"This article is based on reliable sources"
In the hot summer, an ice cream has become the first choice for people to quench their thirst. But have you ever heard that an ice cream can be sold for 66 yuan?
That's right, this is the "Internet celebrity ice cream" brand that has attracted much attention in recent years - Zhong Xuegao
It quickly became popular with its unique appearance design and exaggerated pricing, and was known as the "Hermes of the ice cream industry", and its sales were once outstanding. However, just when everyone thought it was going to stay popular.
All sorts of negative news poured in, pushing the former star brand to the forefront.
Now its founder, Lin Sheng, is "restricted", but he said that selling sweet potatoes will also pay off the account......
Zhong Xuegao's "sweet" rise road
Zhong Xuegao's name is derived from the three surnames of "Zhong", "Xue" and "Gao", which means "Chinese ice cream". Since its establishment in 2018, Zhongxuegao has been known for its high-end routes, with products priced between 13 and 18 yuan.
However, what really made Zhong Xuegao famous overnight was the "Ecuadorian Pink Diamond" ice cream launched during Double 11 in 2018.
The price of 66 yuan is really expensive for an ice cream. However, Zhong Xuegao cleverly used the strategy of limited release, and within 15 hours of its release, all 20,000 copies of the "Ecuador Pink Diamond" were sold out.
This event not only won Zhong Xuegao the reputation of "Hermes in the ice cream industry", but also attracted the attention of countless young consumers.
The data shows that Zhongxuegao's sales have soared. Only 16 months after its establishment, its revenue exceeded 100 million yuan.
In 2021, Zhongxuegao sold 152 million pieces of ice cream, and in the first five months of 2022, the number of pieces shipped out of the warehouse reached 220 million. For a brand that has not been established for a long time, such results are really impressive.
However, behind the success is also the voice of skepticism. Negative labels such as "Ice Cream Assassin" and "Sky-high Ice Cream" once plunged Zhong Xuegao into the whirlpool of public opinion. People can't help but wonder: is an ice cream really worth so much money?
There are also many netizens who said: It's not that Zhong Xuegao can't afford it, but that old popsicles are more cost-effective
Founder Lin Sheng
The rise of Zhong Xuegao is inseparable from the careful operation of Lin Sheng, the driving force behind it. As a "marketing genius" from the advertising industry, Lin Sheng has successfully operated many well-known brands such as "Madeir" and "Middle Street".
He has a keen insight into consumer psychology and is adept at using social media to create buzz and stir up heated discussions. Under his planning, Zhong Xuegao came out of the circle with a "sky-high" ice cream and quickly captured the hearts of a large number of young people.
Under Lin Sheng's skillful management, Zhong Xuegao revealed the "national tide" style from packaging design to store decoration.
He is well versed in the younger generation's sense of national cultural identity, and skillfully integrates Chinese style elements into the brand image to inspire consumers' cultural pride.
Buying Zhongxuegao is not only to enjoy an ice cream, but also a fashion gesture to show your personality and follow the trend.
At the same time, Lin Sheng is also good at using the scarcity psychology to create a "out of stock" effect. Through the limited sale, he made Zhong Xuegao maintain a cold and rare image at all times, and stimulated consumers' desire to buy.
People rushed to share their joy of "grabbing" Zhong Xuegao on social media, pushing the popularity of this ice cream to a climax.
Under Lin Sheng's excellent marketing ability and accurate market judgment, Zhong Xuegao is like a dark horse, occupying the high ground of the ice cream market with lightning speed.
It has become the object of capital pursuit, the focus of media attention, and the "Internet celebrity" brand in the hearts of countless young people.
After the
However, there is always an end to the party. With the improvement of Zhongxue's high popularity, its product quality problems have gradually surfaced. The "roasted" incident became the last straw that crushed its altar.
Consumers found that this ice cream, which is claimed to be made with "Hokkaido fresh milk", does not melt even after being grilled. Food safety concerns have triggered a crisis of public trust in their products. Lin Sheng's attitude was arrogant in the face of doubts, and his remarks aroused more people's disgust and resistance.
In 2022, the questioning of "31 degrees at room temperature for 1 hour does not melt" or even "fire does not melt" has pushed Zhong Xuegao to the forefront of public opinion.
Although the company responded quickly and provided a test report, the negative impact was difficult to eliminate. Consumers' trust in the brand has been severely hit, and Zhongxuegao's reputation and sales have suffered a heavy blow.
In the second half of 2023, news about Zhong Xuegao's arrears of employees' wages continued to be exposed. The reporter found that the door of the company's headquarters was closed, but there was no sign of decoration in the office.
Some employees also revealed that they had not been paid for several months. The incident further deepened concerns about Zhongxuegao's business conditions.
In addition to public opinion and internal management issues, Zhong Xuegao also faced a series of legal disputes. From the end of 2023 to the beginning of 2024, the equity of the company and many of its subsidiaries has been frozen many times, involving tens of millions of yuan.
At the same time, the company was also listed as the person subject to execution, and the execution target amounted to 818,100 yuan. Frequent legal disputes not only put pressure on the company's capital chain, but also further damage the confidence of investors and partners.
In order to turn the tide, Zhongxuegao launched a series of affordable new products in an attempt to regain the favor of consumers, but with little success. In the past, the marketing ghost of "wonderful pen and flower" has become a rat crossing the street now, and everyone shouts and beats him.
In the frenzy of online condemnation, Lin Sheng left the scene gloomily, and Zhong Xuegao also ushered in freezing point sales. Now, an Internet celebrity ice cream that was once hard to find can only be sold at a clearance price of 2.5 yuan.
In March 2024, Lin Sheng, a high-tech legal person in Zhongxue, was restricted from high consumption.
On April 21, Lin Sheng posted on social platforms after being restricted from raising his friends: Lin Sheng made a green train to Beijing overnight and said that selling sweet potatoes would also pay off the debt.
A little later, Lin Sheng sent another message: "I didn't expect that a promise between my friends was on the hot search on Weibo. Although Zhong Xuegao is currently facing many difficulties, our determination to strive for change and take responsibility has not changed. Make every effort to make the country prosperous, shoulder the responsibility to employees, partners and society!
Conclusion
Zhong Xuegao's story is a thought-provoking case. It reminds us that we should never ignore the importance of product power and word-of-mouth. No matter how strong the marketing and brand building is, if there is no excellent product and high-quality service behind it, it will eventually collapse like a castle in the air.
At the same time, Zhong Xuegao's experience also reminds us that the healthy development of enterprises is inseparable from compliance management and the protection of employees' rights and interests. Unpaid wages are not only disrespectful to employees, but can also lead to legal risks and shake the foundation of the company.
Under the crisis, whether Zhong Xuegao can break through will depend on his courage and wisdom in coping with the challenge. Only by facing the problem head-on and getting to the bottom of it can we find a way to break the situation. Instead of blaming the outside, it is better to seek self-reliance, start anew from products, services, management and other aspects, and strive for breakthroughs.
reference
The founder of Zhong Xuegao was limited to height, and he took a green train to Beijing for one night!
"From 60 yuan to 2.5 yuan", well-known brands "fell off the altar"?