曾多次冲击A股无果，频繁“翻车”的亚朵又要上市了？

Core Points - The rapid expansion of Atour has led to significant quality control issues, with frequent hygiene management problems reported in 2025 [1] - In 2024, Atour sold 3.8 million pillows and 770,000 cooling blankets, indicating a slowdown in retail revenue growth despite a struggling hotel business [2] - Amid rumors of a secondary listing in Hong Kong, Atour faces a consumer trust crisis exacerbated by high room rates and past controversies [3][4] Group 1: Business Performance - Atour's founder, Wang Haijun, initiated the "humanistic hotel" concept in 2013, but the company has faced challenges in its capital journey, including failed IPO attempts in A-shares [6][8] - After a successful listing on NASDAQ in 2022, Atour's market capitalization reached $4.66 billion as of August 6, 2025 [10][11] - The hotel chain's average room revenue decreased by 7.3% to 304 yuan, with an average daily rate drop of 2.8% to 418 yuan, and a year-on-year decline in occupancy rate to 70.2% [17] Group 2: Brand Image and Consumer Trust - Atour's brand, once favored by artistic youth, has faced backlash due to multiple hygiene-related incidents, including the "hospital pillowcase" scandal [13][15] - Complaints regarding noise, poor hygiene, and privacy breaches have surged, with over a thousand complaints logged on consumer platforms [15] - The company's pivot to retail, particularly in sleep products, has seen significant sales, but competition and market saturation pose risks to its growth narrative [18][21] Group 3: Strategic Challenges - Atour's asset-light model has led to rapid expansion, with over 1,727 stores and nearly 200,000 rooms, but over 98% of its hotels are franchised, resulting in frequent quality control issues [17] - The retail business, which contributed 30% of total revenue in 2024, is facing declining growth rates, with retail revenue growth dropping from 236% to 66.5% [21] - As competitors like Huazhu and Jinjiang intensify their market presence, Atour's unique selling proposition may be at risk, raising questions about its future growth strategies [21]