Core Viewpoint - The article discusses the recent controversy surrounding Atour Hotel, highlighting the challenges faced by the company amid rapid expansion and quality control issues, particularly in its franchise model and retail business growth [3][10][35]. Summary by Sections Incident Overview - Atour Hotel faced public backlash due to a "hospital pillowcase" incident, where a pillowcase with a hospital logo was found in a guest room, raising concerns about hygiene management [3][6]. - The hotel issued an apology, attributing the incident to a mistake by their laundry supplier and acknowledging internal management lapses [6][7]. Franchise Model and Expansion - Over 90% of Atour's hotels are franchises, with a significant increase in franchise locations, reaching 1,593 out of 1,619 total hotels by 2024, marking a 35.2% growth year-on-year [11][12][19]. - The high franchise ratio has led to conflicts between the brand and franchisees, particularly regarding market saturation and customer diversion due to new openings near existing hotels [16][19]. Operational Challenges - Complaints against Atour hotels have surged, with over 1,300 complaints reported, primarily concerning noise, hygiene, and service quality, predominantly from franchise locations [19][20]. - Key performance indicators such as RevPAR, ADR, and occupancy rates have declined in 2024 compared to 2023, indicating operational challenges [19][20]. Retail Business Growth - Atour has shifted focus to retail, achieving significant sales in products like pillows, with 3.8 million sold in a year, contributing to a retail revenue of 2.198 billion yuan, which is over 30% of total revenue [21][26]. - The retail segment has shown impressive growth, with a GMV of 2.592 billion yuan in 2024, a 127.7% increase year-on-year [26][28]. Financial Implications - Despite retail growth, Atour's reliance on a single product line poses risks, with increasing marketing expenses impacting overall profitability [28][30]. - The company's net profit margin decreased to 18% in 2024, down 1.4 percentage points from 2023, primarily due to the rising share of lower-margin retail sales [32]. Competitive Landscape - The retail market is becoming increasingly competitive, with other hotel brands launching similar products, posing a threat to Atour's market position [33]. - Atour is attempting to enhance user experience and product quality to maintain its competitive edge amid growing competition [33]. Conclusion - The recent pillowcase incident highlights the need for Atour to prioritize quality management and service standards to sustain its brand reputation amid aggressive expansion and diversification strategies [35].

Core Insights - The "hospital pillowcase" incident at Atour Hotel reveals significant hygiene management flaws, with third-party laundry quality control failures undermining middle-class trust [1][4] - The rapid expansion of asset-light franchise stores has led to inconsistent quality control, exacerbating management conflicts and frequent hygiene issues [1][8] - Heavy reliance on retail poses risks; Atour's pillow sales for revenue generation face challenges due to low technical barriers and intense homogenization competition [1][13] Group 1: Incident Overview - A guest discovered a pillowcase with a hospital logo at Atour Hotel, leading to public outrage and damaging the brand's reputation as a "middle-class Disneyland" [1][2] - The hotel acknowledged the mistake, attributing it to errors in the sorting or delivery process by the laundry supplier, and issued an apology [1][4] - This incident is not isolated; Atour has faced multiple hygiene-related complaints in recent years, indicating systemic issues in hygiene management [7][8] Group 2: Business Model and Challenges - Atour has shifted towards a light-asset franchise model, with over 98% of its hotels being franchises, which has resulted in varying service quality and management challenges [8][12] - The company's revenue from franchise management constitutes 6%-8% of total income, highlighting the financial significance of this model [8] - Complaints regarding Atour hotels have surged, with over 1301 complaints related to noise, hygiene, and privacy issues reported on consumer platforms [8] Group 3: Retail Strategy and Financial Performance - Atour's retail business, particularly pillow sales, has become a significant revenue stream, with 3.8 million pillows sold in 2024, accounting for over 30% of total revenue [13][15] - However, the company's financial performance has deteriorated, with revenue growth plummeting from 40%-89% to 30%, and a net profit margin dropping to -5.62% in early 2025 [13][15] - The heavy marketing investment has not translated into sustained performance, as over-reliance on a single product has exposed the company to market risks [16][17]