4 pieces are priced at 46 yuan, and the resurrected Zhong Xuegao is now on sale! Still a classic design, will you pay for it?

Unexpectedly, ice cream will have a pre-sale model one day. This is probably the subtlety of Internet gameplay!

I still remember that one and a half months ago, Luo Yonghao complained about Mr. Savage in the same way as Xibei on social media. At the same time, he also missed Zhong Xuegao who had “died”.

But I never expected that Luo Yonghao’s news would accidentally blow up Zhong Xuegao.

At the same time, he also posted a series of messages saying that Zhong Xuegao’s two vicious public relations incidents were quite unjust. But he ignored that the core of Zhong Xuegao’s fall was the “Ice Cream Assassin”.

While Luo Yonghao was complaining about Mr. Savage, Zhong Xuegao was also on the hot search. That is, in the hot spots where Luo Yonghao was complaining about Mr. Savage and praising Zhong Xuegao, Zhong Xuegao’s new trader released a lot of resurrection information.

For example, more than half a year after Zhong Xuegao’s assets were auctioned, in those few days, the takeover surfaced, new operating shareholders appeared, a new CEO appeared, and they also participated in exhibitions…

For a time, the resurrection of Zhong Xuegao was known to the entire Internet. At that time, many people said that there was an expert behind the new Zhong Xuegao. This wave of traffic was so high that it saved hundreds of millions in advertising fees.

Of course, everyone guessed it right. Zhong Xuegao’s new capital and new CEO have a strong background. The operator is Royal Tiger, which covers 100,000 plus offline retail channels, and the new CEO is Chen Dacheng, a blogger with millions of fans.

At that time, Chen Dacheng said that Xinzhong Xuegao’s products would be launched in the fourth quarter.

Today, the first batch of Xinzhong Xuegao’s products officially started pre-sale on the e-commerce platform and will be officially launched at 0:00 on November 3.

Among them, the milk ice cream 78g*4 is priced at 46 yuan, which is equivalent to 11.5 yuan a piece. Currently, 1,344 people have made reservations.

Another half-and-a-half Qiaoqiao ice cream is priced at 52.67 yuan for four pieces and 13 yuan for one piece. It shows that 1,217 people have made reservations.

There are also three sets of 8 pieces for 99.9 yuan.

This time, three classic flavors are launched: light milk, velvet cocoa, and semi-semi-smooth chocolate.

It is worth noting that when the brand restarted in September, it had previously disclosed a suggested retail price of 6.9-7.9 yuan/piece. Now the price has returned to more than 10 yuan again, although it has been significantly reduced compared to the old model’s retail price of 13-20 yuan.

But this price is still relatively high in the ice cream market.

Some netizens said that the price is still very discouraging, and some netizens said that it is on sale in the off-season, so they don’t know what to think.

Previously, Lin Sheng, the founder of Zhong Xuegao, expressed his views on Zhong Xuegao’s resurrection. He said: “The current Zhong Xuegao has nothing to do with him, and it is not his team’s business.”

As for whether he would try new products from a new brand, Lin Sheng was a little confused. He said he actually didn’t want to try them because he knew the new products would definitely not taste like the original ones. However, he said he would still try them.

He also emphasized that what he couldn’t bear to part with was not the brand Zhong Xuegao, but the fact that there was no such good ice cream anymore, and he couldn’t let go of the good people he once had.

So after the resurrection of Zhong Xuegao, will you still pay the bill?

Public information shows that Zhong Xuegao was founded by Lin Sheng in March 2018. The brand quickly became popular through social media marketing with its tile shape and “Chinese high-end ice cream” positioning. The unit price generally exceeded 10 yuan, and the highest price was 66 yuan per stick. The “Ecuador Pink Diamond” ice cream sold out 20,000 units within 15 hours on Double Eleven in 2018. Sales will exceed 1 billion yuan in 2021, and the valuation was once close to

4 billion yuan, it is known as the “Hermès of the ice cream industry” and has raised nearly 1.3 billion yuan in total.

However, the good times did not last long. In 2022, high-priced products were mixed into cheap freezers of convenience stores without clear price tags. Consumers suffered a “price shock” when checking out, and the “Ice Cream Assassin” label was solidified;

Subsequently, videos such as “It does not melt at room temperature of 31°C for one hour” and “It does not melt with a lighter” detonated the entire Internet, and the safety of the additive was widely questioned. Superimposed on the penalties for false publicity such as the early “special bonus”, the brand’s credibility collapsed.

Since 2023, Zhong Xuegao has been exposed one after another for wage arrears, employee losses, and arrears with supplier payments. Sales have plummeted, and dealers have collectively withdrawn from the business; the affordable sub-brand launched at 3.5 yuan failed to open up the market, but instead caused positioning confusion.

In 2024, Lin Sheng’s live broadcast of selling sweet potatoes to pay off debts attracted attention. In July 2025, the court accepted the bankruptcy review case of Zhong Xuegao. At that time, the book assets were approximately 186 million yuan, the debt due was as high as 782 million yuan, and the asset-liability ratio was approximately 420%.

Then in May 2026, 508 intangible assets under Zhong Xuegao’s name (including trademarks and patents such as “Zhong Xuegao”, “Zhong Xuegao” and “Zhong Xuegao’s Cake”) started bidding at 2.07 million yuan. After more than 600 rounds of bidding, they were sold for 21.1 million yuan, a reduction of more than 99% from the peak valuation of 4 billion yuan.

So this time Zhong Xuegao changed his team and was resurrected, can he still regain his former glory?

Chagovsky

Author | Xiao Chai Si Hao