独家推演：百果园董事长“教育消费者”，一场自采自演的公关Show

Core Viewpoint - The article discusses the backlash faced by the company 百果园 (Bai Guo Yuan) and its chairman 余惠勇 (Yu Huiyong) after a public relations attempt to address consumer complaints about high prices, which instead led to a significant consumer revolt and a drop in stock price [2][10][25]. Group 1: Consumer Reaction - Starting in May, consumers began to voice complaints on social media about the high prices of 百果园's products, particularly highlighting the price of 阳光玫瑰青提 (Sunshine Rose Green Grapes) at 70.9 yuan per pound compared to much lower prices on delivery platforms and competitors [8]. - By early July, the complaints peaked with phrases like "月薪两万吃不起百果园" (earning 20,000 yuan a month but unable to afford Bai Guo Yuan) and reports of an average of three store closures per day [10]. - Following the release of a video by Yu Huiyong on August 8, which aimed to "educate" consumers, a backlash ensued, leading to a campaign where consumers stated, "we do not cater to Bai Guo Yuan, we educate Bai Guo Yuan" [21][22]. Group 2: Company Response - On July 18, during the company's 23rd anniversary, Yu Huiyong decided to personally address the pricing controversy through a video [12]. - The video was produced with a scripted format, where employees posed questions about the high prices, but this approach was perceived as condescending by consumers [13][15]. - Following the video's release, the company's stock price dropped over 8%, resulting in a market value loss of approximately 2 billion Hong Kong dollars [25]. Group 3: Misjudgments by the Company - The company misjudged its audience by attempting to "train" consumers in a manner typically reserved for internal staff, which backfired publicly [33]. - There was a significant emotional miscalculation, as other brands tend to "pamper" consumers, while 百果园's approach was perceived as arrogant and dismissive [34]. - The company also misjudged the market dynamics, as consumers expect transparency in pricing and quality, which was not met by 百果园's offerings [35].