齐鲁晚报·齐鲁壹点 魏银科 8月8日百果园董事长余惠勇关于"教育消费者成熟，不迎合消费者"的言论，瞬间点燃了舆论火药桶。48 小时内，"百果园称不会迎合消费者"冲上热搜首位。消费者的不满也如潮水般涌来："买个水果还要被 上课？""月薪两万吃不起水果""到底谁在吃百果园？"……这一番"教育论"看似立意高远，实则与百果 园当下的市场境遇、消费者需求背道而驰，深刻暴露出企业在品牌认知与市场策略上的严重偏差。 余惠勇提出商业仅有"利用消费者的无知"与"教育消费者成熟"两种，坚称百果园走的是教育消费者成熟 的道路。这一观点乍听之下，似乎凸显了企业的"使命感"，但在实际语境中，却充满了居高临下的"傲 慢"。消费者花钱购买水果，是为了满足生活需求，不是来接受企业"教育"的。这种无视消费者主体地 位的言论，难免让人反感，网友那句"买个水果还要被上课"，便是大众情绪的生动写照。 百果园此次"教育论"翻车，是品牌叙事与用户体验断裂的必然结果。在竞争激烈的水果零售市场，品 质、价格与服务才是立足之本。如果不能真正满足消费者需求，再漂亮的言辞、再高的品牌定位，都难 以支撑企业长远发展。市场是无情的，消费者的选择就是最好的评判标准，希 ...

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, sparked controversy with his statement that the company will not cater to consumers but instead educate them, leading to a significant drop in the company's stock price [1][3]. Company Summary - Baiguoyuan's stock price fell by as much as 7% following the chairman's remarks, with a slight recovery to a 0.5% decline at the time of reporting [1]. - The company is facing a trust crisis, with a reported revenue of 10.273 billion yuan in 2024, a year-on-year decline of 9.8%, and a net loss of 386 million yuan [3]. - The number of Baiguoyuan stores decreased by 966 within a year, averaging 2.64 closures per day [3]. - The company's "three no-return" policy (no receipt, no physical item, no reason for return) has been criticized, revealing issues with quality control and the burden of return costs on franchisees [3]. Industry Summary - The Chinese fruit retail market is highly competitive, with the rise of community group buying and fresh e-commerce platforms like Meituan and Duoduo, which offer rapid delivery and lower prices [4]. - Young consumers prioritize cost-effectiveness over premium narratives, leading to a shift away from high-priced products like those offered by Baiguoyuan [4]. - Baiguoyuan's strategy to position itself as a "high-quality fruit expert" is contradictory, as it attempts to cut franchise fees while simultaneously launching promotional activities that lower prices [4]. - The failure of brands like Zhong Xue Gao serves as a warning that without quality and emotional resonance, high prices can backfire [5].

"消费者花个钱，结果一天到晚光被教育。"某小红书网友的吐槽，道出了最近百果园热搜事件的核心。#百果园称不会迎合消费者#的话题火了，董事长余惠 勇亲自下场回应"水果贵"争议，却把自己推上了舆论风口。 事情源于余惠勇在短视频平台的IP运营。不管是小红书刚起步的新号，还是持续运营的抖音账号，其团队深谙流量密码——先自黑抛争议，再请董事长亲自 回应。在"百果园水果太贵？董事长亲自回应！"的视频里，余惠勇解释称："真正的好水果供不应求，我们坚守高品质，不会迎合消费者对便宜的盲目追 求。商业要么利用消费者无知，要么教育消费者成熟，百果园选择后者。" 然而媒体和网友只记住了关键句：百果园贵，是因为要教育消费者，不会迎合！经过二次剪辑后，"教育消费者""不迎合"等词成了导火索。地方融媒体加工 传播后，话题迅速冲上热搜第一，在榜13小时，123家媒体跟进报道，而原视频已悄然下架，但"百果园被消费者教育"的讨论愈演愈烈。 这场景似曾相识。李宁高管说"中国消费者缺乏教育"深陷舆情，钟薛高因"就是这么贵"成"雪糕刺客"最终倒闭，巴奴火锅老板一句"月薪5000别吃火锅"成"火 锅刺客"。才过5个月，百果园就主动认领了"水果刺客"标签， ...

