With the “impersonation” chocolate of cocoa butter, isn’t Hagens Dazs rummaging over?
In addition to having strong product power
There is also the ability to continue innovation and strain
Can you imagine what Hagens Das, who is known as the “cold drink industry” by cheap cocoa and cocoa butter?
Recently, the Hogen -Dazs Associated Company GM Trading (Shanghai) Co., Ltd. (hereinafter referred to as “General Mask”) announced an administrative penalty: some products of Hagens Dazs were made by Album Cycotic, and the chocolate leather claimed by it was Essence The Market Supervision and Administration Bureau of Shanghai Pudong New Area ordered Hagens Dazs to stop issuing illegal advertisements and fined a fine of 10,000 yuan.
Soon, the topic #hagen Das was punished with a chocolate with a cocoa butter, and many netizens felt puzzled: “So expensive still cannot guarantee the quality …”
Since entering China in 1996, Hagens Dazz has his own high -end aura with his imported identity. Especially the slogan “I love her if you love her”, successfully captured countless 80 couples.
However, the flow of time and the continuous emergence of Internet celebrity ice creams in the market are slowly eating the territory of Hagens Dazs; and the more popular milk tea shops are also challenging the social space of Haagen -Dazs.
What’s wrong with Hagens Dazs? Where did the former high -end halo go?
False propaganda rollover
Recently, a new administrative penalty was added to the general abrasive of the Hagens Dazs affiliated company. The punishment information shows that on July 20, 2020, GM provided the “2020 Mid -Autumn Festival Hagen Dazdas Orange Mid -Autumn Festival Mid -Autumn Festival Mid -Autumn Festival Mid -Autumn Festival Mooncake Coupon Reservation Delivery” at its Tmall online store “Hagen -Dazs flagship store” Services, and publish ordering web advertisements (the event ended on July 26, 2020, the webpage was closed).
In the advertisement, the “oolong tea white peach moon cake -shaped ice cream” “” oolong tea white peach moon cake “” Jasmine strawberry moon cake ice cream “,” matcha moon cake -shaped ice cream “three products are expressed as” oolong tea chocolate skin “,” jasmine green tea chocolate ” Outer skin. However, according to the product ingredients, raw materials and raw materials inspection reports, the outer skin of the above products is made of white cocoa cocoa chocolate crispy, not the chocolate skin claimed by its webpage.
In response to the above situation, the Market Supervision Bureau of Shanghai Pudong New Area was administrative punishment on August 13, 2021, including ordering it to stop issuing illegal advertisements and fined 10,000 yuan.
What is the difference between the chocolate mentioned above and the cocoa butter?
According to the relevant provisions in the “Food Safety Standard Chocolate, Album Cocoa Chocolate and its products” (GB 9678.2-2014), chocolate refers to Powder) and (or) white sugar are the main raw materials, adding or not adding dairy products, food additives, and foods made of solid or semi -solid state at room temperature at a specific process.
And cocoa butter refers to the use of white sugar, album fat, etc. as the main raw materials, adding or not adding cocoa products, dairy products and food additives. It is made by specific processes to maintain solid or semi -solid state at room temperature and has chocolates and chocolate forces. Foods of flavors and traits.
According to our country’s standards, the content of album fat in chocolate must not exceed 5%. If this number exceeds this number, it is necessary to indicate the “cocoa fat chocolate” on the packaging.
China News Weekly logged in to a shopping platform inquiry and found that in the same baking ingredient store, 500 grams of album cocoa butter is 24 yuan, while the price of pure cocoa buttons of the same specifications is 59 yuan, which is more than doubled.
In response to the punishment incident, China News Weekly has called the official mills of the Hagen -Dazs parent company, but as of the pass, the passage has not been connected.
Zhu Xi, the former president of the Greater China Greater China, revealed in a event held by Tiantu Investment in 2017 that the sales of Hagens Dazs moon cakes are the third place in the country, but the profit is the highest. %.
This year, Hagens Das also launched moon cake ice cream, but related product expressions have been modified to “outer jasmine tea chocolate flavor outer skin”, “black chocolate crispy skin containing tonsil broken” and so on.
High -end positioning does not work
The reason why the incident attracted the attention of netizens was in the final analysis because of Hagens Dazs’s “expensive”.
Haagen -Dazha was originally a US ice cream brand and belongs to the GMM. In 2002, Hamnom acquired all the registered trademark rights in the United States, and the current Hagens Das store in China is still managed and operated by General Mask.
What is different from Nestlé’s use of fast -moving consumer goods in the United States to operate Haagen -Dazs, Hagens Das has always followed high -end routes in China, known as “Rolls -Royce in ice cream”.
In 1996, Hagens Das opened its first specialty store in Shanghai in Shanghai. At that time, the per capita salary in China was only hundreds of yuan, and the average price of ice cream was only 5 cents. It cost tens of yuan to eat Hagens Das once. In addition, the exquisite decoration like a star hotel, and the slogan “I invite her to eat Hagens Dazs”, which further strengthened her tall person.
