On the evening of June 17, the ice cream brand “Zhong Xuegao” issued an apology letter on its official Weibo, stating: “Recently, for some reasons, discussions on the social platforms that Zhong Xuegao had received administrative punishment from Shanghai have once again been mentioned. We need us: Although the mistakes we have made in the past can be corrected, they cannot be erased. The two administrative penalties in the early stage of entrepreneurship are like alarm bells, constantly reminding us to be more cautious, more accurate, and more responsible to communicate with users. Thank you very much. Government departments and the public pay attention to and supervise Zhong Xuegao. At the same time, we once again solemnly apologize to everyone for the mistakes we have made and the trouble we have caused.”
Recently, in a public video interview, Lin Sheng, the founder of Zhong Xuegao, revealed that Zhong Xuegao’s most expensive one had sold for 66 yuan, and the cost would have been 40 yuan, and expressed the idea of “do you want love” The argument has sparked heated discussion.
Later, Zhong Xuegao officially refuted the rumor that Lin Sheng’s original remark in the interview was that expensive Japanese grapefruit was used as the raw material, “It (referring to grapefruit) is just that Do you like the price or not,” and the online video has been subjected to “malicious rumors” and “removal of flowers”.
Although the official refutes the rumors, discussions about the high prices of Zhong Xuegao’s products have not stopped, and the company has received administrative penalties in the previous two years. In April 2019 and August 2019, Zhong Xuegao was fined RMB 30,000 and RMB 6,000 respectively for publishing false advertisements. 
Zhong Xuegao said, “At that time, Zhong Xuegao was in the early stage of entrepreneurship. Because of his lack of experience, he did not have a clear understanding of relevant regulations. More importantly, the internal supervision and review mechanism for upstream suppliers and the communication side was not perfect. We are deeply saddened by the occurrence of such a mistake. We are deeply aware that if we want to live up to the trust of consumers, we must invest more in raw materials, products, and communication ports, and strive to be perfect.”
In addition, in the two years since accepting the industrial and commercial administrative penalty, Zhong Xuegao stated that he has made the following improvement measures:
div>1. Strengthen the power of professional legal affairs and upstream raw material quality control personnel, and strive to be truth-seeking in all aspects as much as possible.
2. All external communication channels for Zhong XuegaoCarry out sorting and investigation to remove expressions that are likely to cause misunderstandings.
3. Regularly check all communication platforms of Zhong Xuegao to ensure the authenticity and accuracy of corresponding information on the platform.
4. Establish a publicity review mechanism, especially related to the description of product raw materials, production technology and production equipment. Before communicating with consumers, confirm relevant certificates, reports and Explain the content of the material and do not use words that cause misunderstanding.
5. All employees of Zhong Xuegao comprehensively and in-depth study the advertising law, to further improve the accuracy of the company’s external communication, and to avoid communication content that does not match the actual situation.
6. Continue to listen to the suggestions that consumers give us through social media and sales channels, and regularly give feedback to the relevant functional departments of the Zhong Xuegao brand and make corrections.
7. Constantly consult and learn relevant knowledge from food hygiene and safety departments, continue to cooperate with government departments, promote the development of the industry, and continue to provide consumers with high-quality, delicious and safe The product.