Always live in the hot search Zhong Xuegao
is quietly occupying your mind
At this time every year, Zhong Xuegao will be scolded on the hot search. In June last year, 6 hot searches were generated in 4 days.
This year is no exception. From the peak ice cream sales season in May, to the apology on June 17 for being punished for false propaganda, to the "Ice Cream Assassin" meme that has become very popular recently.
It is reasonable to doubt that as long as this summer lasts, Zhong Xuegao will be scolded for as long.
In fact, not only Zhong Xuegao, the prices of ice cream on the market have basically increased. Why is it always Zhong Xuegao who gets scolded?
The superficial reason is of course that its price far exceeds consumers’ psychological expectations, and the product’s reputation has not kept up with the popularity of marketing.
But - is there such a possibility, maybe we have all been "fooled" by it?
The negative timing this year happened to be the same as last year, and the products mentioned have been online for a long time. Why did it happen at the peak of the ice cream season?
In addition to the topic marketing created by Zhong Xuegao, such as the 66 yuan pink diamond ice cream, we don’t know whether other information has the meaning that Zhong Xuegao deliberately released. However, whether it is the major media and marketing accounts that take advantage of the hot topic, or the onlookers who criticize it and praise it, they have formed the "Whenever expensive ice cream is discussed, the first person who comes to mind must be Zhong Xuegao" consensus.
Moreover, during the hot search period, Zhong Xuegao also placed a large number of advertisements for offline audiences. The connection between online hot searches and offline advertising is very close.
Zhong Xuegao has actually already implanted its "noble personality" into the minds of the public through these marketing efforts .
I believe that this is also the most important goal in its brand marketing strategy.
For a long time in the past, China's mid-to-high-end ice cream market has been dominated by foreign brands such as Heluxue, Haagen-Dazs , Meiji ; Mengniu , Yili and some old local brands. They mainly gather together to "fight" in the low-end market.
Zhong Xuegao only entered the ice cream market in 2018. Why did he find his foothold in the ice cream market that has been stable for many years?
Zhong Xuegao must make differentiated from the beginning.
We often find that those brands that are positioned as high-end can sell very well with product lines in the mid- to low-price range; if they are positioned to sink into the market from the beginning, unless they have a very impressive logic and system for large-scale operations, they will basically fail. It's hard to make money online.
is like Huawei . If it does not promote the high-end of the brand by launching folding mobile phone , and compete head-on with Apple , the positioning will fall into the Xiaomi class, and fall into the embarrassing situation of being unable to beat Xiaomi and Apple.
Zhong Xuegao also follows the same logic. If you seriously make affordable ice cream, even if the quality is really good, no one will really think it is good. After all, how can you compete with the little puddings and old bachelors who have accumulated a good reputation for many years?
But the Chinese have a basic understanding - expensive is good .
So Zhong Xuegao started with a higher price than Menglong , and created the three-high brand character of "high appearance, high price, and high quality". At the same time, he used a large amount of marketing investment to make the product a The social currency of young people goes beyond "functional consumption" and directly reaches "meaning consumption", which distances it from most domestic ice cream brands.
66 yuan for Ecuadorian pink diamonds
88 yuan for a box of Apricot Yunian
66 yuan and 88 yuan high-priced product lines are used to create a high-end positioning comparable to Haagen-Dazs. The significance of the marketing strategy is far greater than the actual realization , mainly to drive A mid- to low-priced product line worth more than a dozen yuan.
Many people have also called for the price to be clearly marked on ice cream in order to put an end to "ice cream assassins". In fact, by doing this, Zhong Xuegao's differentiation becomes more clear.
Zhong Xuegao’s price is as low as 13 yuan, which is not as high as Haagen-Dazs, but can compete with Magnum at the lower price, just like the logic of BMW 1 series and 3 series.
Regardless of whether you recognize Zhong Xuegao's product quality or not, the brand recognition it has rooted in your heart will not be subverted in a short time. In fact, what many people buy is not its quality, but the emotional value and social voice it brings.
Every time he scolded Zhong Xuegao, he helped him sell one more ice cream
. Although Zhong Xuegao was constantly scolded during this year, there were also media comments from time to time that "the high-priced ice cream cannot be sold anymore," questioning Zhong. How long can Xue Gao's high-price strategy last...
But it turns out that every time we scold Zhong Xue Gao, it is boosting its sales explosion.
Zhong Xuegao’s own disclosed data shows that in the just-concluded 2022 618 promotion, Zhong Xuegao ranked first in the 618 Tmall ice category for the third consecutive year, Tmall fresh food category, Jingdong POP store Ice category, Douyin ice cream brand... Zhong Xuegao's sales data topped the list on various platforms. In the first quarter of 2022, sales in some regions have exceeded that of the whole of 2021.
From this point of view, even if it is criticized, the traffic and even sales brought by are still considerable, and there is even room for sustainable development. Zhong Xuegao's black and red route can be regarded as reaching the extreme.
Taking advantage of Zhong Xuegao’s “high”, Snow Lotus, which claims to have “not increased in price for many years,” appeared in hot searches. Although it still looks like a flashy operation of a marketing company at first glance, it can be regarded as Zhong Xuegao’s contribution to the ice cream market that has been silent for a long time ~
Zhong Xuegao has caught up with the east wind of consumption upgrading and has also caught up with it. The last wave of traffic dividends in the all-media marketing era, but water can carry or overturn a boat. Now we have entered the period of dividends for people's hearts. I wonder how far Zhong Xuegao's marketing acumen can support it?
