Behind Zhong Xue Gao's "high temperature", what exactly is

"High temperatures" formed a phenomenal transmission. On the surface, these seemingly counterproductive actions expressed questioning of the quality of the product. In fact, this is just the unstoppable vent of social emotions.

Author: Ma Piao

Figure: Oriental IC

Guide

One || Before Zhong Xue Gao's sudden rise, the Chinese ice cream market was not so lively. Domestic goods are basically low -end, and high -end markets are occupied by multinational brands represented by Hagagenzas.

高 || The high price of ice cream has a wrong layer between the wallet that consumers change. This has formed a huge contrast with the decline in purchasing power.

Three || High temperatures are coming, cold drinks like ice cream and ice cream, enter the peak season. On this node, Zhong Xue Gao stepped into the center of the storm. It was accidental and inevitable.

For Zhong Xue Gao, it looks like a difficult time now.

In the past few years, Zhong Xuegao has operated very well, and consumers have also used actions to pay for the high growth of this brand.

But when the peak season of the ice cream came, the situation changed. In recent days, the hottest topic is Zhong Xue Gao.

"Ice Cream Assassin" has entered the topic earlier, consumers feedback, and when checkout, the price "far exceeds expectations"; some people use roasted ice cream, drying ice cream or heating ice cream. It also attracted a lot of attention ...

This is a phenomenon -level event, related topics, whether it is Weibo, Baidu hot search or headline hot list.

Behind this, what happened, and how do you understand this phenomenon?

High -end: The huge changes in the ice cream market

Before Zhong Xuegao's rise suddenly, the Chinese ice cream market was not so lively. Domestic goods are basically low -end, and high -end markets are occupied by multinational brands represented by Hagagenzas.

Different understanding of the product will bring tremendous changes in the industry. Just like the understanding of smart cars, some people think that it is a sofa plus four wheels, and now some people say that the car is actually a computer and four wheels.

When entrepreneurs realized that ice cream was not just quenching thirst, the market was re -understood. When we think it is actually a kind of snack and dessert, it is the topic of young people, it will bring a different approach.

Zhong Xue Gao cut in with new gameplay, and under the wave of new consumption waves and the rise of the national tide, he won explosive growth.

Now, when Moutai has begun to make ice cream, this shows that the industry has established a new cognition for the ice cream track. It seems that to some extent a social currency, it can also be a "tool" of an expression of an attitude.

The success of Zhong Xuegao proves the existence and possibilities of the mid -to -high -end market. When the market space was pulled out, the entire industrial chain changed dramatically.

Large -scale consumer companies are entering the game or forces. According to data, more than 3,000 ice cream companies have been established this year.

The new entry will undoubtedly change the ecology. Such competition occurs in a basket in every freezer and freezer of the merchant.

Just as our previous report, "Ice Cream Assassin's Brocer Dark Battle" shows: the channels must make money, and manufacturers must also guarantee profits. Under such demands, high -end has become a significant trend in the industry. The report quoted a ice cream brand that gross profit was one of the important indicators of the selection of convenience stores, and 35%-40%of product gross profit margins were the level of threshold.

Consumer layer: changes in social emotions

High -priced ice cream has become a realistic industry phenomenon.

There is no problem, but when this trend hit the economy, even many well -known head companies are layoffs in large -scale layoffs, and this meaning is different.

On the one hand, it is a convenient chain of ice cream. On the one hand, the contraction of "wallet" is visible, which is due to the continuity of the global political turbulence and the sustainability of the new crown pneumonia.

The high price of ice cream has a wrong layer between the wallet with consumers. This has formed a huge contrast with the decline in purchasing power.

The emotions caused by such the wrong layer occurred when the consumer took out an ice cream to pay from the merger -the price was not acceptable and could not be bought, but if you did not pay attention to buy it, some kind of soft inner heart would not inevitably be "stabbed. "

The "thorn" of social emotions will inevitably be deeply rooted in people's hearts. Even if Zhong Xuegao's products are at the beginning, they are already cheaper.

