时间到了8月中下旬，今年的夏季也即将迎来尾声。 在2025年夏天，雪糕/冰淇淋类目表现如何？相比2024/2023年同期，展现出了什么样的变化与趋势？在本周，马上赢将为您带来雪糕/冰淇淋类目的专题研 究，共同观察这一类目在今夏的走势。为了更加聚焦夏日这一类目销售旺季的表现情况，我们选取了2025年5-7月为观察时间段，同比时间段为2024年、 2023年同期。 复盘数据均来自于马上赢品牌CT，马上赢MSY150均衡模型及马上赢全量门店模型，使用的模型在数据图中均有标注。马上赢品牌CT数据覆盖了全国县 级以上各等级城市（不含乡、镇、村），并深度覆盖全国核心城市群，业态覆盖包括大卖场、大超市、小超市、便利店、食杂店。目前，马上赢品牌CT 中的品牌超30万个，商品条码量超过1400万个，年订单数超过50亿笔。 从 2023 年观察期至 2025 年观察期的销售额、销售量指数来看，以 2023 年观察期的销售额、销售量基准指数100作为标尺，可以看到，2024 年观察期销 售额指数下降至 90.54，销售量指数降至 95.35；2025 年，销售额指数继续下探至 86.67，而销售量指数降至 94.18，虽然销量下滑 ...

Core Viewpoint - The article discusses the downfall of Zhong Xuegao, a once-prominent ice cream brand known as the "Hermès of ice cream," which has entered bankruptcy proceedings due to an inability to repay debts and insufficient assets to cover liabilities [3][5][26]. Group 1: Company Background and Growth - Zhong Xuegao was founded in 2018 by Lin Sheng, targeting the high-end ice cream market and quickly gaining traction with significant investments totaling 1.3 billion yuan from various venture capital firms [11][12]. - The brand achieved remarkable sales growth, reaching 1 billion yuan in revenue within its first year and surpassing 1 billion yuan in 2021, becoming a leading player in the new consumption sector [13]. - Lin Sheng's marketing strategies, including collaborations with influencers and unique product offerings, helped the brand gain substantial market visibility and consumer interest [10][12]. Group 2: Crisis and Challenges - Starting in 2021, the company faced a series of crises, including negative publicity from Lin Sheng's controversial statements and product quality concerns, leading to a decline in consumer trust [15][16]. - Increased competition from established brands like Mengniu and Yili, which began to focus on online sales, put additional pressure on Zhong Xuegao's market position [16][17]. - The company's aggressive expansion strategy, including the introduction of lower-priced sub-brands, failed to resonate with consumers, leading to further financial strain [21][22]. Group 3: Bankruptcy and Aftermath - By 2023, Zhong Xuegao had laid off over half of its employees, and by 2025, only two employees remained on the payroll, highlighting the severe impact of financial difficulties [23][26]. - Lin Sheng attempted to salvage the company by selling products through live streaming, but these efforts did not significantly improve the situation, and the brand's reputation continued to suffer [24][25]. - Ultimately, the bankruptcy proceedings confirmed the end of Zhong Xuegao's operations, marking the decline of a once-celebrated brand in the ice cream industry [26].

Core Viewpoint - The ice cream and popsicle market in China is experiencing a significant shift, with traditional products losing popularity in favor of healthier and more affordable options, leading to a decline in sales for established brands [1][20][31]. Group 1: Market Trends - The sales of traditional ice creams and popsicles are stagnating, with low-cost options like 0.5 yuan popsicles becoming bestsellers, while higher-priced items struggle to attract consumers [2][6][20]. - The market is entering a "quality-price ratio" era, with new products generally priced below 5 yuan, focusing on affordability [8][19]. - The demand for healthier options is rising, with consumers increasingly seeking low-sugar or zero-sugar ice creams [7][8]. Group 2: Consumer Behavior - Consumers are shifting their preferences towards beverages for cooling off, with ice creams and popsicles no longer being the primary choice for refreshment [12][19]. - The perception of ice cream has changed, with younger consumers looking for unique flavors and experiences, while older consumers associate ice cream with low prices [11][12]. - The trend of purchasing ice cream through online platforms is increasing, with significant discounts available, making traditional retail less competitive [17][19]. Group 3: Industry Challenges - Major brands like Mengniu and Yili are facing declining revenues in their ice cream segments, with Mengniu's ice cream revenue down 14.1% and Yili's down 18.4% [20]. - The operational costs for ice cream retailers are rising, with many struggling to maintain profitability due to low margins on cheaper products [6][20]. - The market is seeing a rise in Gelato, a premium product with a focus on quality and health, which is gaining traction despite its higher price point [23][24][30]. Group 4: Competitive Landscape - The competition among ice cream brands is intensifying, with companies exploring collaborations and unique marketing strategies to attract consumers [21][23]. - New entrants in the Gelato market are expanding rapidly, with brands like "Wild Man" opening numerous stores and capitalizing on the trend for premium ice cream [24][30]. - The traditional ice cream market is witnessing a decline in consumer interest, prompting retailers to adapt by offering more competitive pricing and exploring online sales channels [19][30].

