Recently, Zhong Xuegao, the once beautiful "Internet celebrity ice cream", has once again become the focus of ** because of ** diving. From the former "ice cream assassin" to today's expiration products, as low as 25 yuan a piece, ** not only shocked consumers with Zhongxuegao's profit margins, but also questioned its brand image and market strategy. The rapid decline of Zhong Xuegao is not only a case, but also a deep reflection on how to maintain the long-term development of Internet celebrity brands.
Zhongxuegao's popularity is inseparable from its accurate market positioning and unique marketing strategy. However, with increased competition in the market and changing consumer tastes, brands need to constantly innovate and improve, rather than relying on short-term hype and marketing tactics. Although Zhong Xuegao's sharp adjustment in ** may be due to the consideration of clearing inventory and recovering funds, it has also exposed the immaturity of its market strategy and the lack of brand management to a certain extent.
Consumers' dissatisfaction and doubts not only stem from the psychological gap caused by the change, but also from the negative image that Zhong Xuegao has shown before. From being exposed to wage arrears to having their shares frozen, and then being listed as an "executor", these incidents have undoubtedly damaged Zhongxuegao's brand image and consumed consumers' trust in it. Brand integrity is an important law of market competition, and if you lose the trust of consumers, even the once brilliant brand is difficult to gain a foothold.
Zhong Xuegao's case is a profound warning for other Internet celebrity brands. While pursuing short-term benefits and rapid expansion, brands must adhere to the bottom line of integrity, pay attention to product quality and service quality, and continuously improve brand value and market competitiveness. At the same time, brands also need to have a long-term development vision, not only to continue to innovate in market strategy, but also to work hard in brand culture and corporate social responsibility to achieve sustainable development.
In addition, in the face of market competition and ever-changing consumer demands, brands need to maintain keen market insight and adaptability. In terms of strategy, it is necessary to consider cost and market acceptance, but also to avoid over-reliance so as not to damage brand image and consumer trust.
Zhong Xuegao's ** diving incident is not only a brand crisis, but also an opportunity for market education. It reminds us that both traditional brands and influencer brands need to stick to the bottom line of integrity in the market competition, and pay attention to brand value and consumer experience. Only in this way can we gain a foothold in the fierce market competition and win the trust and support of consumers. Zhong Xuegao's selling price dropped from 60 yuan to 2.5 yuan