Group 1 - The company, 百果园, is attempting to position itself in the high-end fruit market, but its pricing strategy is causing consumer backlash, with prices significantly higher than competitors, such as 15.9 yuan for a kiwi and 29.9 yuan for half a jin of jackfruit [2][4] - Consumers are expressing frustration over the perceived lack of quality and service that accompanies the high prices, citing past incidents like the "rotten fruit cut" scandal, which undermined the company's claims of rigorous quality control [4][7] - The company has lost 70,000 members in the past year, indicating a decline in customer loyalty, as consumers are increasingly opting for alternatives like community group buying and Sam's Club, which offer lower prices and better quality [4][7] Group 2 - The company's strategy of "educating consumers" is viewed as insincere and disconnected from customer needs, suggesting a lack of understanding of market dynamics [7] - There is a growing sentiment that consumers are willing to pay a premium for quality, but they are unwilling to spend on products that do not meet their expectations, leading to a perception of "wasting money" [4][7]

作者 | 趣解商业 赵栀 近两年，社交媒体上，一直有消费者吐槽百果园"贵"帖子，50元一斤的榴莲；13块钱一个苹果；43元半斤草莓……近日，百果园董事长余惠勇回应水果价格 较高的言论更是在网上引发争议。 余惠勇发视频称，："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……我绝不在品质上做让步，除非我直接换品相，把品质做差一点、价格便宜点，但这不是我们要走的路。" 对于余惠勇的言论，不少网友并不赞同，"上一个这样硬气的，好像是倒了雪糕稀客"；"消费者一定会用实际行动告诉你，你完了"；"我是消费者，我需要 你教育我？"…… 图片来源：微博截图 不过，也有网友认为，"嫌贵，不买就行了"，"也许是精挑细选品相好的水果，贵点也合情合理"。 随后，百果园相关负责人否认教育消费者，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"。 8月11日下午，"趣解商业"在视频号和抖音账号"百果园余惠勇"下，未发现相关视频。而余惠勇在6月27日的视频中也回应过"水果贵"的问题，其表示有相当 多的顾客 ...

创始人余惠勇的一番言论，让百果园（02411.HK）上了热搜。 8月8日，百果园创始人余惠勇发表了一条短视频，本意是想分享自己对水果行业的认知，回应外界对百 果园价格贵的争议。没想到，这条视频突然引爆网络。 视频里，余惠勇回应"水果太贵"的质疑时表示："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。" 这一言论引发广泛讨论，网友们纷纷吐槽，"买个水果还要被教育"。 二级市场上，8月11日，百果园开盘下跌，盘中一度跌8%，最终跌幅收窄至0.57%。 百果园一度被认为是品质水果的标杆，贵，但好吃，曾让不少消费者放心。但是，近年来，百果园门店 售卖的水果质量问题频发，多次被曝光。这些现实，让消费者对百果园的品质多少产生了动摇。 2024年初，余惠勇提出，未来10年，百果园门店要超过万家。但在当年，公司净关店966家。 百果园创始人、董事长余惠勇的言论招来争议。 8月8日，百果园董事长余惠勇通过视频公开回应外界对其水果价格过高的质疑。 在视频中，余惠勇直言："我想给顾客留下便宜的印象是很容易的，因为不同品质的水果价格差可达四 五倍。便宜的水果供大于求，而真正的好水果供不应求，这也是它贵的原因 ...

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, expressed a controversial stance on high fruit prices, suggesting that the company aims to "educate consumers" rather than cater to them, which has raised eyebrows given the company's high pricing strategy and recent negative publicity [1][2]. Group 1: Company Pricing Strategy - Baiguoyuan's fruit prices are significantly higher than market averages, with examples showing prices nearly double that of nearby competitors [1]. - The company has faced criticism for its pricing strategy, which lacks a corresponding quality or brand advantage compared to other premium products in the market [2]. Group 2: Financial Performance - Baiguoyuan reported a revenue of 10.273 billion yuan for 2024, a year-on-year decline of 9.8%, marking the first net loss in five years with a pre-tax loss of 391 million yuan [3]. - The number of retail stores decreased by nearly 1,000, reflecting a negative consumer response to the company's pricing and service approach [3]. Group 3: Consumer Sentiment - Consumer experiences highlight dissatisfaction with Baiguoyuan's pricing model, as illustrated by a notable incident where a customer was shocked by the high cost of a few fruits, leading to a loss of repeat business [3].

