文｜红餐网 李金枝 "酸奶界爱马仕"负面消息频出，怎么了？ 11月20日，Blueglass Yogurt（简称"Blueglass"）母公司北京悦活餐饮管理有限责任公司新增两条被执行人信息，执行标的达221.63万元。 自创立以来，Blueglass便以"精致、健康、中产女性"为核心消费人群，凭借胶原、花青素、深海藻蓝蛋白、VC等功能性酸奶产品卖点和简约轻奢的门店 设计，走高端路线。 2023年，现制酸奶品类火热，Blueglass成为炙手可热的品牌之一。彼时，Blueglass多城首店开业，都曾出现排队1-2小时的盛况，火爆程度可见一斑。 △图片来源：红餐网摄 在此之前，Blueglass因降价也曾备受争议。 作为一度大热的网红品牌，其一杯酸奶售价49元，人均消费40元以上，也因此被称为"酸奶界爱马仕"。但最近，其在外卖平台上，部分产品价格低至22.9 元，较49元的原价降幅超过50%。 产品大幅降价、背后公司成为被执行人，Blueglass所处的现制酸奶赛道，也正在收窄遇冷，不少品牌陷入了增长困境，或门店收缩，或开始转型尝试新的 业务。 价格腰斩背后，Blueglass开店放缓 红餐网查阅外卖平台发现， ...

面对市场变化与增长瓶颈，一批现制酸奶品牌开始另谋出路。 不过，Blueglass这些折扣产品仅在外卖平台售卖，目前线下门店和小程序并未调价。同时，其折扣产品的范围也在缩减。据公开信息，11月17日， Blueglass的折扣套餐有4-5款，如今只剩下3款。 回溯品牌发展历程，Blueglass的高端定位曾是其破圈关键。 自创立以来，Blueglass便以"精致、健康、中产女性"为核心消费人群，凭借胶原、花青素、深海藻蓝蛋白、VC等功能性酸奶产品卖点和简约轻奢的门店 设计，走高端路线。 "酸奶界爱马仕"负面消息频出，怎么了？ 11月20日，Blueglass Yogurt（简称"Blueglass"）母公司北京悦活餐饮管理有限责任公司新增两条被执行人信息，执行标的达221.63万元。 在此之前，Blueglass因降价也曾备受争议。 作为一度大热的网红品牌，其一杯酸奶售价49元，人均消费40元以上，也因此被称为"酸奶界爱马仕"。但最近，其在外卖平台上，部分产品价格低至22.9 元，较49元的原价降幅超过50%。 产品大幅降价、背后公司成为被执行人，Blueglass所处的现制酸奶赛道，也正在收窄遇冷，不少品牌陷 ...

一杯酸奶售价49元，人均消费40元以上，曾被誉为"酸奶界爱马仕"的Blueglass，如今悄然加入了降价大 军。 在第三方外卖平台上，其部分产品价格低至22.9元，较线下原价跌幅超过50%。这一"断崖式"价格收缩 引发热议，有声音指出，Blueglass作为网红现制酸奶，价格长期高于其他现制茶饮品牌，如今的降价之 举，不仅撕开了高端现制酸奶市场的泡沫，更折射出品牌在资本退潮、监管收紧与行业内卷下的生存困 境。 此前，该品牌还曾因广告宣传不当引发热议甚至受到相关部门的惩罚，网红消费品牌狂飙突进后，路在 何方？ 从49元到22.9元 高端酸奶"自降身价" 在Blueglass某门店的外卖页面上，南都湾财社记者注意到，其"小蛮腰"系列多款产品标价低至23.9元至 22.9元，相当于原价的4.5折至4.3折。其他标价49元的产品虽未直接降价，但叠加外卖平台优惠也释放 了促销信号。 南都湾财社记者向Blueglass客服询问部分产品降价的原因及门店产品售价是否与外卖平台一致，截至发 稿未收到回复。 "这种'线上低价、线下坚挺'的双轨定价策略，暴露了品牌对流量与口碑的纠结：既想通过降价吸引价 格敏感型用户，又试图维持高端 ...

此前，该品牌还曾因广告宣传不当引发热议甚至受到相关部门的惩罚，网红消费品牌狂飙突进后，路在 何方？ 从49元到22.9元 一杯酸奶售价49元，人均消费40元以上，曾被誉为"酸奶界爱马仕"的Blueglass，如今悄然加入了降价大 军。 在第三方外卖平台上，其部分产品价格低至22.9元，较线下原价跌幅超过50%。这一"断崖式"价格收缩 引发热议，有声音指出，Blueglass作为网红现制酸奶，价格长期高于其他现制茶饮品牌，如今的降价之 举，不仅撕开了高端现制酸奶市场的泡沫，更折射出品牌在资本退潮、监管收紧与行业内卷下的生存困 境。 高端酸奶"自降身价" 在Blueglass某门店的外卖页面上，南都湾财社记者注意到，其"小蛮腰"系列多款产品标价低至23.9元至 22.9元，相当于原价的4.5折至4.3折。其他标价49元的产品虽未直接降价，但叠加外卖平台优惠也释放 了促销信号。 南都湾财社记者向Blueglass客服询问部分产品降价的原因及门店产品售价是否与外卖平台一致，截至发 稿未收到回复。 "这种'线上低价、线下坚挺'的双轨定价策略，暴露了品牌对流量与口碑的纠结：既想通过降价吸引价 格敏感型用户，又试图维持高端 ...

