8月10日，"百果园称不会迎合消费者"话题登顶微博热搜榜首，引发社会广泛关注。 图片来源：网络 近年来，社交平台上百果园时常与"高价""贵"等标签挂钩，相当一部分消费者认为其价格相比许多水果摊店，甚至商超要高出不少。 面对这些声音，8月8日，百果园董事长余惠勇发布视频公开回应。 截至2024年末，百果园旗下门店5127家，较上年末的6093家，净减少966家，闭店率接近16%。 早在2023年中期业绩会上，管理层曾计划在2027年底即2028年初，在中国大陆开设1万家门店。如今看来，不仅扩张计划未能实现，门店数量反而减少。 左宇摄 余惠勇指出，"水果这个产品非常普通，但是真正了解水果的呢，非常少，我们仍然会坚守做高品质的。我要想给顾客留下一个便宜的印象是很容易的， 因为它不同的品质差别太大了，哪怕外观同样的水果，有的时候差到四五倍。而且便宜的水果呢供大于求，但真正的好水果是供不应求的，也是它贵的一 个原因。我们一方面呢，可以听到百果园太贵了的声音，但另外一方面呢，我们百果园有几千万的会员，如果没有一批真正认识到百果园价值的顾客，那 百果园也就不复存在。" 他认为商业模式只有两种："第一个利用消费者的无知，第二 ...

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, responded to criticisms regarding high fruit prices, stating that the company aims to "educate consumers" rather than simply cater to them, which has sparked widespread controversy [1] Group 1: Company Positioning - Baiguoyuan's pricing strategy is attributed to the significant quality differences in fruits, where cheap fruits are in surplus while high-quality fruits are in short supply, leading to higher prices [1] - The company claims to have tens of millions of members who recognize its value, indicating a strong customer base that supports its pricing model [1] Group 2: Market Challenges - The phrase "educate consumers" is not inherently negative, but the manner of expression needs to be cautious, especially during sensitive consumer periods, as it may be perceived as condescending and could affect brand trust [1] - Baiguoyuan's high-end positioning faces market challenges, as consumers are increasingly focused on cost-performance ratios [1] Group 3: Communication Issues - Following the backlash, Baiguoyuan clarified that the video was taken out of context, suggesting that the complete content provided necessary background [1] - The controversy highlights Baiguoyuan's difficulties in market positioning and communication with consumers [1]

Core Viewpoint - The controversy surrounding the chairman of Baiguoyuan, Yu Huiyong, highlights the disconnect between the company's pricing strategy and consumer expectations, leading to significant backlash on social media [1][5][23]. Group 1: Consumer Sentiment - Consumers express disappointment and frustration with Baiguoyuan's high prices, feeling that they are being "educated" rather than offered value for their money [2][6][23]. - There is a strong sentiment that consumers are willing to pay for quality but reject the notion of being coerced into purchasing expensive products without corresponding quality [6][23]. - The company's past reputation for quality has been tarnished by recent reports of substandard products, leading to a loss of consumer trust [5][10][23]. Group 2: Company Performance - Baiguoyuan reported a significant loss of 391 million RMB in 2024, marking a decline in revenue to 10.27 billion RMB, a 9.8% decrease from the previous year [24][26]. - The number of retail stores decreased by 966, leaving a total of 5,127 stores, averaging a closure of 2.6 stores per day [28]. - Membership numbers also declined, with a reduction of 317,000 members, representing a 27.1% drop [30]. Group 3: Market Position and Strategy - Despite the chairman's claims of not catering to consumer demands, the company's financial reports frequently mention "cost-effectiveness," indicating a shift in strategy [24][25]. - Baiguoyuan's previous growth trajectory has reversed, with revenue and profit declining for the first time since its listing [26][32]. - The competitive landscape has intensified, with new players offering fresh and affordable options, challenging Baiguoyuan's market position [32].

