导语：午餐时间无人问津，单杯已降至19.8元。 "穿Lululemon，喝Blueglass"，在国产酸奶品牌Blueglass的官方网站上，这样一句广告语尤其 醒目。凭借49元一杯的定价与杯身上密密麻麻的保健品配方，曾让Blueglass被称为"酸奶界爱马 仕"，主要消费客群正是一线城市的白领、健身人群。 据多家媒体报道，Blueglass近期加入了降价行列。部分产品在第三方外卖平台售价低至19.9 元，较线下 49元的原价大幅下跌60%，降价幅度十分显著。 11月18日，凤凰网科技在走访多家Blueglass门店中获悉，此次降价系外卖平台的专属活 动，"不会长期持续下去"，其中一家门店的负责人告知。但有早先离职的店员告诉凤凰网科 技，"就是长期降价行为，卖不动了"。 以下文章来源于凤凰网科技 ，作者凤凰网科技 凤凰网科技 . 凤凰科技频道官方账号，带你直击真相。 原先主打高端的Blueglass，为何不再被中产青睐？ 午餐时间无人问津，单杯已降至19.8元 第三方外卖平台的价格变动，揭示了Blueglass高端定位的裂痕。 外卖平台显示，Blueglass几款"饮品搭配零食"的组合套餐折扣力度惊人。原价5 ...

本文来自微信公众号： 凤凰网科技 ，作者：王佩薇，编辑：董雨晴，题图来自：AI生成 以下文章来源于凤凰网科技 ，作者凤凰网科技 凤凰网科技 . 凤凰科技频道官方账号，带你直击真相。 "穿Lululemon，喝Blueglass"，在国产酸奶品牌Blueglass的官方网站上，这样一句广告语尤其醒 目。 凭借49元一杯的定价与杯身上密密麻麻的保健品配方，曾让Blueglass被称为"酸奶界爱马仕"， 主要消费客群正是一线城市的白领、健身人群。 据多家媒体报道，Blueglass近期加入了降价行列。部分产品在第三方外卖平台售价低至19.9元，较 线下49元的原价大幅下跌60%，降价幅度十分显著。 11月18日，凤凰网科技在走访多家Blueglass门店中获悉， 此次降价系外卖平台的专属活动，"不会 长期持续下去"， 其中一家门店的负责人告知。但有早先离职的店员告诉凤凰网科技，"就是长期降 价行为，卖不动了"。 原先主打高端的Blueglass，为何不再被中产青睐？ 午餐时间无人问津，单杯已降至 19.8元 第三方外卖平台的价格变动，揭示了Blueglass高端定位的裂痕。 外卖平台显示，Blueglass几款"饮 ...

午餐时间无人问津，单杯已降至19.8元。 "穿Lululemon，喝Blueglass"，在国产酸奶品牌Blueglass的官方网站上，这样一句广告语尤其醒目。凭借49元一杯的定价与杯身上密密麻麻的保健品配 方，曾让Blueglass被称为"酸奶界爱马仕"，主要消费客群正是一线城市的白领、健身人群。 据多家媒体报道，Blueglass近期加入了降价行列。部分产品在第三方外卖平台售价低至19.9元，较线下49元的原价大幅下跌60%，降价幅度十分显著。 凤凰网科技走访了两家商场内部的Blueglass线下门店后发现，工作日午间的黄金时段，两家门店均无到店消费者。店员在面对降价相关情况的咨询时，态 度十分冷淡，直接回应"没空"后陷入沉默。 图｜凤凰网科技摄 11月18日，凤凰网科技在走访多家Blueglass门店中获悉，此次降价系外卖平台的专属活动，"不会长期持续下去"，其中一家门店的负责人告知。但有早先 离职的店员告诉凤凰网科技，"就是长期降价行为，卖不动了"。 原先主打高端的Blueglass，为何不再被中产青睐？ 01 午餐时间无人问津，单杯已降至19.8元 第三方外卖平台的价格变动，揭示了Blueglass ...

Core Viewpoint - The article emphasizes the importance of quality and production standards in the high-end yogurt market, particularly focusing on the brand "Kashi" from Shenzhen, which adheres to international quality standards and rigorous quality control processes. Group 1: Production Standards - Kashi's modern factory in Suzhou showcases how the brand has expanded from Shenzhen to the Yangtze River Delta while maintaining international quality standards [2] - Kashi's quality director states that 90% of a good yogurt's quality relies on the milk source, which meets international leading standards for freshness and flavor [3][4] - Each cup of Kashi yogurt undergoes 12 inspection procedures, over 20 critical control points, and more than 100 safety audits, following both HACCP and ISO9001 management systems [6] Group 2: Technological Innovations - The production process includes a "2-second rapid cooling" technique to lock in freshness and a high-pressure homogenization process that reduces fat globules to a size 1/30th that of fine salt, contributing to a smooth texture [7] - The factory operates with minimal staff due to automation, which reduces the risk of human contamination and enhances food safety [9][10] - Kashi has implemented a digital cold chain system that ensures zero temperature loss during transportation, maintaining optimal freshness and probiotic activity [21] Group 3: Market Position and Consumer Insights - Kashi has maintained the largest market share in the high-end low-temperature yogurt sector for eight consecutive years, demonstrating its commitment to quality control [22] - The brand's product lines are designed to meet specific consumer needs, such as health-conscious options and unique flavors [23][24][25] - Kashi's collaboration with high-end retailers like Sam's Club indicates its recognition in premium channels and its ability to cater to discerning consumers [27] Group 4: Quality Assurance and Certifications - Kashi's production facilities exceed standard cleanliness requirements, with air quality in the filling area surpassing that of typical surgical rooms [15] - The brand has achieved the SGS Gold Standard certification, indicating compliance with the highest global standards in the dairy industry [21] - Kashi's focus on quantifiable and verifiable quality has solidified its reputation in the high-end market, translating abstract concepts of "premium" into tangible quality experiences for consumers [29]

Core Insights - The high-end yogurt brand, CASS, has launched a new product line called "Eat Sour," emphasizing sour flavors and targeting premium supermarkets for distribution [1][2][3] - The yogurt industry is experiencing intense competition, with traditional yogurt market growth slowing and frequent price wars leading to declining profit margins [2][4] - Health-conscious consumer trends are driving demand for clean-label products, which feature simple ingredients without unnecessary additives [2][3] Product Innovation - CASS's "Eat Sour" series is a low-temperature product with a shelf life of 25 days, featuring ingredients like Yunnan sour papaya and Northwest yellow apricot to highlight sourness [2][3] - The pricing for CASS's new product is approximately 10 yuan per cup, aligning with its high-end positioning [2] Channel Strategy - High-end yogurt brands, including CASS, Le Pure, Jian Ai, and Yoplait, are increasingly focusing on premium supermarket channels such as ole', Metro, Yonghui, and Pang Donglai [1][3][4] - The choice of premium supermarkets is driven by the alignment of brand image and consumer demographics, as these channels cater to health-conscious, high-income consumers willing to pay a premium for quality products [4][5] Market Trends - The shift towards high-end positioning among yogurt brands is seen as a key strategy to differentiate from traditional brands and avoid direct competition in regular channels [5]