Haagen-Dazs's “Golden-Dazs” is world-famous. The price of hundreds of dollars makes the ordinary ice cream self-defeating, and it also enjoys the reputation of “Rolls-Royce in ice cream”. After more than 40 years of hard work, Haagen-Dazs has opened more than 700 specialty stores and tens of thousands of retail outlets in 55 countries around the world, from the west to the east, from blue eyes to yellow skin, which spans geography and ethnicity. The restrictions have become the common language for those who pursue an elegant and fashionable life. In the hearts of many people, Haagen-Dazs is not selling ice cream, but a dream of life!

Insight into the market, Haagen-Dazs became popular

In 1961, Haagen-Dazs was born in Bronx, New York, and its founder was Reubeno Mattus. In 1921, the Polish immigrant Matas began selling home-made ice cream and fruit ice on the Bronx Street in New York, and gradually gained some fame in the local area.

In the 1950s, the competition in the American ice cream market became more and more fierce. Matas, in his 40s, was keenly aware that the low-priced ice cream market has matured, and small-scale ice cream production is unlikely to have a big impact. In addition, due to the development of refrigeration technology, many manufacturers have added more air, stabilizers and preservatives to the ice cream to extend the shelf life of the product and reduce the cost, so that the quality of the ice cream is not as good as before. Therefore, Matas decided to produce ice cream products with natural, high quality and excellent flavor, and seize the market space of high quality ice cream. He launched three flavors of high-end ice cream: vanilla, chocolate and coffee, mainly for some high-end restaurants and shops. In 1961, the product was officially named "Haagen-Dazs".

Matas's high-priced business strategy is undoubtedly risky, but he has achieved great success. After the listing of Haagen-Dazs, it quickly became popular and brought an ice cream revolution around the world. In the following decades, Haagen-Dazs has never changed its brand image, but its brand image has never changed. Matas’s unique business vision and its subsequent image of “Guigui” brand Maintenance, so that Haagen-Dazs still stands alone in the ranks of ice cream, becoming a symbol of quality life and taste. The American magazine Time has given Haagen-Dazs the reputation of "Rolls Royce in Ice Cream."

Perfect, Haagen-Dazs interprets "矜贵"

Just like many high-quality luxury brands, Haagen-Dazs is taking the business path of “high and low”, and it must highlight its own brand personality. At the beginning of the creation of Haagen-Dazs, Matas clearly shouted his declaration “to make better ice cream”. In the subsequent development process, whether it is making materials, pricing products, or setting up stores. Haagen-Dazs is perfect, reflecting the eagerness of the "great" quality, making the Haagen-Dazs ice cream an unforgettable experience.

In the production of the product, Matas abandoned the practice of ignoring the appearance at the time and neglecting the taste. The cost was strictly selected and 100% natural raw materials were strictly selected. In order to ensure the proud quality, Haagen-Dazs is constantly looking for the world's better raw materials, does not contain any preservatives, artificial flavors, stability and pigmentation, add more fresh cream to the ice cream, and strive to reduce the air content of the ice cream . The use of skimmed milk, fresh cream, sucrose and rigorously certified fresh egg yolks is the secret of Haagen-Dazs's taste, as Haagen-Dazs claims: every Haagen-Dazs ice cream is more than average ice cream. The scent is soft and smooth, and after the tasting, I feel the scent of the cheeks. To date, Haagen-Dazs has continued this fine tradition. Haagen-Dazs, which sells all over the world, uses 100% natural raw materials, and each production process has strict quality inspection guarantees.

In terms of product pricing, Haagen-Dazs is different from Helu Snow and Nestle. It is a high-priced route. The target consumer group is a young man who is at the top of the income pyramid and pays attention to the quality of life and pursues fashion. The price of Haagen-Dazs ice cream makes ordinary people "depreciate the price", a "dream angel" 78 yuan, an ice cream ball 25 yuan, a theme ice cream is more than 100 yuan.

However, the high price of Haagen-Dazs still attracts a large number of believers, and advocates have regarded Haagen-Dazs as a symbol of high-quality life.

