老板“教育”消费者：百果园的生意还好做吗？

Core Viewpoint - The company, 百果园, is facing significant challenges in the fruit retail market as competitors lower prices and adopt aggressive strategies, while 百果园 maintains a stance of not catering to consumer demands, emphasizing the need to "educate consumers" [1][3]. Group 1: Business Performance - 百果园's revenue increased from 8.976 billion to 11.392 billion from 2019 to 2023, but growth has stagnated, with projected revenue growth rates of 9.94%, 0.7%, and -9.8% from 2022 to 2024 [6]. - The number of 百果园 stores decreased from 6,093 in 2023 to 5,127 in 2024, marking a net reduction of 966 stores [6]. - Membership data shows a decline in paid members from 85,400, down 27.1%, despite having 90.74 million total members [6]. Group 2: Competitive Landscape - Competitors like Tmall and JD.com offer lower prices for similar products, with imported cherries priced at 99 yuan at 百果园 compared to 63.62 yuan at Tmall and around 55 yuan at JD [11]. - 百果园's strategy to maintain higher prices while competitors lower theirs poses a challenge, especially as consumer expectations shift towards better value and quality [11]. Group 3: Operational Challenges - The company has faced operational difficulties, with a significant drop in gross margin from approximately 11% to 7.44% in the past year, indicating a need to offer more competitive pricing [12]. - Complaints regarding product quality and service have surged, with over 3,000 complaints related to fruit spoilage and poor customer service [12][14]. - Reports of unsanitary practices, such as selling spoiled fruit and mislabeling product quality, further complicate 百果园's operational credibility [14]. Group 4: Strategic Adjustments - In response to market pressures, 百果园 is shifting towards a strategy that balances high quality with cost-effectiveness, including increasing direct sourcing to 78% and reducing cold chain loss rates to 3.2% [11]. - The company is also exploring B2B gift procurement and overseas channels to diversify revenue streams [11].