Haagen-Dazs: Why?

Question 1: Why is Haagen-Dazs so expensive? It is also ice cream. Why is there an ice cream that says "Haagen-Dazs"? Why is the price difference so big? Although it has been reported by the media that Haagen-Dazs is processed by an irregular small workshop, it seems that this does not affect the value of this ice cream. Where is the genius? In fact, the key lies not in the product, but in its grasp of consumers' deep consumption psychology. Moreover, it really takes some efforts to integrate the product into people's lifestyle, turn it into a cultural symbol and set a vivid consumption scene to distinguish it from ordinary ice cream.

Lifestyle marketing based on group culture. In-depth analysis of individual consumers, we will find that in fact, the value orientation of each consumer's consumption and behavior is influenced by social culture. The consumers we see usually have three levels. First, what he shows is superficial features, such as gender, age, occupation and status. The second is the intrinsic values of each consumer, which often affects what products they like and choose; The third is that every consumer is a person under the influence of a specific social culture. For example, in a company, he is a well-behaved company employee. He came home as a loving husband or wife. In a social organization, he may be the leader of the organization. From the three levels of consumers, it can be seen that every consumer's choice of products is influenced by intrinsic values, and consumers with the same values will form a large-scale group. The mutual influence and interaction between this group will bring endless demand for products or services, and even some specific products will become cultural symbols of group consumption because of group identity.

Haagen-Dazs' target customers are young people who pay attention to sensory enjoyment, love themselves, like romantic and pleasant experiences and relatively wealthy white-collar workers. These people have their own principles and lifestyles, pursue life tastes and emotional appeal, and like to show their individuality through symbolic consumption. Haagen-Dazs fully catered to this group's pursuit of culture and values by means of high pricing and creating a romantic atmosphere. Many people even think that eating Haagen-Dazs is a symbol of petty bourgeoisie lifestyle. Haagen-Dazs' positioning and segmentation of target consumers has not simply stayed on the surface of demographic and sociological characteristics, but has gone deep into people's life forms and values, using group identity and chain movement to make it a natural cultural symbol and give other groups a dream at the same time. It seems that eating Haagen-Dazs is a symbol of experiencing a tasteful life, thus constantly consuming people.

The enlightenment that this brings to other enterprises is that if you want to sell a product to a consumer group continuously, you must dissect this consumer group and understand their value orientation, so as to dig out a differentiated market, so that an enterprise can realize product innovation in a traditional business field. The advantage of this is that you don't have to worry about the loss of your consumers, because their minds are thinking about the direct control center of consumer behavior.

The complete integration of products, people and scenes. After understanding the values, lifestyles, behavior habits and social styles of the target consumers, products also need to find scenes where specific people seek specific products, and set the product scenes of product trading, use and service seeking to be consistent with the status and image of the target consumers, because consumers often trigger consumption behavior because of some vivid scenes and the influence on some specific atmosphere, and are willing to pay for this experience.

Haagen-Dazs chose to set up elegant and chic model shops in high-end consumer places, and at the same time set up its own flagship store, which is in sharp contrast with the humble image of traditional ice cream shops, and strongly conveys Haagen-Dazs brand positioning to consumers, which is consistent with the target consumers' requirements for products and services. Secondly, Haagen-Dazs gives ice cream a romantic love scene with the brand appeal of "love her and invite her to eat Haagen-Dazs", which is incomparable inflammatory. Haagen-Dazs deliberately creates an elegant and pleasant atmosphere in the dessert house, allowing customers to enjoy the best taste leisurely and experience the "Haagen-Dazs gold standard", which is satisfied all the time, so that Haagen-Dazs is not only an ice cream in the consumption scene, but also a romantic and fashionable lifestyle and taste. Like Starbucks, coffee shops will become the "third space" for business people and urbanites outside their home and work space. & gt

Question 2: Why is Haagen-Dazs so expensive? Haagen-Dazs, Pizza Hut, real pot coffee, Ajisen Lamian Noodles, and other famous foreign brands! ! ! Today you spend one or two hundred yuan to eat hot pot. I believe that it is impossible to remember 10 for the next 20 years. But if you spend the same amount of money on junk like Haagen-Dazs, Pizza Hut and Starbucks, within five years, you will recall that you are definitely * *, just like someone held a wedding banquet in KFC restaurant 10 years ago, which will make future generations laugh. ..

If McDonald's and KFC are the most abused in Japan, Haagen-Dazs, Pizza Hut and Starbucks are the second most abused. I believe foreigners will snicker when they see young people in big cities in China flocking to these junk foods, just as we now see married people with children, a rural person, taking photos in groups in front of People's Square.

