Core Viewpoint - The chairman of Baiguoyuan, Yu Huiyong, addressed the issue of high fruit prices, emphasizing the importance of quality over price and the need for consumer education in the fruit market [1] Group 1: Company Insights - Baiguoyuan aims to maintain high-quality standards in its fruit offerings, despite consumer perceptions of high prices [1] - The company has millions of members who recognize the value of its products, indicating a loyal customer base that appreciates quality [1] - Yu Huiyong highlighted the difference in quality among fruits, stating that even visually similar fruits can vary in price by four to five times [1] Group 2: Industry Perspective - The fruit market is characterized by a supply-demand imbalance, where high-quality fruits are in short supply, contributing to their higher prices [1] - The company believes in educating consumers rather than catering to their lack of knowledge, which often leads to price-based purchasing decisions [1] - Baiguoyuan is exploring ways to optimize costs to offer better prices without compromising on quality [1]

Group 1 - The chairman of Baiguoyuan responded to consumer complaints about high fruit prices, suggesting that consumers lack knowledge about fruit quality [1][2] - Baiguoyuan's pricing strategy has led to perceptions of luxury, with prices for common fruits significantly higher than market rates, such as imported oranges priced higher than milk tea [2][3] - The company reported a 9.8% year-on-year decline in revenue for 2024, with a net loss of 386 million yuan and a reduction of nearly 1,000 stores, averaging three closures per day [3][4] Group 2 - Consumer expectations are centered around "high quality + reasonable price," and the company's approach of "educating" consumers has sparked backlash [3][4] - The market response indicates that consumers are voting with their feet, suggesting a disconnect between price and perceived quality [4]

Core Viewpoint - The recent comments by the chairman of Baiguoyuan, Yu Huiyong, regarding "educating consumers" and not catering to their demands have sparked significant public debate, particularly concerning the high prices of fruits sold by the company [1][10]. Pricing Strategy - Baiguoyuan's fruit prices are generally higher than those of ordinary fruit stores, with A-grade watermelon priced at 6.38 yuan per jin and A-grade imported bananas at 7.38 yuan per jin, compared to 3.99 yuan and 2.99 yuan respectively at nearby stores [4][5]. - The company employs a pricing strategy based on quality grading, with products categorized into different levels such as signature, A-grade, and B-grade, which influences pricing [4][5]. - The pricing is determined by the company and takes into account market prices from other supermarkets, ensuring that their prices do not deviate significantly from competitors [5][7]. Sales Performance - Baiguoyuan's sales costs for 2022 and 2023 were reported at 9.998 billion yuan and 10.076 billion yuan respectively, with the cost of sold inventory accounting for 95.2% and 95.4% of total sales costs [7]. - In the first half of 2024, this figure increased to 96.1%, indicating a rising cost structure [7]. Market Position and Customer Base - The company maintains a stable customer base, primarily targeting consumers aged 25-50 with a repurchase rate of nearly 40% [8]. - Despite recent controversies, the company believes that the impact on sales will be limited due to its established customer loyalty [8]. Operational Adjustments - Baiguoyuan has been closing underperforming stores to improve operational efficiency, with a reported gross margin of 32% in the Jinan region [10]. - The company has reduced its number of franchise stores by 965 in the past year, indicating a strategic shift to focus on more profitable locations [10].

文｜本原财经 "吃个破水果还被教育上了。" 百果园董事长余惠勇在小红书平台给自己做了一个IP，起号第一步自然是向流量看齐，自问自答"百果园水果太贵？董事长亲自回应！" 余惠勇说，百果园不会迎合消费者，绝不在品质上做让步；说商业模式只有两种，第一个利用消费者的无知，第二个教育消费者成熟。 黑红也是红，舆论旋风接踵而至，网友反击"上次那么猖狂的还是那个钟薛高""中年男老板这么喜欢爹味儿？"，还有细心的消费者发现，百果园2024 年财报里，"性价比"三个字出现了20余次…… 百果园是国内水果零售连锁企业的标杆，在全国有超5000家门店。老板余惠勇手拿400元从一个卖水果的打工仔，一跃成为营收百亿的企业家，堪称 草根逆袭的典范。 教育用户倒不是什么致命问题，苹果、华为等公司做产品其实也是在教育用户，不过公开说出来就有问题了。看似无脑之举，或许另有苦衷？ 01品牌该学学去爹味了 拿成功学"爹味"教育消费者的，上一个是"雪糕刺客"钟薛高，林盛当初说出那句"爱买不买"时，大概也没预料到钟薛高现在已经进入破产清算程序； 还有"月薪5000就不要吃火锅"的巴奴火锅老板杜中兵，将前一年800万赔偿买下的口碑逆转重新打入谷底；更早 ...

