Zhong Xuegao, who couldn't burn it, couldn't burn, can you eat?

"Ice Cream Assassin" tingling consumers

After the sun could not be dried, Zhong Xuegao couldn't burn.

Recently, some netizens tried to use a lighter to ignite the videos of Xue Gao ice cream suspected of burning. Some netizens left a message to tease: "New type of high -temperature fire -resistant building materials".

Not long ago, Zhong Xue Gao was pushed to the cusp of public opinion because of "1 hour at 31 degrees at room temperature". In response, Zhong Xuegao responded that "all the company's ice cream products were legally produced and compliant", and at the same time, "using roasted ice cream, drying ice cream or heating ice cream to judge the quality of ice cream quality is not scientific."

As a high -end ice cream that costs tens of yuan, in addition to product quality, consumers' concerns are more worthless from whether it is worth it and its quality.

So, why did Zhong Xue Gao "be" ca n’t be burned "? Can such ice cream be eaten?

"Do not turn it for 1 hour at 31 ℃ at room temperature"

On July 5th, a video of a boiling bell Xue Gao ice cream attracted attention. In the video, some netizens tried to burn the ice cream with the flavor of Zhongxue Gaohai Salt Coconut. The ice cream had shown black coke but there was no large amount of liquid dripping, but there was smoke. Soon, the news became a hot search for social platforms.

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In fact, just this weekend just passed, Zhong Xuegao also attracted attention due to "1 hour at 31 ° C at room temperature".

It is reported that some netizens have selected a variety of ice cream on the market to conduct experimental testing. At the temperature of 31 degrees Celsius, Zhong Xue Gaohai Salt Coconut's ice cream was still appeared in a block after standing for an hour, and the cake body softened only when stirring.

On the morning of July 6, Zhong Xue Gao responded publicly that all ice cream products were made in accordance with national standard GB/T 31119-2014 "Frozen Drink Ice Cream" and were legally produced, and they were leaving the factory after passing the test. Among them, the main ingredients in Zhongxue Gaohai Salt Coconut Ice Coconut Coconut Coconut Ice Cream are milk (35.8%), cream (19.2%), coconut milk (11.2%), sugar -refined milk (7.4%), whole fat milk powder (6.0%), etc. Essence The protein content in the product is 6.3 grams/100 grams, and the solid content is about 40%, which is higher than the national standard GB/T 31119-2014 "Frozen Drink Ice Cream". Requirements with content ≥20%. Zhong Xuegao also explained the Kara rubber that consumers cared about: it comes from red algae plants and is widely used in ice cream, ice cream and drinks. The appropriate amount of Kara gum helps to maintain a relatively stable state in the ice cream. On average, 78 grams of bells Xue Gaohai salt coconut ice cream adds about 0.032 grams, which is in line with national standard GB 2760-2014 "Standard for Food Safety National Standard Food Additives". Production requires a moderate amount of addition ".

In addition, Zhong Xuegao also said that it was not scientific to use roast ice cream, dry ice cream or heating ice cream to judge the quality of ice cream.

But even so, some netizens are worried: if it is burned, it is okay to eat it?

Zhong Kai, a member of the Standing Committee of the Health Communication Branch of the China Prevention Medicine Association, recently issued a statement that the melting speed of ice cream and ice cream is not the standard for judging the quality of the product. There are many factors affecting the melting speed of ice cream, mainly related to ingredients. For example, the ingredients table in Zhongxue Gao Haiyan Ice Cream shows that its dry substances (protein, fat, carbohydrates, etc.) are about 40%, "slowing down slowly." If there are no dry substances, it will turn fast, such as popsicles made of sugar, flavors, pigments, etc.

Ruan Guangfeng, a member of the China Internet Joint Rumor Platform, also posted that the ice cream did not melt into water -like because the protein content was high and the water content was not related to the relationship. The effect of thickening agent is to change the crystallization form of water during the frozen process, and it can also make the melted ice cream sticking to the surface.

