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]