“酸奶界爱马仕”，悄悄大降价

Core Viewpoint - Blueglass, a premium yogurt brand, is facing significant challenges as it has recently reduced prices on third-party delivery platforms, indicating a shift from its high-end positioning to address declining sales and consumer interest [5][6][18]. Pricing Strategy - Blueglass has slashed prices on several products, with some items on delivery platforms priced as low as 19.9 yuan, a 60% reduction from the original price of 49 yuan [5][7]. - The brand's promotional bundles have also seen steep discounts, with some combinations dropping to as low as 23.9 yuan from original prices around 53.5 yuan [7][10]. Consumer Behavior - Foot traffic in Blueglass stores has significantly decreased, with reports of no customers during peak lunch hours, suggesting a loss of interest among its target demographic [8][10]. - A former employee indicated that the price cuts are part of a long-term strategy due to poor sales performance, contradicting the company's claim that the discounts are temporary [10]. Brand Positioning and Marketing - Initially targeting health-conscious middle-class women, Blueglass has struggled to maintain its premium image amid changing consumer preferences and increased competition from new beverage brands [12][18]. - The brand's marketing strategies, including collaborations with fitness and beauty brands, have not been sufficient to sustain its high-end appeal as consumer expectations evolve [12][13]. Health and Safety Concerns - Blueglass has faced criticism and controversy over its health claims, particularly regarding its "畅" series of yogurts, which have been linked to adverse health effects, leading to a trust crisis among consumers [14][15]. - The brand has been penalized for misleading advertising, which has further damaged its reputation and consumer trust [15]. Industry Trends - The high-end yogurt market is experiencing a collective downturn, with many brands, including Blueglass, struggling to maintain their market positions as consumers become more discerning and price-sensitive [17][18]. - The rise of competitive products from traditional dairy companies and new tea beverage brands has intensified the pressure on premium yogurt brands, forcing them to reconsider their pricing and marketing strategies [18].