If one day you buy a bag at LV and it turns out to be made of fertilizer bags, what would you think?
Or, you bought a BMW 7 Series, but got it in your hand, only to find that the engine was replaced by Dongfeng Nissan, will you go and smash the 4S store?
In the same way, you probably understand that in the eyes of foodies, Haagen-Dazs, who has made a lot of determination to save pocket money for a long time, bites into his mouth, but finds that chocolate has been replaced by cocoa butter.
If it is a miscellaneous brand, a few dollars a large piece of cheap ice cream ice cream, cutting corners is understandable, after all, everyone is to earn money to support the family. But that's Häagen-Dazs, the most expensive "aristocratic ice cream" in history without a doubt!
This is like Ma Yun fighting with the roadside vegetable vendor for a dime, which is absurd to the extreme!
But unfortunately, this is the reality.
<h1 class="pgc-h-arrow-right" data-track="19" > Haagen-Dazs mooncake ice cream replaced the chocolate skin with a cocoa butter skin, and false propaganda cut corners were fined 10,000 yuan</h1>
The fine was imposed in August this year, but it happened in July last year.
On July 20 last year, before the Mid-Autumn Festival, in order to rub a wave of festive heat, the Häagen-Dazs flagship store launched a pre-sale of mooncake-type ice cream on the Tmall platform.
The participating products are "Oolong Tea White Peach Mooncake Shaped Ice Cream", "Jasmine Strawberry Mooncake Shaped Ice Cream" and "Matcha Mooncake Shaped Ice Cream". According to the description of the ice cream ingredients on the product page at that time, they all used the corresponding flavor of chocolate crust.
But ah, in China, a country with many foodies, if you want to make small means in what you eat, it is like walking with a lamp in the middle of the night, which is extremely conspicuous.
Pre-order activities are very popular, after all, the mooncakes of the Mid-Autumn Festival have always been the best gifts for people. But after the mooncake ice cream arrived, someone took a sip and found that something was wrong.
Maybe ordinary people can't eat the difference between chocolate and cocoa butter, but some people can taste different. But Häagen-Dazs's credibility over the years has been there, and most people feel that buying hundreds of yuan of high-end food at any time will not even be greedy for three or two dollars in their pockets.
After all, the price of cocoa butter is 4 times the difference between chocolate and chocolate!
So things didn't make much waves, and they passed in a flash. But not everyone is so indifferent, in order to seek verification, they directly sent the mooncake for testing.
The follow-up matters are known to everyone, and the test results clearly show that Häagen-Dazs's 3 mooncake ice creams are not used at all in chocolate skin, but instead of cocoa butter. Then the evidence was conclusive, and he was named and criticized by the State Administration of Market Supervision, and a fine of 10,000 yuan was issued.
Although 10,000 yuan is not painful to Haagen Dazla, the blow to the brand image is catastrophic.
<h1 class="pgc-h-arrow-right" data-track="45" > has been punished many times in the 25 years since entering China, and the US market share has continued to decline competitiveness</h1>
Although it is not the first time that Häagen-Dazs has been subjected to administrative penalties, it is the first time that a situation like this has cut corners on food ingredients.
The most recent one was in 2019.
At the time, because haagen-Dazs produced cookie crispy ice cream in 2018, some of which missed the production date, it was reported by consumers and fined 5,000 yuan.
Further up, the earliest record of fines that can be traced was in 2015. The relevant penalty information can be seen on the Tianyan inspection, and the reason for the fine is that the violation was issued, and the advertisement that used the terms "national, most advanced, the best" was fined 15840 yuan by the Shanghai Pudong New Area Market Supervision and Administration Bureau.
Both times were just advertising mistakes and didn't have much impact on the brand image. But this time, Häagen-Dazs can be said to have directly touched the bottom line of Chinese consumers.
Don't forget, in China, there is a difficult adjective to describe those who are expensive but cut corners. Or, to use the vicious title of "capitalist" is not excessive.
If you lose the Chinese market, for Häagen-Dazs, it is tantamount to ruining the world's largest source of profit.
In the May 2020 statistics, Häagen-Dazs had nearly 840 stores in more than 90 countries around the world, including more than 400 in China alone.
And since 2018, Häagen-Dazs' previously main US market has inevitably experienced a decline in share, prompting the importance of the Chinese market to be increased as never before.
But don't look at Häagen-Dazs selling so expensive in China, in fact, it is not as competitive as before. Look at the freezer and Häagen-Dazs at the same price as Häagen-Dazs, zhong Xuegao and Middle Street 1946, the luxury ice cream that young people "can't afford" has already rotted on the street.
Wake up, Häagen-Dazs! Times have changed!