In addition to having excellent product forces
There is also the ability to continuously innovate and strain
Can you imagine this is the Haagen-Dazs who is known as “cold drink bed Rolls Rolls”?
Recently, Haagen-Dazas affiliates General Mill Trade (Shanghai) Co., Ltd. (hereinafter referred to as “General Mill”) announced a administrative punishment: Hagendas part of the product is made of skin, non-claimed chocolate skin . The Shanghai Pudong New Area Market Supervision Administration is ordered to stop Haagen-Das to release illegal advertisements and fined 10,000 yuan for it.
Soon, topic # Haagen-Dazs uses generations can be accommodated, pretended to be punished # 冲 热 搜, many users feel unexpected: “So expensive can’t guarantee quality …”
Since the 1996 in China, Haagen-Dazs has brought high-end aura with imports. Especially this saying “Love her, please go to the Haagen-Dazs” slogan, successfully capture countless 80 couples.
However, the time flows, the net red ice cream that is constantly emerging in the market is slowly eating the territory of Haagen-Daz; and more favored milk tea shops are also challenge the social space of Haagen-Dazs.
What happened to Haagen-Daz? Where did the high-end aura?
In false publicity
Recently, Haagen-Dazs affiliated company generally adds a new administrative penalty. Punish information shows that July 20, 2020, General Mill is available in its Tmall online store “Haagen-Dazs flagship store” to provide “2020 Mid-Autumn Festival Hurdaster Orange Heart Orange] Pre-sale Service, and release ordering web advertising (July 26, 2020, the page is closed).
In the advertisement, the pre-sale coupon includes “Oolong Tea Bai Moon Cake” “Jasmine Strawberry Mooncake” “Miracera Moon Cake” 3 Products Outer skin ingredients express as “Oolong Tea Chocolate Skin” “Jasmine Green Tea Chocolate Subject” “Pie Tea Chocolate “. However, according to product ingredients, raw materials and raw materials inspection reports show that the outer skin of the above product is made of white-enabled brown chocolate crispy, not a chocolate skin declared by its web page.
In response to the above situation, Shanghai Pudong New Area Market Supervision Bureau has administered administrative punishment to General Mill on 13 August 2021, including ordered it to stop issuing illegal advertisements, and fined 10,000 yuan.
What is the difference between the chocolate mentioned above and the login?
According to the relevant provisions of “Food Safety National Standard Chocolate, Generate Cable Chocolate” (GB 9678.2-2014), chocolate refers to cocoa products (cocoa butter, cocoa block or can be cocoa / chocolate paste, cocoa, can Powder) and / or white sugar are the main raw materials, add or do not add dairy products, food additives, and maintain solid-state or semi-solid states under normal temperature by a particular process.
It is that the cocoa butter refers to the main raw material of white granulated sugar, which is added or not added, and the dairy and food additive is added, and the solid state or semi-solid state is maintained at normal temperature by a particular process, and has chocolate. Food for flavors and traits.
According to my country’s standards, the volume of the cocoa in chocolate must not exceed 5%, more than this number, it is necessary to indicate “a canable brown chocolate” on the package.
China News Weekly enrollment shopping platform query found that in the same baking ingredient store, 500 grams of cankekin prices were 24 yuan, while the pure cocoa butter prices of equivalent specifications were 59 yuan, and they were more than doubled.
In response to this punishment, China News Week has repeatedly calling the official call of Haagen-Daz Pu company, but as of the pressing phone is still not connected.
Zhu Zhu, president of the original General Mill, in 2017, revealed in a activity held in Tianchao Investment, Haagen-Dazs moon cake sales is the third place, but the profit is the highest, the average net profit margin exceeds 60 %.
This year, Haagen-Dazs also launched the moon cake ice cream, but the relevant product expression has been revised as “wrapped jasmine tea chocolate flavor” “wrapped with a dark chocolate flavor flavor of tonsils”.
High-end positioning no matter
The reason why the event triggered netizens, and the final analysis was still because of Haagen-Dazs.
Haagen-Dazs originally a US ice cream brand, belonging to the General Mill Company. In 2002, the Nestlé acquired Haagen-Dazs all registered trademark rights in the United States, and the current Haagen-Dazsmen store currently in China is still managed and operated by General Mill.
It is different from Nestlé in the United States to operate Haagen-Dazs. Haagen-Dazs has always been a high-end route in China, known as “Rolls Royce in Ice Cream”.