Core Viewpoint - The article discusses the recent backlash against Baiguoyuan, highlighting the disconnect between the company's pricing strategy and consumer expectations regarding quality and value. The CEO's statement about not catering to consumer demands has sparked significant criticism, reflecting a broader sentiment of disappointment among consumers who feel let down by the brand's quality standards [5][10][42]. Group 1: Consumer Sentiment and Backlash - Baiguoyuan's chairman, Yu Huiyong, stated that the company will not cater to consumers, which led to widespread criticism on social media, with users expressing their dissatisfaction and disappointment [5][6][9]. - Consumers have voiced their frustration over the perceived decline in quality, with many sharing negative experiences related to spoiled or substandard products purchased from Baiguoyuan [20][22][24][28]. - The article emphasizes that consumers are willing to pay for quality but are resistant to being "educated" into purchasing expensive products that do not meet their expectations [10][28]. Group 2: Company Performance and Financials - 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 [34][35]. - The company has seen a significant reduction in its store count, closing nearly 1,000 locations in 2024, leaving only 5,127 stores operational [36]. - Membership numbers have also dropped, with a decrease of 317,000 paying members, representing a 27.1% decline from 2023 [38]. Group 3: Market Position and Competition - Baiguoyuan's market position has weakened, with its stock value plummeting by 71.5% since its IPO, reflecting a loss of investor confidence [41]. - The competitive landscape has intensified, with new players in the market offering fresh and affordable options, challenging Baiguoyuan's traditional business model [41][42]. - The article suggests that Baiguoyuan's refusal to adapt to consumer needs may lead to further losses in market share as consumers seek better value elsewhere [42][43].

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, responded to public criticism regarding high fruit prices, emphasizing the company's commitment to high-quality products and consumer education, rather than catering to perceived low-price demands [2] Financial Performance - Baiguoyuan reported a net loss of approximately 386 million yuan in 2024, marking its first net profit loss since 2020, with total revenue declining by 9.8% to 10.273 billion yuan [6] - The company's gross margin has been declining, dropping to 7.44% in 2024 from around 11% in previous years, attributed to the need for product optimization to meet consumer demands for high-quality and cost-effective products [5][6] - The number of retail stores decreased by 966, leaving a total of 5,127 stores by the end of 2024, as the company encouraged franchisees to relocate to more sustainable locations [6] Market Position and Strategy - Baiguoyuan's gross margin is significantly lower than competitors, such as Hongjiu Fruit, which maintained a gross margin above 15% from 2021 to 2023 [6] - The company's revenue is heavily reliant on fruit sales, with 97.1% coming from fruit and food sales, indicating a low-margin business model [6][7] - Experts suggest that Baiguoyuan's high-end pricing strategy could find a market among middle-income families willing to pay for quality, but the brand must enhance its overall positioning and consumer experience to justify high prices [7][8] Recommendations - It is recommended that Baiguoyuan optimize store locations to target high-frequency customer areas such as upscale communities and business districts [8] - The company could adopt a dual pricing strategy, offering both high-quality premium products and cost-effective seasonal fruits to attract a broader customer base [8]

近日，百果园（2411.HK）董事长余惠勇回应"水果太贵"的质疑。他表示，百果园不会迎合消费者，多 年来一直走在教育消费者成熟的路上。此番表述迅速发酵，登上各大社交平台热搜。 余惠勇回应视频截图 8月11日，百果园相关负责人回应称，相关短视频截取了发言的争议部分制造对立，完整内容有前因后 果，并非文中断章取义。 据其披露，余惠勇的完整表述为："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（消费者）并不清楚的，所谓便宜之类的。我们想告知消费者，最后是消费者自己 的选择，但是如果消费者不知情的时候，实际上他是无从选择的，他只能选择便宜，只能看价格。" 争议之下，百果园股价应声下跌。8月11日开盘后，公司股价低开低走，盘中一度跌超7%；截至收盘， 每股报1.74港元，最新市值26.78亿港元，较2023年初的历史高位已蒸发72%。 "我只买了1个西瓜，怎么就要了我一百多块""结账的时候惊呆了""月薪两万也买不起"……诸多从百果 园门店走出的消费者发出类似感叹。 然而，高昂的定价并未支撑公司的利润持续增长。2023年初，百果园顶着"中国水果零售第一股"的光环 在港交所上市，但其业绩与 ...

