Core Viewpoint - The article discusses the backlash faced by the company 百果园 (Bai Guo Yuan) and its chairman 余惠勇 (Yu Huiyong) after a public relations attempt to address consumer complaints about high prices, which instead led to a significant consumer revolt and a drop in stock price [2][10][25]. Group 1: Consumer Reaction - Starting in May, consumers began to voice complaints on social media about the high prices of 百果园's products, particularly highlighting the price of 阳光玫瑰青提 (Sunshine Rose Green Grapes) at 70.9 yuan per pound compared to much lower prices on delivery platforms and competitors [8]. - By early July, the complaints peaked with phrases like "月薪两万吃不起百果园" (earning 20,000 yuan a month but unable to afford Bai Guo Yuan) and reports of an average of three store closures per day [10]. - Following the release of a video by Yu Huiyong on August 8, which aimed to "educate" consumers, a backlash ensued, leading to a campaign where consumers stated, "we do not cater to Bai Guo Yuan, we educate Bai Guo Yuan" [21][22]. Group 2: Company Response - On July 18, during the company's 23rd anniversary, Yu Huiyong decided to personally address the pricing controversy through a video [12]. - The video was produced with a scripted format, where employees posed questions about the high prices, but this approach was perceived as condescending by consumers [13][15]. - Following the video's release, the company's stock price dropped over 8%, resulting in a market value loss of approximately 2 billion Hong Kong dollars [25]. Group 3: Misjudgments by the Company - The company misjudged its audience by attempting to "train" consumers in a manner typically reserved for internal staff, which backfired publicly [33]. - There was a significant emotional miscalculation, as other brands tend to "pamper" consumers, while 百果园's approach was perceived as arrogant and dismissive [34]. - The company also misjudged the market dynamics, as consumers expect transparency in pricing and quality, which was not met by 百果园's offerings [35].

Core Viewpoint - The article discusses the challenges faced by the company 百果园 (Baiguoyuan) in the high-end fruit market, highlighting the disconnect between its pricing strategy and consumer expectations, leading to significant financial losses and a decline in market position since its IPO in 2023 [3][12][40]. Group 1: Company Performance and Market Reaction - Following the chairman's controversial statement about not catering to consumer demands, the company's stock price dropped by 7% [3]. - Since its IPO, 百果园 has reported a net loss of 386 million yuan for 2024, with a reduction of 966 stores and a 27.1% decrease in paid memberships [3][12]. - The company's market value has decreased to one-third of its peak, indicating a significant decline in investor confidence [3]. Group 2: Pricing Strategy and Consumer Perception - The company has positioned itself in the high-end fruit market, which has led to consumer complaints about high prices [5][6]. - 百果园 emphasizes "high quality" in its branding, mentioning it 37 times in its prospectus, but struggles to justify its pricing to consumers [7][9]. - The company has categorized its fruits into different quality levels, aiming to promote higher-priced items while controlling supply chain losses [9][12]. Group 3: Industry Challenges - The fruit industry is characterized by a fragmented market, with the top five retailers holding only 3.6% market share, and 百果园 itself only capturing 1% [13]. - The complexity of supply chain management, with a high number of SKUs and various self-branded products, has added operational difficulties [14][15]. - The rise of fresh e-commerce has intensified competition, with companies offering lower prices and home delivery, further challenging 百果园's market position [18][19]. Group 4: Comparison with Other Brands - The article draws parallels between 百果园 and successful brands like 小罐茶 (Xiaoguanchá) and 佳沛 (Zespri), noting that while both have created high-end products, 百果园's efforts in branding and product differentiation have not yielded similar success [26][32]. - The challenges of establishing a strong brand in the fruit market are highlighted, with examples of long-term investments required for brand development [35][36].

当一家公司拥有近六千家门店，成为所在行业的第一股时，它的故事通常会与成功、扩张和财富联系在一起。 百果园，本该是这样一个故事的主角。 然而，自2023年初在港交所敲钟以来，环绕着这个水果帝国的，却并非全是掌声。 资本市场的持续低迷，加盟商的亏损故事，消费者关于水果太贵的抱怨，都在消耗着品牌多年积累的口碑。 当一个商业系统的扩张，开始以侵蚀其最基础的单元为代价，问题往往出在最初的设计图纸上。 加盟商困局 在众多公开报道与加盟商的自述中，他们的经历有着惊人的相似。 起初，是被百果园拎包入住式的加盟模式所吸引。总部提供从选址、装修到培训、供货的一条龙服务，这对于许多缺乏经验的创业者来说，似乎是一条通 往成功的捷径。 但当门店真正运转起来，压力也随之而来。 高昂的加盟费和装修投入是沉没成本，每个月还需面对不菲的房租和人力开销。而最大的压力，来自总部的进货成本。根据加盟合同，店内绝大部分货品 必须从总部指定的供应链采购。 利润空间，就在这一来一回的挤压中，变得越来越薄。 为了生存，各种操作便开始出现。最典型的，就是品控的松动。 2022年"翻新水果"风波，虽是极端个案，却也折射出末端门店在巨大盈利压力下的行为扭曲。当水 ...

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， ...