Core Viewpoint - Iceland, the UK's largest frozen food supermarket, is entering the Chinese market with its first physical store, Iceland lab, in Beijing, despite challenges from tariffs and the pandemic. The store aims to combine retail, e-commerce, and dining services, showcasing a wide range of frozen products at competitive prices [2][3][10]. Group 1: Company Overview - Iceland was founded in 1972 and holds a 17% market share in the UK, with annual sales nearing 40 billion yuan. The company operates around 1,000 stores across approximately 10 countries [2]. - The first store in China spans 6,800 square meters and will feature 3,200 SKUs, primarily frozen food products sourced globally, including ready meals and some daily necessities [2][3]. Group 2: Market Strategy - Iceland emphasizes its value proposition of affordability, similar to its UK positioning as a "poor man's paradise," with promotional pricing strategies [3][4]. - The company has previously attempted to enter the Chinese market through e-commerce, launching on platforms like JD.com and Taobao, but faced challenges with limited success [5][6]. Group 3: Consumer Behavior and Trends - A Nielsen report indicates that 35% of Chinese consumers have increased their frozen food purchases since the pandemic, with a 42% rise in purchase frequency [5][12]. - The perception of frozen foods in China is evolving, with a growing acceptance among consumers, particularly among high-income women aged 31-40 [12]. Group 4: Competitive Landscape - Iceland's entry into China comes amid a trend of foreign supermarkets expanding in the region, with competitors like Costco and Sam's Club successfully establishing a presence [6][10]. - The company plans to leverage live streaming and collaborations with local partners to enhance its market presence and attract customers [8][9]. Group 5: Localization Challenges - Iceland faces the challenge of adapting its product offerings to local tastes, as many of its products are designed for Western palates, which may not resonate with Chinese consumers [9][10]. - The company has partnered with local firm Shoulv Huike to navigate the Chinese market and integrate local supply chains, aiming to offer a mix of global and local products [10].

Core Viewpoint - Iceland, a leading frozen food supermarket from the UK, is entering the Chinese market with its first offline store, Iceland lab, in Beijing, despite ongoing global supply chain challenges. The store aims to combine retail, e-commerce, and dining services in a comprehensive commercial space [2][3]. Group 1: Company Overview - Iceland was founded in 1972 and holds a 17% market share in the UK, with approximately 1,000 stores and annual sales nearing 40 billion yuan [2]. - The first store in China spans 6,800 square meters and features 3,200 SKUs, primarily frozen food products sourced globally, including ready meals and some daily necessities [3][6]. Group 2: Market Strategy - Iceland emphasizes maintaining its value-for-money positioning in China, similar to its reputation in the UK as a budget-friendly supermarket [4][6]. - The company has previously attempted to enter the Chinese market through e-commerce, launching on platforms like JD.com and Taobao, but faced challenges leading to reduced SKU offerings [7][9]. Group 3: Consumer Behavior and Trends - A Nielsen report indicates that 35% of Chinese consumers have increased their frozen food purchases since the pandemic, with a 42% rise in actual purchase frequency [7][13]. - Despite the growing acceptance of frozen foods, there remains a perception among Chinese consumers that frozen products are less fresh or healthy, which Iceland aims to counter by emphasizing the natural and healthy aspects of its offerings [13][14]. Group 4: Competitive Landscape - Iceland's pricing strategy is crucial, as it aims to offer competitive prices similar to those in Europe, but faces challenges due to higher import costs in China [9][10]. - The company plans to collaborate with local partners to enhance its supply chain and product offerings, integrating local flavors and preferences into its product range [10][12]. Group 5: Future Prospects - Iceland intends to open additional stores in Beijing and leverage live streaming as a sales channel, aiming to attract a broader customer base [8][10]. - The frozen food market in China is projected to grow, with estimates suggesting a market size of approximately 213 billion yuan by 2025, indicating potential for Iceland's growth in this segment [13][14].

文｜彭倩 编辑｜乔芊 虽然此前一直没有在中国开出实体门店，但 Iceland 在中国并不是 nobody。鸡腿鸡翅、红薯薯条、菠萝芝士、Muller Corner 酸奶、Lotus 冰淇淋、冷冻大蒜 末等网红单品一直是欧洲留学生们心中的白月光。"Iceland 是期末的救命稻草，没时间做饭时，微波炉一叮就好了，打折期1磅30个速冻鸡块实在太划算， 比肯德基麦当劳便宜多了。"一位英国留学生告诉36氪。 近年来，已有不少外资超市在中国加速布局，而Iceland 也很早就意识到中国市场的特殊性。 尽管关税风波沸沸扬扬，依赖全球供应链生存的英国超市Iceland仍选择在此时回归中国，并首次开出线下店。 Iceland 是英国最大冻品超市，总部位于英国威尔士，成立于1972年，如今在英国有17%的占市率。它把门店开到了包括英国在内的10个左右国家，门店数 量达到了1000家，年销售额接近400亿元。 这一次，Iceland 将亚太区首店选在了中国，选址则是北京门头沟区京西智谷园区，已于4月29日试运营，5月底将正式对消费者开放。不同于其在全球开出 的其他所有门店，Iceland 在中国的首家门店有6800平米，不只是超 ...

Core Viewpoint - Iceland, a leading frozen food supermarket from the UK, is entering the Chinese market with its first physical store, emphasizing its commitment to maintaining high cost-performance and affordability despite previous challenges in the market [2][4][12]. Group 1: Store Launch and Strategy - Iceland's first store in China, named "Iceland lab," spans 6,800 square meters and combines retail, e-commerce, and dining services, aiming to create a comprehensive shopping experience [2][4]. - The store will feature 3,200 SKUs, primarily consisting of frozen food products sourced globally, including ready meals and some daily necessities [3][4]. - Iceland plans to leverage live streaming as a key sales channel, with the first store expected to host over 100 live broadcasts daily [8][9]. Group 2: Market Positioning and Challenges - Iceland is known for its low-cost offerings in the UK, with products like frozen pizzas priced around £1, but faces challenges in maintaining this pricing strategy in China due to higher import costs [4][9]. - The company has previously attempted to enter the Chinese market through e-commerce but faced limited success, leading to the current focus on physical stores [5][9]. - There is skepticism regarding Chinese consumers' acceptance of frozen foods, which have historically been viewed as less fresh or healthy [12][13]. Group 3: Supply Chain and Localization - Iceland has partnered with local company Shoulv Huike to enhance its supply chain and adapt to local tastes, integrating local products alongside its international offerings [10][11]. - The company aims to introduce a variety of products from different countries while also focusing on local sourcing to improve cost-effectiveness and appeal [10][11]. - The frozen food market in China is projected to grow significantly, with a forecasted market size of approximately 213 billion yuan by 2025, indicating potential for Iceland's offerings [12].