Edit | Sun Jing
Haagen-Dazs was squeezed out by milk tea.
Puxi Wanda is the most prosperous place in Quanzhou, Fujian, and one of the few 5A stores in Wanda system. In the peak season of ice cream sales, Haagen-Dazs of Puxi Wanda reduced its business area to only one third of its previous size.
This is not the worst result. "If this store is split in two, it is equivalent to giving it a chance. If you don't do it well, you will withdraw. " Wang Guoping, a veteran of commercial real estate, told Ai Finance.
Figure/vision china
"Haagen-Dazs, like Starbucks, generally cooperates with shopping malls in the form of deduction points. Haagen-Dazs sales have been falling, and there is no way to give the mall enough income. The shopping center will evaluate the brand and meet the expectations before it can continue to maintain this position. If you can't reach it, just return it and change to another brand. "Wang Guoping unveiled the mystery." Haagen-Dazs has to calculate, and if it fails to pay this premium, it will be cleared. "
Two-thirds of Haagen-Dazs stores are Xi tea. During the renovation of the enclosure, various pictures and news have been circulating in Weibo, and the latest date for this Haagen-Dazs store to be punched by consumers in Weibo is -20 14.
When did this young man stop loving Haagen-Dazs?
Abandoned by the shopping center, Haagen-Dazs lost the "Maicheng"
At one time, Haagen-Dazs and Starbucks were guests of shopping centers.
For example, the Haagen-Dazs store mentioned above was introduced by Wanda on 20 12. "At that time, the brand power was very high, and it belonged to Class A like Starbucks. But Haagen-Dazs has no rating. " Wang Guoping told AI Finance & Economics that when inviting a shopping mall, the brand will rate the shopping mall, such as recruiting a Starbucks, a supermarket chain and a restaurant. Every brand has a score. The total score of the shopping center is 100, reaching 80 points, and big brands will consider entering.
But in recent years, he found that shopping centers rarely use Haagen-Dazs as gimmicks, and this brand has become dispensable, and now there is basically no score. "Because it is not attractive to the market, following it cannot bring traffic and business."
Figure/Haagen-Dazs promotional video screenshot
This is not an alarmist. In the past two or three years, Haagen-Dazs has made little progress in new stores and it is difficult to maintain old ones. 20 19 Haagen-Dazs, located at 360 Guo Mao, the core business district of Zhengzhou City, has moved from the prime location facing the street on the first floor to the basement, and replaced it with the same tea.
From the perspective of commercial real estate investment, Haagen-Dazs belongs to the category of light drinks. In this category, shopping centers tend to look at new teas such as hi tea and snow tea when attracting investment. "After 80 s and 70 s, I know more about Haagen-Dazs. After 95, I really don't know much." Wang Guoping believes that Haagen-Dazs' own pricing is on the high side, and its products have not been greatly improved in recent years. But in recent years, many new brands have appeared in the market, with good products and low pricing.
From the pricing point of view, Haagen-Dazs is indeed an early proud appearance-single ball cup, 85g35 yuan, plus an ingredient and 5 yuan; Waffle cone, single ball 43 yuan.
Figure/Shao shooting
The nobility of ice cream is the first impression that Haagen-Dazs has given since 1996 entered China. When Haagen-Dazs entered China, it concentrated in the high-end business districts with the most expensive rents in Shanghai, Beijing and Guangzhou, and put a plasma TV in every store to match its high-quality positioning.
At that time, the leopard, known as the "most expensive cafeteria" in Beijing, one of the propaganda points was "Haagen-Dazs unlimited eating", which was definitely a luxury consumption in that year. Unfortunately, Leopard 20 17 closed down, and an unlimited amount of Haagen-Dazs became a memory of Beijingers.
Xiao Ye, a post-80s advertising practitioner, told AI Finance and Economics that Haagen-Dazs appeared as a classic case in college advertising class. When she first entered the workplace seven or eight years ago, Haagen-Dazs in her eyes still had a halo; But now, this brand has become "average" in her mouth.
