Chicecream resumes sales on JD.com, prices top 13 yuan per bar

The gap between Chicecream's stated discount strategy and the shelf prices shoppers actually see is the crux here: attributing higher listings to e-commerce logistics costs suggests channel economics, not brand positioning, are now shaping what consumers pay. That matters for a premium domestic brand still rebuilding trust after past pricing backlash, since perceived inconsistency can erode goodwill faster than absolute price levels. Whether the company can keep its discount messaging and its platform prices aligned across channels is the open question worth watching.