Group 1: Plant-Based Beverage Industry - The plant-based beverage industry is experiencing a divergence in performance among major companies, with some like Yangyuan Beverage seeing profit growth despite a slight revenue decline, while others like Huanlejia face declines in both revenue and profit [2] - Traditional plant-based beverages are limited by seasonal demand and face competition from emerging categories, necessitating innovation to meet the health-conscious preferences of younger consumers [2] Group 2: Chinese Condiment Industry - The Chinese condiment industry has evolved from a focus on export during the planned economy era to becoming a global rule-maker, with companies like Haitian Flavoring and Lee Kum Kee leading the way [3][4] - The industry is leveraging cultural exports and technological innovation to reshape its landscape, emphasizing quality and innovation to support the globalization of Chinese flavors [4] Group 3: Community Supermarkets - Community supermarkets are gaining traction, with brands like Ole' and Hema NB expanding rapidly, focusing on middle-class consumers and enhancing product quality and efficiency [5] - The core competitiveness of community supermarkets lies in product control and operational efficiency, requiring deep supply chain engagement and digital tool application [5] Group 4: Health and Wellness Trends - There is a growing trend among young consumers towards "light wellness" products, with a focus on health-conscious beverages that are low in sugar and calories [6] - Boxed water products have seen significant sales growth, with products like fig and flaxseed water experiencing a 130% increase in sales [6] Group 5: Instant Food Market - The instant food market is shifting from high-end products to a focus on affordability, with budget products now accounting for nearly 50% of the instant noodle market [7] - Future opportunities lie in diversifying flavors and adjusting strategies to meet the differentiated demands of various market segments [7] Group 6: Aging Population and Bakery Market - The aging population is driving demand for soft-textured baked goods, with health-oriented and age-appropriate products becoming market hotspots [9] - Innovations inspired by Japanese practices, such as low-sugar and low-salt options, are key directions for the industry [9] Group 7: Snack Food Market Forecast - The Chinese snack food market is projected to grow to 972 billion yuan by 2025, with nut snacks holding the largest market share [10] - The industry is witnessing a shift towards health-oriented ready-to-eat products, with e-commerce and live streaming becoming significant growth drivers [10] Group 8: Beverage Market Dynamics - The beverage market is undergoing adjustments, with significant growth in electrolyte water and tea beverages, while packaged water sales are declining [12] - Companies like Nongfu Spring and Eastroc Beverage are experiencing contrasting performance, highlighting the competitive landscape [12] Group 9: Pre-made Dishes Market - The pre-made dishes market is experiencing a cooling phase, with many leading companies facing revenue declines due to changing consumer demands and increased competition [14] - Opportunities remain in local specialties and high-end products, with new retail channels emerging as growth points [14] Group 10: Health Drink Innovations - The market for Chinese herbal health drinks is expanding rapidly, with sales increasing from 0.1 billion yuan in 2018 to an expected 10 billion yuan by 2028 [19] - Companies are focusing on packaging, formulation, and marketing to differentiate themselves in a competitive landscape [19] Group 11: Functional Beverage Market - The functional beverage market is becoming increasingly diverse, with brands like Zhenguanzhuang entering the market with zero-sugar options targeting health-conscious consumers [32] - The collaboration between Zhenguanzhuang and Super Extreme Drink aims to fill market gaps and cater to the preferences of the younger generation [32] Group 12: Snack Food IPO Trends - Recent trends show a surge in snack food companies seeking IPOs in Hong Kong, with brands like Three Squirrels aiming to solidify their market position [21] - These companies face challenges related to competition and growth bottlenecks, despite their ambitions for expansion [21]

Core Viewpoint - Company is attempting to revitalize its brand and address growth concerns through the launch of a new store model called "Pasture Milk Warehouse" in the competitive fresh yogurt market [1][4]. Product and Store Model - The new store model features a larger space, transparent production processes, and a combination of dining and retail offerings, including organic products and baked goods [3][4]. - The pricing strategy maintains the existing price range of 22-27 yuan for main yogurt products while introducing new items to enhance customer experience and potential sales [7][8]. Franchise Model and Challenges - The new store model has a higher franchise entry threshold and operational costs, targeting high-end commercial areas, which may impact the speed of expansion [3][8]. - The company aims to repair trust issues stemming from previous food safety scandals by implementing stricter franchise management and product quality controls [5][6][10]. Industry Context and Competition - The fresh yogurt market is becoming increasingly competitive, with both leading brands and regional players vying for market share, necessitating a focus on product differentiation and consumer trust [9][10]. - The company has introduced a new industry standard for fresh yogurt smoothies to enhance product safety and quality, addressing consumer health concerns [9][10].