Zhong Xuegao is so expensive. One reason is that Zhong Xuegao's brand positioning is high-end ice cream. Second, the cost is expensive, including advertising marketing cost, production material cost and logistics management cost.

The high price of Zhong Xue is not only because of the cost of raw materials, but also because of its clear and bold brand positioning, which is also an important reason for Zhong Xue Gaoneng to successfully occupy a part of the mid-to high-end ice cream market.

brand positioning determines the pricing differentiation with other ice cream products. Zhong Xuegao has always claimed to "make a China's own quality ice cream", positioning himself as "Chinese high-end ice cream" and aiming at the blank of high-end ice cream in the market, and adding labels such as "domestic products", "IP culture" and "high-end raw materials" has added a lot of brand added value.

From the perspective of production cost, the founder of Zhong Xuegao revealed that Zhong Xuegao's "Ecuadorian pink diamond" ice cream even claimed that the raw materials were scarce natural pink cocoa and expensive Japanese grapefruit, and even the ice cream sticks were made of straw, which led to an increase in the price.

Zhong Xuegao's brand story:

Why is Zhong Xuegao called Zhong Xuegao? Founder Lin Sheng explained that when he first wanted to make ice cream, he wanted to call it "China Ice Cream". However, the trademark with the word "China" is not open for registration, and "ice cream" belongs to the product category and cannot be registered.

So Lin Sheng and his team found inspiration from hundreds of surnames and took a homophonic stalk, from which Zhong Xuegao was born.

Although it is only a short story in the process of starting a business, it can reflect Lin Sheng's accurate insight into the product market. Many years of experience in the advertising industry have made him extremely sensitive to words and better cater to consumers in the creation of brand stories.