Do you still remember the once beautiful "Ice Cream Assassin" Zhong Xuegao? It is a leader in the Internet celebrity ice cream industry, and was once known as the "Hermes of the ice cream industry". However, recently, this former Internet celebrity seems to be a little "down", and the ** ice cream that used to be 60 yuan is now only sold for 25 yuan a piece.
Back then, Zhongxuegao was a smash hit Internet celebrity brand, attracting the attention of countless consumers with its unique taste and gorgeous packaging. Luo Yonghao and other big-name stars have also brought goods for him, which can be said to be infinite. Now that all this has become a thing of the past, Zhong Xuegao seems to have fallen off the altar and become what everyone calls the "executor".
What's going on here? It turns out that Zhong Xuegao has been negative in recent years, from "Ice Cream Assassin" to being exposed to salary arrears, and then to having his shares frozen, it has been stormy along the way.
Zhong Xuegao has become the "person subject to execution", and the equity of its 7 subsidiaries has been frozen, with a cumulative amount of nearly 38.8 million yuan. This is a large amount, and people can't help but ask, what happened to Zhong Xuegao?
Zhong Xuegao's fall did not happen overnight. As early as before, some consumers questioned that Zhong Xuegao's ** was too high, and even had a feeling of being cut leeks. After all, an ice cream sells for 60 yuan, which is indeed not a small amount for ordinary people. And this kind of ** also makes Zhong Xuegao be labeled as a "luxury", making its market positioning more and more narrow.
In addition, Zhong Xuegao also has many problems in management. According to reports, Zhongxuegao's staff used to be as high as more than 2,000, but now it has dropped to about 100.
In September 2023, many employees of the company also encountered the problem of salary arrears, although the two parties planned to complete the payment in December after negotiation, but in fact, Zhong Xuegao only paid part of the salary arrears, and there are still some wages and severance pay arrears for various reasons. This kind of behavior not only harms the rights and interests of employees, but also greatly reduces Zhong Xuegao's image.
And Zhong Xuegao has also been exposed to problems in product quality. Some netizens broke the news that the Zhongxuegao ice cream they bought had uncomfortable symptoms such as diarrhea after eating, and they suspected that there was a problem with the quality of the product. Zhong Xuegao responded to this and denied the quality problem, but such a negative ** still brought a lot of blow to the brand.
Today, Zhong Xuegao has become the "person subject to execution", and the business of its subsidiaries has also been affected. This can't help but make people want to ask, can Zhong Xuegao return to the top?
After all, for a brand, credibility and word-of-mouth are very important. The problems that Zhongxuegao is currently facing are far more than this, and it also needs to carry out comprehensive reflection and improvement in product quality, management, market positioning, etc.
Of course, we can't deny Zhong Xuegao's glory and achievements. After all, it was once a high-profile influencer brand that also brought a lot of delicious ice cream products to consumers. It's just that now that all this is a thing of the past, Zhong Xuegao needs to re-examine himself, find the root cause of the problem and strive to improve.
I would say that both brands and individuals need to be humble and introspective at all times. Only in this way can we be invincible in the highly competitive market. It is hoped that Zhong Xuegao can seriously reflect on his problems, actively take measures to improve, and return to his peak state as soon as possible.
Zhong Xuegao's selling price dropped from 60 yuan to 2.5 yuan