以下文章来源于斑马消费 ，作者徐霁 斑马消费 . 寻找泛消费领域的斑马企业 西贝预制菜的风波未平， 主打现制意式手工冰淇淋的高端品牌"野人先生"也被卷入了风口浪尖。 前不久有消费者晒照指出野人先生使用隔夜奶浆制作冰淇淋，和门店所宣传的"当天现做"不符。要知道，野人先生最便宜的冰淇淋产品都要 28 元 / 个，爆款 单品开心果冰淇淋的售价更是高达 38 元，横向对比 DQ 等品牌，平均价格翻倍有余。 在整体消费市场降级的趋势下，哈根达斯等高端品牌已然举步维艰， 售价高昂的野人先生凭什么逆流而上？当"现制"的滤镜破碎，未来又该何去何从？ 01 凭什么贵？ 在哈根达斯、钟薛高等高端冰淇淋品牌相继跌落神坛之际，最近一两年野人先生逆流而上，迅速攻占了全国各大城市核心商场的负 1 楼。 少有人知的是，野人先生早在 2011 年就已经创办， 2015 年正式发力传统意式冰淇淋赛道，彼时还叫"野人牧坊"。 野人先生初期的发展步伐并不快， 2018 年全国门店数也只有 50 家，且半数开在北京。 转折点发生在 2024 年。当年 4 月 品牌从"野人牧坊"更改为"野人先生"，在加盟商们的助推下，扩张速度进入快车道。 仅到 20 ...

Core Viewpoint - The article discusses the rapid expansion and challenges faced by the high-end ice cream brand "野人先生" (Mr. Wildman), which has grown significantly in the market but is now encountering various pressures and competition [5][15]. Group 1: Company Overview - 野人先生 was founded in 2011, initially focusing on fresh fruit ice cream, and entered the Italian gelato market in 2015 [7]. - The company adopted a cautious expansion strategy until 2023, when it opened 63 new stores, followed by over 160 stores in 2024 and more than 280 stores in the first five months of 2025, bringing the total to over 900 stores nationwide [7][10]. - The brand's positioning as a high-end product is reflected in its pricing, with single flavors priced between 28 to 38 yuan [10][11]. Group 2: Market Position and Strategy - 野人先生's unique selling proposition includes "made fresh daily, no overnight storage," which has attracted a young consumer base [10][15]. - The brand shifted from a direct sales model to a franchise model in 2023, leading to rapid growth in store numbers, with a reported gross margin of over 60% and a payback period of around 12 months for franchisees [11][12]. - The overall ice cream market in China is projected to reach 183.5 billion yuan in 2024, with the Italian gelato segment growing at a 10% year-on-year rate, surpassing 12 billion yuan [11]. Group 3: Challenges and Competition - Despite its rapid growth, 野人先生 faces challenges such as quality control issues, as some consumers have questioned the authenticity of its "freshly made" claim [15][24]. - The high price point of 野人先生's products has led to scrutiny, especially as the overall high-end ice cream market is under pressure, with competitors like DQ and Häagen-Dazs also struggling [15][16]. - The competitive landscape includes emerging brands like 波比艾斯, which has rapidly expanded to over 1,150 stores, posing a direct threat to 野人先生's market share [21][24].

Core Insights - The high-end ice cream market is experiencing a significant shift, with brands like "Yeren Xiansheng" rapidly expanding while others like "Zhong Xue Gao" are facing decline [1][10] - "Yeren Xiansheng" has adopted a unique selling proposition of "made on the same day, no overnight storage," which has attracted a younger consumer base [4][7] - Despite its rapid growth, "Yeren Xiansheng" faces challenges including quality concerns and increasing competition in the high-end ice cream sector [1][11] Company Overview - "Yeren Xiansheng" was founded in 2011, initially focusing on fresh fruit ice cream, and entered the Italian gelato market in 2015 [2] - The company has shifted from a cautious expansion strategy to aggressive growth, opening over 160 stores in 2024 and more than 280 stores in the first half of 2025, bringing the total to over 900 stores nationwide [2][4] - The brand's positioning as a high-end product is reflected in its pricing, with single flavors priced between 28 to 38 yuan [4][5] Market Position - "Yeren Xiansheng" ranks third in the domestic ice cream market by store count, trailing only behind DQ and Bopi Ice [4] - The brand's rapid expansion is supported by a franchise model, with an average payback period of 12 months for franchisees due to a gross margin of over 60% [5] - The overall ice cream market in China is projected to reach 183.5 billion yuan in 2024, with Italian gelato growing at a 10% year-on-year rate [5] Challenges and Competition - The brand's claim of "made on the same day" has been questioned, with reports suggesting that pre-made frozen mixtures are used, which could undermine consumer trust [7][11] - The high-end ice cream market is under pressure, with competitors like "Zhong Xue Gao" facing bankruptcy and Häagen-Dazs struggling with declining sales [10][11] - "Yeren Xiansheng" must navigate a competitive landscape, with emerging brands like "Bopi Ice" also rapidly expanding, having opened over 1,150 stores by mid-2025 [14][16] Future Outlook - The company is considering an IPO, although the founder has stated that there are no immediate plans for listing, focusing instead on sustainable growth [6] - The market for Italian gelato is expected to grow, but "Yeren Xiansheng" must ensure that its product quality and pricing align with consumer expectations to maintain its competitive edge [12][16]