百果园董事长回应“水果太贵”引争议

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, responded to public criticism regarding high fruit prices, emphasizing the company's commitment to high-quality products and consumer education, rather than catering to perceived low-price demands [2] Financial Performance - Baiguoyuan reported a net loss of approximately 386 million yuan in 2024, marking its first net profit loss since 2020, with total revenue declining by 9.8% to 10.273 billion yuan [6] - The company's gross margin has been declining, dropping to 7.44% in 2024 from around 11% in previous years, attributed to the need for product optimization to meet consumer demands for high-quality and cost-effective products [5][6] - The number of retail stores decreased by 966, leaving a total of 5,127 stores by the end of 2024, as the company encouraged franchisees to relocate to more sustainable locations [6] Market Position and Strategy - Baiguoyuan's gross margin is significantly lower than competitors, such as Hongjiu Fruit, which maintained a gross margin above 15% from 2021 to 2023 [6] - The company's revenue is heavily reliant on fruit sales, with 97.1% coming from fruit and food sales, indicating a low-margin business model [6][7] - Experts suggest that Baiguoyuan's high-end pricing strategy could find a market among middle-income families willing to pay for quality, but the brand must enhance its overall positioning and consumer experience to justify high prices [7][8] Recommendations - It is recommended that Baiguoyuan optimize store locations to target high-frequency customer areas such as upscale communities and business districts [8] - The company could adopt a dual pricing strategy, offering both high-quality premium products and cost-effective seasonal fruits to attract a broader customer base [8]