 The price is up 4 block .

No matter how delicious ice cream is , exceed 10 Dollars is unacceptable , No matter how the price of raw materials rises , You can't turn it over 4 times . In that case , These ice cream are so expensive , With what ？

Because they sell more than ice cream .

In order to make more people accept their premium , Start making articles in all aspects , Fancy marketing is emerging in endlessly .

The first is cross-border co branding , Zhong Xuegao, the first brother of wanghong ice cream, has ruined the co branding . wahaha 、 Luzhou Lao Jiao , even to the extent that 《 Five years college entrance examination three years simulation 》, Have had joint names with Zhong Xuegao . Co branded models always sell more expensive , Can harvest more leeks .

Play co branding , The brand starts to pay high prices for spokesmen again ： Zhong Xuegao invites Wang Ziwen , Middle St 1946 Please welcome Chen Weiting , Emperor LAN Shengxue is represented by Xiao Zhan .

Besides , The ice cream itself also began to roll in different directions . Some ice cream make an issue of modeling ,15 Pieces of scenic ice cream , Cost value of raw materials 5 block , Mold value 10 block . Some ice cream brands use micron technology , Only for grinding raw milk .

Some ice cream like to give names to their raw materials , Show your precious materials , Like Belgian chocolate 、 Yunnan coffee beans 、 New Zealand raw milk …… A sensation 66 Yuan Ecuador pink diamond ice cream , It claims to use the rare North American pink cocoa beans and Japanese Kochi lemon pomelo ,“ The cost is as high as 40 element , There is no profit ”.

For brand premium , Businesses have added many dispensable things , Lead to excess product value , Just like the general excess of mobile phone performance now .

Joint cross border 、 Celebrity endorsement , Fight with a set of combined fists with additional attributes , Harvest people's curiosity and wallet . Put it into specific operation , Such a marketing strategy costs real money . High marketing expenses , Finally, it can only be passed on to consumers .

And Zhong Xuegao, no matter in terms of pricing , Or on other additional properties , Have limited the main consumer groups to high net worth people with a certain income level , That is, urban white-collar .

The most typical is the ice cream that focuses on health , Not only low fat and low sugar , Also add high-quality protein , And the ingredients should be clean . There are reports ,75% The crowd , Eating ice cream is for taste . But Zhong Xuegao's target customers are the rest 25% People who care about calories . That's why founder Zhong Xuegao uttered wild words ：“ Buy or not ”.

Picture source ：2022 China ice cream and ice cream industry trend report

The reason why the new consumption ice cream has to do high customer unit price , Because if we take the parity route , It simply cannot compete with the traditional brands that have already occupied the offline market . Yili, as the ice giant with the largest market share in China , Most of its ice cream is 5 Affordable products within RMB , Firmly occupy the whole ice cream market 19%.

Highly publicized , It is the frequent overturning of ice cream brands .《 Consumer reports 》 The evaluation results show that , claim “ The formula does not add sucrose and sugar substitutes ” Sugar was detected in Zhongxue high light milk ice cream , Li Da Ju milk squid flavor with milk as selling point “ Milk ingredients ” least 、 Lactose content is at the bottom .

Thirty or forty yuan Haagen Dazs , Stay safely in a separate freezer , Tell you , Very expensive , Don't buy . Thirty or forty yuan ice cream assassins lurk in the bustling freezer , Wave to you from afar , Come on , leek .