Core Insights - The ice cream market in China is experiencing a significant reshuffle, with increasing competition and evolving consumer preferences driving changes in the industry [2][4][25] Market Overview - As of 2025, there are approximately 44,000 ice cream stores in China, showing a slight decrease of 0.49% compared to the end of 2024, but an increase of 18.97% from the end of 2022 [3] - The ice cream market is characterized by a diverse competitive landscape, including foreign brands like DQ and Häagen-Dazs, emerging local brands focusing on health and customization, and cross-category entrants from tea and coffee sectors [4] DQ's Market Position - DQ has consistently ranked first in market share within the Chinese ice cream chain restaurant sector from 2020 to 2024, with a market share exceeding 30% in 2024, more than double that of its closest competitor [6] - In Q1 2025, DQ reported revenue and profit growth exceeding 20%, with same-store sales showing nearly double-digit growth [6][25] Expansion Plans - CFB Group plans to open 800 new DQ stores in China over the next three years, including approximately 650 ice cream stores, 50 burger outlets, and 100 custom cake shops [6][8] - The new store openings will adopt a mixed model of direct operation and franchising, focusing on first and second-tier cities for direct operations and third to fifth-tier cities for franchising [8] Product Diversification - DQ is expanding its product offerings beyond traditional ice cream to include light meals, tea beverages, and custom cakes, aiming to cater to the preferences of younger consumers [9][25] - The introduction of the "ice cream + custom cake" store model has shown significant growth potential, with sales of custom cakes increasing fivefold compared to the previous year [11] Consumer Engagement Strategies - DQ employs social listening to capture consumer trends and preferences, leading to successful product launches that resonate with younger audiences [16][21] - The brand is focusing on high-quality ingredients and fresh, made-to-order products to meet the health and quality demands of Generation Z consumers [18][19] Cultural Integration - DQ's store designs incorporate local cultural elements, enhancing consumer connection and brand identity [24] - The company has also launched pet-friendly stores, providing free ice cream for pets, to engage with pet owners and enhance the customer experience [24] Future Outlook - CFB Group remains optimistic about the continued growth of the Chinese ice cream market, projecting a sustained annual growth rate of over 10% [25]

Core Viewpoint - Häagen-Dazs, originally positioned as a high-end ice cream brand, is facing challenges in the Chinese market due to changing consumer preferences and increased competition from local brands and alternative dessert options [5][6][10]. Brand Positioning and Market Entry - Häagen-Dazs was established in 1921 and entered the Chinese market in 1996, targeting high-end consumers with a premium brand image [1]. - The brand aimed to align itself with luxury brands, using upscale store locations and a sophisticated design to enhance its premium perception [1][2]. Sales Performance and Growth - By 2010, Häagen-Dazs had achieved over $100 million in sales in China, growing at a rate of 20% [2]. - The period from 2005 to 2015 was identified as a golden era for the brand, with an average sales growth rate of 23% [3]. Decline in Consumer Interest - Recently, Häagen-Dazs has experienced a decline in customer traffic, with reports of double-digit decreases over three consecutive quarters [3][6]. - The brand's high pricing strategy is being questioned as consumer preferences shift towards more affordable options [6][10]. Competitive Landscape - The brand's high-end image is being challenged by local ice cream brands and the rise of dessert alternatives like tea drinks and coffee [6][9]. - A survey indicated that 80% of consumers believe a reasonable price for ice cream is under 10 yuan, with only 5% willing to pay over 15 yuan [6]. Brand Image and Product Offerings - Häagen-Dazs has been criticized for its lack of product diversity and innovation, failing to introduce popular flavors or products in recent years [8][9]. - The brand's traditional European romantic image is seen as outdated in a market that increasingly values local culture and personalized experiences [8]. Strategic Shifts - In response to declining store traffic, Häagen-Dazs has expanded its retail presence in supermarkets and convenience stores, with increasing market share in these channels [10]. - The brand is also focusing on B2B opportunities, supplying ice cream for high-end restaurants, hotels, and other venues [10].

