DQ ice cream belongs to the mid-range grade, which mainly focuses on quality improvement and does not fall into price war, so its price and brand positioning are slightly lower than Haagen-Dazs ice cream. DQ is a chain brand focusing on ice cream products. It focuses on quality upgrading and product innovation, and sticks to its own brand positioning. CFB Group has adopted the design of national tide and local customs and cultural landmarks in DQ stores, and it is bringing forth new ideas every month, which makes DQ gradually become one of the leaders of the new national tide from a purely western brand. DQ's product innovation and the leading of global new product trends, such as Papa John's folded pizza and DQ's mixing bowl, flapping full, cup ice cream, etc., are all manifestations of its brand strength.