Zhong Xue Gao rushed to the top of the hot search list with "the most expensive ice cream". On June 16th, in the face of the company's heated discussion on the "ice cream price of 66 yuan, he also said that consumers' love should be", Zhong Xuegao responded to the reporter of the Beijing News Shell Finance, "We have been maliciously edited." As a domestic ice cream brand,
successfully made a circle in just three years and became an Internet celebrity food. But there are a lot of controversy around Zhong Xuegao: Is the ice cream price so expensive Is the IQ tax or value for money? Wool comes out of sheep, isn't money for celebrity spokespersons?
is called "Internet celebrity". Lin Sheng once responded, "It's better to meet, (Internet celebrity) is a gust of wind. Who wants to be a brand today. Internet celebrities are your only way. Can't do it, then you don’t make a brand, but if you are sorry, you're here, you have to think about where to go after the Internet celebrity. For the time, you can continue to survive and develop. Lin Sheng Said: "Zhong Xuegao’s gross profit is actually slightly higher than the gross profit of traditional cold drink companies. The most expensive one sold for 66 yuan, and the product cost is almost 40 yuan. The cost price is sold, and even half of the price is sold, some people will say that it is too expensive. In the hot search, Zhong Xuegao responded to the reporter of the Beijing News Shell Finance: "We have been maliciously edited."
sent a video to reporters in Zhong Xuegao. "Do you want to love" means that grapefruit is very expensive, which is equivalent to the price of grapefruit. Zhong Xuegao "love if love". In the original video of
, Zhong Xuegao's staff told Lin Sheng that the grapefruit in the cost was 1.2 million tons. It is a kind of grapefruit in Japan, a half -wild state, various data ... it is the price, you love it. Get up, more than 120,1 tons. In the video provided by
in Zhong Xuegao, the reporter found that the content is much more videos than the hot search. In the original video of
, Lin Sheng introduced that in 2018, Zhong Xue Gao launched a product called Ecuador Diamond Diamond. The cost of this ice cream is about 40 yuan/branch.
faced the host's question, "So expensive, where is the confidence and self -confidence?" Lin Sheng acknowledged, "So it does not meet the laws of business, and we have no confidence, but we only have the minimum production volume, production, production, production, production, production, production, production, production, production, production, production, production, production, and production. After 20,000, we thought at the time that we sold it when we sold it. If we ca n’t sell it, we will take it back. Even if we are a gift, we eat it ourselves. There is a pink RUBY chocolate, which was scarce at that time. Everyone knows that natural pink chocolate is similar to a white tiger in a tiger pile. This is not dyed, it is the result of a gene mutation. Foreign scientists have studied for more than 10 years, turning it into chocolate how to cultivate, extract, purify, etc. at that time. At that time, we knew this technology and this product. It happened that we found that 3 tons of goods came to China. I ate these 3 tons of goods in one breath. The price of this chocolate in the past two years has gone down, but in 2018, it is very high. After that, after studying for nearly half a year, I finally took Ecuador powder to Lin Sheng to try it.
Lin Sheng said: "When doing this product, we know that it is anti -business logic. Even if I sell the cost price, I even sell it half of the price. Well.
Jingwei China , True Fund and other Capital Blessing
Lin Sheng: Zhong Xue Gao is not short of money. L4 fights a greater battle.
Zhong Xue Gao was established on March 14, 2018, 5 in the same year On the 20th, six original products were launched around the world. As of April 6, 2020, its Tmall flagship store harvested the 1 million fans. According to media reports,
, "Zhong Xue Gao was established for only 3 years. As a new brand that grew up in Tmall, it runs very fast: the 16 -month revenue has exceeded 100 million yuan; as of now, I have sold 100 million ice cream. Many, four months in the first four months of 2021, the overall channel sales increased by 300%year -on -year. A series of "Zhong Xue Gao is not less" series of products showed a monthly sales of 100,000+ and 885,000 people paid.
runs crazy, while it is indispensable for capital assistance.
It is reported that in the early days of Zhong Xue Gao's entrepreneurial entrepreneurship, it received capital injection from Jingwei China, Zhenge Fund, Tiantu Capital, Tuto Fund, Fengrui Capital and other institutions. In May of this year,
completed nearly 200 million yuan in Series A financing. It was led by Yuansheng Capital and H CAPITAL and Wanwu Capital followed.
, however, Lin Sheng said: "Zhong Xuegao is not short of money, financing is not to live, but to develop more efficiently. In the war, you need to prepare enough grain and fight."
Zhong Xue Gao Is IQ taxation or value?
#h h h h The most expensive 66 yuan#h h h Shortly, another topic#h h 高 is IQ taxes or value#also on the list.
"expensive" has always been one of Zhong Xuegao's labels. Its Tmall flagship store shows that Zhong Xuegao's ice cream is basically more than 10 yuan. The key point of
in this incident is, does it make sense to be expensive? In this regard, there are divergent opinions.
has a consumer who bought Zhong Xuegao told reporters, "The cost -effectiveness is average, the materials are really good, and the real taste is more real, but I should not buy it." Some consumers question , Even asking the company to provide the procurement list of raw materials.
also has a point of view: "A brand has its own positioning since the launch of the market. For example, for the case of Zhong Xue Gao, an ordinary ice cream seems to be slightly more expensive than other ice cream. Marketing is biased towards the mid -to -high -end market. It has the right to pricing for their own products, and the public does not need to put various labels. Lin Sheng also mentioned: "How much is the ice cream 15 years ago? Does the cost have not increased in 15 years? Creating ice cream also requires machines, water and electricity coal, raw materials, and people. The cost must continue to be raised." The cost includes purchasing costs, marketing costs ... There are these hard costs. Generally speaking, the cost of ice cream and ice cream will not be high, but the reason why net red ice cream can be sold to more than 60 yuan or even 80 yuan, which is more because of being being caused It has given added value such as social attributes and emotional needs, which meets the consumer thinking of the mainstream consumer groups in the new generation, and makes the brand have room for survival and growth.
Xinjing News Shell Financial Reporter Yan Xia Editor Chen Li School faced Li Shihui
