The history and culture of Haagen-Dazs
As an American ice cream brand, Haagen-Dazs was successfully developed by Reuben Mattus in 1921, and was named and launched in the Bronx, New York, in 1961. It has also established a chain of ice cream stores to sell its brand of ice cream in countries around the world, with more than 700 branches in 54 countries or regions. In addition, in terms of market share: the United States 6.1%, the United Kingdom 3.5%, France 1%, Japan 4.6%, Singapore 4%, and Hong Kong 5%. The products produced by Haagen-Dazs include ice cream, ice cream bars, sorbet and frozen cheese. In 1921, brand founder Ruben Mattes developed delicious ice cream, which was widely welcomed.
In 1961, Ruben Mattes officially named this ice cream "Haagen-Dazs" and officially launched it in the United States.
In 1976, the first Haagen-Dazs dessert house opened in the United States.
In 1983, Haagen-Dazs entered Singapore and Hong Kong.
In 1984, Haagen-Dazs entered the Japanese market.
In 1986, "Stick Bar Ice Cream Crispy Sticks" was launched, which was named Product of the Year by "Dairy Foods" magazine.
In 1987, Haagen-Dazs made its debut in Europe.
In 1992, Haagen-Dazs entered Italy, Taiwan and Iceland.
In 1996, Haagen-Dazs landed in mainland China, and the first ice cream dessert house in Shanghai opened, which became very popular.
In 1997, Haagen-Dazs landed in the Philippines and Brazil.
In 1998, Haagen-Dazs made its grand debut in Beijing, and its flagship store on Huaihai Road in Shanghai was a great success.
In 1999, Haagen-Dazs landed on the bank of West Lake in Hangzhou, and its second Beijing branch was in the International Trade Center.
In 2000, with the opening of the first branch in Guangzhou, Haagen-Dazs officially entered the South China market.
In 2001, Haagen-Dazs became a brand of General Mills in the United States.
In 2004, Haagen-Dazs expanded to Ningbo, Suzhou, Nanjing and other places; many new stores were opened in Shanghai, Guangzhou, and Beijing; there were more than 40 Haagen-Dazs stores in China, with a sweet flavor spread rapidly.
In 2005, Haagen-Dazs stores opened in Chengdu, Qingdao, and Changzhou, and have now spread to more than ten cities.
In 2006, the sweet scent of Haagen-Dazs spread rapidly and became popular in more than ten cities across the country, providing a new experience in fashionable life.
In 2007, the grand and creative global flagship store, occupying 4 floors, settled on the Champs Elysées in Paris. Kunming store opened.
In the romantic midsummer of 2008, Haagen-Dazs opened a new store in Dalian Centennial City. There are more than 70 stores across the country, inviting you to experience and enjoy a perfect life together.
On November 18, 2010, Haagen-Dazs opened its first store in Wuxi - Haagen-Dazs Wuxi Zhongshan Store, on the first floor of Jinjiang Hotel.
Today, Haagen-Dazs has become a symbol of high-end ice cream all over the world. Since Haagen-Dazs' first store in Greater China was established in Hong Kong in 1984, after 26 years of development, it now has more than 100 stores in mainland China, Taiwan and Hong Kong. In Greater China, 100% of all Haagen-Dazs ice cream products sold are imported from France.
It produces three flavors of ice cream, vanilla, chocolate and coffee, and mainly provides its products to some high-end restaurants and stores. Word of mouth spread, and the product was officially named "Haagen-Dazs" in 1961. It was created by Mattes based on the Nordic language. This is because he tasted what he thought was the best ice cream in Denmark when he was young, so he used this language to name the product.
Haagen-Dazs ice cream has many different flavors and is also called a "super brand" because its ice cream has a higher density, less air is mixed during production, and a higher milk content. Oil fat.
The name Haagen-Dazs is very European, but in fact it does not come from Europe. It is just composed of two compound words. It does not even have any branches in Northern Europe. Its founder is a European immigrant from Poland. The Haagen-Dazs brand is currently owned by General Mills. In the United States and Canada, the products are owned by Nestlé. Through unique marketing strategies, Haagen-Dazs has become a top ice cream brand in China. The taste of mooncake ice cream is deeply rooted in the hearts of the people - it has even become a symbol of life. Which petty bourgeoisie does not know its famous name. The high-end consumer class is of course its loyal customers; the middle and low-end consumers are also attracted by it, and they will also spend a lot of money once they have spare money. Haagen-Dazs has gained recognition and welcome from high-end consumers in the mature ice cream market, and its "luxury" marketing methods have become a classic case in the industry.
Today, it is a very popular brand not only in the United States but also around the world. No matter where you are, when you mention "Haagen-Dazs", people will think of extremely delicious and tempting ice cream. The same is true in China. It seems to be more like a symbol of high-quality life and taste.
