Text: Recently, Zhongxuegao, an Internet celebrity ice cream brand that was once known for its high-end positioning, has attracted widespread attention from the market due to the sharp drop in the price of its products. According to reports, Zhong Xuegao's ice cream sales on a shopping platform have fallen to a record low, and some expiring products** are even as low as 25 yuan a piece. Compared with the price of Zhong Xuegao as high as 60 yuan, the drop is staggering.
Since its establishment, Zhongxuegao has been unique in the market with the image of "high-end raw materials" and "light luxury", and its products are generally higher than similar ice cream brands. However, the recent ** adjustment has surprised many consumers, and some people even questioned whether the products purchased before were worth the money, lamenting that they may have paid the "IQ tax".
Zhongxuegao's ** change has also triggered consumers to re-examine its brand value and product quality. Some consumers said that Zhongxuegao's profit margin was unexpected, and they doubted the integrity and credibility of the brand. At the same time, Zhong Xuegao's negative ** in recent years has continued, from "ice cream assassin" to being exposed to salary arrears, and then to having shares frozen, the former Internet celebrity brand seems to be collapsing step by step.
Hot Engine Plan According to industry analysts, Zhongxuegao's price reduction may be in response to market competition pressure and changes in consumer demand. With consumers' increasing concern about the best and more cost-effective and the rise of affordable ice cream brands in the market, Zhongxuegao may need to adjust its strategy to attract more consumers.
However, whether Zhongxuegao's price reduction strategy can successfully save the brand image and whether it can regain a foothold in the market remains to be further tested by the market. For Zhong Xuegao, how to maintain the brand characteristics while meeting consumers' dual expectations of quality and quality will be a major challenge for it.