钟薛高破产，属于雪糕刺客的时代结束了

Core Viewpoint - The article discusses the downfall of the ice cream brand Zhong Xue Gao, once celebrated as the "Hermès of ice cream," highlighting its recent bankruptcy filing and the broader implications for the new consumer brand landscape in China [4][22][41]. Group 1: Company Overview - Zhong Xue Gao, founded in 2018, initially thrived on a high-end market positioning with products priced significantly above competitors, achieving over 1 billion yuan in revenue in its first year and surpassing 1 billion yuan in sales by 2021 [10][12]. - The brand's unique selling proposition was its premium pricing strategy, which was initially well-received by consumers seeking luxury experiences [10][34]. Group 2: Recent Developments - Recently, Zhong Xue Gao's subsidiary, Zhong Mao (Shanghai) Food Technology Co., Ltd., was filed for bankruptcy due to an inability to repay debts, marking a significant shift in the company's fortunes [4][5][8]. - The brand has faced a series of crises, including declining sales, negative public perception, and operational challenges, leading to a drastic reduction in product offerings [15][18][21]. Group 3: Market Dynamics - The term "ice cream assassin" emerged as consumers began to question the value of high-priced ice cream, leading to a decline in Zhong Xue Gao's market position and exposing the flaws in the "high price equals high quality" narrative [12][14][22]. - The article emphasizes that the brand's struggles reflect a broader trend in the fast-moving consumer goods sector, where consumer preferences are shifting towards value and practicality rather than premium pricing [22][41]. Group 4: Future Outlook - For Zhong Xue Gao to survive, it must abandon the myth that "expensive equals good" and instead focus on authentic pricing, cost, and consumer experience [45][47]. - The article suggests that the brand's potential revival lies in returning to a more realistic market approach, moving away from its previous high-end positioning [46][49].