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].