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0A Local Ice-Cream Chain Shows What American Brands Are Doing Wrong in China
In China's retail jungle, Häagen-Dazs is getting eaten alive by a local gelato chain whose name means Mr. Wild Man. Priced at $4 a cup, less than Häagen-Dazs, Mr. Wild Man's made-in-the-store gelato has shot ahead of its General Mills-owned rival in the past two years. With flavors such as rice and kale, it has grown to nearly 1,000 stores.
It is a lesson that many American brands are failing to grasp. The pandemic era "changed the people's psyche a lot, especially people who have spending power," said Jianggan Li, who runs a research and advisory firm specializing in e-commerce. "Consumers care a lot about value for money."
Meanwhile, Häagen-Dazs's China operation is struggling. The chain has 356 stores in China, according to data firm Canyan. That is down by more than 100 stores since the beginning of last year, according to local media.
Minneapolis-based General Mills has plenty of company. Starbucks is getting whipped by local champion Luckin Coffee. Tesla has fallen behind electric-vehicle maker BYD, Apple trails Huawei and people are buying $529 Songmont bags instead of Michael Kors.
Cui Jianwei, founder of the Mr. Wild Man chain, said his company spent four years developing the rice flavor. It found success by keeping the texture of rice grains in the gelato, like small nuts, while drawing out the sweetness by steaming the rice with fresh milk instead of water.
"China's economy may be facing some short-term pressure," but "people always want something better," he said.
get eaten alive 被彻底打败或摧毁，尤其是面对比自己强大得多的对手（be completely destroyed or defeated by someone who is much stronger）（文中此处为夸张用法）
gelato 英 [dʒəˈlɑːtəʊ] 美 [dʒəˈlɑːtoʊ] n. 意大利式冰淇淋
shoot ahead 猛地向前冲，快速超过
She shot ahead of the other runners in the last lap. 她在最后一圈迅速超越了其他选手。
近义表达：overtake / surpass / outpace（shoot ahead带有一种突然、猛烈的语感）
psyche 英 [ˈsaɪki] 美 [ˈsaɪki] n. 心理，心态；心理深层结构，精神内核（比mind更正式，层次更深）
He's got a tough psyche; setbacks don't bother him for long.他的内心很强大，挫折不会困扰他太久。
spending power 消费能力
the spending power of the middle class 中产阶级的消费能力
辨析：spending power vs. purchasing power
区别：spending power在新闻媒体和日常语境下更常见，侧重指个人、群体的消费能力；经济学或学术语境中更常用purchasing power侧重指货币的购买力。
Inflation reduces the purchasing power of money.通货膨胀会降低货币的购买力。
value for money 性价比
This phone offers good value for money. 这款手机的性价比很高。
poor / bad value for money 性价比不高
get whipped by （本文）被狠虐、被狠狠打败；被鞭打
whip v. 鞭打，鞭笞
The company is getting whipped by its rivals in the smartphone market.这家公司在智能手机市场上被竞争对手打得落花流水。
fall behind 落后
If you don't keep practicing, you'll fall behind the others.如果你不坚持练习，就会落后于别人。
trail 英 [treɪl] 美 [treɪl] v. （本文）落后，紧随其后
The Democrats are trailing the Republicans in the opinion polls. 在民意调查中，民主党落后于共和党。
draw out 提取、激发某种味道或香气