Core Viewpoint - The recent comments by the chairman of Baiguoyuan, Yu Huiyong, regarding consumer education and pricing strategy have sparked significant controversy, leading to a decline in the company's stock price [1][3]. Company Performance - Baiguoyuan's revenue for 2024 was reported at 10.273 billion yuan, representing a year-on-year decrease of 9.8% [4]. - The company experienced a net loss of 386 million yuan, marking its first loss in many years [4]. - As of the end of 2024, the number of Baiguoyuan stores decreased by 966, leaving a total of 5,127 stores [5]. - The number of paid members also saw a significant decline, dropping to approximately 850,000, a decrease of 27.1% [5]. Consumer Sentiment - Yu Huiyong's assertion that Baiguoyuan will not cater to consumer preferences but instead aims to educate them has drawn criticism, with some consumers expressing their discontent through social media [3]. - Previous controversies regarding pricing have also surfaced, with consumers commenting on the high prices of Baiguoyuan's products, suggesting that even high earners find them unaffordable [3]. Quality Concerns - Baiguoyuan has faced scrutiny over product quality, with reports of substandard practices, including the sale of spoiled fruits and mislabeling of products [4].

Core Viewpoint - The controversy surrounding Baiguoyuan's chairman Yu Huiyong's comments reflects a disconnect between the brand's high-end positioning and consumer expectations, leading to a significant decline in market trust and financial performance [2][6][10] Group 1: Company Background and Development - Baiguoyuan was established in 2001, initially targeting the mid-to-high-end fruit market, and rapidly expanded due to rising consumer income and demand for quality products [4] - The company went public on the Hong Kong Stock Exchange in 2023, with an initial stock price of 6.98 HKD and a market capitalization of nearly 9.5 billion HKD, but has since seen its stock price drop to 1.75 HKD, representing a 71% decline in market value [4][5] Group 2: Financial Performance - Despite five consecutive years of profitability from 2019 to 2023, Baiguoyuan reported a loss of 391 million CNY in 2024, with a reduction of 966 stores, leaving only 5,127 locations [5] - The decline in performance is attributed to a tightening consumer environment and significant quality control issues, leading to negative customer experiences [5][6] Group 3: Consumer Perception and Brand Trust - Instances of poor product quality, such as moldy fruit and foreign objects in products, have eroded consumer trust, contradicting the brand's promise of high quality [6][8] - The chairman's comments about "educating consumers" have been perceived as condescending, further aggravating the situation and leading to public backlash [2][6][10] Group 4: Market Dynamics and Consumer Behavior - The current market environment features both consumption downgrade and quality upgrade, necessitating companies to listen to consumer needs and optimize their offerings rather than adopting a superior attitude [10] - Consumers are increasingly discerning about value for money, making it essential for brands to align product quality with pricing and marketing claims [8][10]

Group 1 - The core viewpoint of the article is that the company, Baiguoyuan, emphasizes educating consumers about the true value of high-quality fruits rather than catering to their demand for cheaper options [1][3] - Baiguoyuan's chairman, Yu Huiyong, highlighted the significant quality differences among fruits, stating that lower-priced fruits are often of inferior quality, while high-quality fruits are in short supply and thus more expensive [3][4] - The company has a strong membership base of several million who recognize its value, and it aims to optimize costs to lower prices without compromising on quality [3][4] Group 2 - Baiguoyuan was founded in 2001 with an initial investment of 400 yuan, and it successfully went public on the Hong Kong Stock Exchange in January 2023 [4] - Following its IPO, the company experienced a sharp decline in revenue growth, with a revenue growth rate dropping to 0.69% and net profit growth falling to 11.88% [4] - In the first half of 2024, Baiguoyuan reported a significant decline in both revenue and net profit, with revenue down 11% and net profit down 66.06% year-on-year [4][5] - The company's 2024 financial report indicated a revenue of 10.273 billion yuan, a year-on-year decrease of 9.8%, and a pre-tax loss of 391 million yuan, marking its first net loss in five years [5] - The term "cost-performance ratio" appeared 25 times in the financial report, indicating a focus on value [5] - Starting August 2024, Baiguoyuan plans to upgrade its product category operation system based on consumer behavior data to optimize its product mix [5]

百果园(2411.HK)盘中一度跌8%，报1.61港元。消息面上，百果园董事长近日发视频回应有关水果价格 太贵的问题时表示："商业分两种：利用消费者无知或教育其成熟，百果园选择后者，绝不迎合消费者 对便宜的追求"，该言论迅速引发大量争议。 有网友表示，这种将消费者对便宜、性价比的追求定义 为"无知"，并强调要"教育其成熟"的表述，是一种自带"爹味"的优越感，仿佛品牌与消费者之间是老师 与学生的关系，而非平等的供需关系。 对于该事件的发酵，8月10日，百果园相关负责人称，该短视频 有意截取了董事长发言最具争议的部分制造对立，"完整的内容有前因后果，并非文中断章取义"。被百 果园认为是"断章取义"的言论，出自视频中余惠勇说的以下这段话，原文是："我认为商业就两种，第 一个利用消费者的无知，第二个教育消费者成熟，像百果园这么多年来都走在一个教育消费者成熟的路 上。我们不会去迎合消费者，他并不清楚的，所谓的便宜之类的，我们想告知消费者，最后是消费者自 己的选择。" 本文源自：金融界AI电报 ...

