Martas started his business with luxury ice cream.

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In 1930s, ice cream became popular in the streets of new york, USA. Ruben Martas, a young Polish immigrant, has a good skill in making natural ice cream. He also makes ice cream in his own workshop and sells it. Because of his good production technology, and he never bullies the market and sells fake goods, he gradually became famous.

But a few years later, his sales failed. Because at that time, in order to compete, some ice cream manufacturers began to add stabilizers and preservatives to extend the shelf life of their products, and those products often won the favor of consumers by virtue of the appearance and taste caused by additives. Those production methods seem to have many processes, but in fact they reduce costs. All the workers in Martas workshop advised him to follow the market and add additives to ice cream. Without additives, it will be difficult to continue to participate in market competition, but if additives are added, it means that his ice cream is insulated from "nature" from now on. Do you want to add it or not? He racked his brains for it.

One day, Martas went shopping with some friends in the ice cream industry. It was very hot at that time, and some poor children bought ice cream at the door of the shop. At this time, another well-dressed rich couple passed by the door. The man suggested, "Buy two ice creams!" A look of approval just appeared on the woman's face, but after she looked at the poor children who were eating ice cream with relish, she immediately changed her mind, said "Forget it" and walked on. Many people who saw this scene were very upset. Martas's friend said angrily, "how can there be such a person?" If the poor are eating, should she stop eating? " ? Do you still want someone to produce an ice cream specially for you rich people? "When the speaker was careless and the listener was interested, Martas was immediately inspired: this market lacks an ice cream that symbolizes nobility and fashion!

Martas returned to the workshop and said to the workers: "On the existing basis, we will continue to strive to improve the accuracy and requirements of' nature', whether it is the main materials or auxiliary materials, whether it is raw materials or processing technology!"

"Boss, you can't do this, which means our cost will be higher!" Enthusiastic workers have publicly indicated that they will stop it. "Ice cream is a bargain that everyone can buy. It is not worth spending such a high cost! "

"yes. Therefore, what is lacking in this market at present is an ice cream boutique that not everyone can buy at will! " Martas said firmly.

Martas is determined to produce pure natural, high-quality and flavored ice cream and seize the market space of "expensive ice cream". Half a year later, he introduced three kinds of high-grade ice cream, vanilla, chocolate and coffee, which were mainly provided to some high-grade restaurants and shops, and the sales were very good.

Soon after, Martas officially named its ice cream "Haagen-Dazs" and appeared on the market as a top luxury brand. The price of tens or even hundreds of yuan suddenly eclipses ordinary ice cream. His target consumer group is young people who pay attention to the quality of life and pursue fashion at the top of the income pyramid. Although the high price of Haagen-Dazs restricts the consumer groups, it also attracts a large number of believers and advocates who are eager for it. In the propaganda strategy, Martas also strives to create an image of "showing off". Haagen-Dazs hardly advertises for mass television, but occasionally appears in some fashion magazines.

Nowadays, Matas' ice cream shops have been opened all over the United States and even many countries around the world, and Haagen-Dazs has become a "distinguished brand" in the world. Since Haagen-Dazs entered Chinese mainland in 1990s, it has opened 50 specialty stores and 1000 retail stores.

Many years later, Martas' colleagues asked him how he came up with the idea of producing "poor and expensive" ice cream. He replied, "It's actually very simple. At that time, the woman refused to eat the same ice cream as the poor, and she really despised it, even despised it. But you only saw disdain, but I saw the opportunity to create wealth! "