In the domestic market, the price of Hagen Das 85G single -ball cup is 35 yuan, and if the Waste Cup is used, it is 43 yuan. In retail channels, a box of 81g strawberry ice cream is 39 yuan.
The new moon cakes recently launched by Hagens Das can be called “sky -high”. This ice cream moon cake gift box called “Lu Purou” is priced at 1188 yuan, 8 boxes, an average of 148 yuan per month.
After playing a high -end image, Hagens Dazz has taken advantage of the channels such as Chao Chao, convenience stores, catering, e -commerce and other channels. The big feature of the buffet restaurant in Beijing, a very popular feature is that Hagens Dazs is unlimited and eats it casually.
According to data from the McKinsey Research Institute, from 2006 to 2015, Hagens Das’ sales in China increased by 23%per year.
However, in recent years, Hagens Dazs has been unhappy in China. According to GM’s financial report data, the company’s high -end ice cream business revenue fell from US $ 813 million in fiscal 2019 to $ 718 million in fiscal 2020.
Haagen -Dazs also repeatedly reported the news of closing shops. According to Winshang big data, from the beginning of 2019 to the first half of 2021, the number of Hagagastus stores is as high as 26, of which 65.38%of the popularization and mid -range shopping malls are as high as 65.38%. In Wangfujing APM, Hagens Das, who was previously located on the first floor, had been moved to a negative floor many years ago. In 2017, the golden location of Hagens Dazs at the first floor of the Mall at Wangjing Kaine, Beijing, was also replaced by a coffee shop.
The person in charge of a large shopping mall said that Hagens Dazs is no longer the first choice for high -quality location in high -quality malls. He analyzed that Haagen -Dazs allowed the core shop. There may be two reasons. One is that the cost of rent is too high, and the business operation of the enterprise cannot be afforded.
So, is Hagens Daz’s high -end people used?
Encountered emerging brand collective encirclement
“If the business model itself analyzes, the decline in the offline traffic of Hagens Das is actually normal.” Said Wen Zhihong, a senior chain expert in Jun Consulting.
In his opinion, Hagens Das’ stores are mainly located in the shopping mall, and the decline in physical retail traffic in the past few years, so it will inevitably affect Hagens Das. China’s physical business passenger flow research report shows that the total passenger flow of the national shopping center in 2020 was 25.9 billion, a decrease of 37.6%compared to 41.5 billion in 2019.
On the other hand, as Hagagen -Dazs has entered convenience stores, supermarkets, e -commerce and other channels, consumers if they want to buy Haagen -Dazs no longer to buy them, they will also divert Hagen to a certain extent Das’s customers.
Zhu Danpeng, a food industry analyst, said that in recent years, the competition in the domestic cold drink and dessert market has continued to intensify, which has also caused tremendous pressure on Hagens Dazs.
China News Weekly found that in the freezing of convenience stores, Hagens Dazs was being surrounded by many Internet celebrity ice cream.
In the Double Eleven of 2019, Zhong Xue Gao defeated Hagens Das in one fell swoop and won the Tmall ice category sales champion. According to statistics from Star Maps, during the 618 period of 2019, Hagens Das’ sales in the category of ice cream accounted for only 6%, which was far lower than 15%of Zhong Xue Cake, 14.8%of Lu Xue, and Zhongzhong. 11.8%of the street 1946, ranking sixth.
In the mall, Hagens Das stores will also be divided by dessert shops such as fresh taro and Manchi desserts, and even its main social space will encounter challenges from Xixue and Naixue.
Haagen -Dazs is also actively exploring and transforming, from signed traffic stars such as Dili Reba, Liu Haoran, to opening a flash shop with LINE FRIENDS; from replacing non -changing slogans to adjusting store decoration styles, all of them, all of them, all of which I was trying to pull myself back to the young consumers.
According to GM’s financial report data, the high -end ice cream business of the company’s company in 2021 has improved to $ 820 million, but the growth rate is less than before 2015.
In Zhu Danpeng’s view, Haagen -Dazs entered the Chinese market earlier and has mature channel layout, but it is not obvious in terms of product innovation. “Ice cream is no longer limited to summer, but becomes daily snacks, and has more consumer scenes. In addition to strong product power in this competition “,”
Taking Zhong Xue Gao as an example, the brand finds new growth opportunities through innovation in the gap of mature categories, and has entered the track dividend of domestic high -end ice cream, thus becoming famous.
Zhu Baowei, editor -in -chief of “China Ice Cream” magazine, said that now that ice cream companies are developing rapidly, market competition is fierce, and they do not understand innovation. Enterprises that cater to this market will eventually fall behind, and they will be eliminated by the market.
Source: China News Weekly