Core Insights - The luxury ice cream brands, particularly "Chong Xue Gao" and Häagen-Dazs, are facing significant operational challenges and declining market presence, leading to store closures and financial difficulties [1][2][12] - Consumer sentiment has shifted towards rational consumption, with a growing skepticism towards high-priced ice creams, resulting in a market correction [15][22][30] Group 1: Market Trends - The hashtag IceCreamAssassinIsBankrupt has gained 17.83 million views on Weibo, highlighting the public's awareness of the crisis in the premium ice cream sector [1] - "Chong Xue Gao" has seen its product offerings reduced to only three flavors on its Tmall flagship store, with customer service citing "operational difficulties" [2] - Häagen-Dazs has reduced its store count from over 400 to 250 in just a year and a half, indicating a significant contraction in its market presence [12] Group 2: Consumer Behavior - A survey indicated that over 60% of consumers believe that the high prices of ice creams are due to excessive marketing costs rather than quality [21] - The emergence of new beverage categories, such as new tea drinks, has diverted consumer spending away from traditional ice cream products [21] - The trend of rational consumption is reinforced by regulatory measures, such as the implementation of clear pricing regulations in major cities [22] Group 3: Brand Performance - "Chong Xue Gao" experienced a rapid rise and fall, with its revenue exceeding 1 billion yuan within 16 months of its launch, but has since faced numerous lawsuits and negative publicity [10][8] - Häagen-Dazs reported a 3.2% decline in sales in China for the fiscal year ending May 2025, with a double-digit drop in customer traffic [12] - The brand's high-end image is being challenged as consumers increasingly seek value for money, leading to a decline in its market appeal [30]
钟薛高破产清算、哈根达斯关店40%，是谁杀死了“雪糕刺客”?
3 6 Ke·2025-07-13 02:33