49元一杯的中产酸奶翻车，酸奶爱马仕部分产品降价60%

Core Insights - The high-end yogurt brand Blueglass, priced at 49 yuan per cup, has recently started to lower its prices significantly, with some products available for as low as 19.9 yuan on third-party delivery platforms, marking a 60% decrease from its original price [1][17] - Analysts indicate that the trend of high-end yogurt price reductions reflects a return to consumer rationality, as consumers are becoming more discerning about product quality and pricing [3][15] Company Overview - Blueglass was founded in 2012 and is part of Beijing Yuehuo Catering Management Co., Ltd. The brand has raised over 200 million yuan in funding and aimed to open 1,000 stores but currently operates around 200 [18] - The brand positions itself as a premium product targeting urban consumers, often referred to as the "Hermès of yogurt" due to its high pricing strategy [10][19] Market Trends - The high-end yogurt market is experiencing a significant downturn, with many brands, including Blueglass, facing challenges as consumer preferences shift towards more affordable options [17][19] - Other high-end yogurt brands are also reducing prices and closing stores, indicating a broader trend of contraction in the premium yogurt segment [18][19] Consumer Sentiment - Social media has seen a backlash against Blueglass, with consumers reporting adverse health effects such as diarrhea after consumption, leading to negative publicity [6][8] - The brand's marketing strategies, including claims of health benefits, have been criticized, and regulatory actions have been taken against its advertising practices [12][15] Product Analysis - Blueglass yogurt products claim to contain high levels of probiotics and dietary fiber, but reports suggest that these levels may exceed recommended daily intakes, potentially leading to digestive issues [14] - The sugar content in some Blueglass products is comparable to that of sugary drinks, raising concerns about their health implications despite being marketed as healthy options [14]