Foreword:
Summer is here, are you ready to enjoy a cool and sweet ice cream?Ice cream is one of the best choices for Chinese to quench their thirst in summer, it can satisfy our sweet tooth, and it can also bring us joy and happiness.
However, there is one type of ice cream that stands out in this market, and it is Zhong Zhong Xuegao.
Zhong Zhong Xuegao is an Internet celebrity ice cream brand, which has set off a wave of enthusiasm in the Chinese ice cream market.
With its unique product design, marketing strategy, and social influence, it achieved amazing sales results in 2021: 2200 million!It is nicknamed the "Ice Cream Assassin" by netizens because of its ability to stand out from similar products and constantly create new and interesting flavors and forms.
What the hell is going on?Why did Zhong Zhong Xue Gao fall from the top to the bottom?Does it have a path to salvation?
Body:
Zhong Xuegao's rise to prominence
If you want to talk about the rise of Zhong Xuegao, you have to start with its founder Zhong Xuegao. Zhong Xuegao is a young man born in the 90s, he has liked to eat ice cream since he was a child, but he feels that the ice cream on the market is too monotonous and boring, and there is no new and creative idea.
He wanted to make a different kind of ice cream, one that would make people's eyes shine and the corners of their mouths would rise. So, in 2018, he founded his own ice cream brand named "Zhongxuegao", which is his own name.
One of the characteristics of Zhongxuegao's ice cream is that its shape and taste are very unique and interesting. It comes in a variety of shapes, such as whales, octopuses, lions, owls, unicorns, etc., and they are all handmade, each one unique.
It also comes in a variety of flavors, such as mango, strawberry, chocolate, matcha, cheese, durian, and more, and all of them are made with fresh fruits and high-quality ingredients, with a sweet and delicate taste and rich in nutrients.
Zhongxuegao's ice cream is not only a food, but also a vehicle of art and emotion. It can satisfy people's pursuit of beauty, and can also convey people's mood and blessings.
For example, giving a lover an ice cream in the shape of a whale is an expression of "I love you, you are my only one";
Giving a friend an ice cream in the shape of a lion is a way to say, "You're the best, come on."Giving yourself an ice cream in the shape of a unicorn is a way to say "I am unique, I want to be myself" and so on.
Zhong Xuegao's ice cream soon became popular on the Internet, and its official Weibo, WeChat, Douyin and other social platforms, the number of fans and likes are rising.
Its ice cream has also become a necessary prop for Internet celebrities to check in, and many celebrities, Internet celebrities, and bloggers have posted their **and** eating Zhongxuegao ice cream, which has aroused a burst of heated discussions and attention.
Zhongxuegao's ice cream has also become a trend and cultural symbol, representing the personality, creativity and emotions of young people.
Zhongxuegao's ice cream reached its peak in 2021, with its annual sales reaching 2200 million, accounting for nearly 20% of China's ice cream market.
It is known as the "Ice Cream Assassin" because of its ability to stand out from the crowd and it continues to create new and interesting flavors and formats that have attracted countless consumers and fans.
Zhong Xuegao, the founder of Zhong Xuegao, has also become a successful entrepreneur and Internet celebrity, his story has been widely reported and disseminated by ** and netizens, and his name has also become a brand and label.
The mystery of Zhong Xuegao's fall.
However, the good times did not last long, and when Zhongxuegao's ice cream released its latest data in October 2023, it encountered an unprecedented crisis: monthly sales of only 200 pieces fell out of the top ten.
What the hell is going on?Why did Zhong Xuegao fall from the peak to the bottom?Does it have a path to salvation?
To solve this puzzle, we have to start with the advantages and disadvantages of Zhongxuegao's ice cream. The strength of Zhongxuegao's ice cream is its creativity and emotion, which can bring surprise and joy to people, and can also make people feel warm and caring.
However, these advantages are also its disadvantages, as they also contribute to its high cost, low efficiency, poor quality, and bad reputation.
First of all, the cost is high. The shape and taste of Zhongxuegao's ice cream are all handmade, and each one is unique, which means that it is very expensive to produce, much higher than other ice cream brands.
Moreover, its raw materials are also made with fresh fruits and high-quality ingredients, which also increases its cost.
In order to ensure its profits, the price of Zhongxuegao's ice cream is also relatively high, and the ** of an ice cream is between 10 yuan and 20 yuan, which is not very acceptable to many consumers.
Secondly, it is inefficient. The production process of Zhongxuegao's ice cream is very complex and cumbersome, each ice cream needs to go through multiple processes, and all need manual operation and supervision, which leads to its very low production efficiency, far lower than other ice cream brands.
Moreover, because the shape and taste of its ice cream are not fixed, its production plan is also difficult to formulate and execute, which also increases the difficulty and risk of its production.
In order to ensure its **, Zhongxuegao's ice cream can only be sold through online reservation and delivery, which is not very convenient for many consumers.
Again, poor quality. The quality of Zhongxuegao's ice cream is its fatal wound and the direct cause of its fall.
Because the production process of its ice cream is very complex and cumbersome, and it requires manual operation and supervision, which leads to the quality control of its ice cream is very difficult, and it is easy to have various problems, such as deformation of shape and poor taste.
1. Excessive additives, excessive bacteria, etc.
These problems not only affect the taste and beauty of its ice cream, but more importantly, affect the safety and health of its ice cream.
