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"I'm just going to sell sweet potatoes and pay off my debts. ”
On April 21, Lin Sheng, the founder of "Zhongxuegao", spoke passionately when chatting with Deng Qingxu, CEO of Sina Finance.
Now he is not only in huge debt, but also "limited in height", so he can only choose to travel by green train;
But 6 years ago, Lin Sheng was still glamorous.
His "Zhongxuegao" is not only the existence of Häagen-Dazs;
It is also called "Hermes in the ice cream industry" by netizens, and it is difficult to find one.
But now Zhong Xuegao is sold for 2.5 yuan, and no one cares.
From "Hermes in the ice cream world" to everyone ignoring it, what has Zhong Xuegao experienced?
The founder, Lin Sheng, can really lead Zhong Xuegao back to his peak?
The explosive "Zhong Xuegao"
"What's so special about this ice cream, that a single stick can be sold for 66 yuan?"
In 2018, during the "Double Eleven" carnival, Zhong Xuegao, an ice cream brand, appeared in front of the public.
Different from the discount promotions of other merchants, Zhongxuegao directly launched the high-priced ice cream "Ecuador Pink Diamond".
This behavior of doing the opposite directly attracted the attention of many netizens.
This ice cream was sold out after only 15 hours on the shelves.
The exquisite packaging and mellow taste of the milk flavor made Zhong Xuegao an instant hit;
It was directly called "Hermes in the ice cream industry" by netizens.
Subsequently, Zhong Xuegao's sales volume soared, ranking first among major e-commerce platforms;
Even in the live broadcast rooms of big anchors such as Li Jiaqi and Luo Yonghao, it has also been there.
In 2019, Zhongxuegao's sales directly exceeded 100 million;
Since then, Zhongxuegao has crushed other ice cream brands, and the sales volume is directly ahead.
Unconsciously, Zhong Xuegao has become a representative of China's high-end ice cream.
Many young people also regard clocking in as a trend;
It is in short supply, and it has won the title of "Internet celebrity ice cream".
The reason why Zhong Xuegao can become so popular is inseparable from the strategizing of the founder Lin Sheng.
"Marketing genius" Lin Sheng
Although Lin Sheng is famous for selling ice cream, he himself made a fortune through "advertising".
Lin Sheng was very interested in advertising when he was a child and wanted to engage in this industry;
But his parents felt that the advertising industry was a bit unrealistic and did not approve of it.
Lin Sheng, who couldn't resist his parents, chose to study history when he was in college.
But the flame of Lin Sheng's dream about advertising has not been extinguished for a long time;
After graduating from university, he entered the field of advertising and began to struggle.
And Lin Sheng is very talented in advertising, and the creativity he thinks of is often praised by Party A.
In 2005, Lin Sheng, who had accumulated some experience, started his own advertising agency in Shanghai.
Due to Lin Sheng's novel ideas, there is an endless stream of businesses who come to him for advertising.
Among them are the ice cream brands "Madeir" and "Middle Street".
In 2015, in order to expand its sales market, "Martial" approached Lin Sheng for help.
Lin Sheng is not like a regular advertiser, who only captures the highlights of the brand;
He also saw that the brand had hidden an oh advantage - "palace formula".
When the ice cream eaten by the emperors and nobles of the past is placed in front of you, don't you want to taste it?
Lin Sheng started from this aspect to make "Madeir" ice cream have a historical background;
Coupled with a series of small stories of Qing Dynasty aristocrats, it has captured the hearts of many customers.
The "Madeir" brand became famous and opened more than 30 branches across the country.
Perhaps seeing Lin Sheng's strength, the ice cream brand "Zhongjie" also came to the door.
Lin Sheng used the same method to make the "Middle Street" ice cream popular all over the streets and alleys;
The year "1946" has become a symbol of "Middle Street" ice cream.
These two successes not only made Lin Sheng's reputation in the industry more famous;
It also gave him the idea of entering the ice cream industry.
said that it was fast, and Lin Sheng began market research.
He first discovered that China's high-end ice cream field was basically occupied by foreign brands such as Häagen-Dazs;
Later, I noticed that netizens were very interested in things with historical and cultural heritage.
At this time, a bold idea formed in Lin Sheng's mind.
He led the team and selected the three surnames "Zhong, Xue, and Gao" from the hundreds of surnames to form the name of the brand;
Then, from the shape of the ice cream to the packaging, it is inseparable from the traditional Chinese culture.
In March 2018, the high-end ice cream Zhongxuegao was officially launched.
And fate also seems to favor Lin Sheng, giving him a chance to ride the east wind.