今天（8月10日） 话题"百果园称不会迎合消费者" 登上热搜 百果园的品质与价格不符 水果可以贵，但是质量要好 据媒体报道，8月8日，百果园董事长余惠勇表示："水果这个产品非常普通，但是真正了解水果的，非常少，我们仍然会坚守做高品质的。我要想给顾客 留下一个便宜的印象是很容易的，因为它不同的品质差别太大了，哪怕外观同样的水果，有的时候差到四五倍。而且便宜的水果供大于求，但真正的好水 果是供不应求的，也是它贵的一个原因。我们一方面，可以听到百果园太贵了的声音，但另外一方面，我们百果园有几千万的会员，如果没有一批真正认 识到百果园价值的顾客，那百果园也就不复存在。" 此外，余惠勇还提到："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。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。一方面我们认为还有空间在成本上继续去优化，能否再低一点的价格供应给我们顾客，但是我绝不在品质 上做让步，除非我直接换品相，把品质做差一点、价格 ...

曾有不少网友吐槽，"太贵了""月薪2万吃不起""百果园随便买买，一百大洋就没了""到底谁在吃百果园？"还有网友称，百果园越来越贵，质量却越来越 差。 今天（8月10日） 话题"百果园称不会迎合消费者" 登上热搜 据媒体报道，8月8日，百果园董事长余惠勇表示："水果这个产品非常普通，但是真正了解水果的，非常少，我们仍然会坚守做高品质的。我要想给顾客 留下一个便宜的印象是很容易的，因为它不同的品质差别太大了，哪怕外观同样的水果，有的时候差到四五倍。而且便宜的水果供大于求，但真正的好水 果是供不应求的，也是它贵的一个原因。我们一方面，可以听到百果园太贵了的声音，但另外一方面，我们百果园有几千万的会员，如果没有一批真正认 识到百果园价值的顾客，那百果园也就不复存在。" 此外，余惠勇还提到："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。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。一方面我们认为还有空间在成本上继续去优化， ...

撰稿 / 信海光（专栏作家） 编辑 / 柯锐 校对 / 赵琳 ▲ 百果园董事长发视频回应网友吐槽。图/华商报大风视频截图 网友吐槽百果园水果越来越贵，"月薪2万吃不起"，百果园董事长回应后，8月9日晚，#百果园称不会迎 合消费者#冲上热搜第一。 据报道，针对网友吐槽，百果园董事长余惠勇8月8日发视频称："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。" 这番言论之所以引发热议，并高居热搜榜首，是因其触碰到的，其实是一个很普遍的商业命题：在市场 中，企业与消费者之间，到底谁在"教育"谁？ 而且，从市场逻辑出发，把商业简单划分为"利用消费者的无知"和"教育消费者成熟"也值得商榷。现实 中的商业模式远比这复杂。大量零售业态既不是利用信息不对称，也不刻意承担教育职能，而只是通过 合适的价格与便利的服务，维持稳定交易。 在这样多元的市场结构里，真正的竞争核心仍然是价格、体验与价值的平衡。生活中有无数的水果摊 贩，他们勤勤恳恳披星戴月，既不是利用消费者的无知，也没想过要教育消费者，而只是运用这种最朴 素最基本的商业原理谋生。 在 ...

Core Viewpoint - The chairman of Baiguoyuan responded to consumer complaints about rising fruit prices, emphasizing that the company will not cater to consumer demands but rather focus on educating consumers about product value [3][4]. Group 1: Company Response - Baiguoyuan's chairman, Yu Huiyong, stated that the company has been on a path of educating consumers rather than simply catering to their demands [3]. - The statement sparked significant public interest, highlighting the broader commercial debate about whether companies or consumers should be educating each other [3][4]. Group 2: Consumer Sensitivity - Consumers are highly sensitive to price changes, especially for everyday items like fruit, and can easily compare prices across different channels [4]. - If consumers do not perceive sufficient quality differences or enhanced experiences, they are unlikely to accept higher prices [4]. Group 3: Market Dynamics - The retail market often sees price disputes, and companies must provide substantial evidence and experiences to justify higher prices [5]. - The relationship between pricing and consumer expectations is crucial, and feedback from consumers can shape market dynamics more effectively than marketing strategies [5][6]. Group 4: Effective Education - The most effective form of "education" in retail comes from positive shopping experiences that lead consumers to willingly pay for products [5][6]. - Companies should prioritize listening to consumer feedback and adapting to market changes rather than adhering to a one-sided educational approach [6].

