和府捞面，背刺中产

Core Viewpoint - HeFu Lao Mian, a brand positioned as "Longevity Town Health Noodles," faces criticism for its food preparation methods, leading to a public debate about its high-end marketing versus actual product value [1][2] Group 1: Controversy Over Food Preparation - Consumers have reported that HeFu Lao Mian's dishes, priced around 30-40 yuan, consist of pre-packaged ingredients, contradicting the brand's claims of "herbal slow-cooked" and "artisan-made" [3][5] - The brand's operations, primarily located in first-tier and new first-tier cities, have been criticized for the stark contrast between its high-end positioning and the use of pre-packaged food, leading to significant backlash on social media [3][6] - Many customers expressed disappointment, stating that they expected freshly made dishes but received meals that resembled instant noodles, with one consumer noting that a 29 yuan dish was prepared by simply adding hot water to a pre-packaged sauce [5][10] Group 2: Business Challenges and Expansion Issues - HeFu Lao Mian, founded in 2012, was once a darling of investors, raising over 2 billion yuan and reaching a valuation of 7 billion yuan, but now faces significant challenges in expansion and profitability [14][19] - The ambitious goal of opening 2,000 stores by 2026 has not been met, with the number of operational stores decreasing to 583, far below the target [19][20] - The company has reported losses of approximately 716 million yuan over three years, and while it claimed to turn a profit in 2023, the underlying financial health remains weak, with a 15% decline in same-store sales expected in 2024 [20][21] Group 3: Consumer Trust and Market Position - The brand's attempts to lower prices by about 30% and introduce a membership system have not fully restored consumer trust, as subsequent price increases have raised concerns [21][22] - HeFu Lao Mian's IPO plans have stalled, with its valuation dropping from 7 billion yuan to around 3 billion yuan, reflecting a loss of confidence in its market position [22][23] - The company is struggling to balance standardization with customer experience, as it attempts to redefine its brand identity amidst increasing competition in the noodle market [22]