Introduction: The Chinese ice cream industry has suddenly become a hot topic. The two brands Snow Lotus and Zhong Xuegao represent two completely different consumption concepts, and the concepts behind them are also different.

introduction: China's ice cream industry has suddenly become a hot topic. The two brands of Snow Lotus and Zhong Xuegao represent two completely different consumption concepts, and the concepts behind them are also different.

Snow lotus was slandered, setting off the ice cream war.

The full name of the brand of snow lotus is "Snow Lotus Ice Cube". It comes from Linyi, Shandong Province. It has simple packaging and simple ingredients. The price has not changed in 13 years. It has always been sold for only 5 cents, which is a lot of 80 A great product for those born in the 1990s to relieve summer heat in their childhood.

At the end of June this year, it was exposed on the Internet that the production workshop of an ice cream was in a mess. Because its appearance resembled a "snow lotus", many people thought that the snow lotus had collapsed.

So the following literary meme came up: "The ice cream world cannot be without snow lotus, just like the Western world cannot be without Jerusalem ." "He is only twenty years old! He just wants to cool off, what is his crime?"

Then, the official snow lotus He registered a social platform account overnight and posted photos of the workshop claiming to be innocent. The staff said that the purification workshop has fully automated production, and only makes 5 cents from selling it for 5 cents. What we sell is feelings. We just want to make ice cream that ordinary people can afford, safe food , and there will be no collapse of the house.

Standing at the top of the pyramid, Zhong Xuegao

Snow Lotus not only did not collapse the house, but became a complete "Internet celebrity ice cream". After this battle, Snow Lotus once again won the reputation of the people across the country. And Zhong Xuegao, who easily made dozens or even hundreds of dollars, became the "Ice Cream Assassin". The reason why

is called "Assassin" is not only because the price of Zhong Xuegao is extremely high, but also because Zhong Xuegao always appears in the inconspicuous freezer. Consumers are deceived by its inconspicuous packaging and only know it when they check out. The selling price, due to the face, can only be taken advantage of.

The price of an ice cream should not break through the essence of the product, thereby losing the attributes of the product.

Even if the positioning is different, Zhong Xuegao positions himself as a luxury product in the ice cream industry. It should appear in a separate specialty store and should not be mixed in the freezers of small shops. At the very least, the price should be clearly marked to discourage ordinary people. .

Marketing Concept

If Snow Lotus sells feelings, just so that the common people can afford ice cream; then what Zhong Xuegao sells is marketing, just to cut the common people's leeks.

In order to control costs, Snow Lotus has not even carefully designed its packaging. It has not changed the packaging in 13 years, has not increased prices in 13 years, and has not developed new products in 13 years. Because they know that ice cream is just ice cream, and its role is to provide people with a refreshing drink, not to make money.

If it weren’t for the groundless slander, Xuelian probably still wouldn’t have opened an official account and wouldn’t bother with marketing.

Zhong Xuegao has been born with capital attributes. The purpose of inventing Zhong Xuegao is not to relieve the heat, nor is it delicious. For consumers, it is to add face, and for merchants, it is to cut leeks.

Therefore, Zhong Xuegao changed his marketing tactics, wrote soft articles, created a comparison effect, and created the illusion of high-end. Even after the "overturn" and the backlash from marketing, I closed comments and didn't dare to listen to what everyone said.

Anyone who plays with fire will burn himself. Zhong Xuegao was eventually killed by his high-profile marketing.

Some netizens exposed that a certain product of Zhong Xuegao did not melt even after being placed at 31°C for an hour. The public opinion was fermented. The customer service responded that: the ice cream will become sticky when it melts. In order to improve the viscosity of the ice cream, add a small amount of cara. Glue etc.

Subsequently, Zhong Xue Gaoguanbo officially responded, to the effect that the ingredients of ice cream are mostly solids. Except for the moisture in the raw materials, no excess drinking water is added, so it will appear viscous after it is completely melted and will not completely spread out and become one. Beach water shape.

The main ingredients of this product's formula are milk, cream, coconut milk, condensed milk, whole milk powder, iced egg yolk, etc. Only a very small amount of food emulsifying thickener is used, which is added in strict accordance with relevant national standards, so it can be eaten with confidence.

netizens have different opinions on this response, but since the official blog has closed comments, the voices of netizens are insignificant.