消费者为什么不愿意进绝味了?

Core Viewpoint - The article discusses the decline of the brand "Juewei Duck Neck," highlighting consumer dissatisfaction due to rising prices, safety concerns, and increased competition from local shops and new brands, leading to a significant drop in sales and store closures [6][10][12]. Group 1: Consumer Sentiment - Consumers are increasingly choosing to ignore Juewei Duck Neck, with many feeling that the price does not match the value offered, leading to a decline in visits to the stores [6][8]. - A survey indicated that over 80% of respondents have reduced their frequency of purchasing from chain brands, with 86.67% citing price increases as the primary reason [8]. - Complaints regarding food safety have surged, with over 1,500 complaints logged against Juewei Duck Neck, raising concerns about product quality and safety [8][10]. Group 2: Financial Performance - Juewei Foods reported a revenue of approximately 62.57 billion yuan in 2024, a year-on-year decline of 13.84%, with net profit dropping by 34.04% [10]. - The core duck neck business saw a revenue decrease of about 7 billion yuan, from 42.23 billion yuan to 35.27 billion yuan [10]. - The number of stores has also decreased significantly, with over 4,000 closures reported by October 2025 [10][12]. Group 3: Franchisee Challenges - Franchisees are facing severe challenges, with daily sales dropping significantly and profit margins being squeezed due to rising costs [14][15]. - The franchise model has inherent contradictions, leading to a situation where the headquarters profits while franchisees struggle [15][21]. - Franchise management revenue fell from approximately 83.05 million yuan in 2023 to 61.22 million yuan in 2024, a decline of 26.28% [14]. Group 4: Industry Context - The entire snack food industry, particularly the duck neck segment, is experiencing a downturn, with major brands like Zhou Hei Ya and Huang Shang Huang also reporting declines in revenue and store closures [17][18]. - The industry growth rate has slowed, with a compound annual growth rate of only 6.42% from 2018 to 2023, leading to increased competition and market saturation [17][18]. Group 5: Strategic Responses - Juewei Foods is attempting to revitalize its brand through increased marketing efforts, including hiring a celebrity spokesperson and investing in AI technology for supply chain management [18][19]. - Despite these efforts, the increase in marketing expenses has not translated into revenue growth, with a 13.95% decline in main business income reported in 2024 [18]. - The company is also exploring product diversification, such as introducing milk tea, but faces challenges due to existing competition and operational constraints [18][19]. Group 6: Underlying Issues - The brand's challenges stem from a failure in its business model, particularly an over-reliance on franchise expansion and a disconnect between pricing strategies and consumer expectations [22][24]. - There is a lack of product innovation, making it difficult for the brand to adapt to changing consumer preferences and competition from alternative snack options [25]. - Ongoing food safety issues have severely damaged consumer trust, compounding the brand's difficulties in regaining market share [26][27].