2025年的中国餐饮市场，在5万亿元规模的体量上步入深度存量博弈时代。800万家门店同台竞技，连锁化率稳步向24%攀升，而人均消费却降低到理性区 间，"性价比为王"与"烟火气回暖"构成行业最鲜明的双重底色。当消费回归理性，如何平衡品质与性价比？当数智化成为必选项，中小商家如何借力不盲 从？当小店模式成为主流，"船小好调头"的优势如何转化为长久竞争力？在降价引流、品类跨界、减配求生的行业内卷中，这些穿越周期的餐饮品牌，究竟 藏着怎样的生存智慧？ 在北京，一家经营超过十年的面馆却逆势保持着火爆流量。周六晚上八点半，勇盛牛肉面等位区坐满持流水单等待叫号的消费者，叫号已达1173号，平均等 待时长1小时左右。但勇盛牛肉面创始人文勇直言，即使高峰时段仍排队，但今年的客流和客单价双双下滑。文勇介绍，面对餐饮业愈演愈烈的"内卷"，今 年餐饮人都各出奇招找客流、抢客流，而为了守住勇盛牛肉面这一烟火地标，拓店、降价、直播这些动作通通不在文勇的思考范围。在他看来，真正的竞争 力，从来不在风口的追逐里，而在对本质的坚守与对趋势的适配中。 小商家的"微整"哲学 当连锁品牌忙着玩跨界、单店商家跟风多品类扩张时，文勇却刻意"放慢脚步"。 ...

Core Insights - The traditional high-end fruit brands are facing existential questions in a market where cost-effectiveness is paramount, as consumer preferences shift towards value for money rather than brand premiums [1][13] - Major players in the fruit retail industry, including Hongjiu Fruit, Baiguoyuan, and Xianfeng Fruit, are experiencing significant operational challenges and financial distress, leading to a collective downturn [6][4] Company Challenges - Hongjiu Fruit has received a delisting notice from the Hong Kong Stock Exchange due to unresolved management and internal control issues [2] - Baiguoyuan reported its worst financial performance since going public, with a loss of 391 million yuan in the 2024 fiscal year and a reduction in store count from over 5,600 to under 4,700 [4] - Xianfeng Fruit is facing a court-ordered freeze on over 300 million yuan in equity, further straining its financial situation [4] Market Dynamics - The fruit retail industry is undergoing a transformation as consumer demand shifts towards affordable, high-quality fruits, diminishing the market for high-end fruit brands [13][12] - The rise of e-commerce platforms utilizing direct sourcing and digital supply chains is intensifying competition and driving down prices [1][13] Structural Changes - The supply-side transformation in fruit production, including increased planting areas and improved agricultural practices, has led to a significant rise in supply and a corresponding drop in prices [10][12] - The emergence of new fruit-growing regions, such as Yunnan, is reshaping market dynamics by reducing transportation costs and increasing local supply [12] Strategic Recommendations - Companies need to adapt their business models to enhance flexibility and risk management, moving away from high prepayment and long receivables practices [16][17] - Baiguoyuan should consider restructuring its franchise model to empower franchisees and improve operational efficiency [17][19] - The industry as a whole must focus on optimizing supply chains, ensuring financial compliance, and aligning product offerings with consumer preferences to navigate the changing landscape [15][19]