“冰淇淋爱马仕”跌落神坛：哈根达斯中国门店数腰斩，要让出半壁江山？

Core Viewpoint - Häagen-Dazs has experienced a significant decline in its market position in China, facing challenges such as decreasing foot traffic, store closures, and declining sales, leading to potential divestment of its Chinese operations by General Mills [4][8][20]. Group 1: Market Performance - Häagen-Dazs entered the Chinese market in 1996, initially targeting the high-end segment with a compound annual growth rate (CAGR) of 23% in sales from 2006 to 2015, peaking in 2017 when it contributed significantly to global sales [6][8]. - As of now, Häagen-Dazs operates 263 stores in mainland China, with major concentrations in Shanghai and Beijing [8]. - General Mills reported a 5% decline in net sales to $4.8 billion and a 7% drop in net profit to $626 million for the third quarter of fiscal 2025, with a 3% decrease in net sales from the Chinese market [8]. Group 2: Competitive Landscape - The ice cream market in China has become increasingly competitive, with local brands like Yili and Mengniu, as well as new entrants like Bobo Ice and Wild Man, rapidly expanding their store presence [10][11]. - DQ Ice Cream has emerged as a market leader, capturing nearly 29% market share by 2023, with a total of 1,721 stores [13]. Group 3: Consumer Preferences - There is a growing consumer trend towards health-conscious choices, leading to a reevaluation of Häagen-Dazs products, which are criticized for containing additives [10]. - Häagen-Dazs has been perceived as overpriced, with its small cup priced over 40 yuan, while consumers are more inclined towards options priced between 3-10 yuan, where 37% of consumers prefer the 3-5 yuan range [16][18]. Group 4: Strategic Adjustments - In response to declining sales, Häagen-Dazs has attempted to attract consumers through promotional discounts, including membership discounts and significant price reductions on select products [18][21]. - The brand has also started to diversify its retail presence beyond exclusive stores, entering convenience stores since 2016 to enhance accessibility [18]. Group 5: Future Outlook - The future of Häagen-Dazs in China hinges on its ability to innovate and align with the preferences of younger consumers, requiring substantial investment in product development and marketing strategies [21][22]. - The potential sale of its Chinese operations remains uncertain, with questions about who will take over and the pricing involved [20].