Behind Zhong Xuegao being "burned": sticking to the nature of ice cream is more important

□ Qi Yaoqi

As a subtropical region, Guangzhou is one of the most important markets for ice cream consumption. Recently, the Internet celebrity brand Zhong Xuegao has been in trouble. At first, some netizens found that the sea salt coconut flavor ice cream was placed at the room temperature at 31 ° C for an hour but did not completely melt. After that, some netizens ignited the Xue Gao ice cream with a lighter, and it was suspected that it could not be burned. Although the company is anxious to declare the additives meet the national standards, the Internet is still questioned.

In Guangzhou, the ice creams of the local and foreign companies have long been resisted for a long time, occupying different prices. The appearance of Zhong Xuegao suddenly broke the balance and occupied a very high positioning. In this regard, some people in Guangzhou shouted "I can't afford the ice cream." Behind this voices, there is both anxiety about the price increase led by the high -priced ice cream, as well as a doubt about whether this high -priced ice cream is really cost -effective.

From the content of the statement, Zhong Xuegao seems to have no principle errors, because the raw materials added are within the scope of the state, and even from the perspective of food innovation, today's ice cream is not a popsicle, but but also It is increasingly the same as dessert snacks. In order to keep the form better, it is not easy to get rid of it, the taste is better, and it is also learning to pudding from the cake. In this way, we can have a richer taste, price and grade. This cannot be simply tested with high temperature burning to test quality.

But reputation can be damaged because it impacted people's hearts and common sense, and at the same time, it also originated from its own unavoidable shortcomings. This shortcoming is a large amount of raw materials such as Kara rubber. This gives people a feeling that the current ice cream is not a complete ice and snow product, but to maintain its beautiful state by relying on additives.

According to the traditional understanding, the main component of ice cream is milk fat and sugar. It is necessary to do high -end prices. It is difficult to say that it is the reason for raw materials. It is more because the positioning is accurate. This operating ideas have an internal similarity with the rise of several large web tea drinks in recent years. It means that ice cream has become a social prop. This prop has to be reposted with fashion, topics and traffic, so that the "consumption remaining" of the target users can be emptied, so that more and more consumption consumption can be consumed. People are willing to spend tens of yuan to buy an ice cream.

Earlier, although the ice cream of many joint ventures was also sold out, it did not have such an external instrumental nature, and at the same time adhered to the nature of the ice cream. The outbreak of public opinion is just a reminder of return. It once again highlighted the public's essence of ice cream. This means that most people still want to eat closer to the original state, less plasticizer added, and fresher food. If the Internet celebrity brand keeps indifferent to the people's temperature and truthful psychology, in the long run, it is likely to be replaced by pure ice cream that is healthier and less added.

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