Group 1: Event Overview - The "Breaking Waves: Eurasia - Consumer and Market Insights Seminar" hosted by NielsenIQ (NIQ) focused on market trends in Europe and the Asia-Pacific region, discussing consumer behavior insights, market entry strategies, and brand internationalization strategies to aid companies in overseas expansion [1] - The seminar attracted nearly 100 senior executives from Chinese enterprises and included representatives from the Ministry of Commerce, the China Chamber of Commerce for Import and Export of Foodstuffs, and the Investment Promotion Service Center of Chaoyang District, Beijing [1] Group 2: Market Insights - NIQ's data indicated a 2.9% growth in global fast-moving consumer goods (FMCG) sales as of March 2025, with Europe accounting for 36% and Asia-Pacific for 17% of the global market [2] - The European market is characterized by increased price sensitivity among consumers and a growing demand for sustainable and health-oriented products, with significant growth potential in Eastern Europe and expansion opportunities in Western Europe [2][3] Group 3: Brand Strategies - Chinese brands are gaining a foothold in the technology and durable goods sectors by offering competitively priced and high-performance products, particularly in smart home ecosystems [3] - NIQ emphasized the need for brands to adapt to local cultures and innovate to capture consumer mindshare when entering international markets, particularly targeting the X generation through omnichannel marketing and personalized experiences [4] Group 4: Internationalization of Chinese Brands - Successful case studies of Chinese brands include Huaxizi, which achieved premium positioning through cultural elements, and Bawang Tea, which met European consumer needs through functional innovation [5] - NIQ highlighted the importance of transitioning from product advantages to model advantages for Chinese brands, focusing on supply chain optimization and localized operations for rapid market expansion [5] Group 5: Future Trends and Opportunities - NIQ's latest market monitoring data revealed that emerging consumer trends and digital transformation are driving the global FMCG market's expansion, with cross-border e-commerce channels growing at an annual rate of 28% [6] - NIQ aims to support Chinese brands in accurately understanding different market dynamics and building global competitiveness, facilitating the transition from "Made in China" to "Global Brand" [6]

21世纪经济报道记者贺泓源、实习生谭伊亭 报道 哈根达斯的中国业务可能也要被卖掉了。 2025年6月11日，据媒体报道称，通用磨坊正考虑出售在中国的哈根达斯冰淇淋门店。 总部位于明尼苏达州的通用磨坊正与顾问就潜在的资产处置事宜合作。知情人士表示，这项流程可能在 2025年启动。通用磨坊可能寻求以数亿美元的价格出售这些资产。知情人士补充称，"目前谈判尚处于 初期阶段，通用磨坊可能决定不出售。" 对此，通用磨坊中国对外回应称，"不予置评"。 需要注意的是，主打高端市场的哈根达斯在华早已风光不再。 在近期举行的德意志银行全球消费品论坛上，通用磨坊首席执行官Jeff Harmening表示，哈根达斯在华 门店客流量双位数下滑。 此前的业绩会上，Jeff Harmening亦表态，哈根达斯客流量在华持续双位数下 滑。 背后有着多重原因。 国内掀起的性价比浪潮是重要因素。窄门餐眼数据显示，哈根达斯在华门店客单价达到58.36元。作为 对比，一只基础款蜜雪冰城冰淇淋价格仅为2元/支，圣代之类也在10元内。21世纪经济报道记者在蜜雪 冰城郑州旗舰店发现，游客们排着队购买蜜雪冰城特殊口味冰淇淋，这与哈根达斯客流下滑形成鲜明对 ...