哈根达斯怎么把自己干成“9块9”了

Core Viewpoint - Häagen-Dazs is facing unprecedented challenges in the Chinese market, including store closures and declining sales, leading to speculation about a potential sale by its parent company, General Mills [3][4][5]. Group 1: Current Situation of Häagen-Dazs - Häagen-Dazs has closed several stores in major cities like Beijing, Shanghai, and Dalian, reducing its presence from over 400 stores to around 250 by June 2025, nearly a 50% decrease [7]. - The chairman of General Mills acknowledged a double-digit percentage decline in customer traffic for Häagen-Dazs stores in China, indicating a tougher consumption environment [7]. - In the third quarter of fiscal year 2025, General Mills reported net sales of $4.842 billion, a 5% year-over-year decline, with a 3% drop in the Chinese market [7][9]. Group 2: Market Dynamics - The ice cream market in China is undergoing significant changes, with local brands gaining popularity due to better alignment with consumer preferences and competitive pricing [10][12]. - DQ has rapidly expanded its presence, increasing its store count by nearly 800 since 2020, reaching 1,721 stores by April 2025 [12]. - New domestic brands like Gelato and Bobo Ice Cream are capturing market share, with Gelato projected to reach a market size of over 12 billion yuan by 2024, growing at a rate of 10% [13][15]. Group 3: Challenges and Competition - Häagen-Dazs faces intense competition from various sectors, including established dairy companies and new entrants from the restaurant industry, all vying for a share of the lucrative ice cream market [17][20]. - The brand's high pricing strategy, once a symbol of luxury, is now seen as a disadvantage as consumers shift towards more affordable and locally appealing options [22][29]. - Häagen-Dazs has attempted to innovate and adapt by introducing new flavors and products, but struggles to keep pace with the rapid innovation of domestic competitors [25][27]. Group 4: Consumer Perception and Brand Positioning - The brand's previous image as a luxury product has diminished as consumer preferences evolve towards value and local products, leading to a loss of its "high-end" appeal [29]. - The shift in consumer behavior reflects a broader trend where younger generations prioritize personal satisfaction over brand prestige, challenging Häagen-Dazs's traditional marketing strategies [29].