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].