Core Viewpoint - Häagen-Dazs is experiencing a significant decline in its market position in China, with a notable drop in store traffic and sales, leading to potential divestment by its parent company General Mills [1][2][4][11]. Group 1: Market Performance - In 2018, Häagen-Dazs generated $800 million in high-end ice cream revenue, which decreased to $718 million by 2020 [1]. - By 2024, Häagen-Dazs had reduced its store count in China to 263 from over 400 at its peak [2]. - The Chinese ice cream market is projected to reach ¥183.5 billion (approximately $26.5 billion) in 2024, with Gelato showing a particularly strong growth rate of 10% [8]. Group 2: Consumer Trends - Young consumers are increasingly critical of Häagen-Dazs, perceiving it as less premium compared to its international reputation, with prices in China often exceeding ¥40 (approximately $5.50) for a small cup [3]. - The brand's traditional flavors and lack of innovation have led to a loss of appeal among younger demographics, as evidenced by its defeat by competitors like Chicecream during the 2019 Singles' Day sales [3]. Group 3: Competitive Landscape - The high-end ice cream market in China is undergoing a significant reshuffle, with local brands and international competitors aggressively capturing market share [6][10]. - DQ has successfully localized its offerings and expanded its market presence, achieving a market share of nearly 29% by 2023 [7]. - New domestic brands like Bobbies and Wild Man are rapidly expanding, with Bobbies reaching 1,000 stores by the end of 2024 [8][9]. Group 4: Strategic Responses - In response to declining sales, Häagen-Dazs has attempted to attract consumers through price promotions and expanding distribution channels, including convenience stores and e-commerce platforms [4]. - The brand's efforts to adapt to the changing market dynamics have not yet reversed its declining trend, indicating a need for further strategic innovation [11].
哈根达斯跌下神坛
Hu Xiu·2025-06-22 03:24