Core Viewpoint - The bankruptcy of the ice cream brand Zhong Xuegao highlights the challenges faced by new consumer brands in China, as they struggle to maintain high pricing strategies in a market that has become more rational and price-sensitive [1][2]. Group 1: Company Analysis - Zhong Xuegao's parent company, Zhong Xuegao Food (Shanghai) Co., Ltd., has been unable to repay its debts and has been forced into bankruptcy due to insufficient assets [1]. - The brand initially gained popularity with its high-priced ice cream, such as the 66 yuan "Ecuadorian Pink Diamond," achieving sales exceeding 1 billion yuan in 2021, but faced a dramatic decline in sales following controversies and a shift in consumer sentiment [1][2]. - The introduction of a lower-priced product at 3.5 yuan was an attempt to recover, but it led to further issues such as unpaid wages and product shortages [1]. Group 2: Industry Trends - Analysts indicate that the new consumer brands are facing difficulties due to a misunderstanding of the "high-end domestic product" concept, which should leverage supply chain efficiencies to offer competitive pricing rather than relying solely on high price points [2][3]. - The decline of Zhong Xuegao reflects a broader trend among new consumer brands that have relied heavily on financing to expand market share, which is no longer sustainable in a market that prioritizes cash flow and profitability [2][3]. Group 3: Marketing Strategies - New consumer brands, including Zhong Xuegao, have employed various marketing strategies such as high-frequency collaborations and limited edition releases to create social media buzz, but these strategies often lack genuine brand value [4][5]. - Common marketing traits among these brands include targeting high premiums supported by cultural narratives, creating immersive experiences, and leveraging social media for viral marketing [5]. Group 4: Supply Chain and Quality Issues - Many brands have faced quality control issues due to reliance on outsourcing and inadequate supply chain management, which can lead to consumer distrust and negative brand perception [6]. - The failure to establish a strong supply chain can result in significant risks, as seen with Zhong Xuegao's misleading marketing claims regarding product quality [6]. Group 5: Recommendations for Future Success - To survive in the evolving market, new consumer brands must focus on building a complete supply chain, ensuring high-quality output, maintaining strict food safety standards, and enhancing customer service and loyalty [6][7]. - Brands should shift from a reliance on financing to developing their own cash flow capabilities and prioritize genuine consumer engagement over superficial marketing tactics [7].