Haagen Dazs: It's Not Ice Cream, It's A Dream.

Haagen Dazs (Haagen-Dazs) is "world-famous", the world famous, hundreds of millions of price to make ordinary ice cream ashamed, and let it enjoy the "ice cream Rolls-Royce" reputation.

After more than 40 years of hardships and hardships, Haagen Dazs has opened more than 700 stores and tens of thousands of retail outlets in 55 countries. From west to East, from blue eyes to yellow skin, Haagen Dazs has crossed the geographical and ethnic restrictions, and has become the common language in pursuit of elegant and fashionable lifestyle.

In many people's mind, Haagen Dazs sells not ice cream, but dreams of life.

Insight

In 1961, Haagen Dazs was born in Bronx, New York (Bronx). Its founder is Reuben.

Mattus (ReubenoMattus).

In 1921, Mattus, an immigrant in Poland, began selling homemade ice cream and fruit ice on Bronx street in New York, and gradually gained some fame there.

In 1950s, the ice cream market in the United States became more and more competitive. Mattus, more than 40 years old, was acutely aware that the ice cream market was becoming more and more mature.

In addition, due to the development of refrigeration technology, many manufacturers have added more air, stabilizer and preservative in ice cream to extend the shelf life and reduce the cost of ice cream, so that the quality of ice cream is not as good as before.

Therefore, Mattus is determined to produce pure natural, high quality, flavored ice cream products, and seize the market space of high quality ice cream.

He introduced three flavors of high-end ice cream: vanilla, chocolate and coffee, mainly for some high-end restaurants and stores, and the product was officially named "Haagen-Dazs" in 1961.

Meta

Perfect, Haagen Dazs deduce "expensive".

Like many of the top luxury brands, Haagen Dazs is a "high and small" business line, it must highlight its "expensive" brand personality.

At the beginning of the creation of Haagen Dazs, Mattus explicitly called out his manifesto "making the best ice cream". In the course of its development, Haagen Dazs, both in making materials, pricing products, or setting up stores, and publicizing strategies, was perfect, showing the diligent pursuit of "Pride and pride" and making Haagen Dazs ice cream an unforgettable experience.

In the production of products, Mattus abandoned the practice of paying attention to the appearance and ignoring the taste at the time. He paid no attention to the cost and strictly selected 100% natural raw materials.

To ensure its quality, Haagen Dazs has been looking for the best materials in the world without any preservatives, artificial flavors, stability and coloring, adding more cream to the ice cream, and trying to reduce the air content of ice cream.

The use of skimmed milk, fresh butter, sucrose and fresh egg yolk after strict quality identification is the secret of Haagen Dazs' arrogant taste, as Haagen Dazs claims: every Haagen Dazs ice cream is more soft and slippery than ice cream, and tastes fragrant after chewing.

So far, Haagen Dazs has continued this fine tradition. The Haagen Dazs sold all over the world choose 100% natural raw materials, and each manufacturing process has strict quality assurance.

In terms of product pricing, Haagen Dazs is different from wall's and Nestle. It is a high price route. The target consumer group is the young people who pay attention to the taste of life and pursue fashion in the top income of Pyramid.

The price of Haagen Dazs ice cream makes the average person "look back on the price". A dream angel is 78 yuan, an ice cream ball is 25 yuan, and a theme ice cream is more than 100 yuan.

However, Haagen Dazs's high price still attracts a large number of followers, and supporters have regarded Haagen Dazs as a symbol of high quality life.

In the establishment of stores, Reuben in 1976.

Mattus's daughter, Doris.

Mattus (DorisMattus) opened the first Haagen Dazs store in the United States, and its elegant design was a great success. Subsequently, Haagen Dazs boutiques sprang up all over the world.

Haagen Dazs, in order to maintain its image of "Pride and luxury", will never set up shop in a noisy supermarket or grocery store with cheap ice cream. Its stores are located in fashionable and busy sections, and are carefully designed by designers. Sometimes, a flagship store in Haagen Dazs will invest more than millions of dollars.

