困在高端梦里的百果园，又贵又不赚钱

Core Viewpoint - The chairman of Baiguoyuan's comments on consumer education have sparked controversy, as the company struggles with high prices and declining sales, leading to a perception of being an "expensive fruit assassin" in a market that increasingly values cost-effectiveness [1][2][33]. Group 1: Company Challenges - Baiguoyuan's revenue decreased by 9.8% in 2024, marking its first net loss, alongside a decline in paid membership numbers [1]. - Franchisees are facing significant losses, with many choosing to close their stores due to high costs and low consumer traffic [2][4][15]. - The company's high pricing strategy is not resonating with consumers, leading to a drop in foot traffic and sales [15][21]. Group 2: Internal Issues - The company's supply chain management has been criticized for high inventory costs and waste, with some franchisees reporting spoilage rates as high as 15% [11][13]. - Baiguoyuan's centralized supply system restricts franchisees' ability to adjust inventory based on local demand, leading to excess stock and financial strain [12][24]. - The pricing structure for franchisees is problematic, as they purchase products at prices comparable to retail, making it difficult to compete with lower-priced alternatives [14][21]. Group 3: Market Position and Competition - Baiguoyuan was once a leader in the high-end fruit market, but competition from e-commerce and community group buying has eroded its market share [28][29]. - The company's rapid expansion has led to a dilution of its brand image, with increasing reports of quality issues among franchisees [21][24]. - Consumers are now more inclined to seek out cheaper alternatives, diminishing Baiguoyuan's appeal as a premium brand [31][32]. Group 4: Strategic Shifts - Baiguoyuan is attempting to pivot by exploring new online business models and membership strategies to regain consumer trust and market share [32][33]. - The company must adapt its approach to consumer education and pricing strategies to remain competitive in a rapidly changing market [33].