Abstract
The “ice cream assassin” was one of China’s Internet buzzwords in June-July this year, reflecting consumer dissatisfaction with overpriced ice creams in freezers that did not indicate their price. After the phenomenon festered online, the Chinese government introduced policies to curb the mess. China lacks a leading local high-end ice cream brand, and large companies such as “Zhong Xue Gao” have not established brand awareness in the minds of consumers. After consumers have experienced a “deceptive purchase”, it is challenging to repurchase related products. The critical factor for the survival of such a business model is that, in addition to the huge profit margin, it also reflects consumers’ demand for cultural and social levels. In the case of consumer demand and market supervision, China’s local high-end ice cream is expected to emerge as a leading local company to compete with foreign companies such as Haagen-Dazs.
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