An ice-cream brand "Zhong Xuegao", which was established only three years ago and has a tile and the top of the word "back" as its logo, has been unrivaled, and the brand has quickly risen to popularity under its powerful marketing capabilities. The brand quickly gained popularity thanks to strong marketing, and its annual sales showed geometric exponential growth, even beating the "foreign giant" H?agen-Dazs in the ice-cream field, rising to the top of the ice-cream category.

Zhong Xuegao how "fire", Zhong Xuegao once released 68 yuan and 88 yuan of the two new models, in the official channels sold out, the e-commerce platform and even appeared on behalf of the purchase of scalps, an ice-cream purchasing price of 200 yuan. Selling ice-cream sold "scalper price increase", which can be said to be unprecedented, but this is also from a side reflect the Zhong Xuegao fire.

Jong Xuegao is once again on the hot seat, after founder Lin Sheng revealed in a previous interview program that the most expensive Zhong Xuegao sold for 66 yuan a piece, saying it cost nearly 40 yuan. It also appeared to say something like "it is that price, you love to take it or not", which caused netizens to hot debate.

Zhong Xuegao currently sells the lowest-priced ice cream is "special milk ice cream", the price of 13 yuan a piece, this minimum price is in fact already a lot of old brands of ice cream ceiling, the highest price of several ice cream a box of 88 yuan, known as the "aristocrat ice cream! " "Hermes in ice cream" is not too much.

The letter said:

"Social platforms for some reason once again triggered a discussion about Zhong Xuegao had received administrative penalties in Shanghai, and once again need to remind us: although the mistakes made in the past can be corrected, but can not be erased. The two administrative penalties we received in the early days of our business are like a wake-up call, constantly reminding us to be more careful, accurate and responsible in our communication with our users. We are very grateful to the government departments and the public for their attention and supervision of Zhong Xuegao, and at the same time, we once again solemnly apologize to everyone for the mistakes we once made and for the trouble we have brought to you."

The letter's reference to "two administrative penalties in the early stages of the business" is another hot topic on the 17th about Zhong Xuegao. It turns out that Zhong Xuegao was twice penalized by the Shanghai Municipal Market Supervision Administration in 2019 for false propaganda.

Zhong Xuegao was punished for being involved in multiple false propaganda, as can be seen in the administrative penalty decision published online, Zhong Xuegao has been involved in multiple acts of false propaganda over the past two to three years, such as:

1. Claiming that a light buttermilk ice cream doesn't add a single drop of water, and that it actually contains drinking water ingredients.

2. Claims that Stuffed Red Raisin Ice Cream advertised the use of extra red raisin, when in fact it was bulk red raisin.

3. Claims that Irish aged cheese ice cream claimed to use the first top quality cheese, but in reality the cheese did not win any awards.

4. Claims that the ice-cream stick stick is of baby-grade use standard, when in fact it is of general production standard.

5, claimed to use only ten sets of production equipment in the world, the import declaration shows the number of eighteen sets.

66 yuan a Zhong Xuegao why so expensive?

A sentence "love to be or not" let the net red ice cream brand Zhong Xuegao was pushed into the wind. An interview video shows, Zhong Xuegao founder Lin Sheng said, Zhong Xuegao the most expensive one sold 66 yuan, the cost of the product is almost 40 dollars, it is that price, you love it or not. Even if I take the cost price to sell, or even half the price to sell, there will still be people say it is too expensive.

The remarks caused a hot debate among netizens.

How much does an ice cream cost? It has become a question in the minds of many netizens. We usually buy most of the ice-cream three or five dollars, 66 yuan a ice-cream, the cost is really so high?

According to domestic media reports, Song Liang, a senior dairy analyst, said the production cost of ice-cream is actually not high, even if it is a good ice-cream, all the addition of pure cream and high-fold cheese, its production cost may also be 3 or 4 yuan.

He said some brands also claim to use high-end ingredients such as blueberries and raspberries, but in the end, the price of these ingredients, as well as the percentage of that ingredient in an ice-cream is also in doubt.

Tens of dollars or even hundreds of dollars of ice cream, their prices depend on the ice cream brand route and positioning, because of the niche, which is more of an operating cost, with little relation to the cost.

Song Liang believes that under market conditions, the net red, high-end ice-cream sold at a high price, as long as it does not violate state regulations, which are part of the normal commercial behavior. Chinese enterprise capital alliance vice president Bo Wenxi also believes that as long as someone to buy, someone to sell, the market can if acceptable and can let manufacturers to maintain survival and money, ice cream price is expensive and more expensive will always be a pseudo-issue.