Zhong Xuegao, who defeated Häagen-Dazs, sold quick-frozen dumplings this time. Among them, the most expensive "chicken silk matsutake mushroom" stuffed quick-frozen dumplings is 98 yuan a bag, each bag is 16, calculating the average price of a dumpling of 6 yuan.
I heard that chickens are chickens that grow up eating brown rice, matsutake mushrooms are gifts from the original forest of Shangri-La, the dough is refined from wheat flour in the Hetao Plain at 41 ° north latitude, and a dumpling has undergone 10 layers of complicated processes.
Zhong Xuegao, who started selling ice cream, with the memory of "eating a 2-cent popsicle is a reward" in his childhood, founded the "Hermès" in the ice cream industry, and a "Ecuadorian pink diamond" worth 66 yuan made the brand quickly popular, becoming the first in sales of the double eleven day cat ice category this year. It can be seen that Zhong Xuegao's brand positioning is high-end, light luxury, a steady stream of topics and freshness to become the light of domestic brands.
This time, the sale of quick-frozen dumplings is the new brand of Zhong Xuegao's parent company - Li Xiangguo. The Tmall flagship store of Lixiangguo has been open for more than two months, and social platforms such as Xiaohongshu, Douyin, and Weibo have already begun amway dumplings, planning to recreate an "internet celebrity".
However, in the frozen dumpling market, the three giants of Sanquan, Si Nian and Wan Chai Wharf have a deep influence, and the price of ideal country dumplings is 3 or 4 times higher than that of the dumplings on the market. Like ice cream, dumplings are also high-end fields, in addition to the strict selection of chicken shredded matsutake ingredients, the choice of other fillings is also excellence, such as shrimp three fresh use of narrow leaf leeks produced in Hainan, with fresh and tender white shrimp; black pork cabbage using seasonal Cabbage, spring and summer from Suji, autumn and winter selection of materials in the northeast, pork using black pork leg meat. In addition, it is also sincere in dipping, packaging and transportation, worthy of the word "high-end". Then through the new media platform UP master, Internet celebrity evaluation master and other anchors "planting grass", a large number of product exposure has been obtained.
Every newly established brand wants to be an "internet celebrity", as Zhong Xuegao founder Lin Sheng once said: "In this era, Internet celebrity is the only way to the brand." Although "internet celebrities" can bring traffic, they will not "grow red". Now Zhong Xuegao has always emphasized products and wants to go to the Internet, but the road to establishing a brand has never been easy, and when it began to sell quick-frozen dumplings across borders, the development dilemma of the Zhong Xuegao brand has been obvious.