Core Insights - Domestic brands are rapidly rising and may redefine the ice cream market landscape [1] - The ice cream market is experiencing intense competition, with local players thriving while international giants face challenges [1][8] Company Overview - The ice cream brand "Bobby Ice" has surpassed 1,150 stores across 27 provinces and over 150 cities as of July 24 [1][3] - Bobby Ice's rapid expansion includes adding over 650 stores in the past year and a half, which is 1.3 times the total number of stores opened in the previous 13 years [3] Product Innovation - Bobby Ice's unique selling point is the use of freshly baked waffles as a base for ice cream, enhancing the product's appeal [3] - The brand offers around 30 SKUs, including ice cream desserts, waffle series, sundae ice creams, and more, with prices starting from 10 to 16 yuan [4][5] - The introduction of customizable toppings has increased product personalization and average transaction value [4] Market Trends - The overall ice cream market is projected to grow, with an estimated 44,000 ice cream stores nationwide by May 2025, reflecting an 18.97% increase from the end of 2022 [8] - New Chinese-style ice cream brands are emerging, offering affordable options compared to traditional high-end Italian Gelato [10] Competitive Landscape - Established brands like "Mr. Wildman" and "Zhongyaotang" are also expanding rapidly, with Mr. Wildman opening over 160 stores in 2024 alone [10] - Traditional brands like Häagen-Dazs are struggling, with reports of store closures and a significant reduction in total store count [12][14] - The market is witnessing a shift as some brands, such as Moutai Ice Cream, are retracting from the market after initial success [14]