The "thorn" of emotions is concentrated on the so -called "ice cream assassins" and "undulating ice cream".

Someone tried to see the state of Zhong Xue Gao ice cream at a temperature of more than 30 degrees Celsius, and then some people used lighter to burns the ice cream, and even some people took out a rogue.

The reason why these actions have attracted great attention and become a phenomenal spread. On the surface, these seemingly anti -common sense actions expressed questioning of the quality of their products. In fact, it was just the unstoppable vent of social emotions.

These actions, the reason why many people pay attention to, are indeed hesitant to the quality of their products. However, people who believe rationally understand: use roasting ice cream, drying ice cream or spraying rifle to heat the ice cream to judge the quality of the quality of the ice cream and the quality of the quality of the ice cream and the quality of the quality of the ice cream and the quality of the quality of the ice cream and the bad and bad of the quality of the ice cream and the quality of the quality of the ice cream and the bad and bad of the quality of the ice cream and the quality of the quality of the ice cream and the bad and bad of the quality of the ice cream and the quality of the quality of the ice cream and the bad and bad of the quality of the ice cream and the quality of the quality of the ice cream and the quality of the quality of the ice cream. Not scientific, and there is no persuasion.

These are similar to a long -term Indian story:

These concerns are emotional, so the explanation of all rationality is invalid.

We noticed that Zhong Xuegao tried to use a scientific explanation to calm down the social emotions, but from the above analysis, this approach is undoubtedly seeking fish in Yuanmu. Occasionally inevitability

Regardless of whether it is scientific or rational, a large number of vomiting is unavoidable in this emotion.

High temperatures are coming, cold drinks like ice cream and ice cream, enter the peak season. On this node, Zhong Xue has stepped into the center of the storm. It is accidental and inevitable.

The inevitability lies in the aforementioned consumption fault, and social emotions will inevitably flow into a vent. And Zhong Xuegao's industry status and industry roles happened to be on this vent.

Just like Xiaomi, which has opened up the cost -effective track of mobile phones and used the Internet thinking to use the Internet, Xiaomi was once a "public enemy in the industry" in the early days.

At that time, Huawei mobile phones had not yet risen, and Xiaomi mobile phones quickly seized the third place in the industry. For companies such as Apple and Samsung, such as Apple, Samsung, etc., Xiaomi was under great pressure, and other companies were in a similar state. Xiaomi's share becomes what everyone wants to fight, because all Xiaomi lost is a new share of other chaser.

As the pioneer of the mid -to -high -end ice cream track, Zhong Xue Gao was in a similar position in a sense.

Zhong Xuegao occupied a considerable share in the mid -to -high -end market. Unexpected data, in 2021, Zhong Xuegao sold more than 150 million ice cream, and in the first five months of this year, Zhong Xuegao accumulated a total of more than 200 million cream outlets.

When social moods are in full swing, many people have helped to help, and it is reasonable.

However, it seems that Zhong Xuegao has established an unnecessary imaginary enemy.

For the incident, a paragraph of Zhong Xue Gao's founder Lin Sheng spread widely. "Searching at the opponent did not want money." The marks of the water army are extremely obvious. " Easy to see, Lin Sheng attributed the reason to the destruction of competitors.

What is the essence of the question? Obviously it is the "change of the industry and" consumption fault ".

The simple understanding is the black of the competitors, and it does not touch the essence of this problem. This attribution may imply that Zhong Xue Gao's user thinking still has a short board.

In a certain sense, real good products do not need to debate at all.

Of course, it is a complicated thing for the "good products" in consumer goods. The complexity is that the purpose of consumption is often not for actual survival needs, but the desire to be stimulated.

Consumers are willing to desire for this -glory, attractiveness, social currency, etc., pay high prices. Even the high price may be a part of this desire.

However, the law of consumer behavior tells us that the satisfaction of this desire is often accompanied by disappointment.

In the next few years, the ice cream track will look more intense. The real challenge of Zhong Xuegao is how to continue to do it, under long -termism and user thinking, after completing the initial construction of the brand, and whether his products can continue to be tested.

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