Recently, Zhong Xuegao has become one of the hot topics, and has been on the hot searches one after another. On the evening of June 17, Zhong Xuegao once again "updated" his hot search topic, this time because of his apology.
So far, its related Weibo topics have been read nearly 1.2 billion times.
Zhong Xuegao apologizes! On the evening of June 17, Zhong Xuegao issued an apology letter on his official Weibo due to false propaganda two years ago that was once again on the hot search
html.The letter stated:
"Recently, for some reasons, there has been a discussion on social platforms about the administrative punishment Zhong Xuegao received from the Shanghai Municipality. This reminds us once again: Although mistakes made in the past can be corrected, they cannot be erased. Once upon a time The two administrative penalties in the early days of starting a business were like alarm bells, constantly reminding us to be more cautious and accurate. Communicate with users more responsibly. We are very grateful to the government departments and the public for their attention and supervision of Zhong Xuegao. At the same time, we once again solemnly apologize to everyone for the mistakes we have made and the trouble we have caused.” The "two administrative penalties in the early days of entrepreneurship" mentioned in
's letter also involved another hot search topic about Zhong Xuegao on the 17th.
html On the afternoon of 017, #Zhongxuegao’s special grade red grapes are actually bulk red grapes# became a hot search on Weibo.It turns out that Zhong Xuegao was punished twice by the Shanghai Municipal Administration for Market Regulation in 2019 for false propaganda.
How fake is Zhong Xuegao’s advertising?
According to the administrative penalty decision of the Shanghai Huangpu District Market Supervision and Administration Bureau, Zhong Xuegao’s advertising contained at least five false claims.
1. On the page of its sales product, Stuffed Red Grapes and Ice Cream, it is advertised that "it does not contain a single grain of sucrose or sugar substitutes. Fructose brings a more fragrant aroma. Only premium red grapes from the core grape growing area of Turpan Basin are used. Zero additions, sweet and not greasy." " content. The inspection report shows that the specification grade of the red raisins is bulk/first grade, and the promotion of special grade red grapes constitutes false propaganda.
2, Laoshubei Matcha·Ice Cream page promotes the content that "Zhong Xuegao's original product only uses Japanese Yabukita tea, which is purely hand-ground. Three completely different matcha flavors are blended into one, with zero additions, not sweet, not too spicy, not greasy." The sales instructions of its supplier, Shanghai Rongyao Food Ingredients Co., Ltd., show that Laoshubei Matcha Ice Cream raw material matcha powder is made from fresh leaves of various tea trees such as Jiukeng, Longjing, and Yaubei trees. “Only Japanese Yaubei Tea constitutes false propaganda.”
3. In order to show its high-end positioning, Zhong Xuegao once promoted that its raw materials have won international awards, jointly developed with global institutions, etc., but this is not the case. According to the administrative penalty document, Zhong Xuegao promoted on the Irish Aged Cheese and Ice Cream page “Zhong Xuegao’s Honorary Original, China’s first top-quality aged cheese, a wonderful combination of fresh milk and aged cheese, unique, original aged cheddar cheese” , aged for many years, golden in color, sweet and fragrant, zero additives, nutritious and healthy."
However, in the 2018 International Cheese and Dairy Awards for the UK's Best Cut Cheese Award, the cheese used in Zhong Xuegao Ice Cream did not win any awards.
4, Zhong Xuegao's product introduction page promotes the content that "the sticks are made of natural straw materials that are biodegradable in 14 weeks and meet extremely stringent baby-level usage standards."
The sticks used in Zhong Xuegao's products are produced by Yiwu Kangshuo Plastic Products Co., Ltd. After testing, the sticks only comply with "GB/T 18006.1-2009 (Starch-based plastic disposable tableware)" and " GB 14934-2016", the above standards are "General Technical Requirements for Plastic Disposable Tableware" and "National Food Safety Standard for Sterilized Tableware (Drinking)ware". Zhong Xuegao's promotion of infant-grade use standards constitutes false propaganda.
5. Not only that, Zhong Xuegao was confirmed to have introduced in the product promotion page that "China, Italy, the United States, Japan and other global R&D institutions jointly developed and produced with only ten production equipment in the world", which constituted false propaganda.
In fact, Zhong Xuegao cooperated with the Dairy Innovation Institute (DII) of California State Polytechnic University to develop healthy frozen product dessert recipes and production processes, as well as Shanghai Shengzhi Management Consulting Co., Ltd. and Japan's Biotherapy Development Research Center Co., Ltd. The company signed a service agreement and did not conduct joint development.
