Six hot searches in three days, is it IQ tax in 66 yuan? what do you think?

If you want to ask what the sales market is most concerned about, then Zhong is undoubtedly the most popular fried chicken. Whether it's an ice cream in 66 yuan or its owner's arrogant statement that "love is needed", administrative licenses reported by various news media have been searched for six times in three days. Everyone is asking, is such an expensive and arrogant clock an IQ tax?

Zhong who received six hot search lists in one or three days?

According to the China Economic Net, Zhong just made a slow fire on the Dragon Boat Festival with the shoes of Wufangzhai and Shudao. Unexpectedly, in his first job after the Dragon Boat Festival, Zhong became popular because of a word from the founder.

"The more expensive ones have been sold to 66 yuan, and the production cost is similar to that of 40 yuan." "At that price, do you want it or not?" On June 5438+05, the founder of China made # China Ice Cream more expensive than 66 yuan # and rushed to the headlines of hot search. As a well-known brand with the halo of "light of domestic products" on its head, it is not difficult to understand that Zhong uses high energy to ignite the negative emotions of customers-"Isn't it just that I am an amaranth behind my back, why do you still cut it clearly?"

Although Zhong replied the next day that the video was intentionally edited, he published the whole article of the interview, saying that "so expensive" meant the cost, not the price. As everyone knows, until everyone's mood turned upside down, some news media revealed that they had been punished by Shanghai Huangpu and Jiading Sales Market Supervision Administration on 18 and 19, confirming that they had involved in false advertisements, leaving everyone with an indoor imagination space of "shoddy" and being called the second in the hot search list again.

On June 17, Zhong published an apology letter on his official blog, saying: "On the social networking platform, for some reasons, it once again caused a discussion about Zhong's receipt of the administrative license from Shanghai, reminding everyone once again that although the mistakes made in the past can be corrected, they cannot be erased. The first two initial administrative licenses seem to have sounded the alarm, constantly reminding us to communicate with customers more cautiously, accurately and responsibly. "

In Zhong's letter of apology, the word "early" surprised many people. In fact, this well-known brand, which sounds antique and a little old-fashioned, is indeed the "small fresh meat star" that came out of 20 18. 20 18 "Double Eleven", an online celebrity ice cream named "Paraguayan pink diamond" found its own way among a lot of crazy marketing products, and sold one from 66 yuan at a high price. Its subordinate brands have also become a hit because of its positioning as "Hermes in ice cream".

But from another point of view, Zhong's test results in 6 18 are obvious to all, and Zhong's sales are still hot. In his Tmall store, it shows that the monthly sales volume of its series of products is100,000+,ranking first in the "6 18 ice cream bestseller list" of Tmall Mall. In fact, 66 yuan was not the price ceiling in China for a long time. In April, Zhong updated his own record. Official website has released a box of new products, namely Apricot Years, 68 yuan, pear flower falls 78 yuan, Zhimei Longli, 88 yuan and your cheese 88 yuan.

Then, we can't help asking, is such an expensive clock an IQ tax? How should everyone view the present situation of the clock?

Is the arrogant ice cream of 2.66 yuan an IQ tax?

Speaking of Zhong, I firmly believe that many people who know fashion know that it is the hottest online ice cream now, but for most unfamiliar people, this famous brand of ice cream is actually not allowed to know. Compared with Mattel, ZOJE 1946, Northeast Daban and other well-known brands, Zhong, founded on 20 18, is indeed a junior, but only this junior is a latecomer in the short term.

The clock that pays attention to the upgrading of consumption concept in the ice cream sales market does have its own uniqueness. According to Curiosity Daily, the founder is a veteran of the advertising industry. He has done advertising and marketing planning for ice cream brands such as Zhongjie 1946, Mattel and Haagen-Dazs. Take 20 18 as an example. When he saw that most fields were upgrading their industrial structure, the ice cream industry chain was in a lukewarm situation from beginning to end. In this case, Lin Sheng started his own career without hesitation.

Get through Zhong's well-known brands, take advantage of the powerful total traffic advantage of Internet technology, lock young ladies in their twenties with high-frequency and low-cost total traffic, plant trees crazily on Xiaohongshu app, Sina Weibo, vibrato short video and bilbil, and then create a relationship of "artistic creativity, fashion, individuality and expensive" for Zhong under the promotion of many Internet celebrities, thus completing Zhong's fame and debut in one fell swoop. As an old man in the media industry, Lin Sheng also won the IP collaborative gameplay, and successively cooperated with Wahaha Group, Boxma Xiansheng, Wufangzhai, Huzhou Laoyao and other brands to create a co-branded shoe ice cream, further creating the brand image of an online celebrity in the ice cream industry, and then making Zhong famous.

Unexpectedly expensive is indeed the characteristic of clocks. After network celebrity Zhong became popular, his personal relationship climbed all the way. In fact, just like the logic of standing at the age of 30 and only needing a ladies' circle, Zhong set his brand image very cold. It is estimated that Zhong's flexible use of homophonic stalks has even led to his own name "China Ice Cream", but his products are actually the result of continuous definition. Most of us went to see the clock products, basically.

Japan's Yuqi Matcha, Spain's aged cheese, Ghana's A+ chocolate, and extremely scarce pink cocoa seem expensive, but the high price of the clock becomes a probability. And the high price has also become the goal set by Zhong himself, which is actually the origin of Zhong's arrogance of "love or not". Everyone can't say where Zhong is more expensive than other ice creams, but a well-known food investment analyst Zhu can clearly explain the problem: "In fact, according to other well-known brands, no matter what raw materials are added, the cost of an ice cream is not easy to exceed 10. What does online celebrity mean? It is to squeeze out the maximum use value and profit in the least time. " They actually let people see where the logic behind the clock comes from.

Third, is the clock an IQ tax? How expensive can an ice cream be from the perspective of the primary standard returning to the original point? As Mr. Zhu said earlier, the cost of 10 yuan is the highest. The same is true for most products of ice cream, the price is between several yuan and ten yuan. So how much is the cost compared with the competitors in the sales market who reach 66 or even higher? Everyone really can't get the answer, just saying that this kind of expensive is really not only the price of raw material cost, but also the equity premium of most different factors. From this point of view, Zhong does have tax evasion.

So, why are there so many suitors for such an expensive ice cream? After all, from the perspective of market economy system, customers will not buy it, but customers have always been so fond of clocks. Is this also a fallacy? Actually, this is the problem. The clock is expensive, but some people can't put it down. Everyone wants to pay. Why?

Tracing back to the source, there are too many shortcomings in the ice cream sales market in China. Well-known ice cream has lacked independent innovation for too many years, and it is not far to rely on the complex alone. In that case, Zhong just caught the customer's troubles. No matter how much IQ tax there is, customers just buy it. Is this not allowed to think?

Many customers keep buying, and well-known brand investors such as Sheng Yuan Capital, HCapital, Everything in the World, Tiantu Project Investment, Zhenge Fund, Fengrui Capital, Jingwei China, etc. have gathered together, which actually illustrates a problem. China really lacks good ice cream, which is the most fundamental reason behind the situation. With everyone saying that Zhong Xue's IQ tax is high, can other ice cream companies catch up? Let everyone buy an inexpensive but stronger ice cream?

The situation is probably just a phenomenon, and the key problem of the lack of good ice cream in China may be the most important area.