Core Insights - Iceland has entered the Chinese market with an innovative model through its Iceland Lab, which combines "supply chain + MCN + AI" to create a unique retail experience [1][5][6] - The Iceland Lab has achieved significant online sales, reaching approximately 1 million yuan in daily sales since its online launch on April 29, with peak sales during live broadcasts reaching between 3 million to 5 million yuan [7] Company Overview - Iceland, established in 1972 and headquartered in Wales, UK, holds a 17% market share in the UK, making it the largest frozen food supermarket in the country [5][6] - The company operates around 1,000 stores across approximately 10 countries, including its new entry into the Chinese market [5][6] Operational Model - The Iceland Lab spans 6,800 square meters and features over 20 live streaming rooms, differentiating itself from traditional supermarkets [5] - The operational strategy includes online live streaming during weekdays and promotional activities on weekends and holidays, with plans to start offline operations in early June [5][6] Product Offering - The Iceland Lab offers a mix of products from Iceland and local brands, including traditional Chinese brands and high-quality regional products from Inner Mongolia and Zhejiang [6] - The SKU count is limited to under 1,000 to avoid high inventory costs associated with traditional supermarkets [6] Sales Performance - Since the launch of online operations, the Iceland Lab has generated a total GMV of approximately 13 million yuan in just half a month [7] - The lab's self-operated accounts number 60, with over 30 live broadcasts scheduled daily, and at least five collaborations with influencers each day [6]