曾经硬控年轻人的"雪糕刺客"们，倒在了史上最热的夏天，千亿外卖混战，更成了压垮"雪糕刺客"们的 最后一根稻草。 "现在人血糖血脂都容易高，冰淇淋只能偶尔尝尝了，不能跟自己的胰岛过不去。""一根3元雪糕的品尝 时间比3块的纯茶和矿泉水差远了，再说了，现在外卖补贴力度这么大，用外卖优惠券点一杯冰咖啡或 者奶茶更香啊"。 曾经作为清凉经济主角的冰淇淋和雪糕，已不是主角。 市场也在印证。钟薛高子公司被申请破产审查，哈根达斯品牌在华门店传出被卖的消息，一度"秒空"的 茅台冰淇淋生产线暂停......就连手握和路雪、梦龙等头部品牌的联合利华，去年也因冰淇淋业务市场份 额和盈利能力下降，年初便宣布剥离整个冰淇淋业务，进行大幅裁员。 格局在2018年发生改变。2018年，"雪糕刺客"钟薛高踩着国潮崛起的热潮出世，"厄瓜多尔粉钻"雪糕每 支定价66元、"杏余年"系列定价160元，刷新价格天花板。 正如硬币另一面。在长尾市场上，以"野人先生"为代表的意式冰淇淋品牌却逆势增长，站在了风口上。 为什么58元钟薛高倒下了，38元价位Gelato却火起来了？中高端雪糕未来该走向何方？ 一代人又一代人的雪糕白月光 物质匮乏的计划经济时期， ...

Group 1 - The article discusses a consumer's reflection on their past purchasing behavior and expresses apologies to several well-known companies, highlighting a shift in understanding regarding value and quality [1][3] - The consumer acknowledges their previous dissatisfaction with the high prices of companies like Baiguoyuan and Banu Hotpot, realizing that their perspective on quality and value was superficial [1][3] - The article emphasizes the importance of consumer education, as articulated by company founders, and suggests that consumers need to grow in their understanding of high-end consumption and the associated costs [1][3] Group 2 - The consumer's apology to Baiguoyuan stems from a realization that their criticism of high prices and quality issues was rooted in a lack of understanding of the company's commitment to educating consumers [3] - The reflection on Banu Hotpot reveals a recognition of the brand's positioning and the value of its offerings, moving beyond a simplistic view of cost versus quality [3] - The article concludes with a call for a more equitable and transparent communication mechanism between consumers and companies, advocating for a two-way educational interaction rather than a one-sided approach [3]

Core Viewpoint - The ice cream industry in China is undergoing significant changes, with high-priced brands like "钟薛高" facing decline while mid-range brands like "野人先生" are experiencing growth due to shifting consumer preferences towards health and quality [5][13][21]. Market Dynamics - The ice cream market has shifted from being a luxury item to a more accessible product, with historical context showing its evolution from simple ice pops to a diverse range of offerings [6][8][9]. - The entry of foreign brands has transformed the market, leading to a competitive landscape where premium brands like Häagen-Dazs were once seen as the pinnacle of luxury [9][10]. Consumer Behavior - Recent trends indicate that consumers are becoming more price-sensitive, with a significant portion preferring ice cream priced below 15 yuan, reflecting a return to more affordable options [10][11][21]. - Health concerns are influencing consumer choices, leading to a preference for lower-sugar and healthier options, which has contributed to the decline of high-sugar ice creams [12][16]. Brand Performance - "钟薛高" has seen a decline in popularity, with its high-priced offerings failing to sustain consumer interest, while "野人先生" has capitalized on the demand for fresh, hand-crafted gelato at a more reasonable price point [13][14][20]. - "野人先生" has rapidly expanded, becoming a leading player in the gelato market with over 800 stores, focusing on fresh ingredients and innovative flavors [14][17]. Future Outlook - The ice cream industry is entering a phase where quality and price balance will be crucial, with brands needing to innovate rather than compete solely on price to avoid falling into a "low-price trap" [22][26]. - The success of brands like DQ, which have adapted their product offerings and marketing strategies, highlights the importance of continuous innovation and responsiveness to consumer preferences [24][25].

