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 [2][3][11]. Group 1: Cost-Cutting Measures - Atour has announced significant price reductions on operational and engineering materials starting June 30, 2025, aimed at reducing franchisee expenses [5][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 wallpaper [7][8]. - This strategy is termed "cost optimization and quality enhancement," focusing on lowering costs while improving guest experience [7][8]. Group 2: Franchise Expansion - In Q1 2025, Atour's franchise management hotel revenue reached 1.032 billion yuan, a year-on-year increase of 23.5%, accounting for 54.1% of total revenue [10]. - The company opened 121 new hotels in Q1 2025, all through franchisees, as part of its three-year strategy to reach 2,000 stores by 2025, targeting an annual growth rate of 30% [10][32]. - The average daily room rate (ADR) for Atour in 2024 was 437 yuan, significantly higher than competitors like Huazhu (289 yuan) and Jinjiang (240.7 yuan) [16]. Group 3: Brand Positioning and Retail Strategy - Atour is positioned as a "cross-border internet celebrity" in the hotel industry, drawing comparisons to successful brands in unrelated sectors [17][19]. - The brand's most popular product is its pillow, which has gained significant market traction beyond its hotel operations, becoming a hidden champion in the bedding industry [20][30]. - Atour's retail business saw a 126.2% year-on-year increase in revenue in 2024, reaching 2.198 billion yuan, with bedding products driving this growth [32][34]. Group 4: Challenges and Quality Concerns - The hotel industry is facing challenges, with a net increase of nearly 30,000 hotels in the past year, but occupancy rates have dropped to 58.8%, a decrease of 2.5 percentage points [31]. - Atour's average room price fell by 5.82% compared to the previous year, despite still being the highest among its peers [31]. - A recent incident involving hospital-branded pillowcases raised concerns about quality control, threatening the brand's reputation built over a decade [12][14][34].