In the establishment of the store, in 1976, Ruben Matas's daughter, Doris Mattus, opened a former Haagen-Dazs store in the United States, and its elegant design was a huge success. Haagen-Dazs stores have sprung up around the world. In order to maintain its "extraordinary" image, Haagen-Dazs will never set up in a noisy supermarket or grocery store with cheap ice cream. Its specialty stores are located in fashionable and fashionable sections, designed by designers, sometimes The investment in a flagship store in Haagen-Dazs will exceed millions of dollars. With a quiet corner, warm music and soft lighting, Haagen-Dazs surrounds every patron with a warm, relaxed, stylish and romantic atmosphere, allowing customers to experience the elegant "Haagen-Dazs moment" while tasting ice cream. ". Today, Haagen-Dazs has more than 700 specialty stores in 55 countries around the world, with annual sales of more than $1 billion (about 8.28 billion yuan).

In terms of publicity strategy, in order to maintain its "extraordinary" image, Haagen-Dazs barely does TV advertising for a large audience. Its advertisements occasionally appear in some fashion magazines, most of which are visually appealing print ads. . Of course, Haagen-Dazs valued the effect of "word of mouth", so "come in one, grab one; grab one, consolidate one; consolidate one, develop a batch." Consumers’ passionate word-of-mouth communication It became the killer of Haagen-Dazs. In addition, the dazzling theme of Haagen-Dazs's exquisite menu may be more tempting than advertising, when you face menus such as "Crisp and Crisp", "Aegean Sea Boat Dream", "Heart Love" When you are famous for the wonderful novelty of ice cream such as "Yi", "Dream Angel", "Love Black Forest", "Dream Flying", how can you surrender without drooling? Haagen-Dazs also has a unique propaganda strategy, which is to put the product on the love label, a slogan "Love me, please let me eat Haagen-Dazs", let Haagen-Dazs like sending roses. Haagen-Dazs has become a romantic love token of "small capital men and women", which has led many couples to derive sweet and beautiful delusions. Haagen-Dazs also launched a "couple ice cream" on Valentine's Day, making a couple photo for free, and the romantic promotion means that couples will never forget.

The pursuit of “good quality” quality makes Haagen-Dazs a spokesperson for “noble fashion lifestyle”.

A trip to China, Haagen-Dazs blends into the oriental complex

In 1996, Haagen-Dazs entered China and opened a Chinese pre-store in Nanjing Road, Shanghai. Later, Haagen-Dazs debuted in more than ten cities including Beijing, Guangzhou, Hangzhou, Shenzhen and Qingdao. There are 50 specialty stores in mainland China, with more than 1,000 retail outlets.

Haagen-Dazs is a foreign brand. When many people are enthusiastic about imported goods such as Christmas and Valentine's Day, Haagen-Dazs has integrated its western romantic style into the traditional oriental complex and firmly grasped the Chinese consumers. heart.

On the occasion of 2000 millennium, Haagen-Dazs launched a unique "Winter Collection" series for Chinese consumers, including Haagen-Dazs ice cream hot pot, 3 winter selection dishes and dedicated to the new millennium The "Millennium" ice cream cake. In particular, Haagen-Dazs ice cream hot pot combines Western ice cream with traditional Chinese hot pot to bring a wonderful new experience to Chinese consumers.

Haagen-Dazs is deeply acquainted with the Chinese tea-making method, and specially incorporates the Japanese oriental matcha that belongs to the East into the ice cream, so that you can experience a different kind of ice cream sweetness in the rich tea fragrance. The “Matcha” ice cream launched by Haagen-Dazs in April 2001 includes “Matcha Hand Roll” and “Tea Story”. The Matcha Hand Roll combines the scented Matcha Ice Cream into the milkshake, while the “Tea Story” blends with the milk. , condensed milk and honey red beans. Haagen-Dazs blended oriental tea culture into Western ice cream and set off a green storm.

Before the Mid-Autumn Festival in 2001, Haagen-Dazs launched a unique "moon cake ice cream".

In the beautifully designed mooncake gift box, four different flavors of “moon cake ice cream” are colorful, including mooncake ice cream stuffed with mango sorbet, chocolate skin, and mooncake ice cream made up of strawberry and mango... When you celebrate the moon in the Mid-Autumn Festival and taste the smooth, radiant and sleek "moon cake ice cream", how can you not feel deeply that Haagen-Dazs "everything is worthy of recollection"?
Today, Haagen-Dazs has become a world-famous brand. No matter where it is, as long as it mentions Haagen-Dazs, people will arouse the warmth, sweetness and fashion. In the hearts of consumers, Haageda It is not ice cream, but a dream of a better life!