Core Viewpoint - The article discusses the recent controversy surrounding the rapid melting of ice cream from the brand Mixue Ice Cream, highlighting consumer concerns about product quality and safety, while also examining the brand's marketing strategy and public perception in the context of low pricing and social media trends [4][5][39]. Group 1: Consumer Reactions and Brand Response - The rapid melting of Mixue Ice Cream has sparked significant discussion on social media, with many consumers sharing their negative experiences [5][6]. - Mixue's customer service responded by stating that the recipe has not changed and attributed the melting to high summer temperatures, suggesting consumers eat the ice cream quickly [10][11]. - Despite the controversy, the brand's reputation appears to remain intact, as the public continues to support Mixue [11][39]. Group 2: Comparison with Competitors - The article draws parallels between Mixue's situation and that of another ice cream brand, Zhong Xue Gao, which faced backlash for its products melting slowly, leading to questions about quality and ultimately a decline in sales [18][19][39]. - The logic that faster melting indicates better quality is challenged, as consumers may not easily accept that Mixue's ice cream is of higher quality simply because it melts quickly [19][39]. Group 3: Product Characteristics and Production Factors - The melting speed of ice cream is influenced by several factors, including the use of additives to enhance melting resistance, the air content, and the production process [29][31]. - Mixue's ice cream is categorized as "soft ice cream," produced at higher temperatures than pre-packaged hard ice cream, contributing to its quicker melting [30][31]. - The product's formulation includes a high water content (70%-80%) and low fat and protein levels, which further affects its melting characteristics [31][32]. Group 4: Pricing Strategy and Market Position - Mixue Ice Cream is priced at 2 yuan, making it an attractive option for consumers, but this low price point raises concerns about profitability and sustainability for the brand [20][40]. - The brand's pricing strategy serves as a marketing tool, drawing in customers and creating a social media presence, despite potential risks associated with low-cost products [40][49]. - The article notes that the brand's low pricing has become a form of "social currency," enhancing its visibility and consumer engagement [49][50].

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 Insights - The ice cream market is experiencing a competitive season with brands focusing on product innovation and scenario marketing rather than price wars [1][3] - FiveFeng's "Ice Cream Festival" in Chengdu marks a strategic entry into the Sichuan market, emphasizing brand awareness and consumer experience [1][9] Market Overview - Mainstream ice cream prices are cautious, with popular products priced around 5 yuan, while some special channels like tourist spots see prices between 8 to 10 yuan [3] - The market is characterized by intense competition among brands, with various promotional strategies being employed [5] Product Innovation - FiveFeng has launched several co-branded ice cream products, including beer-flavored ice cream in collaboration with Snow Beer, which has received positive feedback on social media [4] - The brand's innovative approach includes local flavors and unique experiences that resonate with regional consumers [14] Consumer Trends - A McKinsey report indicates that 64% of consumers prioritize emotional consumption, particularly among younger demographics [8] - Consumers are willing to pay a premium for emotional satisfaction rather than just product functionality [6][29] Marketing Strategy - FiveFeng's marketing strategy combines offline events with online promotion, achieving over a million exposures through a multi-channel approach [17][21] - The festival's design includes interactive experiences that enhance consumer engagement and brand recognition [11][23] Channel Development - The festival aims to drive channel expansion by engaging local distributors and retailers, showcasing the brand's market potential [26] - The initiative fosters collaboration with distributors, enhancing their confidence in the brand's growth prospects [29] Social Responsibility - FiveFeng's activities include distributing free ice cream to workers in high-temperature jobs, reinforcing the brand's commitment to social responsibility [24][27] - This approach not only builds brand credibility but also connects emotionally with the community [27]

