从敦煌美学到国民早餐：食品巨头通用磨坊的“中国场景”深耕记

Core Insights - General Mills is innovating its product offerings to resonate with Chinese consumers by integrating cultural elements and enhancing emotional connections through its brands, such as Häagen-Dazs and Wan Chai Ferry [1][3][4] Product Innovation - Häagen-Dazs launched a limited edition ice cream gift box in collaboration with Dunhuang Academy, incorporating cultural elements to create a unique product that blends Eastern aesthetics with Western flavors [4][6] - Wan Chai Ferry introduced a "Fresh Milk Bun" made with 100% fresh milk, targeting the breakfast market to meet modern consumers' demands for health and convenience [6][8] Market Strategy - General Mills is focusing on "scenario-based" innovation and "value co-creation" strategies to navigate the competitive Chinese market, moving beyond brand recognition and price wars [3][9] - The company aims to enhance brand equity and emotional connections through cross-industry collaborations while optimizing supply chains and pricing strategies to strengthen market competitiveness [3][11] Consumer Trends - There is a growing demand for high-quality, culturally rich ice cream products in China, with the ice cream market projected to reach 183.5 billion yuan in 2024 and 233.4 billion yuan by 2030 [14] - The trend of diversifying dairy consumption is evident, with an increase in per capita dairy product consumption in China, aligning with Wan Chai Ferry's product philosophy [15][16] Operational Efficiency - General Mills is optimizing its supply chain to reduce unnecessary expenses and focus resources on core products and channels, which supports competitive pricing without compromising quality [12][11] - The company is leveraging data analytics and AI technology to enhance operational efficiency and drive product innovation, ensuring a better alignment with consumer needs [12][16]