In today’s consumer market, emotional consumption and the rise of health concepts are profoundly changing the interaction between brands and consumers. Recently, we had an in-depth conversation with the founder of Mr. Wildman Ice Cream, who has spent 15 years introducing the health concept of Italian Gelato to China and redefining the value of ice cream through localized innovation.In this conversation, we explored the core logic of sustainable stores, the practice of health issues, and how brands can achieve growth through long-termism. This article will take you on a deep dive into the industry context of sustainable stores from the perspective of the brand’s founder, providing insights into its development trends.
#One
Health and Emotional Value: The Dual Core of Sustainable Stores
From its inception, Mr. Wildman has been dedicated to breaking the stereotype that “ice cream equals junk food”. By introducing the low-sugar, low-fat concept of Italian Gelato and combining it with localized improvements, the brand deeply integrates health and emotional value, constructing a unique product value system.
In terms of health, Mr. Wildman has established a strict raw material screening mechanism, collaborating with farmers to launch the “National Geographic Indication” series of products, such as ice cream flavors made from Wuchang rice and Xianju bayberry, ensuring high-quality raw materials while providing consumers with seasonal healthy choices. The ice cream is produced using a -5°C low-temperature process, maintaining sugar and fat content at health-friendly levels.
In creating emotional value, the brand redefines ice cream as “a tangible carrier of happy emotions”. Through scene-based marketing like the “Green Mood Carnival”, combined with a mint green color scheme and interactive installations, they create an immersive joyful experience.
Today, more and more family customers are willing to enjoy the joy that ice cream brings together, “Rather than saying we sell products, we are selling a healthy lifestyle.” General Manager Jiang mentioned that this concept is gradually being recognized by groups such as mothers and health enthusiasts, significantly increasing the repurchase rate.
#Two
Sustainable Development: A Closed Loop from Concept to Action
Sustainable development is not just a concept; it requires tangible actions. With the help of experts from the Chinese Academy of Sciences, Mr. Wildman developed environmentally friendly cups made from corn starch, a patented technology that remains unmatched.
“It decomposes naturally in the environment, absolutely eco-friendly,” General Manager Jiang stated. This innovation not only became the brand’s visual identifier but also allowed consumers to feel the brand’s commitment to environmental protection.
In addition, Mr. Wildman has completely eliminated plastic products, using eco-friendly straws and utensils, practicing sustainable concepts in detail. General Manager Jiang believes these measures are not merely for marketing but are a necessary choice for the brand to resonate with young consumers. “Consumers want attitude, a feeling.”
#Three
The Victory of Long-Termism: Slow is Fast
During the years of rapid expansion in the tea beverage industry, many ice cream brands turned to short-term profits, while Mr. Wildman chose to persevere. “Smart people have gone to do simple things, but we have taken the slow approach for 15 years,” General Manager Jiang laughed. Now, as the tea beverage industry faces internal competition, Mr. Wildman stands out in the Gelato sector due to its commitment to long-termism.
General Manager Jiang deeply feels that society is shifting towards long-termism. “When you truly persist in doing things that benefit society, short-term profits will come faster.” Mr. Wildman currently has over 700 stores, becoming a leading brand in the domestic Gelato category, with few competitors globally. This achievement confirms General Manager Jiang’s belief: the era of good people making money has arrived.
#End
Conclusion
From changing consumer perceptions of ice cream to practicing environmental protection through innovative technology, and resisting market temptations with long-termism, Mr. Wildman’s 15-year journey proves that sustainability is not just a concept but the core driving force of brand development.
During the interview, General Manager Jiang repeatedly mentioned a trend: consumers are increasingly willing to pay for brands with attitude. The case of Mr. Wildman demonstrates that when health, environmental protection, and emotional value form a closed loop, brands can not only win the market but also promote industry progress. As General Manager Jiang stated: “Building a brand is like building a life; your choices determine how far you can go.”
In the future, Mr. Wildman plans to further convey health concepts through actions like the “Ice Cream Festival” and “National Tasting Network”. This conversation about sustainable stores may be a microcosm of the new consumption era – the spring of long-termists is coming.
#Sustainable Stores #ESG #MrWildman #SustainableConsumption