Ms. Tang, a post-90 s media practitioner, remembers that when she was in junior high school, she and her mother often went to the ice cream wholesale store near the school to buy ice cream, such as the little pudding in 0.5 yuan, and the green mood of 1 yuan ... Mother and daughter would buy a big bag and eat it slowly at home. Once the bill was wrong, the boss charged 80 yuan, while a bag of cold drinks usually charged 30 yuan.
At home, the mother and daughter put the ice cream in the refrigerator one by one, and then found a small box of ice cream with a delicate red outer package.
Ms. Tang took the first bite. "It is a kind of green tea that has never been eaten, and it is rich in milk fragrance. It is completely different from the green artistic conception of 1 yuan, and the taste reveals a kind of extravagance. " Then she glanced at the box and found it was the legendary Haagen-Dazs. She shared this small box of ice cream with her mother, each with a spoonful, and vowed that she would never make a mistake again.
Expensive is the consistent label of Haagen-Dazs, and even comparing the prices of Haagen-Dazs at home and abroad has become an enduring hot spot on social media.
Sina VLOG blogger "Alas, Brother Chen" lives in Japan. He recently made a survey of Haagen-Dazs ice cream with 2 1 flavor in Japan. Fans come up and ask first, "Do you care about money?" "Oh, the way" replied smartly. "Not bad."
For the 2 1 product used by the above bloggers, a * * cost 4,478 yen, which is equivalent to about 296 yuan, that is, an average box or a 10 yuan, which is equivalent to one third of the domestic price.
According to the survey results released by the Japanese Ministry of Health, Labor and Welfare, the per capita monthly income of the country in 20 19 was about 322,700 yen, or about 20,000 yuan. Considering the income gap between the two countries, is this price not bad in Haagen-Dazs? It's entirely possible.
"Oh, Brother Chen" told AI Finance and Economics that in Japan, Haagen-Dazs is only slightly more expensive than Japanese ice cream, but the price difference will not be as outrageous as in China. "Haagen-Dazs is more than 200 yen, and a boxed Japanese ice cream 100 yen is not much different." In his view, Japanese consumers don't know much about Haagen-Dazs, and the Japanese also like their own domestic brands, and many Japanese ice creams are indeed more friendly than Haagen-Dazs in taste, price and novelty.
On the other hand, in China, young consumers are actually willing to pay for high-priced consumer goods among online celebrities. For example, 66 yuan's "Ecuadorian pink diamond" ice cream was launched in China, and 20,000 copies were sold on the day of 20 18. The average price of ordinary ice cream in China is13-one in 25 yuan, which is actually much higher than the price of mass ice cream, but it has sold170,000 in two years. As for this new type of tea, young people don't even mind waiting in line for half an hour outside the store for a drink.
But Haagen-Dazs, who lacks change, is not on the list of young people paying for punching in.
Noble brands are beyond their depth.
As a high-end brand, Haagen-Dazs was "shut out" by the shopping center for another reason-it was also sold in the freezer of the supermarket.
It turns out that Haagen-Dazs distributes goods widely in retail channels, and supermarkets and convenience stores can be seen everywhere. In Wang Guoping's view, "shopping centers can't use supermarket brands, so they will naturally be rejected, because it will make people feel that it is a higher-end place than supermarkets."
Figure/Haagen-Dazs promotional video screenshot
In China, Haagen-Dazs stores and retail channels are run by General Mills. General Mills is a world-class food company with more than 65,438+000 brands. Besides operating Haagen-Dazs, it also has Wan Chai Wharf in China. But in the United States, those cheap Haagen-Dazs are not produced by General Mills, but belong to Nestle.
Nestle is planning a mass route for Haagen-Dazs, but Haagen-Dazs, a subsidiary of General Mills, takes a high-end route and is defined as super-high-grade ice cream.
But no matter what route, as an old brand in the ice cream industry, Haagen-Dazs is a little at a loss today.
This, General Mills is also very clear. In the first quarter of fiscal year 2020, Jeff Harmening, CEO of General Mills, mentioned in response to an analyst's question that the sales of Haagen-Dazs in China declined because the number of customers in the store decreased. He believes that the key to business growth is to attract consumers to visit Haagen-Dazs stores.