Core Insights - Dairy Queen (DQ) plans to open 800 new stores in China over the next three years, including 50 ice cream and burger stores and 100 custom cake stores, aiming to enhance its all-day dining model [1][2] - DQ has successfully integrated customization into its chain operations, launching innovative products that cater to the growing demand for personalized consumer experiences [2][5] - The brand has seen over 20% growth in sales and profits in the first half of the year, with single-store sales approaching double-digit growth [3][5] Expansion Strategy - DQ's new store openings will cover various cities in China, with a focus on integrating local cultural elements into its offerings, such as the "扇韵" cake inspired by Nanjing's intangible cultural heritage [1][7] - The company has introduced various store formats, including pet-friendly locations and culturally themed stores, to attract diverse consumer segments [3][5] Product Innovation - DQ has launched several successful products, including the new mint chocolate cookie Blizzard and a yogurt ice cream bowl, targeting health-conscious young consumers [2][5] - The brand's focus on customization has led to the development of a range of cake products that cater to different social occasions, moving beyond traditional birthday celebrations [5][6] Market Positioning - DQ is recognized as one of the most influential ice cream brands globally, with over 1,700 stores in China and a significant market presence since its entry in 1992 [1][5] - The company is adapting to the evolving preferences of Generation Z consumers, emphasizing personalized and unique product offerings to meet their demands [5][6] Future Outlook - The overall ice cream market in China is expected to continue growing at a double-digit rate, presenting opportunities for brands like DQ to innovate and expand [3][5] - DQ's strategy of combining product innovation with cultural relevance positions it well to lead the market and respond to consumer trends effectively [7][8]

继DQ(Dairy Queen，冰雪皇后)去年推出同时供应汉堡和冰淇淋的门店后，近日，DQ开出了南京首家手 工定制蛋糕店。面对当下消费者的多元化需求，以及冰淇淋赛道的竞争压力，DQ品牌的产品类型和门 店模型都在逐渐增多。眼下，DQ共有三种门店模型。分别是常规的"冰淇淋店""冰淇淋与定制蛋糕 店"以及热食"冰淇淋与汉堡店"。近日，在接受采访时，CFB集团(DQ是CFB集团旗下品牌)首席执行官 许惟抡表示："虽然所有DQ冰淇淋店都卖蛋糕，但是南京这家手工蛋糕店提供60款以上不同蛋糕产品， 且在门店现场配备专业的裱花师。该门店接到订单以后现场制作，可以根据现场需求提供祝福语。"(第 一财经) ...

Core Insights - DQ is diversifying its product offerings and store models, moving away from reliance on its best-selling "Blizzard" ice cream, which has seen its sales contribution drop from 70% to 40% [3] - The introduction of a custom cake store in Nanjing reflects DQ's strategy to meet diverse consumer demands and capitalize on the growing cake market, which currently accounts for about 20% of sales [3][4] - The cake market is experiencing rapid growth, with changing consumer preferences leading to a wider range of consumption scenarios beyond just birthdays [4] Company Strategy - DQ has established three store models: traditional ice cream shops, ice cream and custom cake shops, and hot food shops that also serve burgers [2] - The custom cake store offers over 60 different cake products and features professional decorators to create cakes on-site, catering to specific customer requests [2][3] - DQ's CEO emphasizes the importance of flavor innovation and quick market response to emerging trends as key competitive advantages [4] Industry Trends - The ice cream market in China is expanding rapidly, entering a phase of high growth and increased competition since 2021, driven by a new generation of consumers [5] - There is a trend towards product differentiation, with consumers seeking high-quality, unique offerings that have social appeal [5] - The industry is expected to face ongoing competition, necessitating brands to adopt strategies such as health-focused products, differentiation, cost optimization, and enhanced online presence to remain competitive [5]

