The summer of 2022 will be very hot, and now Zhong Xuegao should be even hotter.
At the hottest time of the year, an ice cream in this hot summer is often the most refreshing thing, but how much does an ice cream cost? Cheap three or five dollars, expensive more than a dozen, but recently dozens of large ice cream is popular, obviously looking unremarkable, how to catch up with a meal money at the checkout, this is the veritable "ice cream assassin".
In the past few days, the most fiercely scolded is the ice cream assassin leader Zhong Xuegao.
A blogger took a lighter to burn the bell Xue Gao a piece of sea salt flavored ice cream, and found that dry burning could not be melted?
Then Zhong Xuegao came out to make a detailed explanation, summed up in one sentence: our ice cream has very little water content, most of it is milk cream, even if the solid content of 20% is added, there is no problem.
In terms of quality, the unsmooth Zhong Xuegao is not a rollover.
But after experiencing such a show, the boss Lin Sheng seems to be unhappy.
He complained in the circle of friends: "Obviously it is a product that far exceeds the quality of the national standard, but it is taken out of context by pseudo-science as a multi-additive."
And indignantly said that this is definitely a black hot search for home buying, and their industry competition is too inferior.
Zhong Xuegao's biggest crime was not that he could not burn it. Instead, it was "Ice Cream Assassin" and "Hate Premium Ice Cream".
Many people in the convenience store to pick ice cream, from the outer packaging can not see how much the price is, but also think that the mediocre outer packaging, the price must be very low, the result of going to the cashier to scan the code only to find that the original these unremarkable ice cream, less than a dozen dollars a piece, more than dozens of dollars a piece, and many people at this time hinder the face of the problem, there is no return, bear the pain to pay.
There will be such a "backstab" problem, Zhong Xuegao really has to carry this pot, because Zhong Xuegao is a sky-high ice cream, but it does not belong to its exclusive freezer, but hides in civilian ice cream, pretending to be an assassin to fool consumers.
Due to the difference in information dissemination, many people do not know that Zhong Xuegao is very expensive, when going to the supermarket to buy ice cream, if you take Zhong Xuegao, even if you find that the price is very high, you are not embarrassed to return, it can be said that Zhong Xuegao is taking advantage of this personal weakness and successfully selling his own ice cream.
Why are there fewer and fewer low-priced ice creams? Zhong Xuegao had to carry the pot again, in fact, the low-priced ice cream was getting less and less because their sales channels were squeezed.
Dealers want to make more money, so they are very willing to sell ice cream with higher prices, and sky-high ice creams such as Zhong Xuegao quickly fire out of the circle through marketing and other methods, and then control more sales channels and squeeze the channels of those low-priced ice creams.
In fact, before this year, many dealers are very willing to buy Zhong Xuegao, because before this year, Zhong Xuegao was really good to sell, he could sell 15 million ice creams a year, he sold 600 million yuan a year, the price was high and the profit was high, and the dealers had more money to earn, so they were more willing to enter Zhong Xuegao's goods.
Only this year, under the verbal criticism of netizens, consumers have bought Zhong Xuegao less often, so that many dealers are reluctant to enter more sky-high ice cream, worried about not being able to sell it.
Before 2018, there was no domestic ice cream that dared to bid for 66 yuan.
After 2018, Zhong Xuegao single-handedly increased the market price of the entire ice cream.
Also incidentally PUA masses: love to buy or not to buy.
Why is it that no one scolds Häagen-Dazs with the same high-priced ice cream?
Because people have paved the way for the brand for a long time, 10 years ago, Häagen-Dazs had its own store, and the store decoration was more advanced than the coffee shop.
The waiter inside, wearing a brown beret and an apron, is exquisite and good-looking.
A 28-piece ice cream ball that the waiter will hand you in a goblet.
The other ice creams are all ashamed of themselves under its background.
Although many people did not eat it at that time, the way to understand it was advanced.
It's in idol dramas, in slogans, on the bustling streets of big cities.
And the mention of Häagen-Dazs brings to mind love.
The phrase "Love her, invite her to eat Haagen-Dazs!" "It's like injecting soul into it.
So, brands need stories, and they are stories that move people's hearts.
Zhong Xue said that he was very high-end, have you ever seen Häagen-Dazs in a mom-and-pop shop, a roadside shop, and the price is not clear?
There is no problem with expensive products, but at least consumers should be given the right to choose freely, and it really doesn't make sense to use mixed packaging to "cover up".
Now many offline stores have launched Zhong Xuegao's exclusive freezer, and publicized every product and price
But it is already too late, and in the short term, the public's good feelings for Zhong Xuegao cannot come back. Originally, in the past few months, the epidemic has been repeated, and many people's incomes have not been as good as before. Summer want to eat a root ice cream to relieve the heat found a humble ice cream but also their own meal money, who can not collapse!
It is okay to want to make high-end products, but if you only pursue profiteering and capital operation, then these people will not go far with these products.