I offended everyone! Mixue Ice City urgently apologizes for the 1 yuan ice cup!

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This afternoon, the entry of # Honey Snow Ice City 1 yuan ice cup angered two dialing workers # topped the hot search and became a topic of discussion from all walks of life.

According to Oriental Finance and Economics, after the 1-yuan ice cup in Honeysnow Ice City was launched, consumers who wanted to buy new products could not see any ice cups sold in nearby stores on a third-party platform, and went to the store to buy them after a fruitless search. I didn't want to encounter "discrimination" from the staff of Honeyue Ice City.

Consumers said that the staff of the first store they went to did not make ice cups for themselves under the pretext of a failure of the ice maker, but the next moment, the clerk opened the lid of the ice maker to get ice cubes. When he went to the second store, as soon as he heard that he was buying an ice cup, he raised the volume and lengthened his voice, as if to tell the world that "someone wants to buy an ice cup."

There are not a few buyers with similar experiences. Some people said that they were stood up by the clerk and could not get an ice cup after waiting for more than 20 minutes, and it was still difficult to buy an ice cup from another store. And those who can buy ice cups are not happy, they reported that they received an unsatisfied ice cup or ice water mixture, and some even received a glass of ice water, which is completely inconsistent with the official propaganda.

In addition to being difficult to buy, the "1 yuan ice cup" of Honey Snow Ice City has also been complained by consumers about price increases. The actual price of ice cups in many stores is 2 to 3 yuan, while others sell ice cups with 4 yuan lemonade instead of selling them separately. This makes migrant workers with the illusion of "ice cup freedom" extremely dissatisfied, believing that the brand should not so live up to the expectations of users.

On the other hand, dealers and store workers complained about the 1-yuan ice cup launched by the brand.

With sales of ice drinks soaring in summer, many stores reported that ice cubes made by ice makers were not enough, especially during the peak period, when some employees needed to borrow ice cubes from nearby beverage stores, and it also happened several times a day. And the ice cup hoarding behavior of some customers has aggravated the ice consumption in the store. According to the clerk's feedback, some customers seem to "come to the store to restock" and buy dozens of ice cups in one go, so there are even fewer ice cubes that are not rich in the store.

A dealer said that during the peak period, once the supply of ice in the store exceeds demand, he needs to go to the ice factory to buy 4 yuan per jin of ice, and this quantity can only make two ice cups. Therefore, if we do not increase the price of each item, the revenue and cost of the ice cup will not be equal at all.

In addition to the cost of ice cubes, according to the prospectus disclosed by the brand in 2022, the unit prices of packing cups, straws and bags are 0.3 yuan, 0.11 yuan and 0.09 yuan respectively, totaling 0.5 yuan. According to a rough estimate, the cost of packaging materials for a sealed ice cup accounts for about half of the revenue.

If customers who buy ice cups ask for straws, spoons, insulation bags, and so on, the material cost of ice cups will be pushed up to more than 70% of their income. If you take into account the sharing of costs such as water, electricity, labor, rent and so on, the ice cup of 1 yuan is completely an upside-down business in the eyes of most dealers, which is unprofitable.

Although the 1-yuan ice cup caters to the eager needs of consumers and wins a lot of attention and popularity for the brand, it has also become the fuse of frequent conflicts between customers and stores. In response, Honey Snow Ice City sent an urgent message in the afternoon, not only thanking consumers for their love for ice cups, but also apologizing for poor service and other problems.

In addition, from the content of the announcement, Honey Snow Ice City has not yet planned to remove the controversial 1-yuan ice cup, but how to ensure the profitability of the store while meeting the needs of consumers is the key to the brand side to be solved urgently.

Picture from: Internet

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