At the same time, the People's Republic of China Customs import goods declaration form of Capugianni (Zhongshan) Machinery Manufacturing Co., Ltd. provided by Zhong Xuegao showed that the number of imported ice cream machines used by the party was 18 units. Zhong Xuegao promoted China, Italy, the United States , Japan and other global R&D institutions jointly developed it, and the production of only ten production equipment in the world constitutes false propaganda.
In addition, another penalty decision issued by the Jiading District Market Supervision Bureau of Shanghai stated that since March 2019, Zhong Xuegao has promoted on the webpage of a light milk ice cream product sold on Tmall. Add a drop of water, pure frankincense" and other promotional content. After official verification, the ingredient list of this ice cream product clearly contains drinking water ingredients, and its promotional content is inconsistent with the actual situation, which is misleading and false propaganda.
In this regard, netizens have questioned why Zhong Xuegao’s cost is high? The founder of
responded to "Ice cream sells for 66 yuan": malicious rumors were spread
A few days ago, the topic #中雪高ice cream is the most expensive for 66 yuan# became a hot search on Weibo. The reason is that its founder Lin Sheng said in a video, "It's the same price, you like it or not."
Zhong Xuegao also wrote in the comment area, "But the boss still made a small mistake. The total of grapefruit and yogurt is more than 1.2 million per ton, not the 1.2 million per ton of grapefruit!"
has just completed 200 million financing, Zhong Why are Xue Gao's products so expensive?
Zhong Xuegao was founded in Shanghai in 2018. It uses tiles and the top of the word "Hui" as its logo. Official website data shows that Zhong Xuegao has now opened 15 stores in 4 cities across the country.
reported on May 18 this year that Zhong Xuegao completed a 200 million yuan Series A financing from Yuansheng Capital, H Capital, Wanwu Capital, and Tiantu Investment. Prior to this, Zhong Xuegao also received angel round financing from Zhen Fund, Fengrui Capital, and Matrix Partners China in 2018, as well as Pre-A round financing from Tiantu Capital and Toudou Shidao.
△21 Internet Adjustment Laboratory According to public statistics
Zhong Xuegao’s latest product price list shows that its lowest-priced ice cream is 13 yuan/piece. Looking at the domestic ice cream market, this price is enough to stand out among the others, equivalent to the highest price of other ordinary ice cream brands.
In addition, Zhong Xuegao also launched "Lixiangguo" dumplings, the price of which is also higher than the industry average. The price of a bag of dumplings is marked at 40 yuan to 90 yuan. The high price gene can be said to be the same.
Zhong Xuegao’s product pricing:
Image source: Zhong Xuegao’s official WeChat public account
Why are Zhong Xuegao’s products so expensive? Do Internet celebrity brands have to go the high-price route? According to a comprehensive review of the media, there may be three main reasons:
First, brand positioning determines the differentiated pricing of products.
Zhong Xuegao has always claimed to "make a piece of Chinese quality ice cream", positioning himself as a mid-to-high-end ice cream, aiming at the upgrading needs of mass consumption.
The second is cost, including production cost, logistics management cost, marketing cost, etc.
Lin Sheng attributed the high price of ice cream to the rising cost in the above program: "Making ice cream also requires machinery, water, electricity, coal, raw materials and labor costs. The cost must be rising."
Once again, the industry and market Features also have an impact on pricing.
Ice cream consumption has obvious seasonal attributes, and the consumption frequency is destined to be lower than other types of snacks, making it difficult to obtain profits through high sales. Zhu Xi, the former Greater China President of General Mills, the parent company of Häagen-Dazs, once revealed that a 2015 Boston Consulting survey found that Häagen-Dazs earned 70% of the industry’s profits. Prompted by various factors, "you have to sell expensive to make money" has become a new consensus in the ice cream industry.
Regarding Zhong Xuegao’s pricing, most netizens believe that high-priced ice cream does not actually deserve the high price. Some netizens pointedly pointed out that high-priced ice cream is a phenomenon of consumption upgrading.
"Defeat" Haagen-Dazs with a popular ice cream
Looking back on Zhong Xuegao's growth path, he has obvious trading techniques. The name is a homophony of "Chinese ice cream", the special tile shape, the use of straw sticks, and the constantly updated traditional flavors always emphasize the positioning of "national trend" and "domestic product"; the gimmick of "sky-high price ice cream" and "light luxury distribution" "The gameplay and joint promotion with well-known anchors and Internet celebrities have also made Zhong Xuegao earn enough attention in this era of traffic. In a sense, Zhong Xuegao's popularity is based on crazy marketing.
