Zhong Xuegao, the founder of the founder, paid off his debts live, and 5 catties of sweet potatoes were sold for 42.9 yuan! Cold drink merchants: Ice cream is too expensive and no one buys it

2024-05-29 16:59:28

Zhong Xuegao, the founder of the founder, paid off his debts live, and 5 catties of sweet potatoes were sold for 42.9 yuan! Cold drink merchants: Ice cream is too expensive and no one buys it

Blue Whale Finance

2024-05-29 16:41Posted on the official account of Beijing Blue Whale Finance

Zhong Xuegao, who was once a smash hit and sold an ice cream for more than 60, has now embarked on the road of bringing goods to repay debts.

729 people were in arrears in wages

The founder of Zhong Xuegao sold sweet potatoes live to pay off debts

42.9 yuan 5 catties was accused of "sweet potato assassin"

Yesterday evening, Lin Sheng, the founder of Zhongxuegao, officially started a live broadcast on Taobao to bring goods, the live broadcast account is called "Zhongxuegao Laolin", and the signature reads "Make products well, repay debts well, and be together". That night, more than 70 kinds of products such as Zhong Xuegao, melon seeds, chewing gum and tea were put on the shelves in the live broadcast room, but the most concerned was sweet potatoes, priced at 42.9 yuan and 5 catties, and more than 200 orders were sold.

Zhong Xuegao, the founder of the founder, paid off his debts live, and 5 catties of sweet potatoes were sold for 42.9 yuan! Cold drink merchants: Ice cream is too expensive and no one buys it

Lin Sheng said in the live broadcast: "The price of sweet potatoes is very low, and we must turn it into a high value-added product." It is not easy for farmers, they really have to spend their sweat, hard work, and money in the fields, and work hard for a long time, but a hail or wind will knock out all the hard work of this year. The main reason is that there is no way to sell at a good price, and it is difficult to deliver agricultural products directly from the ground to consumers. ”

However, this statement has not been recognized, and some viewers said that it was Zhong Xuegao who made the price of ice cream more expensive before, and now he has become a "sweet potato assassin" to raise the price of sweet potatoes.

It is worth noting that this is Lin Sheng's first live broadcast to bring goods, and its purpose is to repay debts. A huge number "729" can be seen on the background wall of the live broadcast room, Lin Sheng said that this is the number of Zhong Xuegao's employees who have arrears, put this number in the live broadcast room, and lower this number little by little by bringing goods, and be sure to pay off the debt.

According to the data, Lin Sheng's live broadcast has accumulated more than 800,000 views, and the number of fans of the account is currently 1,841.

From annual sales of more than 100 million yuan to fade out of the market

Cold drink wholesale boss: Zhong Xue is too expensive and no one buys it

As a smash hit Internet celebrity ice cream brand, Zhongxuegao was once known as the Hermes of ice cream in its heyday, and its high price made many consumers unreachable.

In 2018, on Double 11, Zhong Xuegao's ice cream aristocrat "Ecuador Pink Diamond" was priced at 66 yuan, and Lin Sheng said in an interview that the reason why it was so expensive was because the cost of 66 yuan ice cream products was 40 yuan. It is also since then that Zhong Xuegao's name has been closely associated with high prices.

In the next two years, Zhong Xuegao achieved annual sales of more than 100 million yuan, and successively won the Tmall Double 11 ice cream sales championship and other achievements, Zhong Xuegao can be seen in the live broadcast room of Li Jiaqi Luo Yonghao and other head anchors.

However, the good times did not last long, and in 2022, the topic of "ice cream assassin" fermented, and many consumers complained, "Don't take the ice cream you don't know, it will become unlucky", "Those high-priced ice cream lurking in the freezer are ready to give a head-on blow to those who are ready to check out as soon as they take it", Zhong Xuegao's reputation plummeted on social media due to problems such as the price is not close to the people.

From popularity to decline, Zhong Xuegao only took more than 5 years. In the past year, Lin Sheng and his Zhong Xuegao have been riddled with negative aspects such as salary arrears and height restrictions.

