Core Viewpoint - The company "野人先生" (Mr. Wildman) has successfully navigated the challenges faced by high-end frozen dessert brands in China, achieving significant growth through innovative products and a franchise model, while maintaining a high gross margin of 60% [2][15][17]. Company Performance - 野人先生 has experienced a steep growth curve in recent years, contrasting with the decline of other high-end brands like Häagen-Dazs, which the founder attributes to a lack of innovation and local adaptation [2][3]. - The company has expanded its store count significantly, reaching 1,000 locations by August 2025, surpassing Häagen-Dazs [9]. Market Trends - The traditional Italian ice cream market in China is growing, with a projected market size of over 120 billion yuan in 2024, reflecting a 10% year-on-year increase, which is higher than the overall ice cream market growth of 5.2% [8]. - Consumer preferences are shifting towards products with a high quality-to-price ratio, leading to a decline in demand for overpriced, low-differentiation products [3][10]. Pricing Strategy - 野人先生's ice cream products are priced between 28-38 yuan, which is considered high but relatively lower compared to competitors like Venchi and Dal Cuore [10][13]. - The company employs promotional strategies, such as a "buy one get one free" offer after 9 PM, to attract a broader consumer base while reinforcing its brand image of fresh, made-to-order products [10]. Competitive Landscape - The company faces pressure from new entrants in the tea beverage market, which are beginning to offer Italian ice cream products, potentially threatening 野人先生's market share [16][18]. - Despite its current success, the company must build a robust competitive advantage to withstand seasonal fluctuations in demand and increasing competition [18]. Financial Metrics - 野人先生 maintains a gross margin of approximately 60%, which is significantly higher than competitors in the tea beverage sector, indicating strong profitability [15][17].