In the quiet corner, warm music and soft light, Haagen Dazs surrounded every patronage with a warm, relaxed, fashionable and romantic atmosphere, so that customers could enjoy ice cream at the same time and experience the elegant "Haagen Dazs".

Today, Haagen Dazs has about more than 700 stores in 55 countries worldwide, with annual sales of over $1 billion (about 8 billion 280 million yuan).

In advocacy strategy, in order to maintain its image of "Pride and luxury", Haagen Dazs hardly does television advertising aimed at the broad audience. Its advertisements occasionally appear in some fashion magazines, most of which are visual advertisements with strong visual impact.

Of course, Haagen Dazs attached great importance to the effect of "word of mouth", so the patronage "come in one, seize one; seize one, consolidate one; consolidate one and develop a batch."

Consumers' enthusiasm for word of mouth has also become the killer of Haagen Dazs.

In addition, Haagen Dazs exquisite menu of the theme of ice cream may be more attractive than advertising, when you face the menu, such as "strong feelings crisp", "Aegean Sea boat dream", "Xin Yi Yi Yi", "dream angel", "love Schwarzwald", "dream of Xia Fei" and other wonderful new ice cream names, how can you not salivate and obediently surrender?

Haagen Dazs also has a unique publicity strategy, which is to label products with love labels, a slogan "love me, invite me to eat Haagen Dazs", so that Haagen Dazs is like sending roses. Haagen Dazs has become a romantic love token of "petty bourgeois men and women", which has led many lovers to derive sweet and beautiful reverie.

Haagen Dazs on Valentine's day also launched a special "lovers ice cream", free photo shoot, romantic promotion means to let lovers linger.

The pursuit of quality and perfection makes Haagen Dazs the spokesman of "noble and fashionable lifestyle".

China's journey, Haagen Dazs into the eastern complex

Haagen Dazs entered China in 1996 and opened China's first store in Nanjing Road, Shanghai. After that, Haagen Dazs appeared in more than 10 cities, including Beijing, Guangzhou, Hangzhou, Shenzhen and Qingdao. At present, there are 50 stores in mainland China, with more than 1000 retail outlets.

Haagen Dazs is a foreign brand. When many people are enthusiastic about Christmas and Valentine's day, Haagen Dazs integrates their Western Romantic customs into the traditional oriental complex, firmly cling to the hearts of Chinese consumers.

At the beginning of the 2000 millennium, Haagen Dazs launched a unique "Winter Carnival selection" series for Chinese consumers, including Haagen Dazs ice cream chafing dish, 3 winter pick dishes and "Millennium" ice-cream cake dedicated to the new millennium.

In particular, Haagen Dazs ice cream chafing dish combines western ice cream with traditional Chinese chafing dish, bringing new and wonderful experiences to Chinese consumers.

Haagen Dazs is well versed in the Chinese tea tasting way, especially the Oriental Japanese made tea in the ice cream, so that you can experience a different kind of ice cream in strong tea aroma.

Haagen Dazs introduced "soft tea" ice cream in April 2001, including the "tea making hand roll" and "Tea Story". The "soft tea hand roll" blended the scented tea ice cream into the milkshake, while the "Tea Story" fused with fresh milk, condensed milk and honey red beans.

Haagen Dazs introduced the Oriental tea culture into the ice cream in the west, causing a green storm.

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

In the beautifully designed moon cake gift box, 4 different flavors of moon cake ice cream are colorful, with moon cake ice cream stuffed with mango snow pie and chocolate, and moon cake ice cream made of strawberries and mangoes.

How can you feel that Haagen Dazs "everything is worth remembering" when you look at the moon in the Mid Autumn Festival and enjoy the "moon cake ice cream" that is clear, smooth and clear?

Today, Haagen Dazs has become a world-renowned brand. Wherever we mention Haagen Dazs, people will feel warm, sweet and fashionable ripples. In the minds of consumers, Haagen Dazs sells not ice cream, but dreams of a better life.