I think Zhong Xuegao is collecting IQ tax. This summer, netizens started a discussion about "ice cream assassins", which refers to the high-priced ice cream with unspecified price tags in convenience store freezers, which inadvertently stings people's wallets. The typical "ice cream assassin" Zhong Xuegao has also been roasted by public opinion for a week. Let me talk about my views on Zhong Xuegao's IQ tax. 1. Channel misalignment

Previously, Zhong Xuegao’s main sales channel was online. Most of the consumers who bought his products came because they were attracted by the brand. They were aware of its brand and their products. The high price also has psychological expectations. Now, as Zhong Xuegao sells his goods to offline channels such as major convenience stores and mom-and-pop stores, the difference between online and offline consumer groups has been amplified.

Based on the different 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 buy Zhongxuegao for the first time in a convenience store do not know much about Zhongxuegao products and brands. When the price of ice cream exceeds their previous knowledge and common sense, but they pay for it because of face, they feel unhappy. Consumption experience will naturally turn into hostility towards Zhong Xuegao's brand. 2. The premium is too high

In fact, 66 yuan is no longer Zhong Xuegao’s price ceiling. As early as April this year, Zhong Xuegao broke his own record. The official announcement of the new product Xing Yu Nian was 68 yuan a piece. Box, Lihualuo is 78 yuan per box, Zhimeilongli is 88 yuan per box, and Heni cheese is 88 yuan per box. Lin Sheng, founder of Zhong Xuegao, said that the company's ice cream profits are slightly higher than those in traditional industries.

So, is Zhong Xuegao’s pricing reasonable? Bai Wenxi, chief economist of IPG China, said that commodity pricing is largely related to market demand and corporate marketing strategies, but not to production costs. There is no direct relationship. Jiang Han, a senior researcher at Pangu Think Tank, said that Zhong Xuegao’s extremely high selling price is to a large extent not just the cost of raw materials, but the premium of most other factors. 3. False propaganda

Since March 2019, Zhong Xuegao has been selling a light milk ice cream product on an online platform with promotional content such as "without adding a drop of water, pure milk frankincense". After official verification, the ingredient list of this ice cream product clearly contains drinking water ingredients, and its promotional content is inconsistent with the actual situation.

In addition, the stuffed red grapes and ice cream it sells stated on the product promotion page that "it does not contain a single grain of sucrose or sugar substitute. Fructose brings a more fragrant aroma. It only uses grapes grown in the core of the Turpan Basin." "District special grade red grapes, zero additives", but the inspection report shows that the red raisins are bulk/first grade. To sum up, I think Zhong Xue is charging an IQ tax when he buys so expensively. After becoming an Internet celebrity, he should fully maintain and consolidate the popularity and reputation of his brand. Only in this way can the brand continue to attract traffic and have the ability to monetize, and ultimately achieve profitability. Sustained brand commercial value.