Core Viewpoint - Häagen-Dazs, a high-end ice cream brand in China, is facing significant growth challenges and may consider selling its stores in the country due to declining sales and foot traffic [4][5][7]. Group 1: Market Performance - General Mills, the parent company of Häagen-Dazs, reported a net sales of $138 million for its premium ice cream business in the latest quarter, a decrease of approximately 3.2% compared to the same period last year [5]. - The sales revenue for Häagen-Dazs in China has declined from $800 million in the 2019 fiscal year to $730 million in the 2024 fiscal year [22]. - As of June 22, 2024, Häagen-Dazs had 385 stores in China, significantly fewer than local competitors like "Mr. Wild" with 566 stores and DQ with 1,695 stores [19]. Group 2: Competitive Landscape - The Chinese ice cream market has become increasingly crowded with the rise of new brands and local competitors, leading to a decline in Häagen-Dazs' market share [21][22]. - The emergence of new tea drinks and local coffee shops has provided consumers with more options for casual dining, further impacting Häagen-Dazs' customer base [21]. Group 3: Consumer Behavior - A recent survey indicated that only 6.94% of consumers are willing to pay over 20 yuan for a single ice cream, down from 9.01% in 2023, reflecting a shift towards more budget-friendly options [25]. - Consumers are increasingly seeking value for money, with a preference for products priced under 10 yuan [25]. Group 4: Strategic Adjustments - Häagen-Dazs plans to expand its retail channels and promote handheld products to increase visibility and competitiveness in the market [27]. - The brand is also implementing promotional pricing strategies, such as offering ten flavors for 189.9 yuan at pop-up stores [28]. - There are suggestions for Häagen-Dazs to localize its operations by potentially transferring management to Chinese firms to better adapt to local market conditions [31].

Core Viewpoint - Häagen-Dazs is experiencing a decline in its market position in China, with a significant drop in store traffic and sales, particularly among younger consumers, leading to potential divestment by its parent company General Mills [1][2][3]. Market Performance - Häagen-Dazs entered the Chinese market in 1996 with a premium pricing strategy, achieving peak sales where the Chinese market accounted for half of its global revenue by 2017 [1]. - The high-end ice cream business revenue fell from $800 million in FY2018 to $718 million in FY2020, with a projected continued decline in store traffic by double digits by Q2 FY2025 [1][2]. Store Operations - The number of Häagen-Dazs stores in China has decreased from over 400 at its peak to 263 currently, with closures in major cities like Beijing and Nanchang [2][4]. - The brand's inability to innovate and adapt to changing consumer preferences has led to a loss of market share to emerging local brands [2][3]. Competitive Landscape - The high-end ice cream market is undergoing a significant reshuffle, with local brands like DQ and new entrants gaining market share through localized products and competitive pricing [6][7]. - DQ has maintained a leading market position with a market share close to 29% as of 2023, while Häagen-Dazs struggles with a higher price point [6][7]. Consumer Trends - Younger consumers are increasingly turning away from Häagen-Dazs, as evidenced by its loss to competitors like Zhong Xue Gao during the 2019 Double Eleven sales event [3]. - The perception of Häagen-Dazs as a premium brand is diminishing, with consumers realizing that it is often discounted in international markets [3]. Market Dynamics - The Chinese ice cream market is projected to reach a size of 183.5 billion yuan in 2024, with Gelato experiencing a notable growth rate of 10% [7]. - Local brands such as Bobo Ice Cream and Ye Ren Xian are rapidly expanding, with Bobo Ice Cream reaching 1,000 stores by the end of 2024 [8]. Industry Challenges - The high-end ice cream segment is facing a downturn, with major brands like Unilever announcing a separation of their ice cream business due to declining market share and profitability [9]. - Competitors like Zhong Xue Gao and Moutai Ice Cream are also experiencing significant sales declines, indicating a broader trend affecting premium ice cream brands [9]. Strategic Recommendations - Häagen-Dazs needs to reassess its market strategy to regain its competitive edge, focusing on product innovation and adapting to local consumer preferences [10].