In 1996, Haagen-Dazs opened in Shanghai in Shanghai. At that time, there were only hundreds of dollars in China, and the average price of ice cream was only 5 cents, and Hagagedas had to do tens of dollars. In addition, the slogan of Star-rated hotels, as well as “love her asking her to eat Haagen-Dazs”, further strengthening its tall people.
In the domestic market, Haagen-Dazs 85g single ball cup ice cream price is 35 yuan, and if you use the Warrch Cup, it is 43 yuan. In the retail channel, a box of 81g strawberry ice cream is 39 yuan.
Haagen-Dazs recently launched new moon cakes called “high price”. This kind of ice cream rookie gift box named “Luofu Yun” has a price of up to 1188 yuan, a box of 8, an average of 148 yuan per moon cake.
After playing high-end images, Haagen-Dazs is going to go into business super, convenience stores, catering, e-commerce and other channels. A buffet restaurant for a fire in Beijing, a big feature is that Haagen-Dazs is unlimited, just eat.
According to the McKinsey Research Institute data, from 2006 to 2015, Haagen-Dazas has increased by 23% in China.
However, in recent years, Haagen-Dazs has not been better in China. According to the General Mill Financial News, the company’s high-end ice cream business revenue fell to $ 813 million in fiscal year, US $ 718 million.
Haagen-Dazs has also repeatedly passed the newspaper news. According to the winner data, from the first half of 2019 to 2021, the number of Haagen-Dazshuan stores is as high as 26, which is located in mass and mid-range shopping centers up to 65.38%. In Wangfujing APM, Haagen-Dazs, which was previously located on the first floor, has been moved to a negative layer. In 2017, Haagen-Dazs was replaced by a coffee shop in the gold position of the entrance of Beijing Kyde Mall, Beijing.
The person in charge of a large shopping mall said Haagen-Dazs is no longer the first choice for quality shopping malls. He analyzed that Haagen-Dazs made two cores, the reason may be two, one is that the rent cost is too high, the business situation cannot be burdened, and the second is that the company’s drainage ability is not good, the business is more frequent.
So, do you have any administration?
Encountering new brand collective encirclement
“If the business model itself is analyzed, the traffic of the Haagen-Dazs offline is actually a normal phenomenon.” Hejian consults senior chain expert Wen Zhihong.
In his opinion, Haagen-Dazs’ store is mainly located in the shopping center, and these annual retailer flows are severe, so inevitably affect Haagen-Dazs. China’s entity commercial passenger research report shows that the 2020 National Mall has a total passenger flow of 25.9 billion, compared to 41.5 billion in 2019, a reduction of 37.6%.
On the other hand, as Haagen-Dazs has entered a convenience store, Shangchao, e-commerce and other channels, consumers want to buy Haagen-Dazs no longer need to go to the store to buy, so they will also deliver Hage to a certain extent. Das’ s customers.
Zhu Dan, a food industry analyst, said that in recent years, domestic cold drinks and dessert market competition has continued to intensify, and it has also caused great pressure to Haagen-Dazs.
China News Weekly visited, in the refrigerator of the convenience store, Haagen-Dazs is being caught by many red ice creams.
In 2019, Double Eleven, Zhong Xue Gao defeated Haagen-Dazs, and won the Tmall Ice Clices sales champion. According to statistics of star map data, During 2019, the sales of Haagen-Dazs in ice cream is only 6%, far below the 15% of Zhong Xue Cake, 14.8% of the road snow, medium 11.8% of the street 1946, ranking sixth.
In the shopping mall, Haagen-Dazmen shop will also be divided by the sweet shop of freshness and full of desserts, and even the main social space is also challenged by the brand of tea, Naixue and other brands.
Haagen-Dazas is also actively exploring transformation, signed Dili hotbat, Liu Yuran, etc. Try to pull yourself back to your young consumers.
According to the General Mill Financial News, the high-end ice cream business in the 2021 fiscal year has improved, rebounded to $ 820 billion, but the growth rate is not as follows.
In Zhu Danpo’s view, Haagen-Dazs will have an earlier in the Chinese market, and it is also relatively mature in the channel layout, but it is not obvious in product innovation. “Ice cream is no longer limited to summer, but becomes daily snacks, with more diverted consumer scene. I want to stand out in this competition, the brand has the ability to have a hard product, there are constant innovation and strain “
With Zhong Xuegao as an example, the brand found new growth opportunities in the gap of mature products, and stepped on the national high-end ice cream track, thus became famous.
The total editor of “China Ice Cream” magazine, I wish Bao Wei once said that the development of ice cream is rapid, the market is competitive, does not understand innovation, catering to this market, the business will finally be eliminated by the market.
Source: China News Weekly