Hagen-Dazs store closing is no longer China's hallmark of premium ice-cream.

The american ice cream brand was once dubbed the "louis vuitton of ice cream" in china for its high-end appeal.

Despite the shift, hagen-dazs will continue selling its products through supermarkets and convenience stores.

In 1996, it faced increased competition from its american rival, dairy queen, as well as from local high-end brands.

Local brands such as pobeice are putting pressure on the lower end of the market, making hagen-dazs's position difficult to defend.

Häagen-dazs, as their products are.

Häagen-dazs’s parent company, general mills, later responded to the claim about the sell-off of stores, saying that it wouldn’t comment on rumours.

However, the ceo of general mills, jeff harmening, did mention there has been a decline in foot traffic to hagen-dazs offline stores in china.

Hagen-dazs is competing in the price war with group buys and sales from retailers and platforms.