Core Viewpoint - Häagen-Dazs is experiencing a significant decline in its market position in China, with a notable drop in store traffic and sales, leading to potential divestment by its parent company General Mills [1][2][4][11]. Group 1: Market Performance - In 2018, Häagen-Dazs generated $800 million in high-end ice cream revenue, which decreased to $718 million by 2020 [1]. - By 2024, Häagen-Dazs had reduced its store count in China to 263 from over 400 at its peak [2]. - The Chinese ice cream market is projected to reach ¥183.5 billion (approximately $26.5 billion) in 2024, with Gelato showing a particularly strong growth rate of 10% [8]. Group 2: Consumer Trends - Young consumers are increasingly critical of Häagen-Dazs, perceiving it as less premium compared to its international reputation, with prices in China often exceeding ¥40 (approximately $5.50) for a small cup [3]. - The brand's traditional flavors and lack of innovation have led to a loss of appeal among younger demographics, as evidenced by its defeat by competitors like Chicecream during the 2019 Singles' Day sales [3]. Group 3: Competitive Landscape - The high-end ice cream market in China is undergoing a significant reshuffle, with local brands and international competitors aggressively capturing market share [6][10]. - DQ has successfully localized its offerings and expanded its market presence, achieving a market share of nearly 29% by 2023 [7]. - New domestic brands like Bobbies and Wild Man are rapidly expanding, with Bobbies reaching 1,000 stores by the end of 2024 [8][9]. Group 4: Strategic Responses - In response to declining sales, Häagen-Dazs has attempted to attract consumers through price promotions and expanding distribution channels, including convenience stores and e-commerce platforms [4]. - The brand's efforts to adapt to the changing market dynamics have not yet reversed its declining trend, indicating a need for further strategic innovation [11].

今天我们继续聊一个即刺激，又兴奋，涉及面很广的一个话题。 最近和一些经销商朋友在聊天，他们都在抱怨一个问题，那就是平台上的一些冰淇淋品牌的价格非常低，甚至比经销商进货价都低。 于是有经销商灵机一动，抛出了一个问题，那就是为什么经销商不去平台进货呢？ 其实经销商去平台进货并不是新鲜事，早在饮料行业就有人这么干过，对于一些小批量的畅销产品，经销商是可以通过平台下单购买，在分给门店销售。 回到冰淇淋行业里，今年家批店老板在平台上下单的人也越来越多了。 为什么呢？ 因为平台价格香啊，比如我们熟悉的拼多多，就有很多便宜的冰淇淋，而今年的618，京东平台也明显加大了冰淇淋的优惠力度，例如满299立减10%，满 119减40，甚至还有7天保价，于是一些行业人开始选择从这些平台下单。 比如购买331元的冰淇淋，最后优惠下来只掏109元，这价格可能消费者还觉得力度不大，但对于经销商甚至是家批店的老板，这力度比厂家大促都要香。 | 金额明细 | | --- | | ¥12.12 x9 | | 商品总价 ¥331.20 | | 共减 -¥222.05 | | 以下优惠不包含红包,请在结算页查看 | | 促销 - ¥33.12 ~ ...

Group 1 - The core viewpoint highlights a significant surge in ice cream sales during the summer, with sales of snow mud/popsicles increasing by 167% and stick ice cream by 127%, indicating strong seasonal consumer enthusiasm and market resilience [1] - Companies need to focus on product strategies by developing low-sugar and low-fat ice creams, as well as innovative and creative products to meet the growing health consciousness among consumers [1] - In terms of regional strategies, businesses should enhance brand loyalty in mature markets while also capturing unique demands in high-growth areas by creating localized products and employing efficient distribution and targeted marketing to reach emerging consumers [1] Group 2 - The rise of home-made ice cream scenarios presents new opportunities for the market, with ice cream scoops and ice cream powder seeing over tenfold year-on-year growth, reflecting a new consumer trend towards personalized enjoyment [1] - Regulatory bodies are tasked with ensuring safety in the ice cream market, particularly during peak seasonal consumption, by monitoring potential issues such as microbial contamination and improper use of food additives [2] - There is a need for proactive regulatory measures in regions experiencing explosive sales growth to prevent the proliferation of counterfeit products and ensure consumer safety [2]