Core Viewpoint - The article discusses the controversy surrounding the pricing and quality of fruits sold by Baiguoyuan, highlighting the company's stance on consumer education and its implications for customer satisfaction and loyalty [3][14][22]. Pricing Issues - Baiguoyuan's fruit prices are perceived as high, with examples showing that their lychee is priced at 39.9 yuan per 500 grams in Beijing, compared to 16.8 yuan at a competitor [3][10]. - Consumers have expressed dissatisfaction with the quality of Baiguoyuan's fruits, stating that they often receive fruits that are not fresh or of poor quality, leading to a decline in membership renewals [11][12]. Consumer Education Stance - Baiguoyuan's chairman, Yu Huiyong, emphasized that the company aims to "educate consumers" rather than cater to their preferences, which has drawn criticism from consumers who feel this approach is condescending [14][15]. - Many consumers reject the notion of needing education on fruit quality, arguing that they are willing to pay for high-quality products and expect the company to meet those standards [14][15]. Return Policy Concerns - The "three no-return" policy introduced in 2009 has faced criticism, with complaints about difficulties in obtaining refunds for unsatisfactory products [4][21]. - Franchisees have reported financial losses due to changes in the return policy, which now requires them to bear a larger portion of the costs associated with returns [21][22]. Financial Performance - Baiguoyuan's financial performance has shown a decline, with a reported revenue growth rate of only 0.69% and a pre-tax loss of 391 million yuan in 2024, marking the first net loss in five years [22]. - The chairman's salary has also decreased, with a reported total compensation of 1.097 million yuan in 2023, down approximately 7.38% from the previous year [4].

Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, responded to consumer complaints about rising fruit prices, stating that the company will not cater to consumers but rather focus on educating them about product value [2][3] Group 1: Company Response - Baiguoyuan's chairman emphasized that the company aims to educate consumers rather than simply meet their demands, which sparked significant public discussion [2][3] - The statement raised questions about the relationship between businesses and consumers, particularly in terms of who is "educating" whom in the market [3] Group 2: Market Dynamics - The concept of "educating consumers" is not inherently negative; it involves helping consumers understand product quality and value through branding and service [3][4] - High-frequency consumer goods like fruit have a higher price sensitivity compared to luxury items, making it crucial for companies to justify their pricing through quality and experience [4][5] Group 3: Consumer Behavior - When consumers feel that prices exceed their expectations without adequate justification, they may quickly switch to alternative brands or channels [4][5] - The effectiveness of "education" in retail is ultimately determined by consumer experiences and perceptions rather than verbal assertions [5][6] Group 4: Business Strategy - Companies must listen to consumer feedback and adapt to market changes rather than adhering to a one-sided educational approach [6] - The market will ultimately favor brands that can effectively communicate value while meeting consumer needs [6]

然而，百果园的高价策略在社交媒体上遭到了众多网友的吐槽。不少人表示 "月薪2万吃不起"、"百果 园随便买买，一百大洋就没了"，还有网友称百果园价格越来越高，质量却越来越差。在消费观念逐渐 转变，"平替" 消费观成为主流的当下，消费者更加注重质价比，对价格的敏感度也越来越高。百果园 定位中高端精品水果，定价基本是其他渠道的1.2倍，这使得其在市场竞争中面临不小的压力。 近日，百果园董事长余惠勇针对水果价格问题的回应引发广泛关注。在视频中，余惠勇表示，百果园会 坚守高品质路线，即便面临 "水果太贵" 的质疑，也不会轻易迎合消费者对低价的诉求，而是致力于 "教育消费者成熟"。这一言论在社交媒体上掀起热议，也引发了人们对百果园商业模式、市场定位以及 未来发展的深入思考。 余惠勇指出，水果看似普通，实则品质差异巨大，外观相似的水果，品质和价格可能相差四五倍。便宜 的水果供大于求，而高品质水果则供不应求，这是百果园水果价格偏高的重要原因。同时，他强调百果 园拥有几千万会员，这些会员认可百果园的价值，是百果园得以存在和发展的基础。 在谈及商业理念时，余惠勇将商业行为分为两类：一是利用消费者的无知，二是教育消费者成熟。他表 ...