冰淇淋连锁化

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对话野人先生创始人崔渐为:想成为冰淇淋界的星巴克,一直都在“踩着刹车”,自己接受很多误解
3 6 Ke· 2025-09-24 00:11
14年前创业那天,32岁的崔建维给了自己一个小小的仪式感——对外改名成"渐为",寓意"渐渐有所作为"。 如今,由他创立的冰淇淋连锁"野人先生"崭露头角,甚至在最近常被与哈根达斯比较,一度还传出计划赴港IPO。虽然崔渐为否认了这个说法,但他确实 有为野人先生描绘一张可以分享的蓝图:成为冰淇淋界的星巴克。 2011年,崔渐为在北京一所高校内开出首店,最早名为"鲜果会",主打鲜果冰淇淋,2015年开出第一家真正的gelato店"野人牧坊",去年品牌升级时改名 为更顺口易记的"野人先生"。 崔渐为(建维) 语速不紧不慢、带山西口音的崔渐为,和星巴克创始人霍华德经历有些相似:自小家境清寒、辞掉高薪工作创业。他也想像霍华德那样,把"标准化+连 锁化"的咖啡扩张路径复制到gelato(意大利手工冰淇淋)这一品类上,让一门常见于意大利小店的生意长出规模化品牌。 近日,崔渐为与小食代进行了一次单独交流。我们来一起听听,在"雪糕刺客"被冷落的当下,这个客单价近30元的品牌是如何被打造出来的,如今身处何 方,以及将要如何"逆势而行"? 创业 野人先生于2011年在北京开出首店,目前按门店数计算已跻身中国冰淇淋连锁前三。根据窄门餐眼 ...
0.1元做促销,“小众奢品”冰淇淋Gelato也掀价格战
Mei Ri Jing Ji Xin Wen· 2025-04-29 09:22
Core Insights - The Gelato market in China is experiencing a surge in demand as summer approaches, with a notable shift towards domestic brands and innovative offerings [1][2][3] - Gelato, traditionally a niche product, is now seeing a trend towards chain expansion and brand development, with high profit margins attracting new entrants [2][5][6] - The competitive landscape is intensifying, with price wars emerging as various brands attempt to capture market share [7][9][12] Market Dynamics - The Gelato market in China is projected to reach a scale of 183.5 billion yuan by 2024, with Gelato specifically growing at a rate of 10%, surpassing 12 billion yuan [7] - Global projections indicate that the Gelato market could reach $22.8 billion by 2030, with a compound annual growth rate of 9.7% [7] - The average daily sales for Gelato stores in high-traffic areas can reach 80,000 to 90,000 yuan, with weekend sales potentially exceeding 100,000 yuan [2][5] Product Characteristics - Gelato is characterized by its lower fat and sugar content compared to traditional ice cream, with a denser texture due to lower air content (20%-30%) [3][6] - The use of natural ingredients and seasonal fruits is a key selling point, with some brands promoting "no added water" as a unique feature [3][6] Competitive Landscape - Established brands like Venchi are maintaining high price points (starting at 59 yuan), while local brands are adopting competitive pricing strategies to attract customers [3][7] - New entrants are leveraging promotional strategies, such as low-cost offers, to drive traffic and sales [9][12] Operational Challenges - High initial investment costs, particularly for imported Gelato machines (ranging from 200,000 to 300,000 yuan), pose a significant barrier to entry for new businesses [6][12] - The resale value of Gelato equipment is low, complicating the exit strategy for struggling businesses [6][12] - Many brands are adapting by switching to domestic equipment to reduce costs, although this may impact product quality [12]