According to Ruan Guangfeng, emulsifiers can improve the uniformity and stability of ice cream, so that uneven ice crickets will not be formed during freezing. It can also grasp the small fat particles in the raw material, lock the tiny bubbles, and eventually form a soft and delicate taste. Thickening agents can make the raw materials look more sticky, and commonly used include Huangyuan, Kara gum, and Gwaer. Its role is to change the crystallization form of water during the freezing process, and it can also make the melted ice cream sticking to the surface, rather than dripping everywhere.

"Ice Cream Assassin" tingling consumers

Public information shows that Zhong Xuegao was born in 2018. As soon as he was born, he stood out from many ice cream brands with unique tile -type ice cream shapes and high prices.

In 2018, Tmall's "Double Eleven", Zhong Xuegao defeated Hagens Dazs in one fell swoop with a "Ecuador Pink Diamond" ice cream with a price of 66 yuan, and ranked first in the sales of ice categories. After this battle, Zhong Xuegao also became a hit, and was called "Hermes in the ice cream world".

In fact, the price of 66 yuan is already the past. In April last year, Zhong Xuegao launched two new products "Apricot Years" and "Zhilonglongli" in his store, with a 280g of 280g, with a price of 68 yuan and 88 yuan, which not only reached a new brand history, but only only the brand history, but only only the brand, but only only the brand history, but also only the brand history, but only only the brand history, but only only the brand history, but also only the brand history. Sell ​​in the form of a "series" package. After the official channels were sold out, the purchasing price of more than 200 yuan appeared on the e -commerce platform. According to the data marked on the official website, the number of outlets from Xue Gao's annual ice cream in 2020 exceeded 48 million.

More than Zhong Xue Gao, the entire ice cream market has been transforming to high -end in recent years. China News Weekly visited a Rosen Convenience Store in Beijing and found that among the 45 ice cream sold, up to 27 models for more than 10 yuan, the highest price is 24.9 yuan, and the cheapest is 4.4 yuan. Euro Rui International Consulting announced a set of data. Between 2015 and 2020, the average unit price of China's overall cold drink rose 30%.

What's more, when consumers buy ice cream, because some merchants do not mark the price on the freezer, they only find that the ice cream is expensive at the checkout. Some netizens said that it was "ice cream assassin", and even summarized the laws- "don't take the ice cream and ice cream casually, otherwise you will stab a sword on your heart when paying." There are others joking, and before eating, they are already cold.

In essence, ice cream has also become a hot spot for capital attention. Data show that in the past five years (2017-2021), more than 5,000 ice cream-related companies in my country each year. Since this year, my country has added more than 3,000 ice cream -related companies.

Recently, many companies including Moutai and Hengshun Vinegar Industry have made high -end ice cream cross -border, and major scenic spots have also launched cultural and creative ice cream. According to data from the Foresight Industry Research Institute, from 2015 to 2021, the market size of the ice cream and ice cream industry increased from less than 90 billion yuan to 160 billion yuan, and the cumulative increase of more than 90%in six years.

So, why is ice cream more expensive and more expensive?

Lai Yang, chief expert of the Beijing International Trade Center Research Base, told China News Weekly that consumers recently feel that ice cream has become expensive, not because of low -cost ice cream prices, but more because of the increase in high -end products. On the one hand, it is because of the rise in production costs. "Objectively speaking, the continuous rise in costs such as raw materials, labor, and cold chain logistics transportation has become an important factor in pushing the price of ice cream." Lai Yang specifically analyzed.

According to the data of Ai Media Consultation, from 2008-2020, the cost of raw materials such as milk and whipped cream rose about 80%. According to Yili's financial report, the main business cost of the company's cold drink products in 2021 was 4.277 billion yuan, an increase of 637 million yuan over the previous period, an increase of 17.48%year -on -year. Among them, the cost of increasing sales was 310 million yuan due to the increase in sales; the cost of increasing the cost of material materials and the increase in product structure was 286 million yuan; the cost of loading and unloading transportation increased by 41 million yuan.

