"全球最大的冰淇淋公司"在资本市场正式亮相。 当地时间12月8日，梦龙冰淇淋公司（The Magnum Ice Cream Company）完成从消费品巨头联合利华的分拆，成功在阿姆斯特丹、伦敦和纽约三地同步上 市。 上市首日，梦龙市值高达78亿欧元，约合人民币642亿元，被外界视为今年泛欧交易所规模最大的上市项目。这一数字对应着其2024年约79亿欧元（约合人 民币650亿）的营收，展现了其在全球冰淇淋市场约21%份额的庞大体量。 然而，这位刚刚披上独立战甲的"冰淇淋之王"，在它全球版图中本应闪闪发光的中国市场，却发现自己正被浓雾笼罩，影响力大不如前。 回顾历史，梦龙曾是高端冰淇淋的代名词，早在1993年便以7元一根的价格高调进入中国，并通过免费投放带有品牌标志的红色冰柜、打造独特的夏日消费 场景，迅速在一二线城市站稳了脚跟。可以说，它和旗下的可爱多、和路雪等品牌，是一代中国消费者的集体记忆。 三十年河东，三十年河西。如今，这个曾经的市场拓荒者面临严峻挑战。官方数据显示，在中国，排名第一的冰淇淋公司是伊利。虽然按零售额计算，梦龙 仍然是中国市场第二大冰淇淋企业，旗下的可爱多和梦龙品牌分别位列第四和第五，但其 ...

Core Viewpoint - The Magnum Ice Cream Company has officially separated from Unilever and will operate independently, with plans to list in Amsterdam, London, and New York in Q4 2025, while also establishing operations in China [1][2]. Group 1: Company Structure and Operations - The separation of Magnum is a strategic move that has been in planning since 2024, with the operational cut occurring on July 1, 2025 [2]. - The new company is headquartered in the Netherlands and has established a "de-layered, frontline-first" independent structure, which is expected to reduce operational costs compared to when it was part of Unilever [2]. - In China, the newly formed Magnum Investment (Shanghai) Co., Ltd. has taken over Unilever's ice cream business, with a registered capital of 1.542 billion yuan [2]. Group 2: Market Dynamics and Competition - The Chinese ice cream market is currently dominated by three major players: Yili, Unilever (prior to the split), and Mengniu, with Yili's ice cream revenue declining by 18.4% to 8.72 billion yuan in 2024 [4]. - The market is witnessing a shift towards high-cost performance products, with brands like Mixue Ice City attracting consumers, contrasting with the struggles of premium brands like Haagen-Dazs [4]. - Magnum's high-end positioning is challenged by changing consumer preferences, as price sensitivity increases and "affordable quality" becomes the mainstream choice [4]. Group 3: Strategic Focus Post-Separation - The strategic focus for the independent Magnum will revolve around three pillars: growth, productivity, and reinvestment [5]. - Growth strategies may include expanding consumption scenarios and enhancing e-commerce presence, where Magnum ranks first on nine out of thirteen major platforms globally [5]. - The company aims to optimize its supply chain and reduce operational costs through a flexible structure, while also focusing on product innovation tailored to Chinese consumer tastes [5]. Group 4: Future Outlook - Magnum is set to go public in Q4 2025, with its performance in the Chinese market being crucial for its valuation [6]. - The company faces significant challenges in adapting to local competition and evolving consumer trends, while proving that independent operations can yield better growth than during the Unilever era [6].

Core Viewpoint - The high-end ice cream market is facing challenges, with Häagen-Dazs experiencing a decline in customer traffic in China, leading its parent company, General Mills, to consider selling its stores in the region [1][3][4]. Group 1: Company Situation - General Mills is reportedly considering selling its Häagen-Dazs stores in China for several hundred million dollars, although negotiations are still in the early stages and the company may choose not to sell [3]. - Häagen-Dazs has seen a double-digit decline in customer traffic in China, as highlighted by General Mills CEO Jeff Harmening during a recent global consumer goods forum [3][4]. - As of June 12, 2023, Häagen-Dazs had 385 stores in China, a decrease of nearly 20 stores compared to six months prior [6]. Group 2: Market Dynamics - The high price of Häagen-Dazs ice cream, with an average transaction value of 58.36 yuan, is a contributing factor to the decline in customer traffic, especially when compared to competitors like DQ, which has a lower average transaction value of 23.17 yuan [5]. - The rise of new beverage brands, particularly fresh tea drinks, has also impacted the ice cream market, with brands like Mixue Ice Cream and Tea opening 5,000 to 6,000 new stores in 2023 alone [5]. - The ice cream market in China is becoming increasingly competitive, with new brands like Mr. Yeren gaining market share and offering products at lower price points [5][6]. Group 3: Strategic Responses - Häagen-Dazs has attempted to diversify its channels by increasing retail and e-commerce presence, as well as introducing new offerings like coffee to attract more consumers [6]. - Analysts suggest that Häagen-Dazs must adapt to the changing retail landscape in China, where consumer preferences are shifting towards more diverse and personalized ice cream options [6][7]. - The high-margin model of Häagen-Dazs may no longer align with the maturity of the Chinese market, as lower-priced ice creams are increasingly comparable in quality [7].