Lin Sheng, the founder of Zhong Xuegao, regards 2019 as the first year of domestic ice cream. A large number of ice cream and ice cream brands have developed new products and begun to go online.

In July 2018, Zhong Xuegao received investment from a large number of top domestic VCs. Zhong Xuegao’s shareholders include Matrix Partners China, Zhen Fund, Fengrui Capital, Toudou Shidao, Tiantu Capital, etc.

La Mian Shuo’s most recent financing was in November 2018, with investors including Zhen Fund, Ziniu Fund, etc.; the most recent financing for Internet celebrity beverage Yuanji Forest was in October 2019 from Gaorong Capital, Longfor Capital, Black Ant Capital.

In the field of instant coffee, Sandun, Yongpu, Shicui, Woou, etc. have received investment from first-tier and even top VCs.

Capital support allows more players to pour in. The field of new consumer food has shown an upsurge similar to that of Internet venture capital in the past, allowing these Internet celebrity food companies to have more money to accelerate market launch and compete for market share.

The characteristics of this Internet celebrity food are that planting grass, naming, advertising and celebrity endorsement, these distribution channels are indispensable.

Yuanji Forest has focused on marketing from the beginning. On Xiaohongshu, notes related to Yuanji Forest include a large number of notes on its sparkling water, milk tea, etc. There is also a lot of related content on Douyin, Bilibili, etc. In addition, Yuanji Forest also sponsored the food program "A String of Life" and sponsored variety shows such as "Our Band" and "Sports Boys", and invited Zhang Yuqi to be the spokesperson.

Zhong Xuegao is advertising in all directions on Xiaohongshu, Douyin, celebrities, etc., and planting grass for consumers in grass-growing communities. Zhong Xuegao’s marketing strategy is comparable to Hechang’s Mercedes-Benz offering pancakes, which launched an Ecuadorian pink diamond product priced at 66 yuan each.

In fact, Lin Sheng, the founder of Zhong Xuegao, has a background in marketing. In addition, Lin Sheng is also the founder of Internet celebrity ice cream Zhongjie 1946.

Tang Binsen, the founder of Yuanji Forest, is the CEO of SmartStar and the founder of the once popular Happy Farm.

Marketing has made these internet celebrity foods invest a lot of money. The self-healing hot pot in the fast food field has been implanted in variety shows and film and television works such as "High Energy Youth League", "Youth Pi", "Settle Down", "囧Mom", etc. It is reported that the amount of advertising in 2018 alone has exceeded 100 million.

Despite strong publicity capabilities, products continue to have problems.

Yuanji Forest has been accused of being pseudo-Japanese, and the packaging of the milk tea series is even suspected of plagiarizing Fujia.

But the most embarrassing thing is that a punishment in Shanghai Huangpu District in 2019 made Zhong Xuegao reveal his true colors. After Zhong Xuegao was introduced to Luo Yonghao's live broadcast, it was revealed that he had been administratively punished by Shanghai Huangpu District for false propaganda. The raw materials he promoted were not of the advertised grade.