哈根达斯怎么把自己干成「9块9」了

Core Viewpoint - Häagen-Dazs, once a leader in the ice cream market, is facing unprecedented challenges in China, including store closures and declining sales, prompting speculation about a potential sale of its operations in the region [3][6][5]. Group 1: Company Performance - Häagen-Dazs has closed several stores in major cities like Beijing and Shanghai, reducing its presence from over 400 stores to approximately 250 by June 2025 [10]. - General Mills reported a 5% decline in net sales to $4.84 billion for the third quarter of fiscal 2025, with a 3% drop in the Chinese market [11][12]. - The brand's net profit decreased by 7% to $626 million in the same period, leading to a drop in stock price by over 2% [11]. Group 2: Market Competition - The Chinese ice cream market is undergoing significant changes, with local brands and competitors like Dairy Queen (DQ) rapidly expanding their presence, increasing DQ's store count to 1,721 by April 2025 [18]. - New domestic ice cream brands are gaining popularity due to their better alignment with local tastes and competitive pricing, posing a threat to Häagen-Dazs [18][19]. - The rise of premium ice cream brands, such as Gelato, which has seen a market growth rate of 10%, further intensifies competition [19]. Group 3: Consumer Perception and Brand Strategy - Häagen-Dazs has struggled with its high pricing strategy, which has diminished its appeal among consumers who now prefer more affordable options [33][40]. - The brand has attempted to innovate by introducing new flavors and products, but its efforts have not matched the rapid innovation seen in local brands [36][38]. - The shift in consumer behavior towards value and local products has eroded Häagen-Dazs's previous status as a luxury brand, leading to a decline in its market position [40].