Core Viewpoint - The article discusses the backlash against Baiguoyuan's chairman Yu Huiyong for his comments on consumer education, highlighting a disconnect between the company's pricing strategy and consumer expectations for quality [5][12][29]. Group 1: Consumer Sentiment - Consumers express disappointment and frustration with Baiguoyuan's high prices and perceived decline in quality, feeling that they are being "educated" rather than served [11][12][29]. - The backlash includes humorous and critical comments on social media, indicating a strong negative reaction to the company's stance [6][7][8]. - There is a clear demand from consumers for reasonable prices that match the quality of the products offered [12][29]. Group 2: Company History and Promises - Baiguoyuan was founded in 2001 by Yu Huiyong with a clear focus on providing high-quality fruit, initially gaining consumer trust through promises like "best tasting fruit" and a refund policy for unsatisfactory products [14][15]. - The company has faced multiple quality issues in recent years, including reports of selling spoiled or misrepresented fruit, which has eroded consumer trust [16][18][19][29]. Group 3: Financial Performance - Baiguoyuan's financial performance has deteriorated, with a reported revenue of 10.27 billion RMB in 2024, a decline of 9.8% from the previous year, and a pre-tax loss of 391 million RMB [35][36]. - The company has closed nearly 1,000 stores, reducing its total to 5,127, averaging 2.6 closures per day [37]. - Membership numbers have also dropped significantly, with a loss of 317,000 paying members, a decrease of 27.1% [39]. Group 4: Market Position and Competition - Baiguoyuan's market position is challenged by increasing competition from community group buying and local fresh food stores that offer fresher and cheaper options [41]. - The company's stock has seen a dramatic decline, with its market value dropping by 71.5% since its IPO [41]. - Despite claims of not catering to consumer demands, Baiguoyuan's financial reports indicate a shift towards emphasizing "high cost-performance" products, suggesting a contradiction in its strategy [31][32].

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, addressed concerns about high fruit prices, emphasizing the importance of quality over low cost and the need to educate consumers about the value of high-quality fruits [2][4]. Group 1: Company Performance - Baiguoyuan's revenue growth has significantly declined, with a reported revenue growth rate of only 0.69% in 2023 and a net profit growth rate of 11.88% [4]. - In the first half of 2024, Baiguoyuan experienced negative growth in both revenue and net profit, with revenue down by 11% and net profit down by 66.06% [4]. - The company's 2024 financial report indicated a revenue of 10.273 billion yuan, a year-on-year decrease of 9.8%, and a pre-tax loss of 391 million yuan, marking the first net loss in five years [4]. Group 2: Market Position and Consumer Perception - There has been significant consumer backlash on social media regarding Baiguoyuan's pricing, with comments highlighting the perception that the fruits are too expensive and of declining quality [4]. - The company has seen a reduction in its retail store count, with a net decrease of 966 stores, leaving a total of 5,127 stores by the end of 2024 [7]. - Despite a surge in sales for lychee during a popular drama's airing, Baiguoyuan's stock price has faced volatility, indicating mixed market sentiment [7].

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, stated that the company will not cater to consumer demands for lower prices, emphasizing the importance of educating consumers about the value of high-quality fruits [9][30]. Group 1: Company Strategy and Positioning - Baiguoyuan's chairman believes that the company is focused on educating consumers rather than simply meeting their price expectations, asserting that the perception of high prices is due to a lack of understanding of fruit quality [8][9]. - The company has a significant membership base of several million, which indicates a segment of consumers who recognize the value of Baiguoyuan's offerings [8][9]. - The chairman's approach includes a commitment to maintaining product quality, even if it means higher prices, and he expressed a willingness to optimize costs without compromising quality [8][9][30]. Group 2: Financial Performance - In 2023, Baiguoyuan reported a net profit of 360 million, but in 2024, it faced a loss of 386 million, with revenue of 10.27 billion, a year-on-year decline of 9.8% [30][31]. - The gross profit margin decreased from 11.5% to 7.4% in 2024, with projections indicating further losses in 2025, estimated between 240 million to 280 million [30][31]. - The losses in 2024 were attributed to strategic adjustments that involved lowering prices and increasing costs related to marketing and store upgrades [31][32][33]. Group 3: Market Reactions and Public Perception - The chairman's comments sparked significant backlash on social media, leading to a trending topic that highlighted consumer dissatisfaction with perceived high prices [9][10]. - The situation is reminiscent of previous controversies faced by other brands, indicating a pattern of negative consumer reactions to statements about pricing and consumer education [20][23]. - The media has begun to comment on the potential risks of Baiguoyuan's approach, suggesting that the company may need to reconsider its public relations strategy [17][30].