Zhong Xue Gao founder
text | -17
editor | Sangfang
, the supermarket is no longer everyone "come here, just leave"!
will jump out of a "assassin" because of which freezer.
—— "Ice Cream Assassin".
What is "ice cream assassin"?
, as its name implies, refers to the seemingly flat, but actually sells sky -high ice creams.
is naturally the first to be, and popular the entire network "Zhong Xuegao".
on June 23, 2022, Zhong Xue went on a hot search.
was originally at the high pricing of Zhong Xuegao, and even rushed to Zhong Xuegao's live broadcast room, brushing a message such as "I love Xuelian", "I love old popsicle ".
This embarrassing atmosphere in the live broadcast room cannot be calmed for a long time.
a ice cream brand, but occupy more than 300 million reading on Weibo.
is enough to see how high people are dissatisfied.
Of course, this is not the first time Zhong Xuegao appeared on the hot search list.
was last year, which is also this time.
Zhong Xue Gaolin Sheng founder Lin Sheng's sentence "cost 40. You love to eat"
and send Zhong Xuegao to the cusp. Where is
Lin Sheng sacred? Why is he so crazy?
01 went south to Shanghai, opened the iconic
1978, and Lin Sheng was born in Fujian, China.
In 1999, after Lin Sheng graduated from the Department of History, he ended his resumes and ended in failure. In the end, only one advertising company replied to him, and he became a advertiser and a member of the Bei Diaolian Army. After
in 2001, after China joined the World Trade Organization , a large number of foreign companies poured into Beijing, which also gave birth to the development of the advertising industry. In the five years of advertising companies, Lin Sheng grew from a rookie in the workplace to the elderly in the industry.
saw that China's economy was becoming increasingly flourishing. At that time, Lin Sheng was already leading in advertising, so he was not willing to be a small employee in the company and wanted to go out to do a big career.
, in 2004, Lin Sheng ended the North Drifting Journey and founded its own Shengzhi Advertising Company in Shanghai to prepare for the second spring of its own business in the Special Economic Zone.
is different from being a staff member. When the boss must first have a connection, the company can turn over.
does not have many connections Lin Sheng for the first time. He can only do some miscellaneous work such as labor transportation and poster printing. Do nowhere to show your own advertising talents. Under the opportunity of
, Lin Sheng's silent small advertising company actually set up line with several large fast -moving brands and started a marketing business.
's unique advertising style also allows Lin Sheng to connect to several big brands in cooperation, such as Big White Rabbit , flavor all , etc.
also includes the beginning and attraction of his future career.
Central Street , almost everyone is inseparable from a popsicle. It is the Malinl ice cream specially provided by the upper society during the Republic of China.
in 2015, Malline's sales were as high as 40 million, but the embarrassing thing is that there is only one store, and the fame is limited to , East Three Provinces.
, a Beijing private company, at the time, fancy the old name signboard of Malline, and wanted to open Malline to Beijing, but was afraid that no one knew and the investment failed.
thus found Lin Sheng, who specializes in consumer goods at this time, hoping that he would blow Malinl.
and Lin Sheng lived up to expectations. They just made Macian a century -old shop with a long history, with a hundred years of quality unchanged.
created the miracle of Marinl's 30 stores a year. Although
parted ways with Lin Sheng and Macian, the fate of Lin Sheng and Bingxue began.
02 enters the sea, stirring the market,
in 2016. In 2016, the "Zhongjie" brand from Shenyang watched Macian walking out of the northeast and the record of running into Beijing.
is unwilling to enter the national market after he is unwilling to live. Lin Sheng, who just broke up with Macian,
has become their number one goal.After analyzing a single label in the Northeast market,
decided to lead Zhongjie to take a different path -abandon the original image, create Chinese characteristics, and enter the mid -range market. In order to seize the attention of consumers,
created a special ice cream image for Zhongjie, and engraved 1946, showing that it has a long history, simplifies the category of ice cream, and occupies the market with the familiar boutique of customers.