In fact, Haagen-Dazs' dilemma is not only in stores, but also in retail channels. Ai Caijing learned from several mainstream convenience stores in Beijing that the category of ice cream has not been greatly affected by the epidemic this year, and the annual sales volume has not changed much, which means that once new brands enter, the freezer and market space will be more crowded.
This year, I recommended online celebrity products. Convenience stores mainly consider popularity and price when choosing goods. A convenience store practitioner said that from the final performance, Helu Xue and Zhong sold well. The former has many categories and rich price bands, while the latter has a large flow because it is an online celebrity brand.
As for Haagen-Dazs, the practitioner said that because it is relatively expensive, you can expect to bring sales, but it doesn't sell well.
Figure/Shao shooting
An intuitive response is the disappearance of the "small freezer". In Beijing, according to the business circle and purchase volume, some convenience stores have exclusive freezers of Haagen-Dazs, but in recent years, these freezers have been removed more and more.
"If there is another one in the store, it is that the rest has not been removed in time and will be removed soon." The above-mentioned convenience store people explained that convenience stores need to update their products in time, mainly considering three factors: product and brand tonality, gross profit margin and customer recognition. Haagen-Dazs acquiesced in the cooperation mode of small freezer before it sold well. Quitting now is a comprehensive consideration, and how to sell it is only one aspect.
The source also mentioned that in the early years, on the eve of Mid-Autumn Festival, Haagen-Dazs pre-sale moon cake coupons sold well, but convenience stores have not sold them for many years. "We sell 20% off and 10% off, and the online discount is lower, but we can't sell it online. They (Haagen-Dazs) have too many agents. "
Haagen-Dazs in the specialty store has a high price; But all kinds of coupons have been flying all over the internet. On Taobao, there are countless merchants selling Haagen-Dazs coupons. According to one of the merchants, Haagen-Dazs with a single ball cup only needs 24 yuan, which is equivalent to 30% off the original price; 50 yuan vouchers can be bought for 37.5 yuan.
A staff member engaged in prepaid card sales revealed, "Our family is a first-class agent of Haagen-Dazs. Ordinary vouchers can be discounted at 7.8%, and mooncake group purchases can be discounted at 30%. If it is greater than 1000 boxes, you can get a discount of 6.9%. "
According to the information provided by the above-mentioned people, among the prepaid cards of 26 companies represented by the company, most of the prepaid cards with partners such as JD.COM, Tmall, Starbucks, KFC, Pizza Hut and Wal-Mart have a discount of 9.6-9.9, Haagen-Dazs has the largest discount of 6.9-7.8, and Xicha has almost no discount of 9.9.
"Now most of the company's welfare purchases are JD.COM cards and Starbucks cards. Haagen-Dazs buys more in summer, but basically he can only eat ice cream, which is a bit single. " The staff member bluntly said that Haagen-Dazs is not very competitive.
Haagen-Dazs also wants to please young people.
The cold sales of Haagen-Dazs are not unique to China, but shocked the whole world.
According to the financial report data of General Mills in fiscal year 2020, as of May 3 1 day, Haagen-Dazs had more than 840 stores in 90 countries around the world, and the sales of super-high-grade ice cream dropped from $803 million in fiscal year 20 18 to $7180,000 in fiscal year 2020.
Figure/General Mill Financial Report
Nestle is also looking for a new way out for its Haagen-Dazs. According to the data of market research company Euromonitor, in 2065,438+00, Nestle's share in the American ice cream and frozen dessert market dropped to 65,438+05%, while this figure was still 65,438+09.3% in 2065,438+00.
At the end of last year, Nestle announced plans to sell its American ice cream business, including Haagen-Dazs, to Froneri, an ice cream company, with a transaction value of $4 billion. In Nestle's food empire, Haagen-Dazs became an outcast.