On the other hand, consumers are more pursuing product quality after the consumption upgrade. In the past, some ice cream brands were successful by pushing high -end products, so it attracted a large number of enterprises to follow up.

High -end disrupting the normal price system

More importantly, as a low -frequency consumer product, ice cream can get higher profits through higher pricing.

The Yimin Food Factory is a well -known ice cream company in Shanghai. The salt water popsicle, white bear ice brick, three -color cup, etc. The retail price has maintained 1 yuan for many years. However, in 2018, the factory was acquired by Guangming food for 143 million yuan. According to the financial data disclosed, the revenue of Yimin No. 1 Factory in the first three quarters of 2018 was 111 million yuan, while net profit was only 590,000 yuan.

According to the Qilu Evening News, Snow Lotus Ice Cream, which sells 5 cents a bag of cents a year, said in an interview, "The profit of a bag of Snow Lotus is about 5 cents, and the profit brings is not enough to develop other products."

Dairy analyst Song Liang also added that high -priced ice cream is actually building brand barriers at high prices.

The homogeneity of the ice cream market is very fierce, and it is difficult to build the moat alone by relying on the product itself. Lin Sheng, the founder of Zhong Xue Gao, previously said in an interview with the media that any competitive barriers based on the product itself are actually not high. Especially for ice products, "You are not high -tech products, you are not artificial satellites, you are not launched by rockets, and other brands you can do. Communication ability. "

However, Song Liang also expressed concerns about the impact of the excessive high -end of ice cream. "The development of any industry is based on a significant increase in sales. Blind the so -called high -end and ultra -high -end products may disturb the normal price system of ice cream, allowing the entire Chinese ice cream market to face a trend of price malformation and decline in sales volume. In the end, it will inevitably cause sales to decline and total amount of shrinking. "

Wang Haining, a well -known marketing expert and director of the All -Food Exhibition Organizing Committee, said in an interview with the media that ice cream is not just needed, nor is it a necessity. Its competitors are not this category, but cross -border categories such as milk tea and tea. 18 yuan ice cream and 20 yuan milk tea, I believe that consumers will choose the latter.

In fact, the days of high -priced ice cream in recent years are not good. Song Liang said that after the epidemic, young people tightened their money bags, so consumption was more rational. According to data from Ai Media Consultation in 2022, netizens' acceptance prices of a single ice cream are mostly at the price range of 3-5 yuan, accounting for 37%of all proportion; netizens who can accept the price range of 5-10 yuan account for 33.9% ; There are also 11%of netizens who can accept the price range of 1-3 yuan, and 12.3%of the netizens who can accept the price range of 10-15 yuan. The less you come.

Song Liang said that Internet celebrities can bring a moment of attention and sales, but it will still transition to the brand itself for a long time. "In this 100 billion -level ice cream market, it will eventually win by taste and scale."

Not only ice cream, many products have been accused of hidden "assassins" recently, which is invincible. From July 1st, the "Optical Signing Price and Prohibition of Price Fraud" issued by the State Administration of Market Supervision and Administration began. This stipulates that the operator should make a clear price in a significant way to clearly indicate the goods or services corresponding to the price.

This also means that the "ice cream assassins" will have nowhere to hide. Consolidating prices to "stab" consumers' wallets will face punishment of laws or administrative regulations.

According to the Shanghai Market Supervision and Administration Bureau, in the past few days, the Market Supervision and Administration Bureau of Shanghai Fengxian District has carried out a special price inspection of relevant prices for the recent "ice cream assassin" phenomenon. In the process of selling ice cream, price illegal acts such as price bidding and price fraud are not in accordance with regulations.

Reference information: "Six questions about the ice cream additives, the answers you want are here", July 5th, the Beijing News

Author: Yu Yuan ([email protected])

Edit: Li Zhiquan

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