Core Viewpoint - The company Zhong Xue Gao is facing significant challenges, including bankruptcy proceedings and negative public perception, despite attempts to clarify its situation through social media and live streaming [5][6]. Group 1: Company Situation - Zhong Xue Gao's official WeChat account released a video addressing recent controversies, including the "love to buy or not" editing and "not melting" comments, asserting that their products passed inspections [1]. - The company has been trending on social media, with the hashtag IceCreamAssassinIsReallyCool gaining attention, coinciding with a bankruptcy review application filed by a trading company [5]. - The founder Lin Sheng has been actively responding to public concerns through videos, indicating ongoing legal issues and the company's commitment to transparency [5][6]. Group 2: Market Presence - Reports indicate that Zhong Xue Gao's products are increasingly absent from supermarket shelves, with staff noting that they have not stocked the brand this year [6]. - The brand, once celebrated for its premium pricing, has seen a drastic decline in visibility and sales, with its founder expressing determination to continue operations despite financial difficulties [6]. - The company has faced multiple legal challenges and public scrutiny, leading to a significant shift in its market position from a high-end ice cream brand to one struggling for survival [6].

Core Viewpoint - The company "钟薛高" has faced significant challenges and a decline in its market presence, with recent communications indicating financial struggles and operational difficulties [1][3]. Group 1: Company Status - The official WeChat account of "钟薛高" released a video for the first time in two years, addressing recent events and confirming that products passed inspections [1][2]. - The company has been experiencing financial difficulties, stating that it can no longer afford promotional activities or certain product lines, such as the 杨梅 flavor ice cream [3]. - The founder, 林盛, has been active on social media, sharing insights about the business and participating in live-streaming sales, indicating an attempt to revive the brand [4]. Group 2: Market Presence - Recent visits to offline channels revealed that "钟薛高" ice cream is hard to find in supermarkets and wholesale outlets, with limited availability online [3]. - The company's products on e-commerce platforms have seen a significant price drop, with some items now priced at 7-8 yuan each [3].

Group 1 - The Shanghai Yangpu District People's Court has suspended the execution of a case against Zhong Xue Gao Food (Shanghai) Co., Ltd. due to its inability to repay due debts, leading to a transfer of the case to the Shanghai Third Intermediate People's Court for bankruptcy review [3] - Zhong Xue Gao Food (Shanghai) Co., Ltd. was established in March 2018 with a registered capital of approximately 1.203 billion RMB and is the main company of the "Zhong Xue Gao" group, which currently has 23 companies, many of which have been deregistered [3] - The group has faced multiple bankruptcy applications, including for its subsidiary "Pan Zhu You Xi (Shanghai) Biotechnology Co., Ltd." and "Zhong Mao (Shanghai) Food Technology Co., Ltd." [3] Group 2 - Zhong Xue Gao ice cream has faced controversy over its pricing, being labeled as "ice cream assassin," and has been criticized for its quality [4] - The founder Lin Sheng acknowledged the company's operational difficulties in a live stream, attributing the financial strain to his own shortcomings and stating that many employees have not received timely compensation [4] - Lin Sheng expressed a commitment to self-rescue efforts, including selling products and engaging in live streaming to restore the company's normal operations and repay debts [4]

Core Viewpoint - Zhong Xuegao Food (Shanghai) Co., Ltd. has filed for bankruptcy examination due to inability to repay debts and insufficient assets to cover liabilities, leading to a court-ordered review of its bankruptcy status [1] Group 1: Bankruptcy and Legal Issues - Zhong Xuegao has been involved in multiple bankruptcy applications, including its subsidiaries Zhongmao (Shanghai) Food Technology Co., Ltd. and Panzhu Youxi (Shanghai) Biotechnology Co., Ltd. [2] - The company has 21 branches, all of which have been deregistered, indicating a significant operational decline [3] - Legal records show that Zhong Xuegao is involved in various lawsuits, including disputes over sales contracts, service contracts, and labor disputes [4] Group 2: Financial Performance and Market Presence - The online sales platform for Zhong Xuegao has very limited offerings, with only three flavors of ice cream available, and minimal recent customer engagement [5] - The company's flagship store on Taobao has only five product links, with the highest-selling item being a combination pack of three flavors, totaling over 2,000 sales, but recent reviews are sparse [5] - The founder, Lin Sheng, has faced restrictions on high consumption and has publicly acknowledged the company's operational difficulties, even resorting to selling sweet potatoes to repay debts [9][10] Group 3: Brand History and Market Position - Zhong Xuegao was established in 2018 and gained popularity for its premium ice cream products priced above 50 yuan, earning the nickname "the Hermes of ice cream" [9] - The brand's reputation suffered due to the "ice cream assassin" label, which negatively impacted its market position [9]

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].

Core Insights - The phenomenon of "ice cream assassins," referring to overpriced ice cream products that are not clearly priced, has led to significant market challenges, with many of these brands nearing bankruptcy [1][4]. Group 1: Market Trends - The market for high-priced ice cream has shifted dramatically, with consumers now more aware of pricing, leading to a decline in sales for brands that previously thrived on premium pricing strategies [1][4]. - The once-popular brand Zhong Xue Gao, known for its high-priced ice cream, is facing bankruptcy proceedings for its subsidiary, indicating a broader trend of financial distress among premium ice cream brands [4]. Group 2: Company Specifics - Zhong Xue Gao's flagship product, the "Ecuadorian Pink Diamond" ice cream, was sold for 66 yuan and achieved significant sales initially, but the company has since faced multiple legal and financial challenges, including over 80 million yuan in execution orders [4]. - The current product offerings in Zhong Xue Gao's online store have been significantly reduced, with only a few flavors available, reflecting the company's operational difficulties [4]. - Häagen-Dazs, another premium brand, is also adjusting its strategy by introducing lower-priced items, such as limited-time offers starting at 9.9 yuan, in response to changing consumer preferences and market conditions [4].