After Widespread Backlash, Coffee Shops Are Eager to Collaborate with Zhong Xue Gao?!

The Rise of Zhong Xue Gao: From Ice Cream Controversy to Coffee Collaboration Sensation

When it comes to Zhong Xue Gao, most people are quite familiar with the brand! Recently, due to the lack of price transparency in the ice cream industry, Zhong Xue Gao dominated the trending lists on major platforms for nearly half a month, with many netizens raising similar questions about the brand's products.

Since its establishment, Zhong Xue Gao has tightly bundled its products with "luxury" positioning, and its premium pricing isn't a recent phenomenon. Because of its pricing being several times higher than ordinary ice cream, combined with its strange and unique flavors, Zhong Xue Gao has repeatedly achieved breakthrough exposure through these highly controversial characteristics.

The reason Zhong Xue Gao was suddenly thrust into the trending spotlight recently was due to frequent attention on ice cream prices. As a representative of high-priced products, Zhong Xue Gao naturally became the focus of public opinion. Despite constant criticism, the name Zhong Xue Gao has been deeply imprinted in everyone's minds.

Some economic media analysts suggest that after this round of criticism against Zhong Xue Gao, coupled with the trend of people grilling ice cream, both the brand's value and visibility will surge significantly. Many consumers who previously didn't pay much attention to the brand now associate Zhong Xue Gao whenever they see ice cream or high-priced products. Therefore, the brand has become the king of traffic.

Coffee Shop Collaborations: A Strategic Marketing Move

In recent days, many netizens have noticed that numerous coffee shops have launched pop-up events in collaboration with Zhong Xue Gao, using the brand's various ice cream flavors to create innovative coffee drinks. However, this isn't the first time Zhong Xue Gao has teamed up with coffee shops.

As early as last year, Zhong Xue Gao had already collaborated with coffee shops in cities like Shanghai and Guangzhou for similar pop-up events. However, at that time, the number of collaborating coffee shops was relatively small, with just over 200 establishments. After Zhong Xue Gao became a hot topic this year, the number of participating coffee shops nearly tripled, with 600 coffee shops rushing to collaborate with Zhong Xue Gao.

This shows that although the brand's products and pricing have been questioned, it has "won" in terms of marketing. Today, whether in the ice cream or coffee industry, how to stand out in a crowded market has become a daily challenge for many brands.

The Power of National Trend and Cultural Resonance

The restlessness of the internet era has actually given many domestic brands opportunities to break through. Although criticized, it still generates traffic. Properly utilizing these accidental opportunities can反而 create a wave of reverse marketing, with consumers continuously following and trying out of curiosity.

The reason so many coffee shops collaborated with Zhong Xue Gao this time is twofold: one is for the traffic, and the other is that Zhong Xue Gao's tile-shaped ice cream and distinctly Chinese flavors have created cup after cup of creative coffee drinks full of Chinese style and taste.

Today, "national trend" and "local" culture have secured a place in consumers' hearts. Collaborating with local brands to create products with national trend style is the fastest way to resonate with consumers and attract their attention.

Long-term Success Beyond Temporary Traffic

However, the traffic brought by collaborations is only temporary. For coffee shop brands to achieve long-term development, they cannot do without professionalism. How to leverage the traffic from collaborations to achieve repeat purchase rates is what coffee shops need to consider most.

Image source: Internet

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style)

For more specialty coffee beans, please add FrontStreet Coffee's private WeChat (FrontStreet Coffee), WeChat ID: qjcoffeex

Important Notice :

前街咖啡 FrontStreet Coffee has moved to new addredd:

FrontStreet Coffee Address: 315,Donghua East Road,GuangZhou

Tel:020 38364473