Core Insights - The ice cream brand Zhong Xue Gao's parent company has filed for bankruptcy due to inability to repay debts and insufficient assets, marking a significant decline from its peak sales of over 1 billion yuan [1][2] - Analysts suggest that the current Chinese consumer market has shifted towards rational consumption, making it difficult for mass consumer goods to command premium pricing without tangible quality differences [2][5] Company Analysis - Zhong Xue Gao was launched in 2018 as a "high-end Chinese ice cream" brand, achieving sales of over 1 billion yuan in 2021, but faced a dramatic decline in sales due to food safety controversies in 2022 [1][2] - The brand's strategy of high pricing (60 yuan) compared to competitors like Haagen-Dazs lacked perceived quality differentiation, leading to a loss of core customers when it introduced a lower-priced product [2][4] - The reliance on financing for market expansion has proven risky, as the market has shifted towards valuing cash flow and profitability over growth through external funding [2][5] Industry Trends - Many popular brands are experiencing similar declines, indicating a broader trend in the industry where high pricing strategies without substantial value propositions are failing [2][3] - Common marketing strategies among these brands include high pricing supported by cultural narratives, immersive experiences, and social media-driven marketing [3][4] - The lack of innovation beyond packaging and marketing, coupled with frequent quality control issues, has led to a loss of consumer trust [4][5] Recommendations for Future Brands - Successful brands must focus on four foundational elements: complete supply chain integrity, consistent high-quality output, strict food safety controls, and an evolving service system to enhance customer loyalty [5] - New consumer brands should learn from both successful and failed cases in the market, shift from reliance on financing to operational cash flow, and prioritize supply chain management over marketing hype [5]

Core Viewpoint - The article discusses the decline of the once-popular ice cream brand "Chong Xue Gao," highlighting its bankruptcy and the factors leading to its downfall, including over-marketing and loss of consumer trust [5][48]. Group 1: Company Overview - "Chong Xue Gao" was once a leading player in the ice cream market, achieving annual sales of 1 billion yuan and being referred to as the "Hermès of ice cream" [5][26]. - The company has entered bankruptcy proceedings due to an inability to repay debts, with over 25.72 million yuan in unpaid obligations [16][5]. - The founder, Lin Sheng, faces restrictions on high consumption and has limited capital maneuverability due to the pledging of shares in multiple companies [15][5]. Group 2: Market Performance - The brand has seen a significant decline in its presence in physical retail locations, with reports of its products being absent from major convenience stores and supermarkets [10][12]. - Online sales platforms have also closed, with only a few products remaining available for pre-sale, indicating a drastic reduction in consumer interest [18][19]. - The brand's attempt to launch a budget line called "Zhong Xue Bu Gao" failed to resonate with consumers, further damaging its reputation [42][43]. Group 3: Consumer Sentiment - Consumer reactions to the brand's decline are mixed, with some expressing satisfaction over its downfall due to past pricing strategies, while others lament the loss of a once-popular brand [22]. - The article emphasizes that consumer silence and dissatisfaction are more telling than any bankruptcy announcement, reflecting a broader sentiment of disillusionment with the brand [22][48]. Group 4: Marketing and Branding Issues - The brand's initial success was attributed to aggressive marketing strategies, including high-profile endorsements and premium pricing, which ultimately led to a disconnect with product quality [26][30]. - Events such as the "ice cream assassin" controversy and the "fire does not melt" incident severely damaged consumer trust, leading to a backlash against the brand [28][31]. - The article critiques the reliance on marketing over product quality, suggesting that brands must deliver real value to sustain consumer loyalty [61][60]. Group 5: Industry Insights - The article notes a shift in consumer preferences towards affordable ice cream options, with most popular products priced under 10 yuan, contrasting with the high-end positioning of "Chong Xue Gao" [50][51]. - It highlights a broader trend in the market where brands that prioritize genuine product quality over marketing hype are more likely to succeed [63][62].

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].