Imagine a bustling shopping mall where crowds queue patiently outside an artisanal ice cream shop, savoring freshly churned gelato with visible delight. This could well be a scene at Wild Man Gelato, a brand that has defied China's fast-food culture by embracing a "slow is fast" philosophy over 15 years to craft its premium fresh-made dessert empire.
Brand Overview: From Humble Beginnings to 1,160 Stores
Wild Man Gelato isn't an overnight sensation. Its predecessor "Fresh Fruit Club" launched in 2011 before rebranding in 2015. By 2018, it operated 50 locations. After refining its business model, the company expects to add 800 stores in 2025, surpassing 1,160 locations nationwide.
Product Philosophy: Elevating Chinese Ice Cream Culture
Founder Cui Zhewei's experience with Italian companies inspired his vision. "We saw ice cream following coffee's trajectory - transitioning from industrial frozen treats to premium fresh-made products," he explains. Wild Man positioned itself at the forefront of this culinary evolution.
Financial Foundations: 60% Gross Margins Fuel Expansion
The brand maintains exceptional 60%+ gross margins , outperforming the food industry's 50-55% average. This financial strength enables resilient operations and supports franchise growth even during market fluctuations.
Operational Strategy: The Power of Patience
While competitors raced to expand, Wild Man spent its first decade perfecting operations in Beijing. "We refused to scale until our single-store model proved viable," emphasizes Cui. The team prioritized organic growth over external funding - no venture capital, no dividends, with leadership maintaining modest $1,400 monthly salaries to reinvest profits.
Franchise System: Quality Over Quantity
After years of company-owned stores, Wild Man launched franchising in 2024 with strict criteria: $85,000 initial investments (including deposits), 6-18 month breakeven periods, and only accepting full-time operators - either hands-on young entrepreneurs or experienced multi-unit operators.
Human Capital: The Real Growth Bottleneck
"Our constraint isn't capital or market demand, but training enough skilled staff," admits Cui. The company operates "Gelato University" to standardize training across hundreds of corporate trainers supporting franchisees nationwide.
Product Innovation: Redefining Freshness
Wild Man breaks tradition by serving gelato within hours of production rather than the industry-standard 3-7 day frozen storage. Each 130g serving contains 30% less fat and sugar than European counterparts while delivering complete nutritional profiles.
Market Potential: A $20 Billion Opportunity
China's artisanal gelato market currently values at $1.5-3 billion compared to $200-280 billion for packaged ice cream and $420 billion for bubble tea. Wild Man anticipates following premium tea's growth trajectory as consumer awareness increases.
The brand's Beijing success - maintaining leadership across 100 local stores - demonstrates its model's viability. "Difficult markets reward patience," reflects Cui. With no arbitrary expansion targets, Wild Man focuses on perfecting existing operations while gradually introducing its premium fresh-made concept to new consumers nationwide.