Recently, Zhong Xuegao, an Internet celebrity ice cream brand once known as the "Ice Cream Assassin", has once again attracted attention. On a shopping platform, Zhongxue Gaopai ice cream, which used to cost as much as 60 yuan per stick, is now only sold for 25 yuan a piece.
In recent years, with the popularity of the Internet and the rise of social networking, the Internet celebrity economy has become a new consumption hotspot. In this context, many traditional industries are also trying to combine with the Internet celebrity economy to seek new growth points. Among them, the ice cream industry is a typical example. Zhong Xuegao, who was once popular in the market, once became synonymous with Internet celebrity ice cream with its unique taste and exquisite packaging, and its ** also soared from the initial dozens of yuan to hundreds of yuan. However, Zhong Xuegao recently suddenly announced a price reduction, from the original 60 yuan to 3 yuan, which undoubtedly attracted widespread attention and discussion.
As for the reason for Zhongxuegao's price reduction, the market generally believes that it is due to fierce competition and changes in consumer demand. Under the influence of the influencer economy, more and more brands are pouring into the ice cream market, and consumers' choices for ice cream have become more diversified. In the face of fierce market competition, Zhongxuegao had to adopt a price reduction strategy to attract consumers. In addition, with the increasing attention of consumers to healthy diets, high-sugar and high-calorie ice cream products have gradually lost their market advantage, which has also forced Zhongxuegao to adjust its product strategy to adapt to the changes in market demand.
From the incident of Zhongxue's high price reduction, we can see that there are many factors behind the phenomenon of Internet celebrity ice cream. First of all, the rise of the influencer economy has brought new development opportunities to the ice cream industry, but it has also intensified market competition. In order to stand out in the market, some brands do not hesitate to create a high-end image by mentioning the best to attract the attention of consumers. However, this strategy is not always sustainable, and the market position of the product may be threatened if there are alternatives in the market or consumer demand changes.
We also need to pay attention to the fact that the phenomenon of Internet celebrity ice cream** is the result of a combination of factors. While enjoying the convenience and fun brought by the influencer economy, we should also remain rational and vigilant to avoid blindly following trends and excessive consumption. At the same time, the industry and enterprises should also pay attention to product quality and service quality, so as to meet the actual needs of consumers as the starting point and promote the healthy development of the entire industry.