哈根达斯怎么把自己干成“9块9”了

Core Viewpoint - Häagen-Dazs, once a premium ice cream brand in China, is facing significant challenges, including store closures and declining sales, leading to speculation about a potential sale of its Chinese operations by parent company General Mills [1][3][4]. Company Performance - Häagen-Dazs has closed several stores in major cities like Beijing, Shanghai, and Dalian, reducing its presence from over 400 stores at its peak to approximately 250 by June 2025 [3]. - General Mills reported a net sales decline of 5% to $4.84 billion for the third quarter of fiscal year 2025, with a 3% drop in net sales from the Chinese market [4]. - The company's net profit for the same quarter was $626 million, down 7% year-over-year [4]. Market Dynamics - The Chinese ice cream market is undergoing a transformation, with local brands gaining popularity due to better alignment with consumer preferences and competitive pricing [5][8]. - New entrants like DQ have rapidly expanded, increasing their store count by nearly 800 since 2020, while Häagen-Dazs struggles to maintain its market share [7][9]. - The overall market size for ice cream in China is projected to reach ¥183.5 billion by 2024, with Gelato brands showing particularly strong growth [8]. Competitive Landscape - Häagen-Dazs faces intense competition from both established and emerging brands, including local favorites and cross-industry players like hot pot restaurants and dairy companies [11][13]. - The brand's high pricing strategy, once a strength, is now seen as a liability as consumers shift towards more affordable and innovative options [14][18]. Consumer Sentiment - Social media reflects a growing discontent among consumers, with many expressing a preference for local brands over Häagen-Dazs due to price and perceived value [3][16]. - The brand's attempts to innovate and introduce new flavors have not significantly improved its market position, as it struggles to keep pace with the rapid development of local competitors [18].