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Source: Moose New Consumption (ID: tuolu360)
Recently, Zhong Xuegao is on the cusp.
As a new consumer brand of Internet celebrity, Zhong Xuegao may never have thought that in this summer, he would be on the hot search in such a way.
On June 17, Zhong Xuegao was found on the hot search for the incident of being punished for false propaganda two years ago. On July 2, Zhong Xuegao again appeared on the hot search because of media reports that netizens left it at about 31 degrees at room temperature for 1 hour. The customer service said that a small amount of carrageenan was added. Up to now, the Weibo topic #中雪高下1 hour at room temperature of 31 degrees has triggered more than 192 media reports, the number of discussions on the topic has reached 73,000, and the number of readings has exceeded 990 million.
In Zhong Xuegao’s official live broadcast room on Douyin, more than 10,000 people poured in at the peak, and they “questioned” Zhong Xuegao. Three days after this topic was fermented, although there are only a few hundred or even dozens of people online in Zhong Xuegao’s live broadcast room, there are still many doubts. According to Moose New Consumption Observation, in the live broadcast room, netizens questioned mainly about two issues, one is why it is not changed, and the other is why it is so expensive to sell?
Although, anchor Zhong Xuegao tried his best to clarify in the live broadcast room, hoping that netizens would be rational. But the voices of doubts from netizens never stopped. In recent days, another video in which netizens ignited Zhong Xuegao’s ice cream with a lighter and was suspected of not burning it once again sparked a new wave of discussions and attention from netizens. It seems that Zhong Xuegao has really offended this young generation, and it may be a bit difficult to reduce public opinion and hot searches in the short term.
01 Zhong Xuegao is in the wrong channel
According to Zhong Xuegao’s official website, the product was first unveiled on May 20, 2018. The number of fans in Tmall’s flagship store exceeded 2.6 million, and the cumulative number of visits to the store was 400 million. In 2020, the number of ice creams sold exceeded 48 million. In the four years of product marketing, Zhong Xuegao has never encountered such a big voice of doubt before. Why has it offended so many people almost overnight? What did Zhong Xuegao do wrong?
The answer is actually very simple. That is, Zhong Xuegao entered the wrong channel.
Why didn’t Zhong Xuegao roll over before? Because their main sales channel was online before that, most of the consumers who bought their products came here because they were planted, they knew their brands, and they had psychological expectations for the high prices of their products. But now, when Zhong Xuegao distributed the goods to major convenience stores, and even some husband-and-wife stores, problems arose.
Many people should have heard the buzzword “ice cream assassin” recently, which is a popular Internet celebrity buzzword that means sky-high ice cream.
Why “Assassin”? Because these sky-high-priced ice creams are now appearing in convenience stores and canteens, mixed with some ordinary ice creams, without price tags, when consumers take them out of the freezer, they don’t find out until payment is made that a seemingly ordinary ice cream is actually for sale The price is as high as ten yuan or even tens of yuan, this feeling is like being stabbed in the heart.
Moose New Consumer also visited convenience stores such as convenience bee, JD.com convenience store, and ordinary tobacco and alcohol supermarkets in a community outside the Fifth Ring Road in Beijing recently. Price tags, only JD convenience stores have obvious price tags on the freezer.
(Jingdong convenience store freezer)Among them, Zhong Xuegao is the price ceiling, a velvet cocoa milk chocolate ice cream is priced as high as 18 yuan, and the ice cream with the lowest price in the freezer is Zhongjie Bingdian Nuomizi rose ice cream, the price is only 0.5 yuan, the former is 36 times the price of the latter.
The price of other products is basically concentrated between 3 to 10 yuan. For example, Menglong, a well-known high-priced ice cream brand before, also has different flavors, but the price range is basically between 9 and 10 yuan.
In other words, the consumer groups who buy ice cream in community convenience stores and those who buy ice cream in Tmall Futures Store are actually two completely different consumer groups.
The former buy ice cream more as an instant food to cool off their cravings in summer, so they pay more attention to the cost-effectiveness of the product; while consumers who buy Zhong Xuegao ice cream at Zhong Xuegao Tmall flagship store or live broadcast room are more likely to It’s because of its social attributes, especially the sense of satisfaction and superiority that no one has.
Based on the difference in consumption purposes and the gap in brand awareness, the two consumer groups will have completely different consumption experiences and feedback after consuming Zhong Xuegao.
Consumers who bought Zhong Xuegao for the first time in the convenience store with the idea of early adopters did not know much about Zhong Xuegao’s products and brands, and when the price of ice cream exceeded their previous cognition and common sense, but it was because of face payment consumption. Afterwards, that unpleasant consumption experience will naturally turn into hostility to Zhong Xuegao’s brand, thinking that he has been “stabbed”.
(a convenience bee freezer)In fact, it is not that people are unacceptable to high-priced ice cream. Haagen-Dazs, as a real ice cream ice cream ceiling, has entered the Chinese market for many years, and its price is even much higher than Zhong Xuegao, but it has never been called “ice cream assassin”.
The reason is also simple. Haagen-Dazs never mixes with ordinary ice cream in a freezer, has a special freezer in the supermarket, and has a dedicated flagship store online. screened.
02 Enlightenment of Zhong Xuegao’s “rollover”
In recent years, it can be described as a period of explosion of new online celebrity consumer brands. With the help of the previous rough traffic tactics and the methodology of building domestic brands and trendy brands, many new consumer brands have become so-called Internet celebrity products in a short period of time, and they have become famous.
But in fact, as a young consumer brand, there is a serious absence in product, supply chain and channel, which needs to be made up sooner or later. And Zhong Xuegao’s “rollover” can at least give other new consumer brands two warnings:
First, not all consumer brands are suitable for omnichannel. Many new consumer brands started online, and with the help of e-commerce and live broadcast traffic dividends, their sales skyrocketed in the short term, thus gaining the favor of capital. With the support of capital, in order to further expand market share, some consumer brands have expanded their sales channels from online to offline. During this process, some issues that were overlooked in the past gradually emerged. For example, some beverage brands have fierce competition in offline channels and low gross profit, which leads to a reduction in the company’s valuation; another example is the problem of Zhong Xuegao’s failure to do a good job of channel grading and stratification, and the channel dislocation caused huge disgust among consumers.
Second, high cost performance is always king. In fact, in this public opinion, apart from complaining that the ice cream does not melt, netizens did not really have more doubts about the taste of the ice cream itself. On the one hand, most consumers may not have really bought Zhong Xuegao. On the other hand, it also proves that the taste of Zhong Xuegao’s products is not bad.
In fact, Zhong Xuegao is most criticized by consumers for being expensive. This is because consumers are more worried about the fact that the appearance of high-priced ice cream like Zhong Xuegao drives the overall price increase of ice cream products, which in turn pushes up their own consumption costs.
Especially in the current economic downturn, young people’s wallets are not rich, and the appearance of high-priced ice cream is undoubtedly “worse.” Seeing that the right to enjoy ice cream in the summer is about to be deprived, it is no wonder that the young people in the live broadcast room are so angry.
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