At that time, it was in a period of rapid development in the field of short videos, and many brands chose to market online;
As an advertising person, Lin Sheng naturally wants to seize this opportunity.
He not only told the traditional culture behind Zhong Xuegao on social platforms;
I also found many Internet celebrities to promote my brand.
With the launch of "Hermes in the ice cream industry", Lin Sheng pursued the victory and chose to co-brand with other brands.
The youth version of the ice cream he co-branded with Xiaomi and the "underage" ice cream with Wahaha have won good reviews.
But behind the prosperous scene of Zhongxuegao, there is also a huge crisis.
Frequently questioned, the glory is no more
"This ice cream is so powerful, it can't be baked with fire!"
In 2022, a netizen uploaded a video of roasting Zhong Xuegao with fire on social platforms.
However, Zhong Xuegao under the high temperature has hardly changed, which instantly aroused heated discussions among netizens.
After all, food safety has always been the top priority of netizens;
In addition, Zhong Xuegao's price is not cheap, which makes netizens angry.
In the face of the intensifying rhetoric, the person in charge of Zhong Xuegao came forward to explain that it was because there was carrageenan in it.
This explanation of the person in charge made the anger of netizens reach a climax:
"I take twenty or thirty yuan to eat ice cream, and you let me eat gum?"
Before Zhong Xuegao's baking thing passed, "Ice Cream Assassin" rushed to the hot search again.
Previously, Zhongxuegao's main focus was to conduct high-end operations online;
As their fame grew, they began to combine online and offline sales models.
Zhong Xuegao is not wrong to develop like this, but they put it together with low-priced ice cream and did not indicate the price.
Many uninformed netizens always feel "flesh pain" in their hearts when they pick up the ice cream and go to the checkout.
There are more and more complaints on the Internet about Zhong Xuegao's "misprice", and its sales have also declined.
Lin Sheng saw that the situation was not right, and hurriedly responded.
However, what people didn't expect was that Lin Sheng's statement caused an uproar.
"It's the price, do you love it or not. ”
Lin Sheng's words in the interview directly made netizens start to boycott Zhong Xuegao one after another.
Although Lin Sheng came forward to explain that he was mainly talking about grapefruit merchants, not many people were willing to accept it.
One stone stirred up a thousand waves, and many experts who fought fake Zhong Xue Gao also appeared on the Internet.
Under the influence of various negative news, the brand Zhongxuegao has also gone downhill.
With the emergence of more high-quality and inexpensive ice cream, Lin Sheng was also a little panicked.
In March 2023, Zhong Xuegao launched the Sa'Saa series priced at 3.5 yuan;
Zhong Xuegao, who has always focused on high-end, lowered his "arrogant" head this time.
However, the response of the market was not good, and the popularity of the Zhongxuegao brand gradually dissipated.
And in October 2023, Zhong Xuegao was rumored to have broken the capital chain.
This kind of situation seems to confirm that Zhong Xuegao has embarked on the road of declining mountains.
What people never expected was that Zhong Xuegao's current situation was so lonely.
At the beginning of March, Lin Sheng, the founder of Zhongxuegao, reported that he was "limited in height", which was regrettable.
The hot search here has not gone down, and on the other side, the price of Zhong Xuegao cabbage has been on the hot search again.
On March 6, some netizens found on the e-commerce platform that Zhong Xuegao, which had been sold for dozens of yuan;
It turned out to be a fire sale price of 2.5 yuan.
From the 66 yuan ice cream coaxed by 10,000 people to the 2.5 pieces of a clearance process, only 6 years have passed.
Today's Lin Sheng, facing Zhong Xuegao, who collapsed across the board, does not look as high-spirited as he was back then;
But I still hope that he can continue to move forward and make a comeback as soon as possible.
epilogue
The flow is only temporary, and the quality of the product is the most important thing.
Otherwise, the prosperity of the past will always leave behind a mess.
I hope that Lin Sheng will be able to continue to move forward and lead Zhong Xuegao forward step by step.
(Disclaimer: The process and pictures described in the article are from the Internet, and this article aims to advocate positive social energy and no vulgar and other bad guidance.) If it involves copyright or character infringement issues, please contact us in time, and we will delete the content as soon as possible! ）
Information sources:
[1] "Red Star News: The founder of Zhong Xuegao was limited to height, and he took a green train to Beijing for one night!"
[2] "Self-cultivation of Internet celebrity ice cream: Zhong Xuegao ice cream is the most expensive 66 yuan?"
[3] "Lin Sheng, Founder of Zhongxuegao: At the beginning of its establishment, sustainable development was written into the company's corporate culture"