Summer is coming soon, and when you think of summer, you think of ice cream, but in recent years, there has been no more than one word"Ice cream assassin"。
This means that when you see that an ice cream is not bad, you think that it is not too expensive. Go to checkout and have a look"68 yuan"。This one**. On the contrary, many people must have drunk a dairy product in their childhood, Wahaha. Even after so many years, Wahaha has always maintained a close to the people.
When I look at this, I won't be calm. In the seventies and eighties of the last century, a popsicle was five cents. When the weather is hot, it is cheaper when the popsicles are faster. In the 21st century, an ice cream costs five cents, and the price is only one dollar. But the children in the village, occasionally the family gives a piece of pocket money, and if they are reluctant to pay a piece, they buy a five-cent one. The remaining five cents will be eaten next time.
But now the ice cream is a bit outrageous, taking Xue Gao as an example, a ** is 60 yuan. Even white-collar workers at work will be quite surprised to see this**.
The founder of Zhong Xuegao also said that Zhong Xuegao's gross profit is slightly higher than that of other private enterprises, and the cost of one is 40 yuan.
For ordinary consumers: I don't know if you cost 40 yuan for an ice cream, and I don't want to know. Ordinary consumers will only feel that this ** is a bit too high. I just feel that the money is not worth it.
And in 2022, Wang Hai, a professional anti-counterfeiter, claimed: Zhong Xuegao's ** is only 132 yuan. Wang Hai reverse-engineered an ice cream similar to Zhong Xuegao in the laboratory according to the proportion of Zhong Xuegao's ingredients, with a cost of 132 yuan, netizens called "Zhong Xuegao is not only an assassin, but also a deception".
As of the time I wrote the article, Zhong Xue**Fang Douyin's live broadcast room, an ice cream ** is worth 12 yuan$9. This ** is indeed better than 60 yuan. But ice cream should be something that everyone can afford, but it doesn't seem to be here in Zhong Xuegao.
Instead of spending a lot of money on marketing, it is better to spend some energy on products, there is no harm if there is no comparison, the same private enterprise, Wahaha has made sunscreen materials on every bottle of milk. It ensures that even when exposed to the sun, harmful substances can still be minimized.
Everyone has their own ambitions, and the same is true for businesses. Having different aspirations means you give up something. You can't just think about relying on influencer endorsements to make quick money. As if cutting leeks, the road of such an enterprise is not destined to be long-term.
It is not undesirable for companies to do marketing. Rather, it is appropriate. Marketing is spent after creating influencer products. The key is to rely on **. Let ordinary consumers feel that this money is still quite appropriate.
The characteristic of Internet celebrity products is that they create unique products to attract people to buy, but after the purchase, people still have to look at the quality of the product to decide whether to buy again next time. Only when the product is good enough can there be a steady stream of consumers to buy.
Zhong Xuegao's product pricing is high, which is unacceptable for ordinary consumers. After all, China's consumption power still depends on ordinary consumers. Creating a good product can make you have more and more repeat customers, and you can win people's hearts in creating a good reputation. Internet celebrity products are also products, and they must also be grasped.