On July 10, 2022, Luo Yonghao appeared in the Make a Friend live broadcast room.
Like every time he appeared in the past, he was wearing a dark shirt, smiling and with a relaxed expression.
In addition to live streaming, Luo Yonghao also followed hot topics and discussed the "ice cream assassin" incident that is currently at the forefront, including the "fire roasting" incident of Internet celebrity ice cream Zhong Xuegao .
During the live broadcast, Luo Yonghao refuted the rumors for Zhong Xuegao online, saying that the phrase "if you like to buy or not" was said by Zhong Xuegao's foreign raw material supplier to Zhong Xuegao's boss, "Normally no business owner would say this. talk".
He said bluntly, "I personally think that Zhong Xuegao's product is very well done. Now that someone is working on it, if you bake an ice cream over fire, you will definitely have mental problems."
It can be expected that this statement As soon as it comes out, netizens and the media will be as excited as a feast.
This is true. Before the live broadcast ended, #罗永浩supports Zhong Xuegao and other related terms were on Weibo hot searches.
Let’s take a look at the origin of this matter:
In June, “Don’t take ice cream you don’t recognize” became a popular short video material. The term “Ice Cream Assassin” was born, and the whole network was fermented;
On July 1, “Ice Cream” "Assassin" reached the top of the hot search, and people's long-standing resentment against high-priced ice cream erupted;
On July 2, a blogger conducted an experiment on Zhong Xuegao and found that it did not melt when left at room temperature of 31 degrees for 1 hour., which detonated public opinion. Fermentation, the number of topic views reached 1.23 billion;
On July 6, another blogger conducted an experiment and posted a video saying that Zhong Xuegao cannot be roasted by fire;
On July 8, after a random inspection by the Nanjing Market Supervision and Administration Bureau, sea salt coconut coconut All five products of Zhong Xuegao comply with the national food safety standards ;
On July 10, Luo Yonghao, who once carried goods for Zhong Xuegao, said, "I think Zhong Xuegao's product is very well done. Now If someone is doing this, if you bake an ice cream over a fire, you must have mental problems. If the final conclusion of the testing agency is that it has quality problems, I apologize to the public for selling it and standing up for it."
Luo Yonghao said, First, in terms of quality, Zhong Xuegao’s price is not as expensive as and Haagen-Dazs ; second, while the price is cheaper than Haagen-Dazs, Zhong Xuegao’s quality must be better than that of Haagen-Dazs. .
"When the price is cheaper than Haagen-Dazs, Zhong Xuegao's quality must crush Haagen-Dazs. Why do so many people dislike a domestic brand if it is expensive? But if a foreign brand is expensive, Not many people are dissatisfied.”
Regarding this matter, netizens’ opinions were polarized.
Some people agreed with Luo Yonghao's statement: " Hammer Technology , really just hammer it." " There is nothing wrong with what Luo said."
Many people also sneered at it: "Stop using traffic, we are not stupid."
Even, Luo Yonghao also said in the live broadcast room that even if someone sells an ice cream for 68 yuan, it doesn't matter -
Whether you like to buy it or not, it is not convenient for the founder to say, but it is convenient for me. If this 68 yuan ice cream costs one The French H letter is wrapped in an orange packaging leather. You may think it is very cheap. If it costs 65 yuan for you, you will say it is a great value. This kind of thing can be seen everywhere around us.
Regardless of Luo Yonghao’s excellent sophistry skills and skillful changing of topics, when people say that Zhong Xuegao is the “Ice Cream Assassin”, is it really just because it is expensive?
Some netizens in the comment area said bluntly that the reason why they are annoying is not because they are expensive. The reason why they are annoying is that is like an assassin, blending inconspicuously among ordinary affordable ice creams. When I picked it up to check out, I realized that this ice cream exceeded expectations .
Some media launched a poll on "Luo Yonghao stands for Zhong Xuegao". The voting topic is "Luo Yonghao stands for Zhong Xuegao. What do you think?"
The voting options include -
. Sincerely speaking, it makes sense;
2. Don’t blindly follow the opinions of businessmen;
3. Don’t stand on both ends, just be bystanders;
4. If you have any other opinions, please leave a message.
As of now, more than 1,100 people have participated in voting. Surprisingly, more than half of the netizens voted for the option "Don't blindly follow businessmen's opinions."
To put it simply, these netizens believe that Luo Yonghao’s platform for Zhong Xuegao is commercial in nature. After all, he has brought goods for Zhong Xuegao in the live broadcast room.
However, more than 300 people supported Luo Yonghao and believed that his views were "sincere and reasonable."
In recent days, the "ice cream assassin" has been widely discussed by netizens. Netizens generally believe that high-priced ice cream and ice cream such as Haagen-Dazs and DQ are not "attacked" by consumers like Zhong Xuegao because they have their own specialized freezers and In stores, there is no problem of "mixing up" in low-priced ice cream freezers for customers to take it by mistake.
In fact, there are many "ice cream assassins", but Zhong Xuegao is the most dazzling.
Zhong Xuegao’s products happened to catch up with the epidemic, and more and more consumers were price-sensitive. As a result, Zhong Xuegao had not yet stabilized high-end consumers, and in order to improve performance, he prematurely sank into the market. In the public freezer.
We can also see from the reviews of ordinary consumers that Zhong Xuegao’s original sin is not that it is expensive or tastes bad, but that it is not worth it.
At least, just like the high-priced ice cream represents Haagen-Dazs, expensive makes people feel expensive. Let’s start with the construction of exclusive brand freezers.
In fact, Zhong Xuegao has been promoting the online and offline omni-channel layout in the past two years, and has also been promoting the display of separate freezers in offline channels to facilitate consumers to distinguish.
is just a bit slow and the effect is not obvious yet. At present, Zhongxuegao products in many areas are still crowded in large freezers with other brands of ice cream.
In the past few years since Zhong Xuegao’s rise, many domestic brands, such as Mengniu , Yili , etc., have launched their own mid-to-high-end ice cream.
We have to admit that it was the emergence of Zhong Xuegao that made it possible for domestic ice cream to have high prices, and made everyone realize that high-end ice cream is not only exclusive to foreign brands such as Luxue and Haagen-Dazs, but can also be made domestically. Very "noble".
Having said that, the "Ice Cream Assassin" is just a phenomenon-level "meme" after all. With the further involution and competition of domestic mid-to-high-end ice cream brands, brands that lack competitiveness will be eliminated sooner or later.
By then, the ice cream market will still be prosperous: low-priced ice cream coexists with high-priced ice cream, and domestic brands coexist with foreign brands.
We blame Zhong Xuegao. Blindly judging a certain brand is not conducive to the development of the market and will only affect the transformation and upgrading of other domestic brands.
posted a comment from a netizen, "It's not the one that follows the trend and makes high-end products, it's not the one that fills the freezers with high-priced ice cream, and it's not the one that even secretly takes off the price tags, causing consumers to be severely beaten when checking out." It's just It's in full swing.
