Zhong Xuegao, who used to be infinitely beautiful, is now in trouble. This brand, once known as the "Hermes of the ice cream industry", is now facing a crisis of arrears of employee wages, layoffs, and sales. can't help but sigh: Zhong Xuegao, what's wrong with you?Light Knowledge
Zhong Xuegao, the smash hit Internet celebrity ice cream brand, once set a record of selling 3 million pieces in one hour, and its annual revenue exceeded 1 billion. Its appearance has completely subverted people's perception of ice cream and pushed this originally ordinary product to the high-end market. The ambition and determination of the founder, Lin Sheng, is amazing. However, Zhong Xuegao's situation now is embarrassing. Gone are the glory days of the past, replaced by a bleak picture of sales**, staff turnover, and office building reduction. What is the reason for the decline of Zhong Xuegao?Is this a high-end ice cream that has no way out in China?
What we need to understand is that the decline of Zhong Xuegao is not accidental. In the general environment of the market, any business may face difficulties. The decline of Zhong Xuegao can be mainly attributed to the following reasons: At the beginning of its establishment, Zhong Xuegao originally wanted to make high-end domestic products. However, in practice, it has gradually moved towards the parallel development path of high-end and civilian markets. This makes consumers confused about the positioning of Zhongxuegao and does not know what kind of brand it is. This unclear positioning directly affects consumers' trust and loyalty to the brand. In the process of Zhongxuegao's rapid expansion, in order to meet the market demand, some quality may be sacrificed. As a result, consumers gradually lose trust in the brand. The emergence of quality problems not only damages the interests of consumers, but also has a negative impact on the brand.
Although Zhongxuegao is positioned as a high-end ice cream, it is too high to discourage consumers. In the minds of consumers, ice cream is a kind of food to quench the heat and thirst after all, and the excessively high ** has deviated from its basic attributes. Under the trade-off of cost performance, consumers may choose to give up Zhongxuegao. The ice cream market is extremely competitive. At the same time as the rise of Zhongxuegao, a large number of competitors emerged in the market. These brands are not inferior to Zhongxuegao in terms of product quality, innovation, marketing, etc., providing consumers with more choices. Fierce competition has caused the market share to shrink, and Zhong Xuegao's situation is becoming more and more difficult.
However, the decline of Zhongxuegao does not mean that there is no way out for high-end ice cream in China. From the perspective of consumers, with the improvement of living standards and the change of consumption concepts, consumers' demand for high-quality and cost-effective ice cream is also increasing. This provides a market opportunity for high-end ice cream brands. In addition, from an industry perspective, the Chinese ice cream market still has great potential. According to relevant data, the size of China's ice cream market has maintained a double-digit growth rate in recent years. With the continuous upgrading of consumer demand and the development of the industry, the high-end ice cream market is expected to usher in more opportunities and development space in the future.
Therefore, for Zhong Xuegao, in order to re-emerge and win the recognition of the market, he first needs to clarify his positioning and target audience. At the same time, it is necessary to pay attention to the improvement and innovation of product quality to meet consumers' demand for high-quality ice cream. In addition, it is also necessary to strengthen marketing and brand promotion to enhance brand awareness and reputation. Only through continuous efforts and improvements, Zhongxuegao can regain the lost market position and realize the re-emergence of the brand.