野人先生，下一个钟薛高？

Core Viewpoint - The article discusses the challenges faced by the high-end ice cream brand "Mr. Wildman" amidst rising consumer skepticism regarding its claims of freshly made products, particularly in light of recent allegations of using pre-made ingredients [4][15][18]. Group 1: Company Overview - Mr. Wildman was founded in 2011 and officially entered the traditional Italian ice cream market in 2015, initially under the name "Wildman Workshop" [7]. - The brand experienced significant growth after rebranding in 2024, expanding from 50 stores to over 1,000 by August 2023, primarily in major urban shopping areas [8][9]. Group 2: Market Position and Pricing - Mr. Wildman's ice cream prices range from 28 yuan to 38 yuan per item, which is significantly higher than competitors like DQ, where similar products are offered at larger sizes and lower prices [5][12]. - Despite the high prices, Mr. Wildman has seen long queues at its stores, benefiting from the growing popularity of Italian ice cream, which is projected to reach a market size of 183.5 billion yuan in 2024, with a 5.2% year-on-year growth [13]. Group 3: Consumer Perception and Controversy - The brand's claim of "made fresh daily" has been challenged by reports of using pre-packaged milk bases, leading to consumer doubts about the authenticity of its offerings [15][16][18]. - This controversy has resulted in a polarized consumer response, with some praising the quality while others label it as overpriced and misleading [22]. Group 4: Industry Challenges - The high-end ice cream market is facing difficulties, as evidenced by declining foot traffic in stores like Haagen-Dazs, which reported a 13.5% decrease in store numbers by the end of 2024 [23]. - The article suggests that Mr. Wildman must adapt to a more rational consumer base that is willing to pay for quality but is increasingly skeptical of high prices without corresponding value [26]. Group 5: Future Strategies - To maintain its market position, Mr. Wildman is advised to innovate in product offerings, particularly in flavors, as consumer preference for taste surpasses other factors like price and brand [30]. - The brand is also focusing on local supply chains and product innovation to sustain its competitive edge in a challenging market environment [28][29].