通用磨坊回应哈根达斯中国门店出售，高端冰淇淋风光不再？

Core Viewpoint - The high-end ice cream market is facing challenges, with Häagen-Dazs experiencing a decline in customer traffic in China, leading its parent company, General Mills, to consider selling its stores in the region [1][3][4]. Group 1: Company Situation - General Mills is reportedly considering selling its Häagen-Dazs stores in China for several hundred million dollars, although negotiations are still in the early stages and the company may choose not to sell [3]. - Häagen-Dazs has seen a double-digit decline in customer traffic in China, as highlighted by General Mills CEO Jeff Harmening during a recent global consumer goods forum [3][4]. - As of June 12, 2023, Häagen-Dazs had 385 stores in China, a decrease of nearly 20 stores compared to six months prior [6]. Group 2: Market Dynamics - The high price of Häagen-Dazs ice cream, with an average transaction value of 58.36 yuan, is a contributing factor to the decline in customer traffic, especially when compared to competitors like DQ, which has a lower average transaction value of 23.17 yuan [5]. - The rise of new beverage brands, particularly fresh tea drinks, has also impacted the ice cream market, with brands like Mixue Ice Cream and Tea opening 5,000 to 6,000 new stores in 2023 alone [5]. - The ice cream market in China is becoming increasingly competitive, with new brands like Mr. Yeren gaining market share and offering products at lower price points [5][6]. Group 3: Strategic Responses - Häagen-Dazs has attempted to diversify its channels by increasing retail and e-commerce presence, as well as introducing new offerings like coffee to attract more consumers [6]. - Analysts suggest that Häagen-Dazs must adapt to the changing retail landscape in China, where consumer preferences are shifting towards more diverse and personalized ice cream options [6][7]. - The high-margin model of Häagen-Dazs may no longer align with the maturity of the Chinese market, as lower-priced ice creams are increasingly comparable in quality [7].