2025年三月，市口的烧烤食材店挂起了转让牌子，门口还残留着春节时没卖完的冻鱼丸，街坊们小声议 论，生意怎么突然黄了，老板娘点着烟，手指颤抖，一句话没说，店里冷气像没关一样，幽幽地吹。 我问过他，为什么要选连锁，明明街上有那么多倒闭的例子，他说因为融资新闻看多了，品牌方说全国 八千家，融资三十亿，随便一搜都是"大数据"，觉得靠谱，心里就慌不起来，谁知转头就被割成韭菜。 有人说是市场变天，有人说是社区团购杀到家门口，实际情况远比这更乱，去年刚好有个朋友，凑了亲 戚朋友三十万，加盟了同样类型的食材连锁，签合同那天还请了两桌——"开张大吉"，结果半年后，账 本上全是红字，最后是靠卖掉那台冷柜才算扳回一口气。 2025年六月，禁酒令政策继续收紧，市中心餐馆晚饭时段都成了空城，老板们在后厨打牌，有人趁机把 原本售价二十多块的啤酒套餐降价到九块九，还是没人买单，堂食业务直接腰斩，外卖平台开始推预制 菜，算法挤压小店，单量越来越少。 我在现场碰到一家连锁门店的老板娘，问她后悔吗，她说"其实也想过不干了"，可设备押金没退，拆店 要赔违约金，干脆再撑几天，看看能不能转出去，生意难做，转让也难，连锁品牌方一句话不管，电话 也不接 ...

Group 1: Retail Developments - Zhongbai Group is accelerating its expansion into the hard discount sector with the opening of 51 new stores on September 26, covering Wuhan and Huangshi, emphasizing quality and low prices with private labels [1] - Huawei and Meiyijia have signed a strategic cooperation agreement to enhance the digital and intelligent transformation of the retail industry through smart convenience store development [3] - Yonghui Supermarket has opened its 13th "Fat Donglai" support store in Henan, focusing on improving product structure and shopping experience to cater to local consumer needs [6] Group 2: Product Innovations - Hema has launched a new "Sunshine Dried Fruit" series, which has seen a 110% increase in sales due to its innovative recipe that reduces sugar content [8] - Yonghui Supermarket has introduced a new bakery product, "Camellia Flower Spring Water Toast," made with high-quality imported ingredients and a low-sugar, low-oil formula [10] Group 3: Market Trends - The 18th Asia International Fruit and Vegetable Expo has opened in Hong Kong, with Baiguoyuan showcasing its supply chain and brand advantages to global partners [13] - The price of the mini version of Labubu blind boxes has decreased by 10%-30% within a week of online sales, indicating a shift in consumer demand and market pricing [20]

Core Viewpoint - The controversy surrounding the chairman of Baiguoyuan's remarks highlights the relationship between consumer sovereignty, corporate governance, and operational realities, especially amid declining revenue and store closures [2] Group 1: Corporate Governance and Consumer Relations - The chairman's comments about educating consumers were met with public backlash, indicating a disconnect between the company's approach and consumer expectations [2][5] - The term "education" in a commercial context can imply a power imbalance, undermining consumer autonomy and dignity [5] - Baiguoyuan's governance structure lacks mechanisms to filter high-risk communications from executives, leading to unfiltered personal views being perceived as corporate stance [6] Group 2: Financial Performance and Market Position - Baiguoyuan's revenue declined by 9.8% year-on-year in 2024, with a net loss of 391 million yuan, marking the first net loss in five years [8] - The company closed 966 stores in 2024, averaging 2.6 closures per day, reflecting a shift in consumer attitudes towards high-end fruit chains [8] - The high-price strategy and the notion of "educating consumers" are increasingly seen as out of touch with market realities, exacerbating the disconnect between consumers and the brand [8] Group 3: Competitive Landscape and Challenges - Baiguoyuan faces competition from platforms like Hema and Dingdong, which leverage scale and instant delivery to alter consumer purchasing habits [9] - The company has encountered multiple food safety issues, undermining its claims of providing high-quality products and further damaging consumer trust [9][14] - The franchise model's sustainability is challenged by high costs and poor profit margins for franchisees, indicating weaknesses in cost control and supply chain management [8][9] Group 4: Implications for Future Strategy - The disconnect between Baiguoyuan's ESG commitments and its operational practices raises questions about the authenticity of its consumer-centric claims [14] - The company must adapt its governance from founder-led to professional management to better align with market dynamics and consumer expectations [16] - To genuinely "educate" the market, Baiguoyuan needs to accept consumer evaluations of its product quality and safety, integrating ESG principles into daily operations [16]

Core Viewpoint - The controversy surrounding Baiguoyuan's chairman's comments reflects a significant disconnect between consumer expectations and corporate governance, particularly in the context of declining revenues and store closures [1][4]. Group 1: Consumer Sentiment and Corporate Communication - The chairman's remarks about educating consumers were met with public backlash, highlighting a perceived arrogance and a lack of respect for consumer autonomy [2][3]. - Consumers are increasingly sensitive to high prices that are not justified by quality, leading to a shift in purchasing behavior towards brands that demonstrate transparency and respect for consumer choices [2][4]. - The incident underscores the importance of effective communication strategies within companies, as high-level executives' statements can significantly impact public perception and brand trust [3][11]. Group 2: Financial Performance and Market Position - Baiguoyuan reported a 9.8% year-on-year decline in revenue for 2024, marking its first net loss of 391 million yuan in five years, alongside the closure of 966 stores [4][5]. - The high-end fruit retail sector is facing challenges as consumers increasingly consider both quality and price, making the company's high-price strategy less effective [4][5]. - The competitive landscape includes pressure from other retail models, such as community group buying and instant delivery services, which are reshaping consumer purchasing habits [5]. Group 3: Governance and Operational Challenges - The incident revealed a governance shortcoming in Baiguoyuan, particularly the lack of a communication protocol for executive statements, which can lead to reputational risks [3][11]. - The company's previous attempts to position itself as a high-end brand are undermined by ongoing quality control issues, which have been publicly criticized [5][9]. - The disconnect between the company's ESG commitments and its operational realities raises questions about the authenticity of its consumer-centric claims [9][11].

