Core Viewpoint - The article discusses the decline of Häagen-Dazs in the Chinese market, highlighting its struggles against cheaper ice cream brands and changing consumer preferences, leading to a significant reduction in store numbers and sales [1][3][19]. Group 1: Company Performance - Häagen-Dazs' net sales in China for the third quarter of fiscal year 2025 were reported at $138 million, reflecting a year-on-year decline of approximately 3.2% [3]. - The number of Häagen-Dazs stores in mainland China has halved from 557 in 2019 to only 263 currently, indicating a severe contraction in its physical presence [4]. - The CEO of General Mills acknowledged a double-digit percentage decline in store traffic for Häagen-Dazs in China [3]. Group 2: Market Dynamics - The rise of affordable ice cream brands has shifted consumer preferences, with many opting for lower-priced options, making it difficult for Häagen-Dazs to attract customers [6][29]. - Häagen-Dazs was once perceived as a luxury brand, but its image has deteriorated as consumers now view it as overpriced and outdated [22][29]. - The competitive landscape has intensified, with local brands like Zhong Xue Gao and others introducing innovative and cost-effective products that challenge Häagen-Dazs' market position [22][28]. Group 3: Consumer Sentiment - Consumers have become more price-sensitive, with many expressing disbelief at Häagen-Dazs' high prices compared to similar products available at much lower costs [21][30]. - The nostalgia associated with Häagen-Dazs has not translated into sustained consumer loyalty, as younger generations prioritize value and health in their purchasing decisions [19][30]. - The perception of Häagen-Dazs as a "high-end" product has been undermined by its recent controversies, including the use of inferior ingredients, further alienating its customer base [22][29].

Core Viewpoint - The once-popular "ice cream assassin" brands like Zhong Xue Gao and Haagen-Dazs have faced significant declines in 2025, with Zhong Xue Gao filing for bankruptcy and Haagen-Dazs reducing its store count, indicating a shift in consumer preferences towards more affordable options [1][15]. Group 1: Zhong Xue Gao's Rise and Fall - Zhong Xue Gao emerged in 2018 with a high-priced product, the "Ecuadorian Pink Diamond" ice cream, priced at 66 yuan, which created a sensation in the market and led to sales of 20,000 units in a single day [3]. - The brand's revenue exceeded 1 billion yuan in 2021, becoming a staple in live-streaming sales, but faced backlash over its high prices and accusations of false advertising [3][5]. - By 2025, Zhong Xue Gao was unable to pay its debts, leading to bankruptcy proceedings initiated by creditors, with the company facing 112 risk indicators and 67 legal cases [7]. Group 2: Haagen-Dazs and Market Trends - Haagen-Dazs, once a symbol of luxury in the ice cream market, has seen a significant reduction in its store count from 466 in January 2024 to 385 by June 2025, indicating a retreat from its premium positioning [15]. - The brand has started offering products at lower price points, such as 9.9 yuan coffee, to compete with more affordable options, reflecting a broader trend where consumers prefer value over luxury [15]. - The rise of budget ice cream brands and the resurgence of classic low-cost options have led to a decline in the market share of high-priced brands, as consumers prioritize affordability [16].