Eight months after its establishment, Zhong Xuegao created an “Ecuadorian Pink Diamond” ice cream during the “Double Eleven” of that year (2018), saying it was “made from scarce natural pink cocoa and expensive Japanese grapefruit.” raw materials, and then use environmentally friendly sticks made of straw. The production cost alone is 40 yuan, and the price is 66 yuan per stick.
This is Zhong Xuegao’s first ice cream variety that caused a sensation on the entire Internet. The price and appearance were amazing, and it was sold out in 15 hours during Double Eleven. Later, due to lack of raw materials, this ice cream was never reproduced.
△Picture source: Screenshot of a social platform
Zhong Xuegao became an instant hit with this ice cream, defeating the "foreign giant" Haagen-Dazs in the ice cream industry and ranking first in the ice category. In 2019, Zhong Xuegao’s omni-channel sales GMV exceeded 100 million. In 2020, it took Zhong Xuegao less than half a year to reach the sales target of over 100 million.
Lin Sheng said in a previous interview that in June 2019, Zhong Xuegao’s sales in four days had equaled the full-year performance in 2018, and ranked second in the growth rate of all categories on Tmall on June 18. In April 2021, Zhong Xuegao released two new products with unit prices of 68 yuan and 88 yuan respectively, and the prices reached a new high. According to reports, after the relevant new products were sold out through Zhong Xuegao’s official channels, scalpers’ purchase prices of up to 200 yuan/piece appeared on the e-commerce platform.
It’s not just Zhong Xuegao, these ice creams are getting more and more expensive.
In fact, it’s not just Zhong Xuegao, the entire ice cream industry has a trend of getting more and more expensive.
Recently, cultural and creative ice creams from various places including Yuanmingyuan Lotus Ice Cream, Beijing Forbidden City Mythical Beast Ice Cream, Great Wall City Wall Ice Cream, Sanxingdui Bronze Mask Ice Cream, Qinling Museum Terracotta Warriors Ice Cream, National Museum Cultural Relics Ice Cream, Wuhan Yellow Crane Tower Building Ice Cream, Hangzhou West Lake Ice Cream and so on are constantly popular. screen. The selling price of these cultural and creative ice creams is relatively high, reaching more than ten yuan or even dozens of yuan.
Take the 12 types of cultural and creative ice cream launched by Xi'an City Wall Scenic Area as an example, each selling for 25 to 28 yuan. Some people joke that if you buy a few small ice cream sticks, it will be enough for the whole family to have a meal of ribs!
△Picture source: Official Weibo of Xi’an City Wall Scenic Spot
Of course, most of the people who can accept this kind of ice cream are early adopters, and mainly young people who like to take pictures. Taking photos with attractions while holding an ice cream cone is regarded as a standard check-in gesture of "visiting here", and the finished ice cream stick is a souvenir taken home.
In addition to the cultural and creative ice cream with IP image, the prices of ice cream in supermarkets, convenience stores and other channels are also rising. Some media recently discovered in many supermarkets and convenience stores in Beijing that ice cream priced at 5 yuan or even 10 yuan has become the main product, and some boxed ice cream is priced as high as dozens of yuan. For example, the old brands of ice cream Menglong and Kaidao are mostly priced between 10-20 yuan each, Zhong Xuegao is priced between 10-40 yuan each, and Baxi ice cream is priced between 30-40 yuan per box. Haha Gendas is priced at around 40 yuan per box.
I once thought that 10 yuan for Menglong was the “ceiling” for ice cream, but now 10 yuan is just the starting price for internet celebrity ice cream.
Internet celebrities are in the spotlight, but the “evergreen tree” is still a traditional ice cream product. According to China News Service, Master Wang, who has been in the ice cream business for more than ten years, said that when customers come to wholesale ice cream, they often bring a few new ones to try, but they rarely "repurchase" them. The longest-selling ones are "old popsicles" "Little Pudding" and "Green Mood". However, Master Wang said, "The delivery price of many ice creams under 2 yuan is 5 cents more expensive than in previous years, which has increased by almost 30%."
Content source: Comprehensive 21st Century Economic Report, Beijing Business Daily, China News Network, China Fund Newspaper etc.
Source: China Quality Newspaper
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