大幅降价，亚朵急了

Core Viewpoint - At present, Atour is navigating a delicate balance between cost-cutting measures to support franchisees and maintaining quality standards to uphold its mid-to-high-end brand image [3][12][19]. Group 1: Cost-Cutting Measures - Atour has announced significant price reductions on operational and engineering materials starting June 30, 2025, aimed at alleviating the financial burden on franchisees [6][10]. - The price cuts include a 51.8% reduction on paper cups used for serving tea, a 10.2% reduction on cleaning cloths, and up to an 11.67% reduction on major renovation materials like curtains and wall coverings [8][10]. - This strategy is termed "cost optimization and quality enhancement," focusing on reducing costs while simultaneously improving customer experience [10][12]. Group 2: Franchise Expansion - In Q1 2025, Atour's revenue from franchise management hotels reached 1.032 billion yuan, a year-on-year increase of 23.5%, accounting for 54.1% of total revenue [13]. - The company opened 121 new hotels in Q1 2025, all through franchisees, as part of its three-year strategy to open 2,000 stores by 2025, targeting an annual growth rate of 30% [14][16]. - The success of this expansion hinges on maintaining investment returns for franchisees, which is supported by the cost reductions in the supply chain [16]. Group 3: Quality Concerns - Despite the cost-cutting measures, there are concerns about maintaining quality standards, highlighted by a recent incident involving hospital-branded pillowcases that sparked public outrage [19][21]. - The incident raised questions about Atour's management system and its ability to ensure hygiene and quality, which are critical for maintaining consumer trust in a mid-to-high-end hotel brand [22][50]. Group 4: Market Positioning - Atour's average daily room rate (ADR) in 2024 was 437 yuan, significantly higher than competitors like Huazhu and Jinjiang, indicating its premium market positioning [23][42]. - The brand is often compared to various successful business models, positioning itself as a "cross-border internet celebrity" in the hotel industry, focusing on customer experience and product offerings beyond traditional hotel services [25][30][29]. - Atour's retail segment, particularly its bedding products, has seen substantial growth, with retail revenue increasing by 126.2% in 2024, contributing to 30% of total revenue [46][48].