14年前创业那天，32岁的崔建维给了自己一个小小的仪式感——对外改名成"渐为"，寓意"渐渐有所作为"。 如今，由他创立的冰淇淋连锁"野人先生"崭露头角，甚至在最近常被与哈根达斯比较，一度还传出计划赴港IPO。虽然崔渐为否认了这个说法，但他确实 有为野人先生描绘一张可以分享的蓝图：成为冰淇淋界的星巴克。 2011年，崔渐为在北京一所高校内开出首店，最早名为"鲜果会"，主打鲜果冰淇淋，2015年开出第一家真正的gelato店"野人牧坊"，去年品牌升级时改名 为更顺口易记的"野人先生"。 崔渐为（建维） 语速不紧不慢、带山西口音的崔渐为，和星巴克创始人霍华德经历有些相似：自小家境清寒、辞掉高薪工作创业。他也想像霍华德那样，把"标准化+连 锁化"的咖啡扩张路径复制到gelato（意大利手工冰淇淋）这一品类上，让一门常见于意大利小店的生意长出规模化品牌。 近日，崔渐为与小食代进行了一次单独交流。我们来一起听听，在"雪糕刺客"被冷落的当下，这个客单价近30元的品牌是如何被打造出来的，如今身处何 方，以及将要如何"逆势而行"？ 创业 野人先生于2011年在北京开出首店，目前按门店数计算已跻身中国冰淇淋连锁前三。根据窄门餐眼 ...

【上海，中国】—— 2025年9月，国内新锐美妆品牌CODEMINT纨素之肤与国际冰淇淋品牌DQ正式达 成跨界合作，以「冰到发光·美式上头」为主题，基于"咖啡因"成分的功能共鸣与情绪协同，共同打造 沉浸式品牌联名体验。联名于9月19日正式上线后，迅速引爆线下消费热潮。以上海武康大楼DQ主题店 为核心据点，延伸至全国5个省份18家DQ限时快闪店，吸引大量消费者排队打卡，多地出现长队盛况。 部分门店联名产品上线当日即告售罄，市场反响远超预期。 *CODEMINT纨素之肤xDQ「冰到发光·美式上头」主题联名 此次合作不仅是美妆与食品行业的一次创新碰撞，更是在消费复苏背景下，以"成分共鸣×场景共创×情 绪共振"为核心策略，对Z世代消费需求的深度回应与品牌价值的共同重塑。 CODEMINT纨素之肤自创立以来，始终坚持以"纯净成分、精简护肤"为品牌理念，强调真实功效与情 感触达的双轮驱动。其明星产品"冰美式面膜"凭借咖啡因、玻色因与芋螺肽等多重高活性成分的复配体 系——尤其是高纯度咖啡因所带来的即时紧致与焕活效果，精准切入当代年轻人"熬夜肌"痛点，提供即 时消肿、紧致和焕亮的一站式解决方案，成为社交媒体中热议的护肤必备单 ...

以下文章来源于雪豹财经社 ，作者雪豹财经社 雪豹财经社 . 一个明亮的商业世界 一家冰淇淋公司的14年供应链长征 Fast Reading 作者 | 瀚 星 编辑 | 高珮莙 野人先生的总部，藏身于北京市丰台区一栋老旧的办公楼里。简单甚至略显简陋的装修，很难将它与 售价30元的中高端意式冰淇淋Gelato联系在一起。 公司最大的一间会议室也是创始人崔渐为的办公室，他与另外两位联合创始人平日里围坐在一张1平 方米左右的桌子上办公。 会议室的另一端是一张长桌，墙上挂着一幅巨大的表格，记录着野人先生所有北京自营门店过去一年 销售额的走势，绝大部分数字都是两到三位数的同比增幅，它们被划分成了"特野、一野、二野……" "运营门店就像打仗一样。"崔渐为说。 ■ 成立前13年，野人先生只开了100家店，但今年前8个月就开出了600多家店。这不是战略转 变，而是"蓄谋已久"的增长计划。 ■ 新茶饮为现制冰淇淋行业铺就了一条增长之路，野人先生的成长是一场消费习惯的迁徙。 ■ 开拓赛道的人不一定是收割果实的人，但野人先生仍然希望自己是行业开拓者，就像星巴克 之于咖啡，喜茶之于新茶饮。 这张表格已经很久没有更新了，随着门店数的快速 ...

