百果园的真问题

Core Viewpoint - The controversy surrounding the statement made by the chairman of Baiguoyuan, Yu Huiyong, reflects the tension between brand positioning and operational execution, highlighting the challenges faced by the company in maintaining its high-quality image while relying on a franchise model [2][6]. Group 1: Brand Positioning and Strategy - Baiguoyuan initially aimed to become a "big fresh produce" player but has shifted its focus to being a "high-quality fruit expert and leader" due to challenges in execution [2][4]. - The company's high-end branding efforts, including premium gift packaging and visual upgrades, have not effectively addressed the gap between consumer expectations and actual product quality [4][5]. - The reliance on consumer education as a strategy to reshape market perception is criticized as insufficient for building a successful brand [7][8]. Group 2: Operational Challenges - The franchise model, while allowing for rapid expansion, poses significant challenges in maintaining quality control and standardization across thousands of stores [3][4]. - Recent operational issues have led to a decline in membership numbers, with a drop from 1.17 million to 854,000, representing a 27.1% decrease [5]. - The company faces mounting dissatisfaction among franchisees due to high commissions and costs associated with inventory management, which further complicates its high-end positioning [5][6].