Core Viewpoint - The article discusses the pricing strategy and food safety issues of Yang Guofu's spicy hot pot chain, highlighting the significant price discrepancies and past food safety scandals that have affected consumer perception and brand reputation [1][3][5]. Pricing Strategy - Yang Guofu's mung bean sprouts are priced at 2.88 yuan for 50g, equating to 28.8 yuan per kilogram, which is significantly higher than the 9.9 yuan for 600g at Sam's Club, translating to 8.25 yuan per kilogram [1]. - The company has inconsistent pricing across its nationwide stores, attributing this to varying local costs such as rent and labor [3]. - The article notes that unconventional measurement units are often used to obscure actual prices, leading consumers to unknowingly pay higher amounts [3]. Financial Performance - According to the 2022 prospectus, Yang Guofu's revenue for 2019, 2020, and the first nine months of 2021 were 1.182 billion yuan, 1.114 billion yuan, and 1.163 billion yuan, respectively, with profits of 181 million yuan, 169 million yuan, and 202 million yuan [4]. - The gross profit margins for the same periods were 27.9%, 28.7%, and 30.2% [4]. - The company operates 5,621 stores with an average consumer spending of 25.68 yuan, but has seen a reduction in the number of franchise stores from over 6,000 in 2021 [4]. Food Safety Issues - Yang Guofu has faced multiple food safety scandals, including reports of mice in food areas and unsanitary food handling practices, leading to public outcry and regulatory scrutiny [5][6][7]. - In 2021, an investigation revealed severe hygiene violations, including the presence of rodent droppings and improper food handling, prompting a nationwide inspection of over 3,000 stores [7]. - In 2023, a consumer reported finding a bat in a self-heating hot pot, further damaging the brand's reputation [6][9]. Consumer Sentiment - The brand has received numerous complaints related to food safety, with over 2,300 complaints logged, primarily concerning foreign objects found in food [9]. - Consumers have expressed dissatisfaction with the brand's response to complaints, citing issues such as being blocked by the business after reporting food safety concerns [9].