Group 1 - The core viewpoint of the articles revolves around the high-end market positioning of Baiguoyuan, emphasizing that the company will not lower its prices or quality to cater to lower-end consumers, despite facing criticism for high prices and quality issues [1][2] - Baiguoyuan's chairman, Yu Huiyong, stated that the company aims to educate consumers rather than simply meet their demands, indicating a strategy focused on high-quality products for affluent consumers [1][2] - The company has faced significant consumer complaints regarding food safety, with 1,769 complaints reported on the national consumer complaint platform and 3,091 on the Black Cat complaint platform, highlighting issues with quality control [2] Group 2 - Baiguoyuan's financial performance has deteriorated, with a revenue decline and its first-ever net profit loss in 2024, alongside a reduction of nearly 1,000 stores, suggesting that the market is not responding positively to its high-price strategy [2] - The articles suggest that Baiguoyuan's high pricing must be matched with high-quality products and services; otherwise, the company risks losing consumer trust and market share [2][3] - The relationship between companies and consumers is described as interdependent, where companies must respect market dynamics and understand consumer needs to maintain a competitive edge [3]

Core Viewpoint - Baiguoyuan is facing criticism for high fruit prices, with Chairman Yu Huiyong defending the company's commitment to high-quality products and consumer education, rather than catering to price sensitivity [3][4]. Financial Performance - Baiguoyuan's gross profit margin has been low, with figures of 9.8% in 2019, 9.1% in 2020, and around 11% from 2021 to 2023, but dropping to 7.44% in 2024. The company attributes this decline to the need for optimizing low-margin products to meet consumer demand for quality and value [5][6]. - In 2024, Baiguoyuan reported a net loss of 386 million yuan, with revenues of 10.273 billion yuan, a year-on-year decrease of 9.8%. The loss was attributed to property sales and impairments [5][6]. Store Operations - The number of retail stores decreased by 966 in 2024, leaving a total of 5,127 stores. This reduction is due to a strategy encouraging franchisees to relocate to more sustainable locations with lower rent-to-revenue ratios [6][7]. Business Model and Market Positioning - Baiguoyuan's revenue is heavily reliant on fruit sales, with 97.1% coming from this segment. The low gross margin is linked to the nature of the fruit business, which faces challenges such as high transportation costs and low standardization [7]. - Experts suggest that Baiguoyuan's high pricing strategy could find a market among middle-income families willing to pay for quality. However, the brand must ensure that its high prices are matched by perceived quality and service to avoid negative consumer sentiment [8]. Strategic Recommendations - It is recommended that Baiguoyuan optimize store locations in affluent areas and consider a dual pricing strategy to cater to both high-end and price-sensitive consumers, rather than solely focusing on high pricing [8].

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 regarding quality and value [4][25]. Group 1: Company Background and Consumer Sentiment - Baiguoyuan was founded in 2001 by Yu Huiyong with an initial investment of 400 RMB, quickly gaining consumer trust by focusing on high-quality fruit and a customer-friendly return policy [12]. - Consumer sentiment has shifted from trust to disappointment, as many feel that the quality of Baiguoyuan's products has declined while prices remain high [8][25]. - The company has faced numerous complaints regarding product quality, including reports of selling spoiled or improperly handled fruit [13][16][20]. Group 2: Financial Performance and Strategic Shifts - In 2024, Baiguoyuan reported a revenue of 10.27 billion RMB, a decline of 9.8% from the previous year, and a pre-tax loss of 391 million RMB [30]. - The company has closed nearly 1,000 stores, reducing its total to 5,127, averaging 2.6 store closures per day [32]. - Despite previous growth, Baiguoyuan's financial performance has deteriorated, with a significant drop in both revenue and net profit since its IPO [29][36]. Group 3: Market Position and Competitive Landscape - Baiguoyuan's market position is challenged by increasing competition from community group buying and local fresh food stores, which offer fresher and cheaper options [36]. - The company's strategy of not catering to consumer preferences has raised concerns about its ability to compete effectively in a rapidly changing market [36]. - The decline in paid membership numbers, down 27.1% to 854,000, indicates a loss of core customers who once valued quality [34].