四个河南男人，掏空中产钱包

Core Viewpoint - The article discusses the success of three consumer brands from Henan: Mixue Ice City, Pop Mart, and Pang Donglai, highlighting their unique business models and the founders' backgrounds, which resonate with current consumer sentiments in China [3][5][12]. Group 1: Company Overview - Mixue Ice City went public in Hong Kong in March 2023, with its stock price soaring from the IPO price of 202.5 HKD to 456 HKD within two months, making its founders billionaires [8][10]. - Pop Mart, founded by Wang Ning, initially struggled after its 2020 IPO but has recently rebounded, with its stock price reaching nearly 200 HKD, driven by popular IPs like Labubu [9][12]. - Pang Donglai has gained popularity by creating a supermarket chain that emphasizes employee welfare and community engagement, becoming a spiritual symbol for many consumers [12][15]. Group 2: Founders' Backgrounds - The founders of these brands, all from Henan, share humble beginnings and a deep understanding of consumer needs, which has contributed to their success [4][20]. - Zhang Hongchao and Zhang Hongfu of Mixue Ice City grew up in poverty, which influenced their pricing strategy to cater to budget-conscious consumers [11][27]. - Wang Ning of Pop Mart and Yu Donglai of Pang Donglai also have backgrounds that reflect resilience and adaptability, with experiences that shaped their business philosophies [20][22]. Group 3: Market Positioning and Strategy - Mixue Ice City focuses on affordability, appealing to consumers during economic downturns, which has led to its rapid growth and expansion into Southeast Asia, with over 550 stores in Vietnam and Indonesia by early 2022 [29][32]. - Pop Mart targets high-end markets in major cities globally, with a strategy that encourages bold expansion into key international locations like New York and Paris [33][34]. - Pang Donglai maintains a strong local presence in Henan while expanding its private label products, projecting a significant increase in sales from 20 billion to 60 billion in 2024 [36][37].