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“消费刺客”退烧
虎嗅APP·2025-08-26 13:44

Core Viewpoint - The article discusses the challenges faced by Baiguoyuan, a fruit retail brand, highlighting its failure to adapt to changing consumer expectations and market dynamics, leading to significant financial losses and a decline in brand trust [5][6]. Group 1: Baiguoyuan's Mistakes - Baiguoyuan was once seen as a model of consumption upgrade, relying on high-quality fruit to justify premium pricing [8][9]. - The brand's promise of quality became a liability when it failed to consistently deliver, leading to a loss of consumer trust [9][11]. - The founder's comments about "educating consumers" were perceived as out of touch, exacerbating the disconnect between the brand and its customer base [10]. Group 2: Market Trends and Competition - The article notes a broader trend of high-priced brands in various sectors, such as new tea drinks and coffee, adjusting their pricing strategies to remain competitive [12][13]. - The oversupply in the market has led to increased competition, with many brands struggling to differentiate themselves [15][16]. - Economic factors, including declining asset values and rising savings rates, have shifted consumer behavior towards more cautious spending [18][19]. Group 3: Future of Consumer Goods - The article suggests a bifurcation in the market, with brands either competing on cost efficiency or creating unique value propositions [22][23]. - Baiguoyuan is caught between these two strategies, lacking the cost advantage of low-price competitors and the unique experience offered by niche brands [26][27]. - The brand must either enhance its operational efficiency or develop a distinctive value proposition to survive in the evolving market landscape [27][28].