消费者也可以教育百果园

Core Viewpoint - The controversy surrounding Baiguoyuan's chairman's comments reflects a significant disconnect between consumer expectations and corporate governance, particularly in the context of declining revenues and store closures [1][4]. Group 1: Consumer Sentiment and Corporate Communication - The chairman's remarks about educating consumers were met with public backlash, highlighting a perceived arrogance and a lack of respect for consumer autonomy [2][3]. - Consumers are increasingly sensitive to high prices that are not justified by quality, leading to a shift in purchasing behavior towards brands that demonstrate transparency and respect for consumer choices [2][4]. - The incident underscores the importance of effective communication strategies within companies, as high-level executives' statements can significantly impact public perception and brand trust [3][11]. Group 2: Financial Performance and Market Position - Baiguoyuan reported a 9.8% year-on-year decline in revenue for 2024, marking its first net loss of 391 million yuan in five years, alongside the closure of 966 stores [4][5]. - The high-end fruit retail sector is facing challenges as consumers increasingly consider both quality and price, making the company's high-price strategy less effective [4][5]. - The competitive landscape includes pressure from other retail models, such as community group buying and instant delivery services, which are reshaping consumer purchasing habits [5]. Group 3: Governance and Operational Challenges - The incident revealed a governance shortcoming in Baiguoyuan, particularly the lack of a communication protocol for executive statements, which can lead to reputational risks [3][11]. - The company's previous attempts to position itself as a high-end brand are undermined by ongoing quality control issues, which have been publicly criticized [5][9]. - The disconnect between the company's ESG commitments and its operational realities raises questions about the authenticity of its consumer-centric claims [9][11].