Summary of Baiguoyuan Conference Call Company Overview - **Company**: Baiguoyuan - **Year**: 2024 - **Net Loss**: 390 million yuan due to high cost-performance strategy leading to a decrease in gross margin from 11.5% to 7.4% [2][4] Key Financial Metrics - **Total Revenue**: 10.27 billion yuan, a decrease of 9.8% year-on-year [4] - **Retail GMV**: 12.7 billion yuan [4] - **C-end Revenue**: Decreased by 13% [4] - **B-end Revenue**: Increased by 22% [4] - **Gross Profit Decrease**: Approximately 550 million yuan [2][4] Strategic Adjustments - **Store Closures**: Net reduction of 966 stores in 2024, with an additional 400 expected in the first half of 2025 [2][6] - **Store Count**: Total stores reduced to 5,127 [6] - **Expansion Plans**: Expected to restart expansion in the second half of 2025 [6] Operational Improvements - **Order and Customer Growth**: Double-digit growth in order volume and customer traffic since April 2024 [2][8] - **Product Structure Optimization**: Improved gross margin and single-store gross profit through product adjustments [2][8] Franchisee Support - **Franchise Fee Waiver**: Cancellation of franchise fees and introduction of opening subsidies [9] - **Initial Investment Cost Reduction**: Reduced from 280,000 yuan to 234,000 yuan, shortening payback period to approximately two years [9][19] Sales Performance - **Same-store Sales**: Flat in the first half of 2025, but customer traffic showed double-digit growth [8] - **Gift Business Growth**: Gift business saw double-digit growth during the Spring Festival [3][8] Market Strategy - **High-Quality, Cost-Effective Strategy**: Focus on enhancing single-store profitability and optimizing investment costs [7] - **Domestic Market Focus**: Deepening channels in catering, tea drinks, and other sectors [7] - **International Expansion**: Opening stores in Indonesia and expanding product categories to include melons and blueberries [7][13] Consumer Insights - **Customer Base**: Approximately 90 million members, with an average purchase frequency of twice a month [5][16] - **Consumer Demographics**: Primarily community residents, including families and elderly individuals [16] Future Plans - **Store Model Development**: Currently refining store models in Indonesia to understand local consumer habits [13][14] - **Lightweight Store Concept**: Reducing investment costs and exploring smaller community store formats [17][18] Challenges and Risks - **High Rent Impact**: Closure of high-rent stores due to long-term contracts and unwillingness of landlords to reduce rents [9] - **Market Competition**: National price reductions affecting same-store sales, particularly for strawberries and cherries [8] Additional Insights - **Gift Strategy**: Continued collaboration with IT companies and designers for diverse gift options, contributing to 15% of store sales [25] - **Temperature Impact**: Recent temperature increases have led to significant growth in fruit sales [24] Conclusion - **Overall Performance**: 2024 was a year of strategic adjustment for Baiguoyuan, with a focus on improving profitability and market positioning through store optimization and enhanced consumer engagement strategies [4][7]