以下文章来源于斑马消费 ，作者徐霁 斑马消费 . 寻找泛消费领域的斑马企业 西贝预制菜的风波未平， 主打现制意式手工冰淇淋的高端品牌"野人先生"也被卷入了风口浪尖。 前不久有消费者晒照指出野人先生使用隔夜奶浆制作冰淇淋，和门店所宣传的"当天现做"不符。要知道，野人先生最便宜的冰淇淋产品都要 28 元 / 个，爆款 单品开心果冰淇淋的售价更是高达 38 元，横向对比 DQ 等品牌，平均价格翻倍有余。 在整体消费市场降级的趋势下，哈根达斯等高端品牌已然举步维艰， 售价高昂的野人先生凭什么逆流而上？当"现制"的滤镜破碎，未来又该何去何从？ 01 凭什么贵？ 在哈根达斯、钟薛高等高端冰淇淋品牌相继跌落神坛之际，最近一两年野人先生逆流而上，迅速攻占了全国各大城市核心商场的负 1 楼。 少有人知的是，野人先生早在 2011 年就已经创办， 2015 年正式发力传统意式冰淇淋赛道，彼时还叫"野人牧坊"。 野人先生初期的发展步伐并不快， 2018 年全国门店数也只有 50 家，且半数开在北京。 转折点发生在 2024 年。当年 4 月 品牌从"野人牧坊"更改为"野人先生"，在加盟商们的助推下，扩张速度进入快车道。 仅到 20 ...

以下文章来源于金角财经 ，作者温颖颖 金角财经 . 城市新中产读本，拆解经济事件背后的逻辑。 当新鲜与猎奇感褪去，野人先生能否避免步哈根达斯的后尘？ 文 ｜ 温颖颖 来源｜ 金角财经（ID：F-Jinjiao) 封面来源 ｜ 野人先生官网 罗永浩与贾国龙的一场骂战，掀起了全网对预制菜的讨伐。 起因是罗永浩在微博上质疑西贝使用预制菜，西贝创始人贾国龙迅速否认，并放话要起诉。但舆论的走向出乎意料——网友几乎一边倒站在罗永浩一 边，"西兰花保质期两年""冷冻鱼能放18个月"的爆料接连出现，把西贝推到风口浪尖。 西贝的麻烦还没有完全结束，其他类似的预制菜品牌相继被揪了出来。而更让人意外的是，一家原本与餐饮风马牛不相及的 高端冰淇淋品牌——野人先 生，也被推上了舆论的风口。 近日有消费者指出，野人先生使用隔夜奶浆制作冰淇淋，实际售卖的并非"现制"，而是从后厨直接取出冷冻产品售卖。据媒体实地调查的结果，这种牛奶浆 料包的 保质期长达半年。 野人先生之所以被推上风口浪尖，是因为卖点与西贝相似，宣称 "当天现做，拒绝隔夜"，以此支撑冰淇淋的高定价。 如果预制质疑坐实，无异于击穿消费 者信任。 野人先生小程序显示，冰淇淋售价为 ...

以下文章来源于金角财经 ，作者温颖颖 作者：温颖颖 来源：金角财经（ID: F-Jinjiao) 罗永浩与贾国龙的一场骂战，掀起了全网对预制菜的讨伐。 ---------------------------------- 起因是罗永浩在微博上质疑西贝使用预制菜，西贝创始人贾国龙迅速否认，并放话要起诉。但舆论 的走向出乎意料 ——网友几乎一边倒站在罗永浩一边，"西兰花保质期两年""冷冻鱼能放 18 个 月"的爆料接连出现，把西贝推到风口浪尖。 西贝的麻烦还没有完全结束，其他类似的预制菜品牌相继被揪了出来。而更让人意外的是，一家原 本与餐饮风马牛不相及的 高端冰淇淋品牌 — — 野人先生，也被推上了舆论的风口。 近日有消费者指出，野人先生使用隔夜奶浆制作冰淇淋，实际售卖的并非 "现制"，而是从后厨直 接取出冷冻产品售卖。据媒体实地调查的结果， 这种牛奶浆料包的 保质期长达半年。 金角财经 . 城市新中产读本，拆解经济事件背后的逻辑。 野人先生之所以被推上风口浪尖，是因为 卖点与西贝相似，宣称 "当天现做，拒绝隔夜"，以此支 撑冰淇淋的高定价 。 如果预制质疑坐实，无异于击穿消费者信任。 野人先生小程序显示，冰淇淋 ...