In addition, when the trading "Zhongjie 1946", the pricing at that time was 5-28 yuan. Obviously it was not suitable to stay in the low -end market. After market research, the independent women of the first and second -tier cities were finally decided to be the main target consumer group. Promote them.
is acceptable to pricing these independent women, and the second is to meet the pursuit of quality life of this class.
also promoted the process of 1946 in the middle of the street. The Lin Sheng team did not put the focus of marketing on the traditional media, but was put on some local food public account.
obtains the initial flow by attracting customers to check in, so that consumers' attention has changed from tasting to the circle of friends, causing net red effects.
and this small attempt for the market this time have also achieved unprecedented success.
from product products to marketing, Lin Sheng participated in the entire process of supply of the entire ice cream industry, and also discovered the huge potential of this industry in the high -end market.
03 enters the game step by step, aiming at the high -end market
's two trading experiences have become the industry's well -known "the biggest promoter behind the scenes of the Chinese popular ice cream brand". In the mid -2017 of
17, Lin Sheng intends to stop the consulting business of the advertising company and start a new innovative career. In the 15 -year experience of Fast -Stock Industry , he is most familiar with ice cream. At that time,
was basically foreign brands in the domestic high -end market. The domestic Illi and Mengniu all gathered in the mid -range market.
If it can fill the vacancy of domestic high -end brand ice cream, it is bound to be a huge success, and Lin Sheng himself has initially established Zhong Xue Gao's marketing model in his own practice. Gu Yiman, a partner of
HTML Capital, and the general manager of Zhenge at the time, fancy Lin Sheng's team ability at a glance. The first to reach a consensus with Lin Sheng to help Lin Sheng establish the original production line.On March 14, 2018, Zhong Xue Gao was formally established to clarify the positioning of "Chinese high -end brands". Once it was released, it had broken the layout of the domestic ice cream market at that time and quickly seized the market share of domestic high -priced ice cream.
is Xue Gao, which means "China's ice cream". The original intention is to make the world -renowned ice cream brand.
In appearance design, the founder Lin Sheng continues the design requirements of the middle street 1946, shaping the brand's high style with a simple and unified image.
creative "tile design", the "back" pattern on the top, and the "auspicious cloud" pattern on the packaging all show the identity of overseas goods and the ambition of becoming high -end products. After the high -end market of
, after streamlining product classification, simplifying the purchase channels, locking fixed consumer groups, and making the streets eating ice cream into consumables that can be stored for a long time, thereby extending its consumption cycle.
is created in this step in the brand image. The most important thing is the "Internet celebrity marketing model".
is first close to the user. It is shared with KOL and an amateur to promote the reputation of the brand. Then it is a large -scale head live broadcast room. Flash shop, promoting cards with activities and promoting consumption. After
, a series of operations, Zhong Xuegao's image of "expensive but delicious and stylish" has penetrated the concept of consumers.
On May 20, 2018, Zhong Xuegao's 6 original product lines were launched on the six original products. Once it was released, it was all sold out. According to statistics,
According to statistics, in the Double Eleven of that year, a retail price of 66 yuan "Ecuador Pink Diamond" launched by Zhong Xuegao was sold out of 20,000 copies within 15 hours, and it was 4.6 million yuan for Zhong Xue Gao for one day.
defeated the king of the ice cream industry at that time - Hagens Das , becoming the ice cream market sales crown of the year.
Zhong Xue Gao founder
text | -17
editor | Sangfang
, the supermarket is no longer everyone "come here, just leave"!
will jump out of a "assassin" because of which freezer.
—— "Ice Cream Assassin".
What is "ice cream assassin"?
, as its name implies, refers to the seemingly flat, but actually sells sky -high ice creams.
is naturally the first to be, and popular the entire network "Zhong Xuegao".
on June 23, 2022, Zhong Xue went on a hot search.
was originally at the high pricing of Zhong Xuegao, and even rushed to Zhong Xuegao's live broadcast room, brushing a message such as "I love Xuelian", "I love old popsicle ".
This embarrassing atmosphere in the live broadcast room cannot be calmed for a long time.
a ice cream brand, but occupy more than 300 million reading on Weibo.
is enough to see how high people are dissatisfied.
Of course, this is not the first time Zhong Xuegao appeared on the hot search list.
was last year, which is also this time.
Zhong Xue Gaolin Sheng founder Lin Sheng's sentence "cost 40. You love to eat"
and send Zhong Xuegao to the cusp. Where is
Lin Sheng sacred? Why is he so crazy?
01 went south to Shanghai, opened the iconic
1978, and Lin Sheng was born in Fujian, China.
