Recently, the "Internet celebrity ice cream" Zhong Xuegao has once again attracted attention. On a shopping platform, the current sales of Zhongxuegao ice cream have reached a low level, and the expiring products are even as low as 25 yuan a piece, from a maximum of more than 60 yuan to now 2 pieces of 5, many consumers said that they did not expect Zhong Xuegao's profit margin to be so high, and they had a feeling of being deceived, calling "Zhong Xuegao is not only an assassin, but also a deception". In fact, in recent years, Zhong Xuegao has been negative, from "ice cream assassin" to being exposed to salary arrears, and then the shares were frozen, and even listed as "executor", the former "Internet celebrity" Zhong Xuegao collapsed step by step and fell into the quagmire.
810,000 yuan was executed.
Zhong Xuegao's negative public opinion continues.
Recently, according to China's enforcement information disclosure, Zhong Xuegao added a new information on the person subject to enforcement, the subject matter of enforcement is 818106 yuan, and the enforcement court is the People's Court of Jiading District, Shanghai. Previously, Zhong Xuegao was exposed to equity freezing, involving a total of about 35 million yuan in frozen equity. Tianyancha information shows that Zhongxuegao Food (Shanghai)** has recently added 3 new equity freezing information, and the enterprises whose equity is executed are three companies under Zhongxuegao. According to the company's investigation information, Shuqu Food (Shanghai) ** Panzhen Youxi (Shanghai) Biotechnology *** Zhong Jia (Shanghai) Commerce and Trade *** are 100% holding companies of Zhong Xuegao, and the frozen amounts of equity are 20 million yuan, 10 million yuan and 5 million yuan respectively. The freezing period of the equity will be until February 5, 2027, and the enforcement court is the Xiuzhou District People's Court of Jiaxing City, Zhejiang.
The enterprise investigation showed that "Zhong Xuegao" was operating abnormally.
In fact, this is not the first time that Zhong Xuegao has been frozen in equity. In December 2023, Zhong Xuegao added 4 new equity freezes, the enforcement courts are all Shanghai Railway Transportation Court, and the executed companies are Shanghai Zhongyuan***Zhong Mao (Shanghai) Food Technology***Zhong Jia (Shenzhen) Food***Orange Cat Food (Shanghai)**The frozen equity amounts are 1 million yuan and 139 yuan respectively570,000 yuan, 139570,000 yuan, 1 million yuan, and the cumulative amount of frozen equity is nearly 5 million yuan.
In March 2018, Zhong Xuegao was born, the name is homophonic to "Chinese ice cream", and the founder Lin Sheng's goal is to "make the best ice cream in China". As soon as it was born, Zhongxuegao stood out from many ice cream brands with its unique tile-shaped ice cream shape and extraordinary **. In 2018, "Double 11", Zhong Xuegao launched an "Ecuador Pink Diamond" ice cream with a price of up to 66 yuan, which is said to be made of natural and rare powder cocoa and carefully prepared by R&D masters, with a cost of 40 yuan alone; 20,000 pieces of ice cream were sold out within 15 hours, and Zhong Xuegao became an instant hit, known as the "Hermes of the ice cream industry", and became an Internet celebrity ice cream that young people rushed to check in.
The hurricane Zhong Xuegao failed to achieve long-term popularity after all. In recent years, Zhong Xuegao's decline has become prominent, and there is no trace of Zhong Xuegao on the "Double Eleven" list and the head live broadcast room, and online channels have gradually "abandoned" Zhong Xuegao. In the second half of 2023, Zhong Xuegao was exposed to wage arrears, and at that time, on social platforms, many netizens who claimed to have worked in Zhong Xuegao broke the news that Zhong Xuegao was owed wages, and in-service employees were also facing a delay in salary payment. As of March 5, 2024, the reporter found that its official WeChat account update stayed on August 11, 2023, Weibo account update stayed on August 22, 2023, Xiaohongshu account update stayed on September 14, 2023, and only the Douyin account was last updated on March 1, 2024.
In recent years, the ** has repeatedly declined.
Harvesting consumers has been accused of an "IQ tax".
In the past, Zhong Xuegao undoubtedly deserved the title of "Hermes in the ice cream industry", as a high-end product of the ice cream industry, Zhong Xuegao has been focusing on the high-end market of light luxury since the establishment of the brand, and "high-end raw materials" is its characteristic.
In March 2023, Zhongxuegao launched an ice cream called sa'saa, which is priced at only 35 yuan, the new low-cost ice cream products in the market but the response is average.
The most fatal thing is that Zhong Xuegao, who pays attention to quality, has overturned many times in quality, and even involves false propaganda, such as claiming that "only the core grape grape of the core grape growing area of the Turpan Basin is selected", and the inspection report shows that the red raisin specification grade is bulk grade 1, and its special red grape constitutes false publicity; claims that "its raw materials have won international awards and joint research and development with global institutions, and global research and development institutions such as China, Italy, the United States, and Japan have jointly developed nearly ten production equipment around the world", etc., but this is not the case; The old Shubei matcha ice cream, which claims to "only use Japanese Yabuku tea", is actually made of fresh leaves of many varieties of tea trees such as Jiukeng, Longjing, and Yabuku; claims that "no drop of water, pure bovine frankincense" and other content, but in fact, the product ingredient list clearly contains drinking water ingredients.
In 2021, the China Consumers Association released a public opinion analysis report on consumer rights protection, which pointed out that the Internet celebrity "Zhong Xuegao" was suddenly tortured by onlookers, and during the monitoring period, a total of 38,439 pieces of negative information related to Zhong Xuegao were collected.
Most of the Internet celebrity products have added value and high premiums, and many consumers buy Internet celebrity products in many cases, not the product itself, but a kind of "participation" and "freshness". But when the Internet celebrity is too angry, the value of the product itself will be highlighted. When Zhongxuegao's repeated price cuts may not be able to save the brand's decline, consumers began to think about whether the products they bought with a lot of money in the past are worth it? Now I use a lower **buy ** products at that time, and I am "harvested" by the brand, does this prove that I paid the "IQ tax" before? When there is a huge profit margin in the product, does it cause fraud to the consumer?
Ren Weiwei, executive chairman and secretary general of Sichuan Green Food Association and Chengdu Food Industry Association, believes that from the perspective of the industry and enterprises, "the pursuit of higher profits by enterprises" is undoubtedly the essence of commercial existence, "there is no enterprise that does not make money." "But from the consumer's point of view, consumers definitely want the product to be of good quality and cheap, and more reasonable. Ren Weiwei believes that enterprises must give reasonable pricing, so that consumers have a long-term recognition of the company and products.
*: Cover news.
Editor: Zhang Xi.
Editor: Fu Yali.
Final review: Zhou Jianjun.
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