中产「自律三件套」，它第一个塌房？

Core Insights - The premium yogurt market, once thriving, is experiencing a rapid decline, with brands like Blueglass seeing significant price reductions and a shift in consumer preferences [1][11][12] Industry Overview - Blueglass, once dubbed the "Hermès of yogurt," has slashed its prices from 49 yuan to promotional rates as low as 4.5 yuan [1] - Other brands like K22 and Mo Yogurt, which previously dominated the market, are now competing in the lower price segment, indicating a shift in market dynamics [7] - The once high-priced yogurt drinks, marketed as symbols of a healthy lifestyle, are losing their appeal as consumers become more price-sensitive [11][12] Market Trends - The narrative of "high-end yogurt equals middle-class health consumption" is collapsing, leading to a decline in sales and brand trust [28][30] - The rapid expansion of yogurt brands has resulted in quality control issues, further eroding consumer confidence [30] - New entrants in the market are aggressively competing, with brands like Mo Yogurt expanding their store count significantly, while others like Blueglass struggle to meet their expansion goals [25][26] Consumer Behavior - Consumers are shifting from premium yogurt drinks to more traditional dairy products, such as "milk skin," which are perceived as more satisfying and flavorful [37][48] - The focus has moved from health narratives to taste, with consumers now willing to pay for indulgent products rather than health-oriented ones [47][49] - The previous trend of purchasing high-priced yogurt for health reasons is being replaced by a preference for tasty, affordable options [48][50]