In 1999, after Lin Sheng graduated from the Department of History, he ended his resumes and ended in failure. In the end, only one advertising company replied to him, and he became a advertiser and a member of the Bei Diaolian Army. After
in 2001, after China joined the World Trade Organization , a large number of foreign companies poured into Beijing, which also gave birth to the development of the advertising industry. In the five years of advertising companies, Lin Sheng grew from a rookie in the workplace to the elderly in the industry.
saw that China's economy was becoming increasingly flourishing. At that time, Lin Sheng was already leading in advertising, so he was not willing to be a small employee in the company and wanted to go out to do a big career.
, in 2004, Lin Sheng ended the North Drifting Journey and founded its own Shengzhi Advertising Company in Shanghai to prepare for the second spring of its own business in the Special Economic Zone.
is different from being a staff member. When the boss must first have a connection, the company can turn over.
does not have many connections Lin Sheng for the first time. He can only do some miscellaneous work such as labor transportation and poster printing. Do nowhere to show your own advertising talents. Under the opportunity of
, Lin Sheng's silent small advertising company actually set up line with several large fast -moving brands and started a marketing business.
's unique advertising style also allows Lin Sheng to connect to several big brands in cooperation, such as Big White Rabbit , flavor all , etc.
also includes the beginning and attraction of his future career.
Central Street , almost everyone is inseparable from a popsicle. It is the Malinl ice cream specially provided by the upper society during the Republic of China.
in 2015, Malline's sales were as high as 40 million, but the embarrassing thing is that there is only one store, and the fame is limited to , East Three Provinces.
, a Beijing private company, at the time, fancy the old name signboard of Malline, and wanted to open Malline to Beijing, but was afraid that no one knew and the investment failed.
thus found Lin Sheng, who specializes in consumer goods at this time, hoping that he would blow Malinl.
and Lin Sheng lived up to expectations. They just made Macian a century -old shop with a long history, with a hundred years of quality unchanged.
created the miracle of Marinl's 30 stores a year. Although
parted ways with Lin Sheng and Macian, the fate of Lin Sheng and Bingxue began.
02 enters the sea, stirring the market,
in 2016. In 2016, the "Zhongjie" brand from Shenyang watched Macian walking out of the northeast and the record of running into Beijing.
is unwilling to enter the national market after he is unwilling to live. Lin Sheng, who just broke up with Macian,
has become their number one goal.After analyzing a single label in the Northeast market,
decided to lead Zhongjie to take a different path -abandon the original image, create Chinese characteristics, and enter the mid -range market. In order to seize the attention of consumers,
created a special ice cream image for Zhongjie, and engraved 1946, showing that it has a long history, simplifies the category of ice cream, and occupies the market with the familiar boutique of customers.
In addition, when the trading "Zhongjie 1946", the pricing at that time was 5-28 yuan. Obviously it was not suitable to stay in the low -end market. After market research, the independent women of the first and second -tier cities were finally decided to be the main target consumer group. Promote them.
is acceptable to pricing these independent women, and the second is to meet the pursuit of quality life of this class.
also promoted the process of 1946 in the middle of the street. The Lin Sheng team did not put the focus of marketing on the traditional media, but was put on some local food public account.
obtains the initial flow by attracting customers to check in, so that consumers' attention has changed from tasting to the circle of friends, causing net red effects.
and this small attempt for the market this time have also achieved unprecedented success.
from product products to marketing, Lin Sheng participated in the entire process of supply of the entire ice cream industry, and also discovered the huge potential of this industry in the high -end market.
03 enters the game step by step, aiming at the high -end market
's two trading experiences have become the industry's well -known "the biggest promoter behind the scenes of the Chinese popular ice cream brand". In the mid -2017 of
17, Lin Sheng intends to stop the consulting business of the advertising company and start a new innovative career. In the 15 -year experience of Fast -Stock Industry , he is most familiar with ice cream. At that time,
was basically foreign brands in the domestic high -end market. The domestic Illi and Mengniu all gathered in the mid -range market.
