Recently, the expiration date of "Internet celebrity ice cream" Zhong Xuegao on a shopping platform is as low as 25 yuan a piece of concern. From the "Ice Cream Assassin" to being exposed to salary arrears, after which the shares were frozen or even listed as "executors", and then to the product** from a maximum of more than 60 yuan to 25 yuan, Zhong Xuegao, who was known as the "Hermes of the ice cream industry" in the past, is now caught in the whirlpool. Why did the "Internet celebrity" brand Zhongxuegao come to this?
According to public information, Zhongxuegao was born in 2018 and stood out from many ice cream brands with its unique tile-shaped ice cream shape and ultra-high **. On this year's Double 11, Zhong Xuegao's "Ecuador Pink Diamond" sold 20,000 pieces in 15 hours at a price of 66 yuan, which caused heated discussions on the Internet; In 2019, Zhongxuegao's sales exceeded 100 million yuan.
In July 2022, Zhong Xuegao was questioned about ingredient compliance due to the "burning" incident. This incident also directly affected Zhongxuegao's reputation, which in turn had an impact on its sales. According to Jiemian News, Zhongxuegao's sales encountered "freezing" in the peak season, and the compound annual growth rate in 2022 dropped to 50%, and this data in the past three years has been above 100%. By October last year, Zhong Xuegao had been on the hot search list many times because of the topic of "salary arrears".
A number of people close to Zhongxuegao's interior told ** that since 2023, the proportion of layoffs at Zhongxuegao's headquarters may have been close to half. The equity freeze made Zhong Xuegao even worse. In February this year, Zhongxuegao Food (Shanghai)** recently added a new information on the person subject to execution, the subject matter of enforcement is 818106 yuan, the case is filed on February 19, 2024, the case number is (2024) Hu 0114 Zhi 2012, and the enforcement court is the People's Court of Jiading District, Shanghai.
The reporter noted that this is not the first time Zhong Xuegao has faced a "share freeze". In December 2023, Zhong Xuegao added 4 new equity freezes, the enforcement courts are all Shanghai Railway Transport Court, and the executed enterprises 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.
Tianyancha APP shows that Zhongxuegao Food (Shanghai)** has also added 3 new equity freezing information before, the amount of frozen equity is 20 million yuan, 10 million yuan, and 5 million yuan respectively, and the enterprises whose equity is executed are Shuqu Food (Shanghai)**Panzhen Youxi (Shanghai) Biotechnology***Zhongjia (Shanghai) Commerce*** Frozen until February 5, 2027, and the enforcement courts are all Xiuzhou District People's Court of Jiaxing City.
In the face of all kinds of ** controversies, Zhong Xuegao no longer "replied", and many official accounts have been suspended. As of March 7, 2024, its official WeChat account update is stuck on August 11, 2023, Weibo account update is stuck on August 22, 2023, Xiaohongshu account update is stuck on September 14, 2023, and Douyin account was last updated on March 1, 2024.
Zhong Xuegao who stepped down from the "altar", do you still love it?
Moderator |Xu Zhangchao |Screenshot of the official website, screenshot of the official Weibo** Yangcheng Evening News Comprehensive Cover News, Shenzhen News Network, Daily Economic News.