西贝的火，烧到又一个千店品牌

Core Viewpoint - The article discusses the controversy surrounding pre-made food products in the context of the ice cream brand "野人先生" (Mr. Wildman) and its pricing strategy, highlighting the challenges of maintaining consumer trust amid allegations of using pre-packaged ingredients [3][5][12]. Group 1: Controversy and Market Reaction - The conflict began when 罗永浩 (Luo Yonghao) criticized 西贝 (Xibei) for using pre-made dishes, leading to public support for Luo and scrutiny of other brands, including 野人先生 [5][7]. - 野人先生 faced backlash after allegations surfaced that it used overnight milk base for its ice cream, contradicting its claim of "freshly made" products [7][15]. - The pricing of 野人先生's ice cream, ranging from 28 to 38 RMB, is considered high compared to competitors like DQ and 钟薛高 (Zhongxuegao), raising questions about its value proposition [9][11]. Group 2: Market Position and Expansion - 野人先生 has rapidly expanded, surpassing 1,000 stores and ranking third among ice cream brands in China, following DQ and 波比艾斯 (Bobi Ice) [17][19]. - The brand's growth strategy includes targeting franchisees from the tea beverage sector, leveraging their experience to drive expansion [18][19]. - Despite high initial investment costs for franchisees, the brand's gross margin exceeds 60%, making it an attractive opportunity for investors [15][19]. Group 3: Product Quality and Risks - Concerns about product quality have emerged, with reports of foreign objects found in ice cream and issues related to the use of pre-packaged ingredients [22][25]. - The brand's limited product range, featuring only six ice cream flavors, raises concerns about its ability to sustain consumer interest and adapt to seasonal demand fluctuations [26][28]. - The article draws parallels between 野人先生 and 哈根达斯 (Häagen-Dazs), noting that both face challenges in maintaining market share amid increasing competition and changing consumer preferences [27][28].