#记录我的2024#这些年, if you want to ask about the Internet celebrity ice cream brand, Zhong Xuegao is undoubtedly one of the best, but in recent times, Zhong Xuegao's development has faced great pressure, and many people even suspect that he is going bankrupt and go bankrupt.
1. Boss Zhong Xuegao said that even if he sells sweet potatoes, he has to repay his debts
According to the report of the Daily Economic News, according to the Weibo content of Deng Qingxu, CEO of Sina Finance, Lin Sheng, the founder of Zhongxuegao, took a green train to Beijing overnight after being "limited in height", and he said that even if he sells sweet potatoes, he must pay off his debts.
According to public information, Zhong Xuegao was established in 2018 and used the three surnames "Zhong", "Xue" and "Gao" in the hundred surnames to form a brand name, which means "Chinese ice cream". At the beginning of its establishment, Zhongxuegao established to take the high-end route, pursuing less and refining, and its conventional ice cream products were basically priced between 13-18 yuan.
In 2018, Zhong Xuegao launched the "Ecuador Pink Diamond" ice cream, the price was 66 yuan / piece, limited sale, on the day of Double 11, the launch of 20,000 copies of "Ecuador Pink Diamond" ice cream was sold out within 15 hours of being put on the shelves. Zhong Xuegao also became an instant hit and became a representative of high-end ice cream, known as the "Hermes of the ice cream industry", and became an Internet celebrity ice cream that young people rushed to check in.
In 2021, Zhong Xuegao proposed to redefine ice cream with a dessert strategy, and launched four new products that year: "Zhimei Longli", "Xingyu Nian", "Heyou Cheese" and "Pear Blossom Fall", of which "Zhimei Longli" is priced at 88 yuan / box, "Xingyu Nian" is priced at 68 yuan / box, "He You Cheese" is priced at 88 yuan / box, and "Pear Blossom Fall" is priced at 78 yuan / box, and this series of products has been fried by the scalper market to 160-200 yuan a box due to limited sales.
However, because of the high price, Zhong Xuegao has repeatedly fallen into the whirlpool of negative public opinion such as "ice cream assassin" and "sky-high ice cream", and has almost become the target of public criticism.
2. Can Zhong Xuegao's "True Transmission" be believed?
Recently, the boss of the Zhongxuegao brand publicly stated that even if he wants to sell sweet potatoes, he will pay off his debts, which has attracted widespread attention. As a fast-rising ice cream brand in recent years, Zhongxuegao's rapid expansion and subsequent negative press have become the focus of public discussion. So, can the "true story" that this boss said be believed?
First of all, the rise of Zhongxuegao is a typical model of modern brand storytelling. It entered the market with its unique national fashion design, high-quality raw materials and high-end positioning, and quickly stood out in the highly competitive ice cream industry. However, along with the soaring brand awareness, a series of negative events followed, from the "ice cream assassin" controversy caused by the high price of the product, to the alleged false propaganda being named by the China Consumers Association, to the food safety concerns caused by the "high temperature" incident, which have dealt a serious blow to the brand image. Behind these phenomena is actually a reflection of the inevitable quality control challenges of enterprises in the process of rapid expansion.
When a brand pursues rapid growth, supply chain management, product quality monitoring, customer service and other links are often under great pressure. If Zhongxuegao's core concept of product quality is not strictly implemented in practice, or if it fails to adjust in time to adapt to the complex situation brought about by rapid expansion, it may lead to product quality problems and then lead to a crisis of consumer trust. In addition, over-reliance on marketing to create a high-end image and neglect of authenticity and transparency in communication with consumers may also exacerbate public antipathy towards its high-price strategy. Therefore, Zhongxuegao's transformation from glory to hardship is actually an inevitable reflection of the lack of quality and management control in the process of rapid expansion of the enterprise.
Secondly, in the face of the company's predicament, Lin Sheng, the founder of Zhongxuegao, publicly stated that even if he sells sweet potatoes, he will repay his debts, which shows his positive attitude and spirit of responsibility in the face of adversity. In reality, it is not uncommon for business owners to choose to avoid debts or bankruptcy liquidation when faced with a financial crisis. In contrast, Lin Sheng's promise, while seemingly extreme, conveys his unwillingness to shirk responsibility and his willingness to solve the problem through any legal means. Such a statement will help ease the sentiment of creditors and create a more favorable public opinion environment for possible subsequent debt restructuring or cooperative negotiations.
However, the focus of public attention is not only on the sincerity of the statement, but also on the feasibility of the commitment. As a business leader, Lin Sheng's personal words and deeds are important, but the actual realization of debt repayment depends on the improvement of the company's overall financial position, the recovery of profitability and an effective debt restructuring plan. Therefore, although Lin Sheng's statement shows a positive attitude, whether the "truth is still transmitted" can be realized still needs to be evaluated in depth in combination with the specific business conditions and future strategic planning of the enterprise.
Third, although Zhong Xuegao has suffered a lot of negative news in recent years, it has still accumulated a certain influence and fan base in the market. These fan groups have a high sense of identity and loyalty to the brand, and are valuable assets for the company. If these assets can be fully utilized, through accurate market positioning and effective marketing strategies, Zhongxuegao is still likely to achieve a performance recovery. At the same time, brand equity is also an important value of the enterprise. Although Zhongxuegao is currently facing difficulties, its brand awareness and market influence are still there. If the brand image can be reshaped through effective means, and the product quality and service level can be improved, Zhongxuegao is still likely to stand out in the fierce market competition.
Fourth, in the business world, there are many precedents of entrepreneurs actively seeking solutions when faced with difficulties and eventually succeeding in turning the tables on the situation. Luo Yonghao is one of the best. When he faced huge debt pressure, he did not choose to escape or give up, but worked hard to repay his debts through live broadcasts and other means, and finally won the recognition and respect of consumers. This example gives Zhong Xuegao's boss a positive inspiration: as long as there is determination and action, it is possible to achieve a reversal even in the face of great difficulties.
Of course, Zhong Xuegao still needs to make a huge effort to truly recover and pay off his debts. This includes strengthening internal management, improving product quality, optimizing marketing strategies and other aspects. At the same time, it is also necessary to use the power of the market, make full use of its own market influence and fan group advantages, and actively look for new growth points and development opportunities.