A few days ago, Luo Yonghao talked about the high price of Zhong Xuegao in the live broadcast room, saying, "Zhong Xuegao, this product, I think is very well done. Now some people are working on it, you take the fire If you bake an ice cream, you must have mental problems. If the final conclusion of the testing agency is that it has quality problems, I will apologize to the public for selling it and standing up for it.
Luo Yonghao said: First, Zhong Xuegao pressed. In terms of quality, the price is not as expensive as Haagen-Dazs ; secondly, while the price is cheaper than Haagen-Dazs, the quality of Zhong Xuegao must be better than that of
. In addition, Luo Yonghao also said in the live broadcast room before, Even if someone sells an ice cream for 68 yuan, it doesn’t matter. Whether you want to buy it or not, it’s not convenient for the founder to say, but it’s convenient for me. If you buy one of these 68 yuan ice cream. The French H letter is wrapped in an orange packaging, and you may think it is very cheap. If it costs you 65 yuan, you will say it is a great value. This kind of thing can be seen everywhere.
Some netizens said this. It is said that expensiveness is not the reason why people hate it, but the reason why people hate it is that it is an assassin.
In recent days, "ice cream assassin" has been widely discussed by consumers. Some netizens think that high-priced ice creams and ice creams such as Haagen-Dazs and DQ are not. Like Zhong Xuegao, who was "attacked" by consumers because he has his own dedicated freezers and stores, there is no problem of "mixing up" in low-priced ice cream freezers for customers to take by mistake.
According to media reports, Zhong Xuegao said this. In the past two years, it has been promoting the layout of online and offline omni-channels, and has also been promoting the display of separate freezers in offline channels to facilitate consumers to distinguish. Recently, "Zhong Xuegao has been promoting offline separate freezers" has been on the hot search. .
On the same day, Zhong Xuegao responded to the media and said that the company would not respond to the issue of launching offline separate freezers
How did Zhong Xuegao offend young people?
The core issue of "Ice Cream Assassin" is not the pricing itself, but. The imbalance of corporate brand strategy has caused consumers to feel a huge gap in the consumption scene.
From the perspective of corporate brand operators, what might Zhong Xuegao have done wrong?
Zhong Xuegao was once a A very successful new domestic brand. With online marketing , blogger reviews, and co-branded activities with cultural brands, it has created an image of high-end domestic ice cream. Its high price is actually part of this overall image to a certain extent.
Although there have been voices questioning that its price is too high, Zhong Xuegao still received a high brand premium. Many young people are still willing to show off on social platforms after eating a Zhongxue Gao.
As for a brand that is only five years old, its brand image is still in the early stages of construction and is actually very fragile.
brand as a corporate strategy should be implemented in every aspect of the company's operations, especially for a new brand. Brand building is not just about online communication, offline public relations activities, company visual systems, etc. The construction of product sales channels, and even corporate recruitment activities, etc., should be considered in brand image building . Among them, channel construction is closely related to brand positioning.
Perhaps the biggest mistake Zhong Xuegao made was that his offline channels seriously deviated from his original brand image. Zhong Xuegao was sent to a messy freezer in a small convenience store, mixed with ice cream at various price points, catching consumers off guard at any time, and eventually became synonymous with "ice cream assassin".
As a result, the only impression Zhong Xuegao left in the minds of consumers was the high price.
What do you think about Zhong Xuegao being roasted?
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