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].