Haagen-Dazs advocates a lifestyle of "enjoyment and perfection" and encourages people to pursue high-quality life enjoyment.
While serving ice cream, Häagen-Dazs pays great attention to creating an atmosphere that makes tasting Häagen-Dazs ice cream an unforgettable experience. This is also the "Haagen-Dazs moment". Its famous advertising slogan "If you love her, take her to Haagen-Dazs." can be said to be a household name.
Haagen-Dazs uses purely natural materials and does not contain any preservatives, artificial flavors, stabilizers and colors. The choice of skimmed milk perfectly combines deliciousness and health. The New York Times magazine once gave Haagen-Dazs the reputation of "the Rolls-Royce of ice cream."
The main production areas of Häagen-Dazs products are located in Woodbridge, New Jersey, USA (1971), Tulare, California (1985) and the town of Arras in northern France (1992). Products in the Far East are supplied by manufacturers in the United States, while companies based in Japan that cooperate with Suntory and Takanashi specialize in the Japanese market.
The brand has developed rapidly since entering the Chinese mainland market in 1996 and is now present in more than ten cities across the country.
Foundation Story
In the 1930s, ice cream became popular on the streets of New York, USA. The young Polish immigrant Ruben Matas had a good skill in making natural ice cream. Make ice cream in your own workshop and sell it. Because of his good craftsmanship and never cheating the market or selling fake products, he gradually gained some fame.
But within a few years, his sales stopped. Because at that time, in order to compete, some ice cream manufacturers began to add stabilizers and preservatives to extend the shelf life of the products. Those products can often win the favor of consumers with their appearance and taste caused by additives. Those production methods may seem like they require more procedures, but they actually reduce costs. The workers in Matas's workshop suggested that he follow the market and add additives to the ice cream. If additives are not added, it will be difficult to continue to compete in the market, but if additives are added, it means that his ice cream will no longer be "natural". Should he add it or not? He was troubled by this.
One day, Matas went to the store to buy something with some friends who were in the ice cream industry. The weather was very hot at that time, and there were a few poor children buying ice cream in front of the store. At this time, another well-dressed wealthy couple walked past the door. The man suggested: "Buy two portions of ice cream!" A look of approval appeared on the woman's face, but after looking at the poor children who were eating ice cream with relish, she immediately changed her mind and said He said "forget it" and moved on. Many people who saw this scene were very unhappy. Matas's friend said angrily: "How can there be such a person? The poor are eating, but she won't eat? Do you still want someone to produce a special product for you rich people?" Growing ice cream?" The speaker was unintentional, but the listener was interested. Matas immediately had an inspiration: The market lacks an ice cream that symbolizes nobility and fashion!
Matas returned to the workshop and told the workers: "On the current basis, we will continue to work hard to improve the accuracy and requirements of 'natural' at any cost, whether it is main ingredients or auxiliary materials, whether raw materials or Processing!"
"Boss, you can't do this, it means our costs will be higher!" The enthusiastic workers stopped us, "Ice cream is something that everyone can buy. It’s a bargain, it’s not worth spending such a high cost!”
“Yes. So, what is missing in this market is a kind of high-quality ice cream that not everyone can buy at will!” Tas said affirmatively.
Matas is determined to produce pure natural, high-quality ice cream with excellent flavor and seize the market space of "precious ice cream". Half a year later, he launched high-end ice cream in three flavors: vanilla, chocolate and coffee, which were mainly supplied to some high-end restaurants and high-end stores, and the sales were very good.
Soon after, Matas officially named his ice cream "Haagen-Dazs" and appeared on the market as a top luxury brand. The price of tens or even hundreds of dollars made ordinary people Ice cream suddenly pales in comparison. His target consumer group is young people at the top of the income pyramid who pay attention to life quality and pursue fashion. Although the high price of Haagen-Dazs limits the consumer group, it also attracts a large number of followers and supporters. In terms of publicity strategy, Matas also strives to create a "precious" image. Haagen-Dazs hardly does mass TV advertisements and only occasionally appears in some fashion magazines.
Today, Matas ice cream has opened stores all over the United States and even in many countries around the world, and Haagen-Dazs has become a global "prestige brand". Since Häagen-Dazs entered mainland China in the 1990s, it has opened 50 stores and more than 1,000 retail points.
Many years later, Matas’s friends in the same industry asked him how he came up with the idea of producing “Zhengui” ice cream. He replied: “It’s actually very simple. At that time, the woman refused to eat the same as the poor people. The expression on the ice cream is really disdainful, even despising.
But you only see contempt, but I see opportunities to create wealth! ”