49元一杯的中产酸奶翻车，酸奶爱马仕部分产品降价60%

Core Viewpoint - The high-end yogurt brand Blueglass is experiencing a significant decline in sales, prompting a price reduction strategy as consumer rationality returns to the market [1][3][19]. Pricing and Sales Trends - Blueglass, which previously sold yogurt at 49 yuan per cup, has reduced prices on third-party platforms to as low as 19.9 yuan, marking a nearly 60% decrease [1][19]. - The trend of high-end yogurt brands lowering prices is becoming common, with many brands now offering products in the 5-10 yuan range and engaging in promotional activities [19]. Consumer Sentiment and Health Concerns - Consumers have expressed dissatisfaction with Blueglass, citing health issues such as diarrhea and gastrointestinal discomfort after consumption, leading to negative social media discussions [6][14]. - Analysts have pointed out that the high probiotic content in Blueglass yogurt exceeds recommended daily intake by 5 to 10 times, which can disrupt gut health [14]. Market Position and Brand Image - Blueglass has positioned itself as a premium brand targeting "refined women," with a marketing strategy that emphasizes high pricing and a luxurious image [10][21]. - The brand has faced scrutiny for its marketing practices, including a recent fine for advertising that was deemed inappropriate [12]. Industry Dynamics - The yogurt market is undergoing a significant transformation, with traditional high-end brands like Blueglass facing challenges from emerging brands that offer better value and quality [21]. - The industry is shifting towards brands that focus on supply chain efficiency and product quality, rather than just high pricing [21].