作者 | 趣解商业 赵栀 "月薪2万吃不起百果园"近日，这个话题让百果园站上风口浪尖。 事件起源于公司董事长余惠勇的一段访谈视频。视频中，针对"百果园水果贵"的质疑，他直言："百果园这么多年 都走在教育消费者成熟的路上，我们不会迎合消费者。" 8月11日，钟薛高创始人在直播中谈引起热议的百果园事件。他表示："我永远不希望再有任何企业成为第二个钟 薛高。我觉得（百果园）在表述方式上确实是让受众听起来心里不太舒服。但你让我去说百果园的老大看不起消 费者、嫌贫爱富，打死我都不觉得。能做到这样一个公司的一把手，他的格局不会那么狭隘。这个表述让大家不 太舒服，但我相信没有任何恶意的本心。" 图片来源：微博截图 这番言论引发了网友不满："你赚我钱还要教育我？""上一个这么拽的是钟薛高，然后快破产了。" 8月10日，百果园相关负责人回应称，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"。 图片来源：微博截图 这不是百果园第一次因为价格引发争议。此前，就有网友吐槽"月薪2万吃不起百果园"，虽有夸大之嫌，但也反 映出百果园水果定价确实较高。 值得一提的是，就连余惠勇强调的品质， ...

Core Viewpoint - The recent comments made by the chairman of Baiguoyuan Group, Yu Huiyong, regarding consumer education have sparked significant public controversy, leading to a nearly 7% drop in the company's stock price on August 11. The company is attempting to shift its strategy towards "high quality and high cost performance" in response to consumer perceptions of high prices, but it faces challenges in changing consumer mindsets and has reported a substantial loss of 386 million yuan for the year 2024 [1][2][10]. Group 1: Company Strategy and Performance - Baiguoyuan aims to associate its brand with high-quality fruits and services, utilizing a unique four-tier fruit quality grading system. In 2021, sales from the highest quality grades accounted for approximately 70% of total retail sales, contributing to the perception of high prices [2]. - In 2024, Baiguoyuan's revenue from franchised stores decreased by 13.03% to 7.388 billion yuan, indicating a significant decline in consumer spending and foot traffic [6]. - The company is undergoing a strategic shift, reducing the number of physical stores by 966 in 2024, with a focus on relocating or closing high-rent underperforming stores to improve profitability [6][8]. Group 2: Quality Control and Consumer Perception - Baiguoyuan has faced quality control issues, including reports of selling substandard products and food safety violations, which have undermined its "high quality" brand positioning [2][4]. - The company's reliance on franchised stores has increased, with 99.7% of revenue coming from these outlets, complicating direct oversight and quality assurance [4][5]. - Membership numbers have significantly declined, with a 27.1% drop in paid members in 2024, indicating a weakening brand appeal and consumer loyalty [9][10]. Group 3: Market Response and Future Outlook - The company's strategic pivot towards "high quality and high cost performance" includes adjusting its product offerings, with a decrease in the proportion of high-end fruit sales from 70% to 62.8% by the end of 2024 [7][8]. - Baiguoyuan's ability to restore its brand image and effectively implement its new strategy will be crucial for mitigating further performance declines [10].

对于相关言论所带来的舆论风波，百果园相关负责人表示，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"。 然而，这一事件折射出的当下消费零售公司与用户之间的认知冲突，却具有这个时代特有的标本意义。 市值大幅缩水 事实上，百果园对于如今严峻的价格压力，并非毫无感知。在如今这个追求性价比的市场环境下，百果 园遭受着极大的经营压力，也曾经努力进行过调整。 2023年1月，头顶"中国水果连锁零售第一股"光环的百果园在港交所成功上市。不过，从近几年的财报 数据可以看出，产业作为一门，想要在水果零售这个长链条、高损耗、高成本的微利生意中赚到钱，并 不是一件容易的事。 对于好水果的价格，大家吵成了一片。 "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，我们想告知消费者， 最后是消费者自己的选择。"日前，一段关于百果园创始人、董事长余惠勇回应水果太贵问题的视频， 在社交媒体上广泛流传。 "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， ...

Core Viewpoint - The article discusses the decline of Baiguoyuan, a once-prominent high-end fruit retailer, highlighting its financial losses, store closures, and the erosion of consumer trust in its brand [3][12][25]. Company Summary - Baiguoyuan, which positioned itself as a high-end fruit expert, is facing significant challenges, including a loss of 386 million yuan in 2024, marking its first major loss since going public [3][12]. - The company closed 966 stores in 2024, averaging five closures per day, indicating a rapid decline in its retail presence [3][12]. - The brand's initial success was built on offering high-quality fruits and a unique shopping experience, but it has struggled to maintain this value proposition as consumer preferences shift [9][11]. Industry Summary - The fruit retail industry faces inherent challenges such as high spoilage rates (10%-20%) and the difficulty of maintaining quality control due to external factors like climate and agricultural practices [14]. - Increased competition from retailers like Sam's Club, JD.com, and Hema, which offer lower prices for similar quality, has pressured Baiguoyuan's pricing strategy [18][25]. - The shift in consumer behavior towards seeking value for money has led to a disconnect between Baiguoyuan's premium pricing and the perceived value of its products [25].