On 20 15, Haagen-Dazs opened the first coffee shop in the world at the entrance of Nanjing Road Pedestrian Street in Shanghai. The store is transformed from the original ice cream shop, mainly coffee, and ice cream products will only account for 20% to 30% of all goods in the store. These coffees with ice cream properties are regarded by Haagen-Dazs as the key to attract young consumers aged 20 to 30 in China market.
At that time, Haagen-Dazs brand executives told the media that the company hoped to change the image of Haagen-Dazs single dessert shop and ice cream shop through coffee strategy and become a "social space where everyone is willing to spend time".
Obviously, Haagen-Dazs is also moving closer to Starbucks' concept of "the third space". However, this coffee shop is only a flash in the pan. Haagen-Dazs has been in China for more than 24 years. At present, there are only over 290 stores. It entered Starbucks in China three years later than Haagen-Dazs and now has more than 4,200 stores. If Haagen-Dazs develops as expected, the pattern of domestic coffee market is estimated to be different.
In 20 17, Haagen-Dazs also made a great transformation, from aristocratic style to fashion. Its brand logo has changed from the original combination of black, white and gold to red, and the color looks more vivid. Although the color of local gold looks expensive and conforms to Haagen-Dazs' positioning, it is not popular with young people.
Figure/vision china (Dilraba attends Haagen-Dazs endorsement activities)
JenniferJorgensen, vice president and marketing director of Haagen-Dazs, said sincerely in an interview that "Haagen-Dazs brand no longer represents what consumers want, and we need to become more fashionable."
At the same time, the slogan has changed. Previously, "Love her and take her to eat Haagen-Dazs" was deeply rooted in the hearts of the people. However, with the awakening of women's self-awareness and the change of consumption concept, looking back at the previous commercials, the metaphor of the lens for women's body and the relationship between men and women always makes people feel uncomfortable.
Different from the previous propaganda strategy focusing on love, in 20 17, Haagen-Dazs slogan was upgraded to daily life Extraordinary, and its positioning was completely out of the dating scene and moved towards daily life. This summer, Haagen-Dazs put forward a new marketing proposition-don't hold it back.
Wang Wenjun, senior consultant of kotler Consulting Group, analyzed that from the change of advertising language, it can be seen that Haagen-Dazs' customer attribute has changed from the separation of buyers and users to consistency, from the couple economy to the single economy and her economy, and the values expressed are also changing. The consumption scene has changed from a luxury scene to a mass scene, and from a couple's private scene to a more inclusive social scene, such as rewarding yourself, girlfriends gathering, friends gathering and so on.
It can be seen that Haagen-Dazs is trying to please young people. But what is embarrassing is that these efforts are not as effective as the "younger generation".
This summer, brands such as Qifetian, Gu Ming, Xuncha and Ruixing all launched similar products-adding Haagen-Dazs ice cream balls to their tea products. For example, a 7-cent sweet carambola nectar, plus a whole ice cream ball with Haagen-Dazs honeydew flavor, requires 26 yuan, which is only more expensive than the standard carambola nectar in 4 yuan. On top of Ruixing's latte ice or mocha ice, you only need 9 yuan to add a Haagen-Dazs vanilla ball. Consumers are shouting a good deal while drinking, while letting others "plant grass" on social platforms.
Ai Caijing learned from one of the cooperative brands that Haagen-Dazs was chosen because it is a well-known brand. At the same time, Haagen-Dazs meatball series products have brought a net increase in summer drinks, supplementing the vacancy of high-priced products.
This cooperation can be understood as the cooperative brand purchasing raw materials from Haagen-Dazs and adding its own products. In this way, they can raise the price of goods, and consumers will try cheaper Haagen-Dazs. After flexible operation, sales, word of mouth and marketing are all in place.
From this dimension, Haagen-Dazs is still a good drainage tool, but what can Haagen-Dazs get from it?
20 19 General Mills sells the China business of Uno Yogurt to Tiantu Capital. In the subsequent conference call, Wall Street analysts asked, "What lessons has the company learned from the yogurt business so far?"
Now, I hope Haagen-Dazs will not make the same mistake again.