本土冰淇淋品牌掀起“瑞幸式”变革

Core Insights - The ready-to-serve ice cream market is undergoing a transformation similar to the "Luckin Coffee" model, with local brands like Bopais and Mr. Wildman challenging established players like Haagen-Dazs and DQ through high cost-performance and frequent innovation [2][4] - The market landscape is shifting as more young consumers are opting for local brands that offer lower prices and a wider variety of flavors [2] Market Dynamics - Local brands are rapidly expanding their store presence, with Bopais surpassing 1,150 stores and aiming to catch up to DQ's 1,700 stores, while Mr. Wildman has grown from over 400 to more than 900 stores in just a few months [2][3] - In contrast, Haagen-Dazs is experiencing a decline, with its store count in China dropping from 466 to 403 within a year [2] Brand Positioning - Bopais, founded in 2010, focuses on soft serve ice cream and features freshly baked waffles, while Mr. Wildman, established in 2011, specializes in gelato made from natural ingredients, positioning itself as a more premium option [3] - Both brands have successfully opened numerous stores in key urban areas, appealing to younger consumers with innovative flavors and local ingredients [3][4] Consumer Preferences - Younger consumers express dissatisfaction with traditional brands like Haagen-Dazs, citing a lack of innovation and variety in flavors [4] - Local brands are leveraging online marketing and promotional strategies to attract consumers, offering competitive pricing that appeals to the budget-conscious [4][5] Competitive Advantage - The success of Bopais and Mr. Wildman is attributed to their ability to meet the underlying demands of consumers, particularly the Z generation's desire for product innovation and diverse flavors [5] - The pricing strategy of these local brands, which is more accessible, has been a significant factor in their rapid rise within the ready-to-serve ice cream market [5]