Core Viewpoint - The recent comments by the chairman of Baiguoyuan, Yu Huiyong, regarding "educating consumers" and not catering to their demands have sparked significant public debate, particularly concerning the high prices of fruits sold by the company [1][10]. Pricing Strategy - Baiguoyuan's fruit prices are generally higher than those of ordinary fruit stores, with A-grade watermelon priced at 6.38 yuan per jin and A-grade imported bananas at 7.38 yuan per jin, compared to 3.99 yuan and 2.99 yuan respectively at nearby stores [4][5]. - The company employs a pricing strategy based on quality grading, with products categorized into different levels such as signature, A-grade, and B-grade, which influences pricing [4][5]. - The pricing is determined by the company and takes into account market prices from other supermarkets, ensuring that their prices do not deviate significantly from competitors [5][7]. Sales Performance - Baiguoyuan's sales costs for 2022 and 2023 were reported at 9.998 billion yuan and 10.076 billion yuan respectively, with the cost of sold inventory accounting for 95.2% and 95.4% of total sales costs [7]. - In the first half of 2024, this figure increased to 96.1%, indicating a rising cost structure [7]. Market Position and Customer Base - The company maintains a stable customer base, primarily targeting consumers aged 25-50 with a repurchase rate of nearly 40% [8]. - Despite recent controversies, the company believes that the impact on sales will be limited due to its established customer loyalty [8]. Operational Adjustments - Baiguoyuan has been closing underperforming stores to improve operational efficiency, with a reported gross margin of 32% in the Jinan region [10]. - The company has reduced its number of franchise stores by 965 in the past year, indicating a strategic shift to focus on more profitable locations [10].
探访争议中的百果园：售价普遍较高，济南市场影响不大