If it can fill the vacancy of domestic high -end brand ice cream, it is bound to be a huge success, and Lin Sheng himself has initially established Zhong Xue Gao's marketing model in his own practice. Gu Yiman, a partner of
HTML Capital, and the general manager of Zhenge at the time, fancy Lin Sheng's team ability at a glance. The first to reach a consensus with Lin Sheng to help Lin Sheng establish the original production line.On March 14, 2018, Zhong Xue Gao was formally established to clarify the positioning of "Chinese high -end brands". Once it was released, it had broken the layout of the domestic ice cream market at that time and quickly seized the market share of domestic high -priced ice cream.
is Xue Gao, which means "China's ice cream". The original intention is to make the world -renowned ice cream brand.
In appearance design, the founder Lin Sheng continues the design requirements of the middle street 1946, shaping the brand's high style with a simple and unified image.
creative "tile design", the "back" pattern on the top, and the "auspicious cloud" pattern on the packaging all show the identity of overseas goods and the ambition of becoming high -end products. After the high -end market of
, after streamlining product classification, simplifying the purchase channels, locking fixed consumer groups, and making the streets eating ice cream into consumables that can be stored for a long time, thereby extending its consumption cycle.
is created in this step in the brand image. The most important thing is the "Internet celebrity marketing model".
is first close to the user. It is shared with KOL and an amateur to promote the reputation of the brand. Then it is a large -scale head live broadcast room. Flash shop, promoting cards with activities and promoting consumption. After
, a series of operations, Zhong Xuegao's image of "expensive but delicious and stylish" has penetrated the concept of consumers.
On May 20, 2018, Zhong Xuegao's 6 original product lines were launched on the six original products. Once it was released, it was all sold out. According to statistics,
According to statistics, in the Double Eleven of that year, a retail price of 66 yuan "Ecuador Pink Diamond" launched by Zhong Xuegao was sold out of 20,000 copies within 15 hours, and it was 4.6 million yuan for Zhong Xue Gao for one day.
defeated the king of the ice cream industry at that time - Hagens Das , becoming the ice cream market sales crown of the year.
From 618’s two million sales in 2019, the number of ice creams shipped out of the warehouse will reach 48 million+ in 2020. The top sales of online ice creams has always been firmly held by Zhong Xuegao.
's high-looking appearance, continuously strengthened positioning of new Chinese-style ice cream, sky-high price ice cream hype, and Internet multi-platform promotion to attract traffic. This is Zhong Xuegao's development path, and it also allowed it to finally successfully realize traffic monetization.
The founder Lin Sheng also seized the opportunity of this ice cream revolution and ushered in the second spring of his career.
04 Crazy marketing, Internet celebrity model hidden worries
As a fast-moving consumer goods brand, Zhong Xuegao’s cumulative sales volume has reached more than 100 million. With the help of capital,
has successfully grown from a new brand to an internet celebrity ice cream brand.
Internet celebrity is the way to survive. However, for the young Zhong Xuegao, its high-end is just in price. The brand tone, product quality, and service system do not match the high-end promoted by it.
It is easy to become an Internet celebrity, but it is difficult to become a celebrity in the long run.
Someone questioned last year, is Zhong Xuegao’s actual cost really that high?
The answer is no.
Someone has compared the differences in raw materials between Zhong Xuegao and other ice creams, and found that there is not much difference between the two.
And the high-quality raw materials mentioned in the promotion also seem to have a question mark?
As of 2019, Zhong Xuegao has received two administrative penalties for his false propaganda.
In 2018, Zhong Xuegao promoted the cheese that had won international awards. In fact, Zhong Xuegao was not included in the list of winners of the "Best Cut Cheese Award in the UK" that year.
Zhong Xuegao promoted “pure frankincense without adding a drop of water”, but the actual ingredients contained drinking water, so he was administratively punished by the Shanghai Municipal Supervision Bureau.
The frequent false propaganda is behind the greatly reduced quality of raw materials.
The money saved from discounts on raw materials will naturally flow to marketing costs .
Including but not limited to big V promotion, Internet celebrity live broadcast room placement, social platform sharing, etc.
Now, you can still see the evaluation videos of early bloggers on Xiaohongshu, Douyin , and the recommended notes on Xiaohongshu are more It has reached 4000+.
The most commonly used co-branding of Internet celebrity products has also been played by Zhong Xuegao one after another, from Luzhou Laojiao to Roewe Automobile.
