Core Viewpoint - The rise and fall of the popular ice cream brand Zhong Xue Gao reflects the challenges faced by internet celebrity food brands in achieving sustainable development in a competitive market [2]. Group 1: Company Overview - Zhong Xue Gao, founded in March 2018, capitalized on the consumer upgrade trend by positioning itself as a high-end brand of "Chinese ice cream" with a focus on high-quality ingredients and unique flavors [4][6]. - The brand's rapid growth was marked by significant sales milestones, including reaching over 1 billion yuan in revenue in 2021 [6]. Group 2: Recent Challenges - Recently, Zhong Xue Gao's subsidiary, Zhong Mao (Shanghai) Food Technology Co., Ltd., was applied for bankruptcy due to its inability to repay debts and lack of solvency [3]. - Negative events in 2022, such as the "ice cream assassin" controversy, severely damaged the brand's image and consumer trust, leading to a decline in sales [7][8]. Group 3: Marketing and Sales Strategy - Zhong Xue Gao's marketing strategy included a strong online presence through partnerships with e-commerce platforms like Tmall and JD, as well as leveraging social media for targeted marketing [5][6]. - The brand attempted to expand its offline presence by opening experience stores and launching promotional campaigns, but faced high operational costs and challenges in inventory management [7]. Group 4: Lessons for the Industry - The case of Zhong Xue Gao highlights the importance of product quality, continuous innovation, and effective brand positioning for high-priced food brands to maintain consumer trust and market presence [9][10]. - Successful brands must also focus on building a strong brand narrative, utilizing effective packaging design, and integrating online and offline sales channels to enhance consumer experience [11][12].

Core Viewpoint - The popular ice cream brand Zhong Xue Gao, which rose during the consumption upgrade wave, is now facing decline due to bankruptcy of its subsidiary, negative public opinion, high pricing strategies, failed offline channel expansion, and unsuccessful low-priced product strategies [1][2][6]. Company Overview - Zhong Xue Gao was founded in March 2018, capitalizing on the rising demand for high-quality and personalized frozen desserts in China [3]. - The brand positioned itself as a high-end "Chinese ice cream" with a focus on high-quality ingredients and unique flavors [3][4]. Product Innovation - The brand utilized high-quality natural ingredients such as Belgian chocolate, Japanese matcha powder, and New Zealand milk, ensuring a premium taste experience [3]. - Innovative flavors like velvet cocoa and sea salt coconut were introduced to cater to diverse consumer preferences [3]. Marketing Strategy - Zhong Xue Gao effectively leveraged online sales channels, collaborating with platforms like Tmall and JD to reach a national audience [4][5]. - The brand utilized social media for targeted marketing, creating buzz and engaging young consumers through platforms like Weibo and Xiaohongshu [4][5]. Sales Performance - In 2020, Zhong Xue Gao achieved rapid sales growth, reaching over 1 billion yuan in revenue within six months and topping Tmall's ice cream sales during the Double Eleven shopping festival [5]. - By 2021, the company's revenue surged to 1 billion yuan [5]. Crisis and Challenges - In 2022, the brand faced significant backlash due to incidents like "ice cream that won't melt" and "ice cream assassin," damaging its reputation and consumer trust [6]. - The high pricing strategy, with ice cream priced between 13 to 22 yuan, limited market reach and led to declining sales post-controversy [6][7]. Bankruptcy of Subsidiary - Zhong Mao (Shanghai) Food Technology Co., Ltd., a subsidiary of Zhong Xue Gao, was recently filed for bankruptcy due to inability to repay debts [2]. - The bankruptcy application was initiated by Shanghai Andeli Langqing Food Trading Co., Ltd., citing the subsidiary's lack of repayment capability [2]. Future Considerations - The decline of Zhong Xue Gao raises questions about the sustainability of internet celebrity food brands and their ability to adapt to changing consumer demands and market conditions [1][8].