来源：时代周报-时代在线 12月8日，梦龙冰淇淋公司（The Magnum Ice Cream Company N.V.，下称"梦龙公司"）在阿姆斯特丹、 伦敦与纽约三地上市，成为全球最大的冰淇淋IPO。 图源：网络 上市当日，公司市值达78亿欧元（约合人民币642亿元）。作为从联合利华拆分而来的独立主体，梦龙 拥有全球5大冰淇淋品牌中的4大品牌，包括和路雪、可爱多、梦龙和Ben&Jerry's，堪称冰淇淋行业 的"豪门新贵"。 此次独立上市，不仅是梦龙发展历程的重要节点，也再次将高端雪糕赛道的竞争格局推向公众视野。承 载着一代人情怀的梦龙，能否在争议与挑战中站稳中国高端雪糕市场？ 全球冰淇淋零售市占率21% 此前，梦龙公司的业务归属于联合利华集团。2024年，为简化公司结构、重振增长，联合利华集团决定 拆分包含梦龙、和路雪和可爱多等品牌在内的冰淇淋业务；2025年7月，业务分拆完成，梦龙公司作为 联合利华集团内的一家独立公司开展运营。 此次分拆诞生了一家"冰淇淋巨头"。据联合利华披露的投资者文件，2024年，冰淇淋业务的收入达到79 亿欧元（约合人民币666亿元），调整后EBITDA（注：税息折旧及摊销前的 ...

Core Viewpoint - The article discusses the decline of the ice cream brand Zhong Xue Gao, highlighting its bankruptcy news and the brand's struggle to maintain its market position amidst changing consumer preferences and criticisms of its pricing strategy [4][5][6]. Group 1: Brand Performance and Market Position - Zhong Xue Gao's subsidiary, Zhong Mao (Shanghai) Food Technology Co., Ltd., has been applied for bankruptcy due to its inability to pay debts and lack of solvency [5]. - The brand has faced significant challenges, including criticism for its high pricing of 66 yuan per ice cream, leading to a brand crisis and a loss of consumer trust [6][10]. - Despite a peak in sales, with over 1.52 billion ice creams sold from May 2021 to May 2022, the brand's reputation has deteriorated, resulting in a negative public perception [18][21]. Group 2: Consumer Sentiment and Brand Image - Consumer sentiment has shifted, with many expressing indifference to the brand's potential exit from the market, indicating a lack of emotional attachment [12][14]. - The brand's marketing strategies, which heavily relied on celebrity endorsements and social media hype, failed to translate into lasting consumer loyalty [37][40]. - The perception of Zhong Xue Gao as a "snow ice assassin" has contributed to its downfall, as consumers became increasingly critical of its value proposition [20][22]. Group 3: Market Trends and Future Outlook - The high-end ice cream market is not dead, with reports indicating that products priced above 20 yuan are expected to increase from 15% to 25% of the market share by 2024 [46]. - The growth of high-net-worth individuals and the emergence of ice cream as a "social currency" are driving factors for the premium segment [47]. - Despite challenges, the high-end ice cream market is returning to rationality, with consumers prioritizing ingredient quality over brand hype [57][58].