Net red ice cream has become famous overnight, but most of them are “short-lived”, and they are calm after a summer.
Times Weekly reporter Li Jing, the original title of “New Style Ice Cream Show, Zhong Xuegao Rip Red Label”
The temperature keeps soaring, and it’s time for ice cream to fight again.
Among them, Zhong Xuegao, the ice cream brand established only two and a half years ago, has become the focus of the net red brand with the title of “Hermes in the ice cream industry”.
On June 19, a Tmall spokesperson’s official Weibo posted the Tmall 6.18 report card, and Zhong Xuegao ranked first in the ice cream industry.
Actually, in recent years, the net red ice cream has been gaining momentum, and one after another. New flavors such as northeast iron pan stew, underage ice cream, Oreo ice cream, and German dark beer ice cream appeared one after another.
CBNData’s “2019 Online Ice Cream Consumption Insight” data shows that there are more than 60 online ice cream brands in 2018, and this number will increase to more than 140 in 2019.
But most online celebrity products can only live a summer.
Zhong Xuegao’s final financing is still in 2018. Tianyan check showed that on August 10, 2018, Zhong Xuegao completed the A round of financing, the amount was not announced, and investors have Tiantu Investment and Dao Investment Fund.
On June 21, the relevant person in charge of Zhong Xuegao told reporters of Time Weekly that they could see one or two popular things every year, but they soon disappeared. In order to sell, you can do some outstanding things, and doing branding pays more attention to conveying values steadily.
How to “live longer” to occupy more markets is becoming the ultimate challenge for net red ice cream including Zhong Xuegao.
Abrupt rise of forces
Facing the dazzling ice cream in the freezer of the convenience store, Zhou Yu (pseudonym) selected for a while, and finally chose Zhong Xuegao Velvet Cocoa Ice Cream with a retail price of 18 yuan.
18 yuan, not cheap. But Zhou Yu “has been planting grass on Xiaohongshu for a long time and really wants to taste it.” On June 21, after Zhou Yu bought Zhong Xuegao offline, he told the Times reporter that if it was delicious, he would repurchase it.
For the post-90s like Zhou Yu, there are many choices in the ice cream market today. The childhood taste may be such old-fashioned domestic and foreign brands as Yili, Mengniu, Haagen-Dazs, and Luxue, but the current