哈根达斯都卖不动了，商场里50元的Gelato能火多久？

Core Viewpoint - The rise of Mr. Wildman, a handmade gelato brand, in first-tier cities is attributed to its unique selling proposition of "freshly made on the same day," amidst a market where high-priced ice creams are facing a downturn [2][4]. Group 1: Market Dynamics - The gelato market is experiencing growth, with the market size expected to reach 183.5 billion yuan by 2024, and gelato specifically projected to grow at a rate of 10% [10]. - Mr. Wildman has rapidly expanded its store count, reaching over 1,000 locations, with a significant increase in new openings in 2024 [4][7]. - The brand's pricing strategy is competitive, with single-flavor gelato priced between 28 yuan and 38 yuan, appealing to health-conscious consumers [3][4]. Group 2: Business Strategy - Mr. Wildman has adopted a franchise model, with over 80% of its stores being franchises, allowing for rapid expansion [7][9]. - The brand focuses on prime locations in first- and second-tier cities, primarily in shopping malls, which helps in reducing rental costs while maximizing foot traffic [5][8]. - The company maintains a high gross margin of approximately 65% to 70%, with some stores achieving profitability within 2 to 3 months [9]. Group 3: Competitive Landscape - The gelato segment is becoming increasingly competitive, with both international and domestic brands vying for market share in high-end shopping areas [10][15]. - Traditional ice cream giants like Häagen-Dazs are facing challenges, with potential divestment from their Chinese operations being considered [14][15]. - The success of Mr. Wildman and similar brands hinges on their ability to maintain consumer interest and repeat purchases in a crowded market [16].