Not long ago, the video of "net red" ice cream Zhong Xuegao not melting after being placed at room temperature for 1 hour and the lighter being ignited suspected of not melting was widely spread on the Internet. Subsequently, the market supervision and Administration Bureau of Guangzhou, Nanjing and other places conducted supervision and sampling inspection on many batches of local food, and the results showed that the five ice cream under Zhong Xuegao met the national food safety standards. So far, Zhong Xuegao's public opinion crisis seems to have come to an end, but the public's trust crisis in "online celebrity" food is still lingering. "Internet celebrity food" is frequently in dispute Ice cream has become "online celebrity", reflecting the continuous upgrading of consumption concepts. Taking ice cream as an example, people's demand for it began to go beyond simple quenching thirst, and advanced to pursue more novel tastes, healthier raw materials, and more cultural shape design. In the era of mobile Internet, "Internet celebrity" ice cream even carries a certain social attribute. New demand leads to new markets. A number of businesses have keenly captured this consumption trend of pursuing personalization and diversification, and quickly carried out product research and development and marketing to quickly turn it into a selling point. This is beyond reproach. However, it is not surprising that the product connotation of "online celebrity" products can not keep up with the pace of marketing innovation and the expectations of consumers in the process of constantly "weeding out the old and bringing forth the new", and that they have fallen into the mire of controversy after becoming popular. In recent years, there have been many cases of "Internet celebrity" food "overturning". Only high-end pricing, no matching "value"; Only loud popularity, no public recognition. For example, in May 2021, some stores of Michelle ice city were exposed to tamper with the date labels of Kaifeng ingredients, and illegally use overnight ice cream milk, tea soup, milk tea and other ingredients; In December 2021, the media made an unannounced visit and revealed that Starbucks changed the label of ingredients privately, tampered with the shelf life, and used expired ingredients; In January 2022, the purchase of food raw materials that did not meet the food safety standards from Xiaolongkan hotpot store in an County was officially notified Some "online celebrity" foods are only "eye-catching" and adopt extreme production and marketing methods. For example, gold-plated foods such as gold foil cake and gold foil coffee. These products are not only harmful to health, but also suspected of violating laws and regulations. Another example is "washing liquid milk tea", which is suspected by consumers that it will mislead children because its packaging resembles washing liquid. What's more, it's very confusing to sneak into the market under the cloak of "net red" food. According to the CCTV financial "economic information network" program, a "net red" drink that claims to be "alcohol free" will feel "light" after drinking. In this regard, public security organs in many places have successively issued early warning information, pointing out that the "online celebrity" drink contains a class of psychotropic drugs in China“ γ- Hydroxybutyric acid ", a new drug. How can "Internet celebrity" food become popular? According to the National Bureau of statistics, in 2021, the national online retail sales reached 13088.4 billion yuan. Among them, the online retail sales of physical goods were 10804.2 billion yuan, an increase of 12.0% over the previous year, accounting for 24.5% of the total retail sales of social consumer goods; Among the online retail sales of physical goods, food, clothing and consumer goods increased by 17.8%, 8.3% and 12.5% respectively. It can be seen from the statistical data that behind the endless emergence of "online celebrity" food is the transformation of Chinese consumption mode. The reason why some "online celebrity" brands can grow rapidly is that they meet the consumer demand of the new generation. In the long run, the growth potential can not be ignored. The survey shows that the field of leisure snacks, which gave birth to many "online popular" foods, is still a "blue ocean". According to AI media data, the per capita consumption of leisure snacks in the United States in 2019 was up to 860 yuan; The second is Britain, which is 742.1 yuan; The per capita consumption of leisure snacks in China in 2019 was 75.3 yuan. Compared with the European and American markets, the per capita consumption of leisure food in China has a large room for improvement. Nevertheless, it is not easy for "net red" food to achieve "long red". Irrational "face consumption", "novelty seeking consumption" and "induced consumption" tend to "vanish among people" after "being very popular". People's daily once commented that the "Internet celebrity" economy has a strong sense of the times and broad prospects. Only by calibrating value beacons, improving professional standards, strengthening industry self-discipline, and committed to bringing better products and experiences to consumers, can the "online celebrity" economy achieve rapid development and create greater economic and social benefits. It can be seen that marketing means is only a move, a "skill", and high quality and high price are internal skills and "Tao". Only by paying equal attention to moves and internal skills, and the harmony and unity of "skill" and "Tao", can we tear off the short-term label and truly win market recognition, so as to establish a solid "Changhong" brand. (outlook new era)