Core Viewpoint - Iceland has opened its first store in Asia-Pacific, named "Iceland Lab," in Beijing, which combines retail, e-commerce, and live streaming, marking a significant shift from traditional supermarket models [3][4][5]. Group 1: Store Concept and Operations - The Iceland Lab is a collaborative project involving the Iceland brand, Shoulu Group, and the Mentougou government, focusing on attracting investment rather than solely retail sales [4][12]. - The store features a limited selection of products, with only about 30% being Iceland's own products, while the rest comes from local partners, including traditional brands [5][33]. - The store operates under a unique model that prioritizes online sales and content creation over traditional in-store sales, with a focus on creating a lively atmosphere for live streaming [7][17]. Group 2: Market Strategy and Consumer Engagement - The store aims to change consumer perceptions of frozen food, positioning itself as a "global gourmet good base" rather than a traditional supermarket [24][30]. - The strategy includes leveraging live streaming to enhance customer engagement and drive online sales, with a significant portion of live streams conducted by influencers rather than the brand itself [20][21]. - The company plans to gradually introduce more local products and strengthen the Iceland brand as it establishes its presence in the Chinese market [33][34]. Group 3: Challenges and Future Plans - The company faces challenges in supply chain management and product localization, which are being addressed through partnerships and the establishment of local supply chains [34]. - Future expansion plans are cautious, focusing on opening stores in key regions rather than a widespread rollout, adapting product offerings to local tastes [35].