Chicecream resurfaces in Tianjin after bankruptcy, slashing classic prices to 6.9 yuan

The 28th China Ice Cream and Frozen Food Industry Expo kicked off on September 16 at the Tianjin Meijiang International Convention and Exhibition Center, drawing attention with the reappearance of a once-familiar name: Chicecream.

This marks the brand's first public appearance since its asset transfer, and its "rebirth" debut under new ownership after falling into a deep crisis. What surprised attendees and exhibitors most was the significant shift in pricing.

New Pricing Strategy

According to a reporter from the Economic Reference News, Chicecream's booth displayed three classic products—Light Milk, Velvet Cocoa, and Half-Half—still featuring the brand's signature tile-shaped design. However, the pricing strategy has undergone a dramatic overhaul.

Previously priced between 13 to 20 yuan, and even as high as 66 yuan per stick, the new price points are substantially lower:

• Light Milk: Suggested retail price of 6.9 yuan per stick
• Velvet Cocoa and Half-Half: 7.9 yuan per stick

These prices represent a reduction of nearly half compared to Chicecream's previous retail prices. According to on-site staff, the first batch of products is expected to officially launch in the fourth quarter of this year, with recipes and ingredients remaining largely unchanged. The brand will initially adopt a contract manufacturing model, followed by a unified franchise recruitment process.

Background of the Brand's Collapse and Restructuring

As previously reported by the Economic Reference News, Chicecream entered bankruptcy proceedings in July 2025. At that time, the company's book assets stood at only 186 million yuan, while its matured debts reached 782 million yuan, making its insolvency irreparable.

In May 2026, Chicecream's 508 intangible assets—including 492 registered trademarks, 8 licensed patents, and 8 copyrights—were listed for auction on JD.com.

New Ownership and Strategic Outlook

On September 14, 2026, the National Enterprise Bankruptcy and Restructuring Information Network confirmed that ownership of these intangible assets had been transferred to the buyer.

Business registration records show that the operating entity for the Chicecream brand relaunch is Zhongxuegao Brand Management (Shanghai) Co., Ltd., with Wang Yaqing as the actual controller. Another shareholder is Changsha Hujia Food Technology Co., Ltd., the parent company of the frozen food brand Royal Tiger.

Industry analysts suggest that this ownership structure could provide Chicecream with supply chain support from Royal Tiger. As a company in the frozen food sector, Royal Tiger has established supply chain systems for products such as sausages, egg tarts, and hand-pulled pancakes—capabilities that may help address Chicecream's previous weaknesses in production and cost control.

(Source: Economic Reference News)