Popular Japanese food:

1) Japanese real pot coffee seems to be very high-end. I can tell you that it is not famous in Japan at all. A few Japanese friends wondered why there were so many delicious things in Shanghai that some people still drank this third-rate product that they couldn't get along with in Japan.

2) Ajisen Lamian Noodles, a brand unheard of in Japan for four years. There are many flavors of spicy noodles, and Kyushu and spicy noodles are more popular. Fortunately, Ajisen spicy noodles are made of Kyushu spicy noodles, which are a little stale and close to China. Not bad, but 15 yuan/bowls are too expensive! You know, Lamian Noodles is the second cheapest food in Japan after McDonald's.

3) Fu Lushou, I heard that this chain store is run by Hong Kong people. Why do I believe this rumor? Because this brand of Fu Lu Shou Si can't be bought in Tokyo, and the taste is very close to that of China people, which means it has gone bad. In addition, in the eyes of the Japanese, they are all rural areas outside Tokyo. If Fu Lu Shou Si is a Japanese brand that is not in Tokyo, congratulations on being scouted by Japanese rural people. In fact, there are many good things in Shanghai. Especially in the Hongqiao Japanese-inhabited area in Gubei, the price of serving Japanese is ridiculously high. In fact, just look at the number of Japanese people in Japanese restaurants you eat. If you can't even reach 1/3, then I will tell you that you have been fooled by the Japanese again! Now Shanghai is full of returnees. See how many of those returnees are willing to eat western food and Japanese food. The best thing in China is the Chinese food left by our ancestors. Cherish it, don't waste your poor salary on foreign feed that can only be fed to pigs and dogs!

Haagen-Dazs

This luxury, which belongs to only a few high-income people in China, is a very common brand in its birthplace, the United States. In China, the price of a family-owned value-added tax of Haagen-Dazs is more than 100 yuan, while in the United States, it is only $2.99 (about 25 yuan RMB), and the price has actually increased by more than four times. Americans who work in Beijing seldom spend money in Haagen-Dazs restaurant in China, because the price here is too expensive. Haagen-Dazs in the United States, like Xue Lu in China, are consumer goods belonging to the general public, mainly sold in supermarkets and vending machines. Only megacities like new york have sporadic independent restaurants. Six cities including Beijing and Shanghai already have 22 Haagen-Dazs restaurants.

Haagen-Dazs' high-priced pricing strategy is based on two classic theories of marketing: the price of high-quality products can be increased disproportionately; Higher-priced products will make consumers think that the products are of higher quality. Junk food, junk companies. Bankrupt abroad, I moved to China to make a fortune. The reason why this kind of ice cream is so popular in China is that it takes advantage of the petty bourgeoisie in big cities and the so-called blind vanity of the public, as well as the distorted psychology of pursuing the so-called "emotional appeal".

In Europe, the birthplace of Haagen-Dazs, no one eats it at all, and many people have never even heard of it. I have seen sellers of Haagen-Dazs in Europe. At Geneva airport, there is a vending machine in the corridor outside a cheap supermarket. They are all cheap junk candy that sells for one dollar, such as M & amp； M, the last row is Haagen-Dazs. A fluorescent tube in the vending machine is broken, flashing and worn out. Its beautiful scenery and exotic "elegant and exquisite mood" in China, >>

