China Internet celebrity celebritiesHigh -end ice cream bell Xue Gao has been fermented for a week since he became the focus of attention last week, and the popularity has not decreased to this day.House high -ranking Weibo hot search list.
China Official Media People's Daily and CCTV Network Reviews also spoke one after another, asking Zhong Xue Gao "can support the high price and make people feel worthwhile" and thinkThe "ice cream assassin" should be "pulled out and sun".
Why does a domestic ice cream set up such a huge sound on the Internet?This should start with "high temperature of ice cream" and "ice cream assassin".
A Chinese netizen made an evaluation on the social platform on June 25 and found that Zhong Xue Gaocu Cream would not melt for an hour at high temperatures, causing netizens to question: "Is the ice cream that is not downed or ice cream??
Zhong Xuegao, who promised to "merge and retreat" on the advertisement, responded on the official Weibo on July 2: There is no non -melting ice cream, but the melting does not mean that it will become a beach water.The reason why Zhong Xue Gao melted was sticky because the main ingredients in the product formula were milk, cream, coconut milk, etc. The solid content of the product itself reached about 40%.water".
When the topic of "Zhong Xue's high temperature is not tall" has not fell back, some netizens will use a lighter to lighter Zhong Xue ice cream on July 5th.Essence
This video not only pushed the questioning of "Zhong Xue Gao" to a new height again, but also attracted the attention of the regulatory agency.The staff of the Shanghai Market Supervision and Administration Bureau responded on the same day, saying that they had paid attention to the matter and informed the relevant business department.
Zhong Xuegao quickly issued a formal statement the next day after the official voice, admitting that the product contains Kara gum, but explained that this glue helps to maintain a relatively stable state in the ice cream, which is in line with the country in line with the countrystandard.The statement also emphasized that "we think that the use of roasted ice cream, drying ice cream or heating ice cream is not scientific to judge the quality of ice cream."
In addition to the problem of "ice cream", some time ago, the popular topic "Ice Cream Assassin" was also closely related to Zhong Xuegao.
"Ice Cream Assassin", as the name implies, is lying in the freezer of the convenience store, but when you pay, you find that the price is surprisingly expensive, as if you are stabbed with a sword, and your heartache is unbearable.Zhong Xuegao is the "leader" in the ice cream assassin.
Many netizens believe that it is Zhong Xue Gao's atmosphere of high -priced ice cream, which stimulates the market for more ice cream assassins, and squeezes the space and market of cheap ice cream. They are worried that they will be in the future.I have to eat high -priced ice cream.
The history of Zhong Xue Gao's hair
The founder of Zhong Xue Gao Lin Sheng is a good player in the marketing of cold drink brand.
In 2015, Lin Sheng took over the marketing case of the Harbin Marbur cold drink brand. Using the centennial signboard to locate the high -end market to help the brand expand from a store in just one year to 30Home, annual revenue exceeds 300 million yuan (RMB, the same below, about S $ 60 million).
Lin Sheng, who became famous in the World War I, then accepted the invitation of another old -fashioned cold drink in Shenyang "Zhongjie" to help him debut with the image of "Zhongjie 1946", which also succeeded.
In March 2018, Lin Sheng, who was looking at the potential of the Chinese ice cream market, founded "Zhong Xuegao" and received angel financing four months later.According to reports, Zhong Xuegao has completed four rounds of financing since its establishment. The investor camp is quite luxurious. Zhenge Fund, Jingwei Venture Capital, Tiantu Investment, and Yuansheng Capital are all among them.Zhong Xuegao's recent round of financing was disclosed in May last year, with an amount of 200 million yuan.
In addition to strong financial support, Lin Sheng, who is good at marketing, also grasped the consumer's mentality.When designing Zhong Xuegao's appearance, Lin Sheng played the national tide brand and regarded the tiles of Chinese architecture as the design prototype, which not only caught the current national tide rejuvenation, but also created the brand recognition.
In addition, Zhong Xuegao, who started online, also used the popular Dongfeng to live broadcast. On April 1, 2020, Zhong Xuegao appeared on the first show of Luo Yonghao's personal live broadcast, and finally sold it.198,000.On March 2, 2021, Zhong Xue Gao landed on the live broadcast room of Weiya. In less than a minute, 10,000 copies of Zhong Xue Gao ice cream set products were all sold out.
Zhong Xuegao, who brought the attribute of the Internet celebrity, was also impressive in the "Double 11".A "Ecuador Pink Diamond" ice cream on the "Ecuador Diamond Diamond" on the day of the Tmall platform was sold out of 20,000 within 15 hours.
In 2019, Zhong Xuegao, who was established in less than two years, sold GMV (total product transaction) of more than 100 million.In 2020, the goal of selling over 100 million yuan, Zhong Xue Gao achieved it in less than half a year.According to data from the founder of Dolphin Club, Li Chengdong showed that in 2021, Zhong Xuegao's annual sales scale had reached 800 million.
Zhong Xuegao is in dispute
It is also this "Ecuador Pink Diamond" ice cream. Last June was used by netizens for "Zhong Xue Gao ice cream is the most expensive 66 yuan."The topic of sending on Weibo was first, and the topic reading was as high as 200 million.
In a video, Lin Sheng also used a phrase "it was the price, do you love" let the netizens fry the pot.Although Zhong Xuegao clarified the video of "whether love should" was maliciously edited, the pricing of its products still became the focus of discussion.Xue Gao founder Lin Sheng said, "It is the price, do you like it? "It triggered the criticism of netizens. (Internet)