Core Insights - The high-end ice cream market is experiencing a significant shift, with brands like "Yeren Xiansheng" rapidly expanding while others like "Zhong Xue Gao" are facing decline [1][10] - "Yeren Xiansheng" has adopted a unique selling proposition of "made on the same day, no overnight storage," which has attracted a younger consumer base [4][7] - Despite its rapid growth, "Yeren Xiansheng" faces challenges including quality concerns and increasing competition in the high-end ice cream sector [1][11] Company Overview - "Yeren Xiansheng" was founded in 2011, initially focusing on fresh fruit ice cream, and entered the Italian gelato market in 2015 [2] - The company has shifted from a cautious expansion strategy to aggressive growth, opening over 160 stores in 2024 and more than 280 stores in the first half of 2025, bringing the total to over 900 stores nationwide [2][4] - The brand's positioning as a high-end product is reflected in its pricing, with single flavors priced between 28 to 38 yuan [4][5] Market Position - "Yeren Xiansheng" ranks third in the domestic ice cream market by store count, trailing only behind DQ and Bopi Ice [4] - The brand's rapid expansion is supported by a franchise model, with an average payback period of 12 months for franchisees due to a gross margin of over 60% [5] - The overall ice cream market in China is projected to reach 183.5 billion yuan in 2024, with Italian gelato growing at a 10% year-on-year rate [5] Challenges and Competition - The brand's claim of "made on the same day" has been questioned, with reports suggesting that pre-made frozen mixtures are used, which could undermine consumer trust [7][11] - The high-end ice cream market is under pressure, with competitors like "Zhong Xue Gao" facing bankruptcy and Häagen-Dazs struggling with declining sales [10][11] - "Yeren Xiansheng" must navigate a competitive landscape, with emerging brands like "Bopi Ice" also rapidly expanding, having opened over 1,150 stores by mid-2025 [14][16] Future Outlook - The company is considering an IPO, although the founder has stated that there are no immediate plans for listing, focusing instead on sustainable growth [6] - The market for Italian gelato is expected to grow, but "Yeren Xiansheng" must ensure that its product quality and pricing align with consumer expectations to maintain its competitive edge [12][16]

Core Insights - The Italian ice cream brand "Mr. Wildman" has rapidly expanded its store count from 400 to over 900 in just five months, marking the fastest growth in its 10-year history [1] - The brand has established a presence in 98 cities across China, with significant store counts in major cities like Beijing and Shanghai [1][2] - The market for Italian ice cream, or Gelato, is relatively underdeveloped compared to coffee and tea, presenting a unique opportunity for growth [2] Company Overview - "Mr. Wildman" was formerly known as "Wildman Workshop" and was founded by Cui Jianwei, who has a background in the ice cream industry since 2007 [2][4] - The brand's first store opened in 2015, focusing on shopping centers to leverage foot traffic [4] - The company has recently rebranded and expanded its franchise model, with half of its stores being franchises [5] Market Dynamics - The Italian ice cream segment has a high gross margin, typically over 70%, with some products exceeding 80% [4][6] - The ice cream market in China is projected to reach a size of 183.5 billion yuan by 2024, with Italian ice cream expected to grow at a rate of 10% [12] - Major competitors in the market, such as Häagen-Dazs and DQ, hold significant market shares, but smaller brands like "Mr. Wildman" have room to grow due to the fragmented nature of the market [5][12] Consumer Behavior - The average price for products at "Mr. Wildman" is around 28-38 yuan, with discounts available through platforms like Douyin [14] - The brand has engaged in extensive marketing campaigns on social media, achieving significant exposure and sales during promotional events [14] Operational Challenges - Scaling Italian ice cream production poses challenges due to the artisanal nature of the product, which typically requires manual preparation [10] - The brand claims to maintain consistency across locations through centralized control of equipment and training [10] - Seasonal fluctuations in demand, particularly in winter, may pose risks to sustainability despite the current growth trajectory [12][14]