How does Zhong Xuegao's price go to the sky | Nine faction reviews

【Source: Nine Pai News】

Recently, the popularity of the topic of "ice cream assassin" has increased with the temperature of all parts of the country. I don't know when, people discovered that in the offline retail stores around them, there are some unsightly high -priced ice cream "incubation" in cheap ice cream. Consumers did not know the price. When they took the checkout, they were taken aback by the price, and they were embarrassed to put them back. They had to distress the wallet and shouted, "Don't touch the ice cream that you don't know in the freezer, beware of the backbone of the ice cream assassin."

To figure out where the ice cream assassin comes, we have to mention a brand -Zhong Xuegao.在彼时雪糕的价位大多在十元以内，以五元以下为主之时，钟薛高却定位于12-20元的区间，以传统的瓦片状外形；使用优质原料；可降解的纯The straw sign stick, etc. as the selling point, attracted the first batch of fans.

And it launched the "Ecuador Pink Diamond" ice cream, which claims to use high -grade ingredients such as natural pink cocoa beans, and is priced at 66 yuan each. While provoking controversy in netizens, it also won huge traffic for it. Even on Double Eleven in 2018, 20,000 "Ecuador" pink drills were all sold out. Since then, Zhong Xue Gao steadily sat in the phenomenon -level Internet celebrity ice cream throne, and a number of ice cream brands have also started his own high -end and high -priced ice cream manufacturing journey. Mid -street 1946, Malline Ice Cream, Yili Bey, and Mongolian Niu Emperor Shengxue and other high -end brands have sprung up.

The price increase of ice cream can be followed, but it is not the reason for the existence of "sky -high ice cream". According to statistics, from 2008 to 2020, the cost of raw materials such as milk and whipped cream rose by nearly 80%. Some raw materials were calculated according to the major tonnage of the community, but the cost of these ice creams was only increased by a few cents. And Chinese food industry analyst Zhu Danpeng believes that from other dairy products, cold chain foods are not like the ice cream industry. Attributes, emotional needs and other added value.

The pricing reason for the "sky -high" ice cream such as Zhong Xuegao is nothing more than adding some high -end and expensive raw materials, or co -branded with major IPs, looking for online celebrities for marketing, or making the ice cream into a cute shape, and even the museum The IP cooperation makes a "cultural and creative ice cream" with complicated lines to attract consumers to pay.

We still do n’t talk about raw materials and ordinary ice creams. The Cultural and Creative ice cream of Xi'an City Wall Ice Cream, Xi'an Terracotta Warriors ice cream and other cultural and creative ice creams have been worth several times in the shape of the shape and came to the 20 yuan mark. In order to increase the premium, many of them have doubled in order to stimulate consumers' curiosity, and whether the content of high -quality ingredients imported at the end of the ingredient table can match the high price of tens of dollars.

Not to mention that some ice creams are still false propaganda. The propaganda of Zhong Xue Gao Baihong Ti Cream is to choose a special red tip in the core area of ​​the Turpan Basin. It was tested and it was just a bumper red raisin. The old tree north matcha ice cream publicity stated that only the Japanese Kaiba Tea, which was grinded by hand -grinded, was exposed to the supplier's instructions. The matcha powder in the raw materials used a variety of fresh leaves such as Jugo, Longjing, and Beibei tree. Essence

It is understandable that merchants seek high profit margins and give added value to the product. But now the high -end ice cream produced by some brands is obviously not worth the high price of tens of yuan. The "sky -high price" of ice cream assassins such as Zhong Xue Gao, but the company's flags made of high -quality raw materials and unique joint styling "Tiger Skin" to promote marketing, and finally the result of the lion's mouth on the pricing.

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