财报喊“让利”，余惠勇却陷“教育消费者”争议，百果园难撕“高价”标签

Core Viewpoint - The recent comments made by the chairman of Baiguoyuan Group, Yu Huiyong, regarding consumer education have sparked significant public controversy, leading to a nearly 7% drop in the company's stock price on August 11. The company is attempting to shift its strategy towards "high quality and high cost performance" in response to consumer perceptions of high prices, but it faces challenges in changing consumer mindsets and has reported a substantial loss of 386 million yuan for the year 2024 [1][2][10]. Group 1: Company Strategy and Performance - Baiguoyuan aims to associate its brand with high-quality fruits and services, utilizing a unique four-tier fruit quality grading system. In 2021, sales from the highest quality grades accounted for approximately 70% of total retail sales, contributing to the perception of high prices [2]. - In 2024, Baiguoyuan's revenue from franchised stores decreased by 13.03% to 7.388 billion yuan, indicating a significant decline in consumer spending and foot traffic [6]. - The company is undergoing a strategic shift, reducing the number of physical stores by 966 in 2024, with a focus on relocating or closing high-rent underperforming stores to improve profitability [6][8]. Group 2: Quality Control and Consumer Perception - Baiguoyuan has faced quality control issues, including reports of selling substandard products and food safety violations, which have undermined its "high quality" brand positioning [2][4]. - The company's reliance on franchised stores has increased, with 99.7% of revenue coming from these outlets, complicating direct oversight and quality assurance [4][5]. - Membership numbers have significantly declined, with a 27.1% drop in paid members in 2024, indicating a weakening brand appeal and consumer loyalty [9][10]. Group 3: Market Response and Future Outlook - The company's strategic pivot towards "high quality and high cost performance" includes adjusting its product offerings, with a decrease in the proportion of high-end fruit sales from 70% to 62.8% by the end of 2024 [7][8]. - Baiguoyuan's ability to restore its brand image and effectively implement its new strategy will be crucial for mitigating further performance declines [10].