Ice Cream Industry Performance - The ice cream industry has experienced significant growth, with Mengniu's ice cream business revenue increasing by 15.04% year-on-year to 3.879 billion yuan in the first half of the year [1] - Yili's cold drink revenue saw a remarkable growth of 37.96%, reaching 4.124 billion yuan during the same period [1] Dream Ice Cream Company Strategy - Dream Ice Cream, spun off from Unilever, reported double-digit sales growth in China for the first half of the year, holding approximately 11% market share, ranking second in the market [2] - The CEO emphasized a high-end product strategy in China, focusing on regional operations and increasing investment in e-commerce channels to compete with strong local players like Yili and Mengniu [2][3] Market Significance and Expansion Plans - The Chinese market is strategically important for Dream Ice Cream, as success in this competitive landscape could lead to success in other markets globally [3] - Dream Ice Cream plans to act as a "disruptor" in the high-end market, promoting its premium product lines and leveraging digital differentiation [3] - The company is also looking to acquire local businesses and expand its footprint by identifying successful innovative products for global scaling [3] Financial Projections - Dream Ice Cream projected a revenue of 7.9 billion euros (approximately 66.6 billion yuan) for 2024, with an adjusted EBITDA of 1.3 billion euros (approximately 11 billion yuan) and a global retail market share of about 21% [3]

Core Viewpoint - The article discusses the rising popularity of Gelato in the ice cream market, particularly in urban areas, and questions whether brands like Gelato can sustain their growth amidst increasing competition and changing consumer preferences [2][4][12]. Market Trends - Gelato, an Italian-style ice cream, is gaining traction in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen, with a notable increase in the number of artisanal Gelato shops [4][6]. - The consumer trend is shifting towards premium products, with Gelato brands like "野人先生" (Mr. Wild) rapidly expanding their store count, reportedly reaching around 850 locations, with over 1000 signed contracts [6][12]. Consumer Behavior - Consumers are increasingly price-sensitive, often waiting for discounts before purchasing Gelato, indicating that high prices may limit frequency of purchase [6][10]. - The perception of Gelato as a luxury item is challenged by the availability of cheaper alternatives through community group buying platforms, where well-known brands like Haagen-Dazs are also offering significant discounts [10][12]. Competitive Landscape - The ice cream market is seeing a return to normalcy, with consumers less inclined to impulsively purchase high-priced items, leading to a decline in foot traffic for premium brands [12][13]. - Brands that offer a balance of quality and price are becoming more favored, with the 5 to 8 yuan price range emerging as the mainstream segment [12][13]. Ingredient Transparency - There is a growing consumer focus on ingredient safety, with many scrutinizing the components of ice cream products, leading to a demand for clearer ingredient labeling [15][17]. - The upcoming national standard GB/T 31114-2024 will enforce stricter regulations on ice cream ingredients, potentially reshaping the market by promoting transparency and quality [18][20]. Future Outlook - The seasonal nature of ice cream sales poses challenges, as the industry may experience a slowdown post-summer, raising questions about the sustainability of premium Gelato brands during off-peak seasons [20][21]. - The ability of brands like "野人先生" to maintain consumer interest and foot traffic in the fall and winter months will be critical for their long-term success [20].

Core Insights - The rise of Gelato in the ice cream market is notable, with brands like 野人先生 (Mr. Wildman) gaining popularity in urban core business districts, while traditional brands like Häagen-Dazs are entering discount zones [1][2][8] - The ice cream market is shifting towards more affordable options, with community group buying platforms offering significant discounts, impacting the sales of premium brands [9][11] - Consumer preferences are evolving, with a focus on ingredient transparency and health considerations, leading to a decline in impulse purchases of high-priced ice creams [13][14] Brand Performance - 野人先生 has rapidly expanded its store count, reportedly reaching around 850 locations, competing closely with established brands like DQ and 波比艾斯 (Bobby Ice) [5][11] - The brand's promotional strategies, such as buy-one-get-one-free offers, are attracting consumers, although there are concerns about the sustainability of such high pricing in the long term [5][11] - The market is seeing a trend where premium brands like Häagen-Dazs are experiencing a decline in foot traffic, with a reported double-digit percentage drop in customer visits [11][12] Market Trends - The ice cream market is returning to normalcy, with a focus on value and quality rather than excessive marketing, as consumers prioritize cost-effectiveness [11][12] - The introduction of new national standards for ice cream quality in 2026 is expected to enhance ingredient transparency and consumer trust [16] - The competitive landscape is shifting, with mid-range and low-cost ice creams gaining popularity, while high-end brands face challenges in maintaining their market share [12][14] Consumer Behavior - Consumers are increasingly scrutinizing the ingredients in ice cream products, leading to a demand for healthier options and clearer labeling [13][14] - The perception of ice cream as a social currency is diminishing, with consumers focusing more on the product's cooling function rather than its status [11][12] - Seasonal fluctuations in ice cream sales are expected, with brands needing to adapt to maintain consumer interest during off-peak seasons [19]