Group 1 - The chairman of Baiguoyuan Group, Yu Huiyong, sparked controversy by stating that the company focuses on educating consumers rather than catering to their preferences, which led to public backlash and trending topics on social media [1] - Baiguoyuan is the largest fruit chain in China, with over 6,000 stores at its peak, 99% of which are franchise stores. However, the stock price plummeted to 0.823 HKD per share after its IPO due to stock unlocks [1] - Industry analyst Zhu Danpeng expressed a pessimistic view on Baiguoyuan's future, citing declining business and deteriorating product freshness [1] Group 2 - Quality control remains a significant challenge for Baiguoyuan, particularly due to the short shelf life of fruits, which can negatively impact the company's reputation if franchise stores sell spoiled products [2] - Baiguoyuan reported a loss of 386 million CNY for the full year of 2024, marking its first loss since 2019, and saw a net reduction of 966 retail stores, leaving 5,127 stores by the end of 2024 [2] - The number of franchise stores decreased from 6,081 to 5,116, averaging nearly 5 store closures per day [2] Group 3 - Complaints regarding Baiguoyuan, particularly related to food safety, have been frequent, with 1,769 complaints reported in recent years and 3,091 complaints on the Black Cat complaint platform [4] - The competitive fruit market offers consumers many choices, leading to low customer loyalty towards Baiguoyuan, which emphasizes the need for the company to improve product quality and service rather than adopting a didactic approach [4] - Despite a 24% increase in stock price this year, Baiguoyuan faces ongoing challenges in stock performance and business results, necessitating a strategic shift to focus on consumer needs [4]

Core Viewpoint - The recent comments made by the chairman of Baiguoyuan, Yu Huiyong, regarding the company's high fruit prices have sparked significant public backlash, leading to discussions about the company's pricing strategy and market positioning [1][5][7]. Pricing Strategy - Baiguoyuan has positioned itself as a high-end fruit retailer, with prices significantly higher than competitors, such as 23.5 yuan for an apple and 90 yuan for a watermelon [7][8]. - A comparison of prices revealed that Baiguoyuan's Yaba Gan fruit was priced at 9.9 yuan per pound, while a nearby competitor sold it for 7.9 yuan, and a local store offered it for just 3.3 yuan [7][8]. - The company has been criticized for its pricing strategy, with consumers expressing disbelief that higher prices equate to better quality [5][7]. Brand Positioning - Since its inception in 2001, Baiguoyuan has branded itself as a "fruit expert," categorizing fruits into quality grades and emphasizing high standards [8][9]. - The company has implemented a "no reason" return policy to enhance customer loyalty, allowing refunds without the need for a receipt or proof of purchase [8][9]. Financial Performance - Following its IPO in January 2023, Baiguoyuan reported a significant decline in revenue and net profit, with a 9.8% drop in revenue to 10.273 billion yuan and a net loss of 391 million yuan in the first half of 2024 [16][17]. - The company has faced a store closure trend, with the number of retail outlets decreasing from 6,081 to 5,116, averaging nearly five closures per day [16][17]. Market Challenges - The rise of fresh e-commerce and community group buying has intensified competition, undermining Baiguoyuan's high-end market position [16][17]. - Competitors like Sam's Club and Hema have adopted aggressive pricing strategies, further challenging Baiguoyuan's pricing model [16][17]. Strategic Adjustments - In response to market pressures, Baiguoyuan is shifting its strategy to focus on both high quality and high cost-effectiveness, aiming to adjust its pricing structure and expand its mid-to-low-end product lines [17]. - The company is also considering closing underperforming stores as part of its strategic transformation [17].

我们更懂中国商业 来源｜财经无忌 作者｜白嘉嘉 万店与高端的两难抉择之间，鱼和熊掌不可兼得的道理，余惠勇或许需要再好好想一想。 2006年，水果连锁品牌百果园(02411.HK)的创始人余惠勇，花20万港元找到一郎姓经济学者，买了一份自己公司的"死刑"报告。 当时，这位挂着经济学家名头的"专家"，言之凿凿地认定水果连锁违背了行业的本质。给出的理由是：水果这么成熟的商品，连锁如此成熟的模式，又 怎么会西方都没有水果连锁的大型企业出现。 立志做"世界第一"的余惠勇后来撕掉了那份报告，并多次在公开场合强调开出一万家店的愿望，但目前来看，历史押了同样的韵脚—— 最近，百果园发布了一份看起来相当不妙的盈利预警，不仅2024年归属公司所有者亏损将达到3.5至4亿元，营收较2023年的113.9亿减少不超过15%，全 年还净减了965家加盟门店，剩下了5116家。结合2024年中报信息，其中895家集中在2024下半年关闭。 财经无忌 . 以下文章来源于财经无忌 ，作者白嘉嘉 很显然，不论愿意与否，余惠勇不得不暂时放下他对万店的执念了。 但从另一个角度来说，这也是百果园重新思考"高端水果"生意怎么做的契机： 万店与高端的两 ...