“酸奶界爱马仕”，悄悄大降价

Core Viewpoint - Blueglass, a premium yogurt brand, is facing significant challenges as it has recently reduced prices on third-party delivery platforms, indicating a shift away from its high-end positioning and a struggle to attract middle-class consumers [1][3][17] Pricing Strategy - Blueglass has slashed prices on several products, with some items on delivery platforms priced as low as 19.9 yuan, a 60% decrease from the original price of 49 yuan [1][3] - The brand's promotional activities include discounted combo packages, with some items seeing price reductions to as low as 23.9 yuan from original prices around 53.5 yuan [3][5] Market Position and Consumer Behavior - The brand's high-end image is deteriorating as it struggles to attract its target demographic of middle-class consumers, with reports of empty stores during peak hours [3][10] - A former employee indicated that the price reductions are part of a long-term strategy due to declining sales, contradicting the company's claim that the discounts are temporary [6][10] Brand Image and Marketing Challenges - Blueglass initially gained popularity by targeting health-conscious consumers, particularly women, but has faced backlash due to health-related controversies surrounding its products [8][11] - The brand's marketing strategies, including collaborations with fitness and beauty brands, have not been sufficient to maintain its premium status amid rising competition [10][18] Industry Context - The high-end yogurt market is experiencing a collective downturn, with several brands, including Blueglass, facing challenges due to increased competition and changing consumer preferences [14][17] - The shift in consumer behavior towards more value-driven purchases has led to a decline in the perceived value of high-priced yogurt products, prompting brands to reconsider their pricing strategies [17][18]