哈根达斯都卖不动了，商场里50元的Gelato能火多久?

Core Insights - The high-priced handmade ice cream brand "Mr. Wildman" has gained popularity in major urban areas, experiencing rapid expansion and rumors of an upcoming IPO despite the overall decline in the ice cream market [2][4] - The brand's success is attributed to its unique selling proposition of "freshly made on the same day," appealing to health-conscious consumers with lower fat content compared to traditional American ice cream [3][5] Market Dynamics - The ice cream market in China is projected to grow from approximately 160 billion yuan in 2021 to 183.5 billion yuan by 2024, with Gelato expected to see a growth rate of 10% [10] - Mr. Wildman has positioned itself as a competitive player, ranking third in the ice cream category with over 1,000 stores nationwide, primarily in first and second-tier cities [4][5] Pricing Strategy - The pricing of Mr. Wildman's ice cream ranges from 28 yuan to 38 yuan for single flavors, making it relatively more affordable compared to international brands like Venchi and il laboratorio del gelato, which charge significantly higher prices [3][4] - The brand's strategy includes promotional activities such as buy-one-get-one-free offers after 9 PM to attract younger consumers [3][4] Expansion and Franchise Model - Mr. Wildman has accelerated its expansion since 2023, opening over 240 new stores in 2024, with more than 80% of its locations being franchises [7][8] - The franchise model requires a minimum investment of 600,000 yuan per store, with a verification process to ensure franchisees have relevant industry experience [7][8] Profitability and Market Position - The brand boasts a gross profit margin of approximately 60% to 70%, with some stores achieving profitability within 2 to 3 months [8][9] - The competitive landscape is intensifying, with various brands entering the Gelato market, leading to concerns about sustainability and consumer retention in the long term [9][10] Consumer Engagement - Mr. Wildman employs a high-frequency sampling strategy to enhance consumer awareness and conversion rates, which has proven effective in attracting customers [11] - Despite the high price point, consumer sensitivity to flavor and pricing remains a challenge, with some expressing doubts about the necessity of repurchasing [12][13]