I advise you not to join us. This will be a huge expense. Haagen-Dazs, once praised as "Rolls Royce" in ice cream by American Time magazine, is the choice of many fashionistas. Haagen-Dazs 1989 started in Europe, and it was 5- 10 times more expensive than ordinary ice cream. It quickly occupied the market through the leisure shop model and became the top ice cream brand. It has been eight years since Haagen-Dazs landed in China. 1996, after the first Haagen-Dazs opened in Nanjing Road, Shanghai, it opened chain stores in Beijing, Guangzhou and Hangzhou. Joining requirements: Haagen-Dazs refused to join outsiders. Specialty: "earl grey Banquet", "Tea Black Tea" and "Scented Tea". It is said that Haagen-Dazs is made of pure natural raw materials. When it first entered China, it claimed that all its products were flown in from the United States, attracting China consumers with a global and unified taste. The price of Haagen-Dazs is not cheap either. Generally, ice cream balls are around 30 yuan/serving. Some specialty products, such as "Matcha", cost 48-68 yuan/serving, take-away consumption is generally 40-60 yuan/person, and restaurant consumption is 60-80 yuan/person on average. Legend of the leader: Compared with other ice cream foods, Haagen-Dazs has a much smaller consumer group. It is understood that "Haagen-Dazs hardly does TV advertisements", and most of the advertisements are print advertisements, which are released in specific media and targeted at consumers at the top of the pyramid. Moreover, consumers can become their members by filling out a small form as long as they have accumulated spending in 500 yuan, and will send direct mail advertisements to these members regularly. Haagen-Dazs uses the method of "mercury spilling over the land" to open retail stores in high-end cafes, five-star hotels, cinemas and other places. The requirements for flagship stores are quite high. At the time of site selection, Haagen-Dazs will specially invite professional real estate agents who are familiar with the local lifestyle to choose the site, and all stores will be renovated at no expense. With dark red as the keynote, the storefront retains the European style, which looks exquisite, compact and elegant, in order to create a relaxed and leisurely atmosphere with a strong petty bourgeoisie atmosphere, with the aim of attracting young people with spending power.

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