Recently, Zhong was questioned that there were too many additives because a sea salt ice cream did not melt at 3 1 degree room temperature 1 hour, which triggered a hot discussion among netizens and pushed the original ice cream to the forefront.
China is a high-end ice cream company. The price is generally 10 yuan, and the highest price can reach 66 yuan/piece.
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Publicity relies heavily on luxury goods, but raw materials use cheap additives. "Spend the most money, eat the most glue", this huge psychological gap may be the root cause of Zhong's anger.
Is the clock that has repeatedly fallen into controversy the rise of the national tide or the cutting of leeks in disguise?
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Looking back on Zhong's short career, marketing is everywhere.
In recent years, there is a popular joke in the marketing circle. It is said that all new consumer brands have a fixed routine: first, lay 5,000 evaluation articles in Xiaohongshu, then lay 2,000 questions and answers in Zhihu, and finally let the head anchor bring the goods, and lay channels in Tik Tok waist anchor, recruiting one by one, and the new brand basically takes shape.
2065438+In March 2008, China was established in Shanghai, and obtained the angel round financing from Zhenge Fund and Fengrui Capital.
In 202 1, a round of financing of 200 million yuan was completed, led by capital, followed by h capital and everything capital.
As a new brand of ice cream in China, its marketing keywords are China and high-end. For example, its shape is designed as a tile with a unique Chinese style, and the material pursues high-end, natural and rare.
After the marketing activities, the price of ice cream ranged from 12 to 20 yuan, and the limited edition "Ecuadorian pink diamond" ice cream launched on 20 18 was as high as 66 yuan/piece, and 20,000 pieces were all sold out within 10 hour.
At the same time, Zhong, supplemented by celebrity endorsements and crazy grass planting on major platforms, quickly established brand awareness.
It must be admitted that the high-end trend, limited funds and planting grass are very suitable for young people under the background of the Internet. Through fierce marketing offensive, Zhong's performance continues to grow at a high speed.
Established 16 months, with revenue exceeding 1 100 million yuan. In 2020, the sales volume reached 48 million pieces; In 20021year, the revenue reached 800 million yuan, and the sales volume reached 654.38+52 million pieces, up176% year-on-year; In the first five months of 2022, the cumulative sales volume reached 220 million pieces.
However, this "ice cream does not melt" rollover proves that the advantages accumulated rapidly by China rely on marketing are not stable.
"Ice cream doesn't melt" At first, someone put a 16 yuan/a medium "Haiyan Coconut" ice cream at room temperature of 3 1 degree for 1 hour, and it didn't melt, and its shape was complete and abnormal. Later, some people used lighters and flamethrowers to burn bell ice cream, but it still couldn't melt.
Therefore, Zhong was questioned by netizens that "too many additives cost the most money and eat the most glue". ....
In response, Zhong responded, "In order to improve the viscosity of ice cream, this ice cream adds a small amount of additives such as carrageenan, so it will be sticky after melting, but the additive problem meets the relevant national standards and can be safely eaten."
Carrageenan comes from red algae such as Eucheuma, Gelidium, Carrageenan, etc. It is widely used in jelly, ice cream, cake and canned food, and is a common food additive.
Zhong also said that "there is no ice cream that does not melt, and it is unscientific to test the quality of ice cream by baking, drying and heating;"
The formula components of sea salt coconut ice cream cara: milk (35.8%), thin cream (19.2%), coconut milk (1 1.2%), sweetened condensed milk (7.4%) and whole milk powder (6.0%), with an average of each sea salt coconut ice cream. "
Even so, most of the cheap ice cream we are familiar with will melt in an hour at room temperature. At least sea salt coconut ice cream may have too much carrageenan, which is different from its image of high-end, natural and rare materials.
Zhong Xue's rollover is not a temporary dispute, but a long-standing grievance.
Today is the era when the tide of the country rises. It is the general trend to encourage and yearn for the all-round rise of domestic brands from top to bottom.
Recently, the Ministry of Industry and Information Technology and other five departments jointly released the "Three Products Action Plan (2022-2025)".
The "Proposal" mentioned that the innovation and development of "Guo Chao" brand should be encouraged. By 2025, 200 intelligent manufacturing demonstration factories will be cultivated in textile and garment, household appliances, food and medicine, consumer electronics and other industries, and 200 well-known brands with a scale of 10 billion will be built to accelerate the consumer goods industry to the middle and high end.
We should tap Chinese culture, Chinese memory, Chinese time-honored brands and other traditional cultural genes, strengthen the research on new consumers' consumption orientation, innovate consumption scenarios, improve supply chain management, promote brand building in Guo Chao, and rely on cross-border e-commerce to expand the brand to the sea and explore diversified markets.
Guo Chao brand is national self-confidence, involving all aspects. Mobile phones have Huami OV against Apple, electric cars have BYD, new power against Tesla, and sportswear have Li Ning, Anta against Nike and Adi. ....
Even an ordinary ice cream can have a high-end brand to mark Haagen-Dazs, but encouraging brands in Guo Chao does not mean over-marketing. The clock has crossed the line in this respect.
Objectively speaking, because of the rising prices of core raw materials such as milk and whipped cream, the price of ice cream has indeed increased in recent years, but it has doubled. Obviously, Zhong sold it to 20 yuan and 66 yuan at a high brand premium. He just hyped up civilian food into luxury goods, but he also made sense.
The founder of 202 1 said in an interview: "The most expensive one (ice cream) has been sold to 66 yuan, and the product cost is almost the same as that of 40 yuan. It's that price. Do you like it or not? "
At that time, its aggressive attitude triggered a heated discussion among netizens. More serious than arrogance is false propaganda.
On 20 19, Zhong was fined 6,000 yuan and 3,000 yuan respectively by Huangpu District State Market Supervision Administration and Jiading District State Market Supervision Administration for two false propaganda.
Once, on the website of light milk ice cream products, it was advertised as "pure milk fragrance without adding a drop of water", which actually contained drinking water;
On another occasion, it was declared on the product page that "there is no sucrose, instead of sugar, fructose brings more fragrant aroma, and only super red grapes in the core grape growing area of Turpan Basin are selected, with zero addition, sweet but not greasy".
After inspection by the market supervision department, it is actually a batch of red dividends, and the promotion of premium red dividends constitutes false propaganda.
Being a smash hit doesn't mean that it can stand the test of time, let alone being a niche new brand with no broken circle. Whether marketing can continue to maintain sales after a period of time is still unknown.
As the People's Daily commented: "In any case, marketing is just an ice cream after all. For the food that is eaten in the stomach, safety is the first.
I'm afraid the biggest problem with the clock is not the material used, but whether it can support the high price and make people feel value for money. "
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