Core Insights - The company "Mr. Wildman," founded by Cui Jianwei, aims to become the "Starbucks of ice cream," focusing on high-quality gelato and a unique customer experience [1][10][12] - The brand has rapidly expanded, with plans to reach 1,500 stores by 2025, leveraging a franchise model to accelerate growth [17][20][21] Company Overview - Mr. Wildman was established in 2011 in Beijing and has become one of the top three ice cream chains in China, focusing on fresh, handmade gelato [3][10] - The brand's average transaction price is approximately 28.13 yuan, positioning it as a mid-to-high-end option compared to competitors like Häagen-Dazs [10][12] Business Model - The company employs a franchise model, which has allowed for rapid expansion, with over 80% of its stores being franchises [20][21] - Franchisees are selected based on their operational capabilities rather than financial resources, ensuring a focus on quality and brand integrity [20][21] Market Position - Mr. Wildman differentiates itself by offering gelato made from fresh ingredients, with a focus on low-fat content and unique flavors, which has contributed to its popularity [5][10] - The gelato market in China is still developing, with significant competition from established brands like Häagen-Dazs and DQ [14][23] Future Outlook - The company plans to enhance its product quality, supply chain efficiency, and organizational capabilities to build a competitive advantage [26] - There is potential for price adjustments as the company scales, which could improve its market position amidst rising competition [26]
对话野人先生创始人崔渐为：想成为冰淇淋界的星巴克，一直都在“踩着刹车”，自己接受很多误解