Summer has come quietly. Ice cream and watermelon are summer must-haves for many people. When you walk into a supermarket or convenience store and pick up an ice cream, despite its ordinary appearance, it is expensive. price.

original, small addiction, hot product addiction

This summer, can you still afford ice cream?

Summer has quietly arrived. Ice cream and watermelon are summer must-haves for many people. When you walk into a supermarket or convenience store and pick up an ice cream, despite its ordinary appearance, it is quite expensive. s price.

High-priced ice cream has gradually come into the public eye this summer. Zhong Xuegao can be said to be the representative of the "ice cream assassin". It has also been in the spotlight recently. There are so many high-priced ice creams. Why is Zhong Xuegao frequently being criticized? What about the hot search?

(1) Internet celebrity ice cream, excessive marketing leads to resentment

The domestic ice cream market has always been occupied by foreign brands. As a domestic ice cream brand, its brand positioning determines product differentiation pricing. Zhong Xuegao claims to "make a slice of Chinese quality ice cream" and positions himself as a mid-to-high-end ice cream, targeting the needs of mass consumption upgrades.

has been firmly labeled as a "luxury product" since its establishment, with highly topical settings. With the background of the Internet era, changes in capital, sales channels, and user preferences, it has completed Breaking out of the industry again and again, constantly refreshing the online sales record of ice cream, becoming a new internet celebrity brand .

As an Internet celebrity brand, in order to ensure brand exposure, the promotion cost will be higher. Zhong Xuegao has become popular in just a few years. This is inseparable from Zhong Xuegao’s social media marketing.

invites celebrity endorsements such as Tong Liya and Zhouwei . It also conducts reviews and grassroots promotions on platforms such as Xiaohongshu and Weibo. Searching for "Zhong Xuegao" in Xiaohongshu, related notes exceed 40,000 + . The cost of ice cream has been given a social attribute to meet the consumption habits of the new generation of mainstream consumer groups, resulting in a premium for internet celebrity ice cream.

(2) Product quality, triggering a crisis of consumer confidence

Can you still eat ice cream that does not melt?

Quality and raw materials are a major selling point of Zhong Xuegao, and they are also one of the important reasons for its high price.

html In early July, the news that Zhong Xuegao’s ice cream still maintained its solid shape after being left at room temperature of 31°C for 1 hour became a trending topic on Weibo. Subsequently, Zhong Xuegao responded that there is no such thing as ice cream that does not melt. It has high solid content and little water. When it is completely melted, it will naturally become sticky and will not completely spread out and become a puddle of water. However, the solid will not melt no matter how it melts. Cannot turn into water. The product uses only a very small amount of food emulsification thickener, which is added in strict accordance with relevant national standards, and can be eaten with confidence.

But this did not dispel people’s doubts about its products. Later, some netizens revealed that Zhong Xuegao’s “ice cream cannot be melted”. Zhong Xuegao responded again: All ice cream products are produced legally and compliantly. An appropriate amount of carrageenan helps the milk protein to remain relatively stable. Public opinion quickly fermented, and more and more netizens began to question whether the ice cream had quality problems.

(3) Forced consumption, deceptive behavior makes people unhappy

The ice cream assassin topic on the Douyin platform has been played more than 3 billion times in total. The popularity has remained high for nearly a month, and price increases on the ice cream track have become common. "The price of a pack of Snow Lotus at 5 cents has not increased in 13 years" and "The person in charge of Snow Lotus said that you can earn 5 cents for a pack of ice cubes." These two topics have received over 100 million views. Behind this phenomenon is that consumers want to defend their purchase price. Ice cream rights.

In recent years, high-priced ice cream has begun to enter offline channels such as convenience stores and mom-and-pop shop freezers. There are more and more ways to reach consumers, and they do not understand the product brand. In addition, some price tags are unclear, which has triggered a series of problems about high-priced ice cream.

Offline and online sales channels are completely different consumer groups. Offline consumer groups pay more attention to the cost performance of goods, while online consumers pay more attention to the sense of superiority brought by products. Different consumption purposes result in two different consumption experiences. .

Conclusion

The Ice Cream Assassin topic on the Douyin platform has been played more than 3 billion times. The popularity has remained high for nearly a month, and price increases on the ice cream track have become common. "The price of 5 cents per pack of snow lotus has not increased in 13 years" and "The person in charge of snow lotus said that you can earn 5 cents for a pack of ice cubes." Two topics have received over 100 million views. Behind this phenomenon, consumers want to defend their purchase of affordable ice cream. s right.

In recent years, high-priced ice cream has begun to enter offline channels such as convenience stores. There are more and more ways to reach consumers, and they do not understand the product brand. In addition, some price tags are unclear, which has triggered a series of problems about high-priced ice cream.

Offline and online sales channels are completely different consumer groups. Offline consumer groups pay more attention to the cost performance of goods, while online consumers pay more attention to the superiority brought by products. Different consumption purposes result in two different consumption experiences. .

wants to continue to develop in the ice cream track. Maintaining product cost-effectiveness and improving the taste and flavor diversity of ice cream are the most essential aspects of the ice cream brand and the core competitiveness of the company.

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