野人先生被传上市，38元现做冰淇淋遭“新鲜度”质疑

Core Insights - The article highlights the rapid expansion and market presence of the domestic ice cream brand "Mr. Wildman," which has recently gained popularity in Shanghai shopping malls and is rumored to be preparing for an IPO [1][4]. Company Development - Mr. Wildman was founded by Cui Jian, who initially opened a soft serve ice cream shop in Beijing in 2011, later launching the Italian gelato brand "Wildman Workshop" in 2015 [4]. - The brand faced slow growth initially, with only 50 stores by 2018, but saw a turnaround in 2023 after rebranding and adopting a franchise model, leading to the opening of 63 new stores in 2023 and a projected 245 in 2024 [4][5]. Market Position - As of July 4, 2023, Mr. Wildman has surpassed 900 stores, ranking third in the national ice cream brand store count, behind DQ and Bobi Ice, and ahead of Häagen-Dazs [5]. - The brand targets the mid-to-high-end market segment, similar to DQ and Häagen-Dazs, while Bobi Ice focuses on the mass market [5]. Industry Growth - The Chinese ice cream market is projected to reach a scale of 183.5 billion yuan in 2024, with gelato expected to grow at a rate of 10%, surpassing 12 billion yuan in market size [7]. Business Model - Mr. Wildman's rapid expansion is largely attributed to its franchise model, with over 80% of its stores being franchises [8]. - The brand's pricing strategy includes popular items priced at 38 yuan and 28 yuan, with promotional offers to balance freshness and inventory [9]. Profitability - The company reportedly maintains a gross margin of over 60%, with normal operations achieving around 65% [9]. Challenges - Despite its growth, some early franchisees are experiencing competitive pressure, with reports of declining business at certain locations [9]. - The brand's claim of "freshly made daily" has faced scrutiny, with allegations that the ice cream is made from pre-prepared frozen mixes, raising questions about the authenticity of its freshness claims [10].