烧光13亿，昔日网红品牌被申请破产

Core Viewpoint - The article discusses the decline of the ice cream brand Zhong Xue Gao, once hailed as the "Hermès of ice cream," highlighting its bankruptcy review announcement and the factors contributing to its struggles in the changing consumer market [2][6]. Group 1: Company Overview - Zhong Xue Gao was founded in 2018, strategically positioning itself in the price range of 10 to 30 yuan, avoiding direct competition with traditional brands while leveraging the appeal of domestic products [18][19]. - The brand initially thrived during the golden era of new consumption, achieving rapid growth and attracting significant investment, with a valuation nearing 4 billion yuan [21][22]. Group 2: Challenges Faced - In 2022, two major events destabilized Zhong Xue Gao: the challenge of high pricing strategies and a public relations crisis stemming from a viral video questioning the safety of its products [23][24]. - The brand's annual growth rate plummeted from over 100% to 50% in 2022 due to the negative impact of these events on consumer trust [25]. Group 3: Attempts at Recovery - In response to its struggles, Zhong Xue Gao launched sub-brands like "Li Da Ju" and "Sa'Saa" to diversify its offerings and target different price segments, but faced stiff competition from established brands [11][15]. - The company also ventured into live-streaming e-commerce as a means to generate revenue and repay debts, with founder Lin Sheng actively participating in sales efforts [12][14]. Group 4: Market Trends - The article notes a significant shift in the Chinese consumer market, with consumers becoming more price-sensitive and less willing to pay a premium for brand stories, leading to a decline in demand for high-priced ice cream [30][31]. - The current ice cream market is characterized by a focus on affordable products, smaller sizes, and health-conscious options, with traditional brands adapting to these trends [31][32].