Core Insights - The Chinese ice cream market is projected to reach a scale of 183.5 billion yuan in 2024, with an expected growth to 233.4 billion yuan by 2030, indicating a stable growth trajectory and significant untapped potential [1] - The industry is witnessing a trend towards increased concentration, necessitating traditional companies to accelerate digital transformation and innovation, while new brands should focus on differentiated positioning and niche demands [1] Market Growth and Consumer Behavior - Since 2017, per capita ice cream consumption in China has been steadily increasing, reaching 3.3 kg in 2024, although it still lags behind the global average of approximately 4.8 kg [2] - The market size of the ice cream industry has consistently grown, with a forecast to surpass 200 billion yuan by 2027, driven by rising demand for leisure foods, product innovation, and improved purchasing channels [3] Regional Characteristics and Consumer Preferences - As of May 2025, there are 41,203 existing ice cream-related enterprises in China, predominantly located in East China (7,401), South China (6,646), Northeast (6,298), and Southwest (6,248), reflecting regional consumer characteristics and historical factors [3] - Over 60% of consumers prioritize reasonable pricing and brand recognition when purchasing ice cream, while 40% are influenced by attractive packaging and flavor [4] Sales Channels and Market Trends - Ice cream sales are heavily concentrated in offline channels, accounting for approximately 74.6%, with traditional supermarkets (43.1%) and convenience stores (37.3%) being the dominant sales venues [5] - The industry is evolving from a "traditional summer beverage" to a "leisure food + healthy snack" composite track, driven by deep iterations in consumer demand for health, personalization, and situational consumption [5]

Core Viewpoint - The Chinese ice cream market is increasingly characterized by innovative and multi-layered products, with brands striving to enhance consumer experience through diverse flavors and textures [16][19][60]. Group 1: Product Innovations - New products such as the seven-layer ice cream from Unilever's "可爱多" and the six-layer "巧乐兹" from Yili showcase the trend of adding more layers and ingredients to ice cream [8][9][28]. - The "醇巧筒" from Unilever's "梦龙" features a rich chocolate flavor and a unique cone design, indicating a shift towards more sophisticated offerings [22]. - Domestic brands like 德华 are also capitalizing on this trend, with products that combine various flavors and textures, such as the "烤瓜子雪糕" [27]. Group 2: Consumer Trends - The "心" consumer group, particularly those born between 1995 and 2007, prioritize emotional satisfaction and diverse sensory experiences in their purchases [50][51]. - The demand for rich, multi-layered ice cream has surged, with the flow heart ice cream experiencing a 333% growth in 2022 [52]. - Social media plays a significant role in promoting ice cream products, with visually appealing designs driving consumer interest and repeat purchases [54][57]. Group 3: Industry Dynamics - The ice cream industry is undergoing significant advancements in production techniques, leading to innovative product designs and flavors [58]. - Increased competition among brands is pushing for higher quality and better value, benefiting consumers through improved product offerings [60]. - The ice cream category is evolving beyond seasonal consumption, becoming a staple in social settings and everyday life, as evidenced by sales during traditionally off-peak seasons [68][69].

Core Insights - The article discusses the decline of Häagen-Dazs, a once-premium ice cream brand, which is now struggling to survive by selling low-priced coffee at 9.9 yuan [1] Group 1 - Häagen-Dazs was previously known for selling high-end ice cream at prices around several dozen yuan per unit [1] - The brand's current strategy involves offering low-priced coffee as a means to attract customers and generate revenue [1] - The article raises questions about the reasons behind Häagen-Dazs' fall from industry leader to a struggling brand [1]

Core Viewpoint - Mengniu Dairy's ice cream business has achieved positive growth in the first half of 2025, driven by healthy inventory levels, effective marketing strategies, and strong sales of new products [1][10]. Product Performance - In the first half of 2025, Mengniu launched 20 new ice cream products, focusing on health, premium quality, and personalization, which led to a 2.7 percentage point increase in the sales proportion of new products compared to the previous year [3][10]. - Key products such as "Sui Bian Zhuan," "Green Mood Double Skin Milk," and "Green Mood Black Sesame" have become bestsellers, significantly boosting sales and brand reputation [4][10]. Market Trends - The domestic ice cream market has faced challenges in 2025, including decreased sales per store and overall industry stagnation due to consumer confidence issues and market saturation [4][10]. - Despite these challenges, Mengniu's strong R&D capabilities and market insights have allowed it to outperform competitors and maintain a leading position in the market [4][10]. Marketing Strategies - Mengniu has effectively targeted the Z generation, positioning ice cream as a year-round snack rather than just a summer treat, which aligns with changing consumer preferences [13]. - Innovative marketing campaigns, such as collaborations with popular events and interactive experiences, have successfully engaged younger consumers and enhanced brand visibility [12][14]. Channel Development - The company has strengthened its sales channels, focusing on traditional, modern, and new retail avenues, resulting in significant growth in sales, particularly in fresh e-commerce and instant retail [14][16]. - The implementation of a differentiated strategy for various cities and the enhancement of marketing capabilities are expected to further drive growth in the second half of 2025 [16].