百果园中期业绩发布：亏损额环比收窄 正式迈入“减脂增肌”新周期

Core Insights - The company reported a revenue of 4.376 billion yuan for the first half of 2025, a year-on-year decline of 21.8%, with a net loss of 342 million yuan and a gross margin of 4.9%. However, there are signs of improvement as the loss narrowed by 130 million yuan quarter-on-quarter, indicating a 28% reduction in losses [1][2][8]. Store Network Optimization - The number of stores decreased from 6,025 in June 2024 to 4,386 in June 2025, a reduction of 27%. This closure of inefficient stores is a strategic choice aimed at resource reallocation rather than mere contraction [2][4]. - The gross profit improved to 220 million yuan in the first half of 2025, with a gross margin increase of 1.8 percentage points compared to the second half of 2024 [2][4]. Pricing Strategy - The company is shifting from a price war to a value-based strategy, focusing on differentiated pricing through a combination of high-quality products and competitive pricing. This includes the introduction of flagship products to anchor prices and seasonal items to enhance consumer perception of value [5][6]. - The "Good Fruit Reward" series launched in the first half of 2025 saw a 63.8% increase in sales, significantly boosting store traffic and customer numbers [5][6]. Digital and Community Engagement - The company is enhancing its digital presence through a robust community strategy, leveraging 30,000 store communities and 17.94 million WeChat followers to create a closed-loop growth model [7]. - The "Daily Surprise" initiative has successfully increased community engagement and store traffic, with a 64.47% year-on-year growth in customers purchasing through Douyin [7]. Investment Perspective - The long-term growth potential of the company is significant, with the Chinese fruit retail market projected to grow at a CAGR of 7.6% over the next five years. The market remains fragmented, providing ample consolidation opportunities for leading players like the company [8]. - The company has shown signs of recovery in its operating model, with same-store sales and gross profit improving, which enhances the confidence of franchisees and sets a solid foundation for future expansion [8][9].