<p>通用磨坊正在效仿星巴克和汉堡王，将其在中国大陆的哈根达斯门店出售给由本地连锁宁记柠檬茶领导的投资者集团，分析师认为这是在中国快速变化的竞争环境中，主动重塑外资商业模式的举措。该交易预计将提升盈利能力。上海领先研究院的分析师王硕表示：“受本土品牌崛起的推动，中国的消费市场竞争更加激烈，行业变化速度快于全球平均水平。传统跨国公司的管理结构已无法跟上当地市场动态。” 位于明尼阿波利斯的通用磨坊周一表示，已与包括宁记在内的投资者财团签署了最终协议，宁记是一家在中国拥有超过 3000 家签约门店的初创柠檬茶连锁店。根据声明，买方将获得在冰淇淋店和礼品系列中使用哈根达斯品牌的独家许可，而通用磨坊将保留并运营哈根达斯在大陆的零售和餐饮服务业务。该交易预计将在年底前完成，需经过监管审批和其他惯例条件，财务细节未披露。广州独立食品和饮料分析师朱丹鹏表示：“哈根达斯在中国运营多年，早期市场收益丰厚，但在宏观经济不确定性导致消费者信心、消费能力和消费意愿减弱的情况下，面临中等质量、高价格的困境。” 根据国内餐饮分析公司 Canyan Data 的数据，哈根达斯目前在大陆运营近 200 家门店，远低于 2019 年的峰值。根据 Euromonitor International 的数据，去年哈根达斯在大陆的餐饮交易价值中排名第三，落后于本土品牌 Yeah Gelato 和美国品牌 Dairy Queen。Canyan Data 表示，Yeah Gelato 是一家新兴品牌，销售每份约 4 美元的意大利冰淇淋，提供米饭和开心果等创新口味，并在全国运营约 1300 家门店。王硕表示：“哈根达斯的重资产、直营门店模式在商场租金和人工成本上升的情况下几乎没有容错空间。其客流量已连续多个季度出现两位数的同比下降。” 他补充说，宁记的数字化特许经营管理系统将大型跨国公司的决策周期从一个月缩短到几天。王硕表示，凭借其门店扩展效率和合作伙伴框架，宁记预计将帮助哈根达斯简化运营，并在高流量、年轻人聚集的社交场所重新定位门店。哈根达斯于 1996 年在上海开设了第一家大陆门店，定位为高端冰淇淋品牌。大多数产品定价在 40 元（约 5.90 美元）以上，有些甚至超过 100 元。通用磨坊表示，该交易与其 “加速战略” 一致，进一步聚焦于具有最强盈利潜力的品牌和渠道。声明称，自 2018 财年以来，该公司已显著重塑其增长组合，通过收购和剥离转移了近三分之一的净销售基础。宁记未立即回应置评请求。该柠檬茶连锁店于 2021 年在湖南省长沙开设了第一家门店，并通过特许经营迅速扩张。2024 年，该公司启动了全球化战略，转向区域覆盖。“受年轻一代人口红利的驱动，中国的冰淇淋市场仍然具有强大的潜力，” 朱丹鹏表示。“尽管国内高端冰淇淋市场依然存在，但哈根达斯未能跟上创新的步伐。持续的创新和升级对市场成功至关重要。”</p>

通用磨坊

<p>通用磨坊已签署一项最终协议，将其在中国大陆的哈根达斯冰淇淋店出售给由宁记柠檬茶领导的投资者集团。此举旨在在激烈的本地竞争和消费者偏好变化的背景下，振兴这一陷入困境的品牌。虽然通用磨坊仍保留零售业务，但宁记将负责店铺许可，利用其数字特许经营系统来简化运营并提高盈利能力。该交易预计将在年底前完成</p>