According to Tianyancha, since the beginning of this year, Zhong Xuegao has added 9.8313 million yuan to the amount of execution, and from 2023 to the present, Zhong Xuegao's frozen equity has exceeded 35 million yuan.

Regarding the company's predicament, Lin Sheng said in yesterday's live broadcast: "Zhong Xuegao's operation in the past year has not been very good, mainly because of my responsibility, resulting in a very tight flow of funds." There are a large number of employees' salaries, compensation, and reimbursements, etc., which we have not paid in time. But no matter what happened to the company, we actively reflected and tried to save ourselves. ”

Recently, the Blue Whale reporter visited a number of offline cold drink batch stores in Shanghai and found that Zhong Xuegao could hardly be found. When asked why he didn't buy the goods, the store owner said: "Zhongxue is expensive and not easy to sell." It's not just me, many peers are not stocking, let's take a look in the summer. ”

Another cold drink wholesale boss bluntly said: "Zhong Xuegao is not good now, the boss has gone to sell sweet potatoes in debt, and I don't know why it is so expensive." At present, there is no stock in the store, if you want us, we have to find a manufacturer to get the goods, but the premise is that the quantity is large, and we can't take it if you want less. ”

The market returns to rationality:

The "Ice Cream Assassin" has cooled down, and half of consumers do not accept high-priced products

In fact, in order to get rid of the title of "Ice Cream Assassin", Zhong Xuegao has also tried to save himself in recent years.

In March 2023, Zhongxuegao launched a new AI-led product line "Sa'Saa". According to Lin Sheng, the Sa'Saa series is priced at 3.5 yuan, representing a young and fashionable brand image.

The Blue Whale reporter found that the Sa'Saa series can still be seen in some supermarkets and cold drink wholesale stores, and the price of a mung bean popsicle is roughly between 2.5 yuan ~ 3.5 yuan. But even so, Zhongxuegao's price is still higher than that of competing products with the same flavor such as Mengniu and Guangming on the market.

It has been two years since the birth of the topic of "Ice Cream Assassin", and after two years of precipitation, the price of the ice cream market has gradually returned to rationality.

After visiting a number of ice cream wholesale stores, the Blue Whale reporter found that this year's ice cream market has a large discount range, and many stores have a discount of 8% or even 7%, and one is also considered a wholesale price.

It is worth noting that there are not many types of ice cream above 10 yuan in the store, and more ice cream under 5 yuan. For example, Mengniu's green mood is only 0.9 yuan, Mengniu's casual 1.1 yuan, Yili Ice Factory's 1.9 yuan, and even Menglong, which was priced at 15 yuan in the previous two years, is now only sold for 8.5 yuan.

The boss revealed that the best selling ones are Mengniu and Yili, which are low-priced ice creams, and if they are all expensive, they can't be sold at all, and in the end the goods can only be smashed in their hands. Although those cheap categories have thin profits, but the profits of large quantities have come up, and now it is no problem to sell eight or nine hundred a day in this season, and the sales will be better in the summer, and we are also taking the route of small profits and quick turnover.

According to iiMedia Research, in the survey of "Acceptable Prices for Chinese Consumers to Buy Single Ice Cream or Ice Cream in 2023", 14.27% of consumers chose less than 5 yuan, 35.40% of consumers chose 5-10 yuan, 28.55% of consumers chose 10-15 yuan, 12.77% of consumers chose 15-20 yuan, and 6.59% of consumers chose 20-30 yuan. Chinese consumers' acceptance of the unit price of ice cream is generally between 3 and 15 yuan (excluding 15 yuan).

In the eyes of most consumers, the high-priced ice cream is piled up by marketing costs, and there is a situation where the premium is too high, and more and more people are beginning to be unwilling to pay for it. Correspondingly, affordable ice cream is gradually becoming the mainstream choice of consumers.

More than 5 years have passed since 2018, Zhong Xuegao has experienced popularity to decline, and now he needs to rely on the founder's live broadcast to sell sweet potatoes to pay off debts. Whether Lin Sheng can finally borrow the goods to help Zhong Xuegao get out of the predicament still needs to be marked with a question mark.

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