哈根达斯怎么把自己干成“9块9”了

Core Viewpoint - Häagen-Dazs, once regarded as the "Hermès of ice cream," is facing unprecedented challenges in the Chinese market, including store closures and declining sales [8][12]. Group 1: Company Performance - Häagen-Dazs' parent company, General Mills, is reportedly considering selling its ice cream stores in China for several hundred million dollars, although negotiations are still in the early stages [9][10]. - As of June 2025, Häagen-Dazs has reduced its store count in mainland China to around 250, nearly halving from over 400 at its peak [12]. - 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 [13][15]. Group 2: Market Dynamics - The Chinese ice cream market has seen a significant shift, with local brands gaining popularity due to better alignment with consumer tastes and competitive pricing [22][24]. - DQ, a competitor, has rapidly expanded its presence in China, increasing its store count by nearly 800 since 2020, reaching 1,721 stores by April 2025 [21]. - The overall ice cream market in China is projected to reach a scale of 1,835 billion yuan by 2024, with Gelato brands experiencing particularly strong growth [24]. Group 3: Consumer Sentiment and Brand Positioning - Consumers have expressed dissatisfaction with Häagen-Dazs' pricing strategy, noting significant price differences between domestic and international markets, which has diminished its premium brand image [46][52]. - The brand has attempted to innovate by introducing new flavors and products, but it struggles to keep pace with the rapid innovation of domestic competitors [49]. - Social media discussions reflect a shift in consumer preferences, with many opting for local brands that offer better value for money [12][40].