Under the overwhelming advertising coverage, consumers are influenced by curiosity and showing off, and it is easy to open their wallets and increase the brand's popularity.
And Zhong Xuegao has gone further and further on the road of high pricing as his popularity continues to increase.
, especially the newly launched "Xing Yu Nian" series, has even reached 160 yuan per box.
is not only expensive because of the price, but also because of the purchase qualifications.
A consumer broke the news that during the process of purchasing "Xing Yu Nian" in an online store, he was forced to buy and sell.
Due to the scarcity of "Xing Yu Nian", Zhong Xuegao's online store actually launched a package sales service, which means that if you want to buy a box of "Xing Yu Nian", you must buy it together with other products and not sell it separately.
I don’t know about this sales method. I thought I was buying Hermès , but I actually have to distribute the goods to get what I want.
05 It's ridiculous. The complaints from consumers have actually become an opportunity for some people to make a fortune.
Zhong Xuegao's success naturally makes other ice cream brands want to copy it, and even attracts a number of companies to cross-border companies to enter this track.
They saw the topic and popularity and launched their own products one after another.
Of course, it still has a familiar formula and a familiar taste - the quality of is not good, the publicity is in place, and the price is not cheap.
However, consumers are not fools.
Taking Zhong Xuegao as an example, since the target is the high-end market, it should provide the quality that high-end brands should have, instead of using traffic to cut leeks at low cost and let consumers pay IQ tax.
should not use its reputation as an "Internet celebrity" to completely kill the domestic ice cream industry.
The most successful thing about Lin Sheng is that he became the first person to try ..
But how long can this era bonus be maintained?
is now more and more of ice cream products in the store, but everyone really dares to take it out of the freezer, but less and less.
consumers miss the former ice cream, and also miss the former ice cream market.
changes the current unreasonable pricing, returning to normal levels, and clearly marking, which is imminent.
06 The market is clear, eliminating the ice cream assassin
In order to make consumers more assured, the "ice cream assassin" is eliminated.
National Market Supervision and Administration Administration has issued relevant regulations. From July 1st, it is required to make a clear price in a significant way.
is finally not worried, and it is dark by the ice cream assassin!
people eat ice cream, originally to enjoy the joy of eating ice cream. If
eats an ice cream, it is necessary to mention whether the price is high and can't afford it.
finally chosen a favorite ice cream, and because of the price and face, hesitated to put it back for a long time.
has lost its original meaning when eating ice cream.
is a great thing, and it is necessary to get "the time and place of the time". Among the
, "people and" are the most important.
can open up the popularity with several brands one after another. It can be seen that Zhong Xuegao's founder Lin Sheng is still a bit talented.
, the more talented people, the more they should pay attention to their reputation.
first has "advanced marketing" and "consumer myth" is true.
can support tens of millions of ordinary people.
So in the final analysis, it is consumers who buy your account to make your myth.
But how long can this kind of dividend of the times last?
Nowadays, there are more and more types of ice cream in stores, but there are fewer and fewer people who dare to take it out of the freezer to eat.
Consumers miss the ice cream of the past, and they also miss the ice cream market of the past. It is urgent for
to change the current generally unreasonable pricing, return it to normal levels, and clearly mark the price.
06 The market is clear, put an end to ice cream assassins
In order to make consumers more assured, we put an end to "ice cream assassins".
The State Administration for Market Regulation has issued relevant regulations. Starting from July 1, operators are required to clearly mark their prices in a conspicuous manner.
Now I don’t have to worry about being stabbed by the Ice Cream Assassin again!
People eat ice cream originally to enjoy the pleasure brought by eating ice cream.
If you eat a piece of ice cream, you have to worry about whether the price is too high and you can’t afford it.
finally found an ice cream cone he liked, but because of the price and reputation, he hesitated for a long time whether to put it back.
Then eating ice cream has lost its original meaning.
To achieve great things with the Way, you need "the right time, right place and right people".
Among them, "humanity" is the most important thing.
can successively increase the popularity of several brands. It can be seen that Lin Sheng, the founder of Zhong Xuegao, is still a bit talented.
But the more talented a person is, the more he should pay attention to his reputation.
It is true that there is "advanced marketing" first and then "consumption myth".
Thousands of ordinary people can support the so-called myth.
So in the final analysis, it is consumers who buy your account, which makes you a myth.