Question 3: Why is Haagen-Dazs so expensive? I think it is really delicious. Haagen-Dazs (H? Agen-Dazs) is an American ice cream brand, which was founded by Reuben Mattus on 196 1 in the Bronx, new york, USA. It has also established a chain of ice cream shops to sell its brand ice cream all over the world, and opened more than 700 branches in 54 countries. Products produced by Haagen-Dazs include ice cream, ice cream, sorbet and frozen yogurt. Haagen-Dazs ice cream has many different flavors, and it is also called "super brand" because of its high density, less air mixed in production and high butter fat. Haagen-Dazs' name is very European, but it doesn't actually come from Europe. It just consists of two compound words. It doesn't even have any branches in northern Europe. Its founder Mattus is a European immigrant from Poland. The brand of Haagen-Dazs was sold to Pill *** ury on 1983, and now it is owned by General Mills. In the United States and Canada, these products belong to the Nestle brand. Haagen-Dazs Ice Cream 192 1 was born in a family in the Bronx, new york. In 1950s, due to the development of freezing technology and technology, many ice cream manufacturers added more air, stabilizers and preservatives to their products, so as to prolong the shelf life of products and reduce operating costs. As a result, the quality of ice cream is not as good as before. At that time, Reuben Mattus made a great wish to produce pure natural, high-quality and delicious ice cream products, so that the whole world can enjoy the real high-quality ice cream. At that time, he produced three flavors of ice cream, vanilla, chocolate and coffee, and mainly provided the products to some high-end restaurants and shops. The product was officially named "Haagen-Dazs" on 196 1. Haagen-Dazs was created by Martes according to the Nordic language family. This is because he once tasted the best ice cream in Denmark when he was young, so he used this language family to name his products. Its famous advertising slogan "Love TA, take TA to Haagen-Dazs" can be said to be a household name. Today, it is a very popular brand not only in America, but also all over the world. Wherever "Haagen-Dazs" is mentioned, people will think of extremely delicious and attractive ice cream, even in China. It seems more like a symbol of quality life and taste. Haagen-Dazs advocates a perfect lifestyle and encourages people to pursue high-quality life enjoyment. While providing ice cream, Haagen-Dazs pays great attention to creating an atmosphere, making tasting Haagen-Dazs ice cream an unforgettable experience. This is also the "Haagen-Dazs moment". Haagen-Dazs is made of pure natural materials and does not contain any preservatives, artificial flavors, stabilizers and pigments. The choice of skim milk combines delicacy with health. The New York Times magazine once gave Haagen-Dazs the reputation of "Rolls Royce in ice cream". Brand 1996 has developed rapidly since it entered the Chinese mainland market. At present, it has opened 48 branches in China and 5 in Shenzhen. At present, we have brands: vanilla ice cream (vanilla), chocolate ice cream (chocolate), coffee ice cream (coffee), rum raisin ice cream (coffee), strawberry ice cream (strawberry), orange vanilla ice cream (orange vanilla), Italian coffee ice cream (cappuccino), brandy black cherry ice cream, cream pecan ice cream, Swiss chocolate ice cream (vanilla slice), coffee mocha, and coffee mocha. Peanut butter), pineapple coconut milk ice cream (pineapple coconut) and so on.

Question 4: Why is Haagen-Dazs so expensive? In fact, Haagen-Dazs is just a mass chain brand like Starbucks in the United States.

Haagen-Dazs is so expensive in China, not because it is expensive or deliberately makes money, but because of the brand and exchange rate.

Nike shoes, for example, are very expensive in China, but not so expensive in the United States.

The problem is the exchange rate.

Moonstone once ate local ice cream in Switzerland, which was delicious. The price is 5 euros or 6 Swiss francs (Switzerland can use two currencies) for one ball (not small), and 10 euros can eat two balls. The average local income in Switzerland is about 3500 euros/month.

But converted into RMB, according to the exchange rate at that time, 1:8. 19, that is, eating two balls costs 8 1.9! This price is comparable to or even higher than that of Haagen-Dazs.

This is the exchange rate issue. Because of many international brands, their prices are universal (such as Nike, Adi, etc. ), so is Haagen-Dazs. Of course, if it is a completely localized brand, such as KFC or M, its raw materials are all produced and processed in China, so the price is relatively cheap (eating a McDonald's in Europe is about 9 euros, then it was about 75 yuan RMB, which is much more expensive than more than 20 packs in China).

In fact, the prices of American chain brands including Haagen-Dazs and Starbucks in China are slightly lower than those in their own countries (calculated by exchange rate). It is expensive because of the brand and exchange rate. After all, dollars and euros are more valuable than RMB. ......

Question 5: Why does Haagen-Dazs become a luxury when it comes to China, such as Haagen-Dazs? In America, refrigerators in food stores. It turns out that Haagen-Dazs sells it so cheaply here, with a barrel of more than three yuan, and there is a discount for buying two barrels. Even if it is converted into RMB, it is not expensive. Since it is not expensive, its beauty is greatly reduced. It's crowded behind the window with a bunch of brand ice cream I've never heard of. An American sentence shattered this last fantasy: Haagen-Dazs? What is that thing? I never eat this brand.

Alas, the poor: American price VS China price.

The United States and China, two superpowers, have lived, stayed, earned and spent. Let's not talk about proportion. Suppose China earns 8,000 yuan a month, and the United States also earns 8,000 yuan a month. Let's compare the prices.

Buying a Mercedes-Benz E-320 in America, 50,000 RMB is equivalent to more than half a year's salary.

Buying a Mercedes-Benz E-320.98 million in China is equivalent to more than ten years' salary.

Buy a pair of Italian leather shoes in America, 50 yuan.

Buy a pair of Italian leather shoes in China, around 1500 yuan.

Rent a three-bedroom apartment in America, 1000 yuan or so.

Rent a three-bedroom apartment in China, about 2000 yuan.

Eat a McDonald's Big Mac in America, 4 yuan.

Eat a McDonald's Big Mac in China, 20 yuan.

Buy a better suit in America, about 500 yuan.

2000 yuan is not enough to buy a better suit in China.

Buying an Apple G5 computer in America killed 1500.

It costs 30,000 yuan to buy an Apple G5 computer in China.

Buy a catty of lean pork in America, three yuan.

