这个夏天，贵出天际的“雪糕刺客”走向崩溃边缘

Core Viewpoint - The once-popular "ice cream assassin" brands like Zhong Xue Gao and Haagen-Dazs have faced significant declines in 2025, with Zhong Xue Gao filing for bankruptcy and Haagen-Dazs reducing its store count, indicating a shift in consumer preferences towards more affordable options [1][15]. Group 1: Zhong Xue Gao's Rise and Fall - Zhong Xue Gao emerged in 2018 with a high-priced product, the "Ecuadorian Pink Diamond" ice cream, priced at 66 yuan, which created a sensation in the market and led to sales of 20,000 units in a single day [3]. - The brand's revenue exceeded 1 billion yuan in 2021, becoming a staple in live-streaming sales, but faced backlash over its high prices and accusations of false advertising [3][5]. - By 2025, Zhong Xue Gao was unable to pay its debts, leading to bankruptcy proceedings initiated by creditors, with the company facing 112 risk indicators and 67 legal cases [7]. Group 2: Haagen-Dazs and Market Trends - Haagen-Dazs, once a symbol of luxury in the ice cream market, has seen a significant reduction in its store count from 466 in January 2024 to 385 by June 2025, indicating a retreat from its premium positioning [15]. - The brand has started offering products at lower price points, such as 9.9 yuan coffee, to compete with more affordable options, reflecting a broader trend where consumers prefer value over luxury [15]. - The rise of budget ice cream brands and the resurgence of classic low-cost options have led to a decline in the market share of high-priced brands, as consumers prioritize affordability [16].