Accumulatively sold about 200 million pieces of ice cream, Zhong Xuegao crossed the border has a "new identity"

As a popular brand of the new consumer track, Zhong Xuegao has a new identity label - at the signing ceremony with the National Olympic Sports Center held on December 23, Zhong Xuegao was awarded the bronze medal and authorization of the official partner of the National Olympic Sports Center and the cooperation product of the national team training base, and the two sides officially announced the cooperation. This also means that in the Chinese market, the world's largest ice cream market, as a benchmark brand of new domestic ice cream, the pace of cross-border cooperation between Zhong Xuegao is accelerating.

Became the official partner of the National Olympic Sports Center

The reporter learned from Zhong Xuegao that after announcing on December 23 that it became the official partner of the National Olympic Sports Center, it will have three major directions of effort in the future, one of which is to actively promote the establishment of a professional ice product and frozen product laboratory; second, to carry out in-depth research to develop more high-quality ice products that meet the needs of personalized functions for different groups; the third is to actively participate in various social activities of the National Olympic Sports Center, to make a modest contribution to the nutrition and health of China's people and the development of China's sports.

Zhong Xuegao revealed that the first step after the cooperation between the two sides was to jointly establish an ice laboratory with the National Olympic Sports Center. Zhong Xuegao said that with his existing taste research and development innovation advantages, market experience and data accumulation, combined with the Olympic Sports Center's experience and professional advice in sports nutrition and health, Zhong Xuegao will be able to develop a more nutritious and delicious next-generation ice product that meets the needs of national health, create a national brand of "high quality and good taste", and further lead the high-quality development of the industry.

Founded in Shanghai in March 2018, Zhong Xuegao has become a new consumer brand that has created a world under the background of the rise of domestic products.

According to the Tianyancha APP, Zhong Xuegao completed a round of financing of 200 million yuan at the beginning of this year, which was led by Yuansheng Capital, and H Capital and Wanwu Ben followed suit. Before this year's financing, Zhong Xuegao had successively obtained angel round financing with the participation of Zhen Fund and Fengrui Capital in 2018, as well as the Pre-A round of financing in which Tiantu Capital and Toutou Dao participated.

For the sales since its establishment, on December 23, the reporter learned from Zhong Xuegao that since its establishment, Zhong Xuegao's omni-channel sales have accumulated about 200 million pieces of ice cream, with an average annual compound growth rate of about 180%.

"This time, Zhong Xuegao became the official partner of the National Olympic Sports Center, hoping to join forces with the Olympic Sports Center, with the help of the Olympic Sports Center's scientific research and development advantages in the field of sports health, combined with Zhong Xuegao's own research and development capabilities, to develop a new generation of healthy and nutritious ice products." Zhong Xuegao pointed out.

The "spoon" of the 100 billion market

China's ice products market capacity is huge. According to data from the Prospective Industry Research Institute, the market size of China's ice cream industry reached 124.1 billion yuan in 2018, increased to nearly 138 billion yuan in 2019, and has reached 147 billion yuan in 2020, and the scale of China's ice cream market ranks first in the world. It is estimated that the market size of China's ice cream will reach at least 160 billion yuan in 2021, and the expansion of the market has also given the brand more opportunities for development.

It is worth noting that over the years, china's ice cream market pattern has been relatively "solidified", and among the market participants, one of the traditional dairy giants represented by Ilimon Cattle occupies a dominant position, and the other is the foreign giants represented by Unilever and Nestlé. According to industry data, the top 4 companies in China's ice cream market share in terms of total retail sales are Yili, Unilever, Mengniu and Nestlé.

However, with the rise of new consumer brands, from last year's point of view, Zhong Xuegao's improvement speed began to accelerate. According to the data, during the 618 and double eleven promotions of the Tmall e-commerce platform in 2020 and the 618 promotion in 2021, Zhong Xuegao's flagship store won the sales championship three times.

"The rise of domestic ice cream brands is very fast, which is actually an inevitable event." Lin Sheng, founder of Zhong Xuegao, pointed out in an interview a few days ago that the development of China's economy, the prosperity of the people, and the rise of a new generation of consumers are all the background conditions for the rise of the national tide. Moreover, domestic brands will understand domestic consumers better than foreign-funded enterprises, and have localization advantages in product positioning and promotion.

Lin Sheng pointed out that many industries have now entered the Red Sea, and the competition is fierce. On the one hand, this environment will cause pressure on us, on the other hand, competition will also bring us motivation, it will force all participants in the industry to find ways to innovate, rack their brains to optimize, and the result is that the quality of the product will be better and better.

Editor-in-Charge: Lu Xiao Editor-in-Chief: Han Feng