和府捞面，背刺中产

Core Viewpoint - HeFu LaoMian, a brand known for its "longevity town health noodles," faces backlash over its food preparation methods, leading to a public debate about its product value versus marketing claims [4][5][6]. Group 1: Consumer Reactions - Consumers have criticized HeFu LaoMian for high prices (around 30-40 yuan) while serving pre-packaged ingredients, which contradicts its branding of "health-conscious slow-cooked" meals [6][7]. - Social media users have shared experiences of seeing pre-packaged ingredients in the kitchen, leading to comparisons with instant noodles [7][8]. - Some consumers expressed disappointment over the lack of fresh preparation, feeling misled by the brand's marketing [9][10]. Group 2: Business Challenges - HeFu LaoMian, once valued at 70 billion yuan, has faced significant operational challenges, including a decline in store numbers and profitability issues, with cumulative losses exceeding 7.16 billion yuan from 2020 to 2022 [11][14]. - The brand's aggressive expansion plans, including a target of 2,000 stores by 2026, have not materialized, with only 583 operational stores reported by December 2025 [13][14]. - The company has attempted to pivot by lowering prices and introducing a membership system, but these strategies have led to further consumer distrust due to subsequent price increases [15][16]. Group 3: Market Position and Future Outlook - HeFu LaoMian's IPO plans have stalled since early 2022, with its valuation dropping to around 30 billion yuan, reflecting weakened market confidence [17]. - The brand is exploring new store formats and digital solutions to enhance operational efficiency, but faces intense competition in the noodle market [17][18]. - The core challenge remains balancing standardization with customer experience while rebuilding consumer trust amidst ongoing scrutiny [17][18].