In September 2023, a serious food safety incident was exposed to Zhongxuegao's ice cream, and many consumers experienced symptoms such as nausea, vomiting, and diarrhea after eating Zhongxuegao's ice cream, and some were even sent to the hospital**.
After investigation, it was found that Zhongxuegao's ice cream contained a large number of bacteria and additives, far exceeding the national standards and regulations.
This incident has aroused widespread concern and condemnation from the society, Zhong Xuegao's ice cream has also been removed from the shelves and recalled, and Zhong Xuegao, the founder of Zhong Xuegao, has also been investigated and punished by relevant departments.
This incident is a fatal blow to Zhongxuegao's ice cream, which not only lost a lot of sales and profits, but more importantly, lost the trust and reputation of consumers.
Many of the original loyal fans and consumers have expressed that they will no longer buy and support Zhongxuegao's ice cream, and some have even launched boycotts and refunds.
Zhongxuegao's ice cream has also changed from an Internet celebrity to an online black, and its social ** platform is full of negative comments and complaints, and its image and reputation have also plummeted.
Finally, bad word-of-mouth. The reputation of Zhongxuegao's ice cream is not only due to its quality, but also an important reason, which is the excessive consumption and abuse of its creativity and emotion.
Although the creativity and emotion of Zhongxuegao's ice cream can bring surprise and happiness to people at the beginning, and can also make people feel warm and caring, when these ideas and emotions are constantly repeated and imitated, they will lose their freshness and attractiveness, and even make people feel tired and disgusted.
Zhong Xuegao, the founder of Zhong Xuegao's ice cream, did not realize this, he was still addicted to his creative and emotional world, did not keep up with the changes in the market and the needs of consumers, and did not inject new elements and value into his ice cream, resulting in his own ice cream becoming less and less competitive and market share.
To sum up, the mystery of the fall of Zhongxuegao's ice cream is caused by its high cost, low efficiency, poor quality and bad reputation.
These problems are caused by the advantages of its ice cream, that is, its creativity and emotion, which have become its disadvantages, that is, its burden and burden.
Zhong Xuegao's ice cream has changed from an Internet celebrity ice cream brand to a black ice cream brand, from an ice cream assassin to an ice cream suicide, which is a sad and tragic story.
Zhong Xuegao's path to redemption.
So, is there a way to salvation for Zhongxuegao's ice cream?Will it be able to stand up again, return to the market, and regain the trust and love of consumers?
The answer is, it is possible, but very difficult. If Zhongxuegao's ice cream wants to redeem itself, it must start from the following aspects and carry out comprehensive reform and innovation.
First of all, it is necessary to reduce costs and improve efficiency. Zhongxuegao's ice cream, if you want to be competitive in the market, you must reduce your own production costs and improve your production efficiency, so as to reduce your own selling price and improve your own **.
In order to achieve this, Zhongxuegao Ice Cream had to give up some creativity and emotion, and instead adopt some standardized and standardized production processes and tools, such as using machines and molds to make the shape of ice cream, using some common and common flavors, using some reasonable and safe additives, and so on.
In this way, the speed and quality of production can be greatly improved, and the cost and risk of production can also be greatly reduced.
Second, we must improve quality and rebuild reputation. Zhongxuegao ice cream, in order to regain the trust and love of consumers, must improve the quality of its own products, rebuild its own brand reputation, so as to eliminate consumers' doubts and resistance, and increase consumer satisfaction and loyalty.
In order to do this, Zhongxuegao Ice Cream must strictly abide by national food safety standards and regulations, strengthen its own quality control and supervision, and ensure that every ice cream is safe and healthy.
At the same time, Zhongxuegao's ice cream should also actively apologize and compensate to the society and consumers, admit their mistakes and responsibilities, and express their sincerity and improvement, so as to save their image and reputation.
Finally, be creative and add emotion. Zhongxuegao's ice cream, if it wants to be distinctive and attractive in the market, it is necessary to maintain its own product creativity and increase its own product emotion, so as to meet the aesthetic and emotional needs of consumers and stimulate consumers' interest and love.
In order to achieve this, Zhongxuegao Ice Cream must constantly research and develop new product shapes and flavors, and create some new and interesting ice creams according to the changes in the market and consumer preferences.
For example, according to the festival, season, region, culture and other factors, design some ice cream that fits the theme and atmosphere.
At the same time, Zhongxuegao's ice cream should also continue to convey and promote some positive values and emotions, such as happiness, warmth, love, bravery, self-confidence, etc., so that consumers can feel some beauty and happiness while eating ice cream.
Conclusion: Zhongxuegao's ice cream is an Internet celebrity brand full of creativity and emotion, which has set off a boom in the Chinese ice cream market, and has also brought surprises and happiness to people.
However, it has also suffered an unprecedented crisis because of its high cost, low efficiency, poor quality and bad reputation.
Its story tells us that creativity and emotion are the soul of ice cream, but we can't ignore the essence of ice cream, which is food. The most basic requirement for food is safety and health, and if you can't guarantee this, no amount of creativity and emotion will be in vain.
Is there a way to salvation for Zhongxuegao's ice cream?It depends on whether it can learn from its own mistakes, whether it can improve its production and management, whether it can rebuild its brand and reputation, and whether it can regain the recognition and support of consumers and the market.
It's a difficult process, and it's a long one, but it's not an impossible one.
As long as Zhongxuegao Ice Cream can adhere to its original intention, never forget its mission, continue to innovate and progress, constantly improve its quality and service, and constantly communicate and interact with consumers and the market, then it still has the opportunity to return to the top and regain its glory.