China lean meat 15 yuan a catty.

Order a big birthday cake in America: 20 yuan.

Order a big birthday cake in China: 200 yuan.

Buy a box of Haagen-Dazs in America, three yuan!

Buy a box of Haagen-Dazs in China, sixty!

Holiday inn in America (four-star hotel), 70-80 yuan.

Holiday Inn in China, 700 yuan or 800 yuan.

Thirty dollars is enough to fill a tank of gasoline in America.

Fill a tank of gasoline in China, and 300 yuan will be enough.

It costs almost 500,000 RMB to buy a 250-square-meter house in America.

It costs about 5 million RMB to buy a 250-square-meter house in China.

One-year visa for the United States, 120 yuan.

China one-year visa 1240 yuan.

In the United States, 50 yuan can use a mobile phone every month.

Using a mobile phone in China can basically make a phone call of 5000 yuan a month.

Watching movies in America; New blockbuster: 8 yuan!

Watching movies in China; New blockbuster: 80!

Buying a cashmere sweater in America is almost 100 yuan.

I bought a cashmere sweater in China, about 1000 yuan.

33 Consumption Symbols Easily Misunderstood by China People

Question 6: What ice cream is Haagen-Dazs? As an American ice cream brand, why is Haagen-Dazs so expensive? Is it made by Ruben 192 1? Martes was successfully developed and listed in the Bronx, new york, USA, with the telephone number 196 1. It has also established a chain of ice cream shops to sell its brand ice cream all over the world, and has opened more than 700 branches in 54 countries or regions. In addition, in terms of market share, the United States is 6. 1%, Britain is 3.5%, France is 1%, Japan is 4.6%, Singapore is 4%, Hong Kong is 5%, and South Korea is less than 1%. Products produced by Haagen-Dazs include ice cream, ice cream, sherbet and frozen cheese.

Haagen-Dazs short stories

Haagen-Dazs is the myth of an ice cream brand. In a popular saying, its birth is purely accidental. Haagen-Dazs's father is a Polish named Ruben Martas. He started by selling fruit ice and accumulated his first bucket of gold. While other ice products manufacturers compete by lowering product prices, such as adding stabilizers, preservatives and increasing air content in ice products, Martas is determined to make the best ice cream and insist on using pure natural raw materials. Marta gave his ice cream a Danish name-Haagen-Dazs. He thinks Scandinavian names can arouse people's pursuit of freshness, nature, health and high quality. The earliest Haagen-Dazs ice cream had only three flavors: vanilla, chocolate and coffee, and strawberry was the fourth. Nowadays, Haagen-Dazs has been regarded as an aristocrat in ice cream brands. Besides, it has become a symbol of secular love between men and women. If you love her, please treat her to Haagen-Dazs.

How expensive is Haagen-Dazs? The unit price of an ice cream ball is marked as 100G35-70 yuan, which is known as the Rolls Royce of ice cream. The boss said that Haagen-Dazs weighs about twice as much as the same volume of ice cream. This kind of ice cream has a high density, in other words, it is a superior material. Haagen-Dazs ice cream does not need any ingredients and tastes pure. The use of pure materials is the basis of its success. Among them are vanilla from Madagascar, chocolate from Belgium and coffee from Colombia. In addition to the inherent flavor of Haagen-Dazs, the following are recommended: matcha, mango, macadamia nut, cookie-flavored milk, and this year's new Haagen-Dazs product-cheese pudding. Maybe there will be another saying in the future: you can't pretend to be a petty bourgeoisie if you haven't eaten Haagen-Dazs.

Question 7: Why is Haagen-Dazs the best? Because Haagen-Dazs is very expensive, and eating is the price. .

Question 8: Why is Haagen-Dazs ice cream so expensive? Haagen-Dazs is famous for its luxury. Hundreds of times more expensive than ordinary ice cream 10 times, but this expensive ice cream always attracts a large number of believers. It seems unreasonable, but it is reasonable. From its raw materials to its leisure shops and even to the positioning of its consumer groups, one word comes to mind-pity. It sells not ice cream, but a dream of life.

Question 9: Why is Haagen-Dazs so expensive? The ingredients of Haagen-Dazs are selected from all over the world, and the service and quality of Haagen-Dazs are unmatched by ordinary ice cream. It depends on everyone's taste, but most people think Haagen-Dazs tastes better, just like Starbucks in coffee, so it's expensive.

Question 10: Why did you invite me to eat Haagen-Dazs? There is a logical problem with confession. You can't infer that you love me by inviting me to eat Haagen-Dazs, but you don't love me unless you invite me to eat. So it's nothing to invite me to eat Haagen-Dazs. If you don't invite me to eat, you don't love me. It's so classic. This advertisement