Core Viewpoint - The article discusses the challenges faced by Baiguoyuan, a fruit retail chain in China, particularly in light of controversial statements made by its founder and chairman, Yu Huiyong, regarding consumer expectations and pricing strategies. The company is struggling to maintain its market position amid changing consumer preferences for cost-effectiveness and quality assurance [1][3][19]. Group 1: Company Performance and Strategy - Baiguoyuan has positioned itself in the high-end fruit market, with a focus on quality service and premium pricing, which has led to a perception that it is unaffordable for many consumers [4][5]. - The company's revenue from 2019 to 2023 showed a compound annual growth rate (CAGR) of 6.14%, with revenues of 89.76 billion, 88.54 billion, 102.9 billion, 113.1 billion, and 113.9 billion yuan respectively [5]. - Despite its previous success, Baiguoyuan's revenue declined by 9.8% in 2024, with a gross profit drop of 41.9%, indicating a significant downturn in performance [8][11]. Group 2: Consumer Sentiment and Market Trends - Consumer preferences have shifted towards high cost-performance ratios, with a survey indicating that 33.5% of consumers prioritize value for money, 32.3% focus on quality, and 30.5% on after-sales service [8]. - The backlash against Baiguoyuan's high pricing and perceived arrogance in addressing consumer concerns has led to a significant drop in its paid membership, which fell by 27.1% year-on-year [11][19]. - The company has faced numerous complaints regarding product quality, with over 3,000 complaints recorded, highlighting issues such as selling spoiled fruits and failing to honor return policies [10][11]. Group 3: Competitive Landscape - Baiguoyuan's reliance on franchise stores (99.79% of its 5,127 stores) has contributed to inconsistent product quality, as franchisees prioritize cost-cutting measures over customer satisfaction [10][11]. - Competitors like Hema have leveraged supply chain advantages to offer high-quality fruits at lower prices, making Baiguoyuan's pricing strategy less attractive to consumers [17][18]. - The article draws parallels between Baiguoyuan and other high-end brands that have struggled due to consumer pushback against perceived arrogance, emphasizing the need for Baiguoyuan to adapt its strategy to meet evolving market demands [12][19].

Core Viewpoint - The controversy surrounding the high prices of fruits at Baiguoyuan has escalated, with the chairman's comments on "educating consumers" leading to significant backlash and a sharp decline in stock prices, reflecting a disconnect between the company's ideals and market realities [2][9][20]. Group 1: Company Performance and Market Reaction - Baiguoyuan's stock price dropped by 8% on August 11, closing at 1.74 HKD per share, which represents a 72% decline from its historical high at the beginning of 2023 [2][9]. - The company reported a revenue of 10.273 billion CNY in 2024, a year-on-year decrease of 9.8%, with a gross profit of 764 million CNY, down 41.9% [9]. - Baiguoyuan experienced a net loss of 391 million CNY in 2024, contrasting with a profit of 381 million CNY in the previous year [9]. Group 2: Consumer Sentiment and Complaints - There were 3,091 complaints registered on the Black Cat Complaints platform regarding Baiguoyuan, with issues including quality problems, false advertising, and spoiled fruits [5]. - Consumers expressed dissatisfaction with the chairman's high-handed approach, questioning the company's right to "educate" them while facing quality issues [6][7]. Group 3: Business Model and Challenges - Baiguoyuan's business model heavily relies on franchise stores, which account for over 99% of its outlets, leading to challenges as franchisees report unprofitability [11][12]. - The number of retail stores decreased by 966 year-on-year, with franchisees struggling to meet the company's profitability expectations [12][13]. - The company's practice of "pressing goods" and high thresholds for reporting spoiled products have contributed to franchisee dissatisfaction and operational challenges [14][16]. Group 4: Market Position and Consumer Trends - Baiguoyuan's positioning as a high-end fruit retailer is increasingly misaligned with current consumer preferences, which favor cost-effectiveness and value [19][20]. - The number of paid members dropped from 1.171 million at the end of 2023 to 854,000 by the end of 2024, indicating a significant loss of consumer loyalty [20]. - Competitors like Sam's Club and Hema are gaining market share by offering better quality fruits at lower prices, further challenging Baiguoyuan's market position [20].