<p>General Mills is following in the footsteps of Starbucks and Burger King by offloading its mainland China Haagen-Dazs stores to an investor group led by local chain Ningji Lemon Tea, in a move analysts see as a proactive revamp of foreign business models amid China’s fast-evolving competitive landscape. The deal is expected to boost profitability. “Fuelled by the rise of home-grown brands, China’s consumer market features fiercer competition and faster industry shifts than the global average,” said Wang Shuo, analyst at Shanghai-based LeadLeo Research Institute. “Legacy multinational management structures can no longer keep pace with local market dynamics.” Minneapolis-based General Mills said on Monday that it had signed a definitive agreement with an investor consortium including Ningji, a start-up lemon tea chain in China with more than 3,000 signed stores nationwide. The buyer would receive an exclusive licence to use the Haagen-Dazs brand in ice cream stores and gifting lines, while General Mills would retain and operate the Haagen-Dazs retail and food service operations on the mainland, according to the statement. The deal was expected to close by year-end, subject to regulatory approvals and other customary conditions, with financial details undisclosed, the statement said. “Having long operated in China and harvested early market gains, Haagen-Dazs now struggles with its mid-quality, high-price formula amid weaker consumer confidence, spending power and appetite driven by macroeconomic uncertainties,” said Zhu Danpeng, an independent food and beverage analyst in Guangzhou, southern Guangdong province. Haagen-Dazs currently operated nearly 200 stores on the mainland, less than half its 2019 peak, according to domestic catering analytics firm Canyan Data. It ranked third among ice cream brands operating on the mainland by food service transaction value last year, trailing domestic brand Yeah Gelato and US brand Dairy Queen, according to Euromonitor International. Yeah Gelato, an emerging player selling Italian gelato priced at about US$4 per serving, offered innovative flavours like rice and pistachio and operated some 1,300 stores nationwide, Canyan Data said. “Haagen-Dazs’ asset-heavy, direct-operated store model leaves little margin for error amid rising mall rents and labour costs,” Wang said. “Its foot traffic has posted double-digit year-on-year declines for many quarters.” He added that Ningji’s digital franchise management system shortened major multinationals’ month-long decision cycles down to days. With its store roll-out efficiency and partner framework, Ningji was expected to help Haagen-Dazs streamline operations and reposition stores in high-traffic, young-focused social settings, Wang said. Haagen-Dazs opened its first mainland China store in Shanghai in 1996, positioning itself as a high-end ice cream brand. Most products are priced above 40 yuan (US$5.90), with some exceeding 100 yuan. General Mills said the deal aligned with its “accelerate strategy,” sharpening focus on brands and channels with the strongest profit potential. The company had significantly reshaped its portfolio for growth since fiscal 2018, turning over nearly one-third of its net sales base through acquisitions and divestitures, the statement said. Ningji did not immediately respond to a request for comment. The lemon tea chain opened its first shop in Changsha, Hunan province in 2021, expanding rapidly through franchising. In 2024, the company launched its globalisation strategy, shifting from regional coverage. “Driven by younger-generation demographic dividends, China’s ice cream market retains strong potential,” Zhu said. “While the domestic high-end ice cream market still exists, Haagen-Dazs has failed to keep pace with innovation. Continuous innovation and upgrading is essential for market success.”</p>
<div class="lb-trans"><p>通用磨坊正在效仿星巴克和汉堡王，将其在中国大陆的哈根达斯门店出售给由本地连锁宁记柠檬茶领导的投资者集团，分析师认为这是在中国快速变化的竞争环境中，主动重塑外资商业模式的举措。该交易预计将提升盈利能力。上海领先研究院的分析师王硕表示：“受本土品牌崛起的推动，中国的消费市场竞争更加激烈，行业变化速度快于全球平均水平。传统跨国公司的管理结构已无法跟上当地市场动态。” 位于明尼阿波利斯的通用磨坊周一表示，已与包括宁记在内的投资者财团签署了最终协议，宁记是一家在中国拥有超过 3000 家签约门店的初创柠檬茶连锁店。根据声明，买方将获得在冰淇淋店和礼品系列中使用哈根达斯品牌的独家许可，而通用磨坊将保留并运营哈根达斯在大陆的零售和餐饮服务业务。该交易预计将在年底前完成，需经过监管审批和其他惯例条件，财务细节未披露。广州独立食品和饮料分析师朱丹鹏表示：“哈根达斯在中国运营多年，早期市场收益丰厚，但在宏观经济不确定性导致消费者信心、消费能力和消费意愿减弱的情况下，面临中等质量、高价格的困境。” 根据国内餐饮分析公司 Canyan Data 的数据，哈根达斯目前在大陆运营近 200 家门店，远低于 2019 年的峰值。根据 Euromonitor International 的数据，去年哈根达斯在大陆的餐饮交易价值中排名第三，落后于本土品牌 Yeah Gelato 和美国品牌 Dairy Queen。Canyan Data 表示，Yeah Gelato 是一家新兴品牌，销售每份约 4 美元的意大利冰淇淋，提供米饭和开心果等创新口味，并在全国运营约 1300 家门店。王硕表示：“哈根达斯的重资产、直营门店模式在商场租金和人工成本上升的情况下几乎没有容错空间。其客流量已连续多个季度出现两位数的同比下降。” 他补充说，宁记的数字化特许经营管理系统将大型跨国公司的决策周期从一个月缩短到几天。王硕表示，凭借其门店扩展效率和合作伙伴框架，宁记预计将帮助哈根达斯简化运营，并在高流量、年轻人聚集的社交场所重新定位门店。哈根达斯于 1996 年在上海开设了第一家大陆门店，定位为高端冰淇淋品牌。大多数产品定价在 40 元（约 5.90 美元）以上，有些甚至超过 100 元。通用磨坊表示，该交易与其 “加速战略” 一致，进一步聚焦于具有最强盈利潜力的品牌和渠道。声明称，自 2018 财年以来，该公司已显著重塑其增长组合，通过收购和剥离转移了近三分之一的净销售基础。宁记未立即回应置评请求。该柠檬茶连锁店于 2021 年在湖南省长沙开设了第一家门店，并通过特许经营迅速扩张。2024 年，该公司启动了全球化战略，转向区域覆盖。“受年轻一代人口红利的驱动，中国的冰淇淋市场仍然具有强大的潜力，” 朱丹鹏表示。“尽管国内高端冰淇淋市场依然存在，但哈根达斯未能跟上创新的步伐。持续的创新和升级对市场成功至关重要。”</p>
</div>

重磅消息：柠檬茶连锁店将重振哈根达斯在中国市场的低迷业务