current position：Home>Apologize late at night. Will rotten fruit stand in the way of hundreds of orchards?
Apologize late at night. Will rotten fruit stand in the way of hundreds of orchards?
It was revealed that they cut fruit with spoiled fruit 、 Apples continue to be sold after they become moldy ,5 month 7 Early morning , A hundred orchards The official microblog issued an apology statement ：“ I'm sorry , Betrayed everyone's trust in us ！” Baiguoyuan, which has just been submitted to the Hong Kong stock exchange, rushed into the hot search .
Picture source ： A hundred orchards
5 month 6 Japan , A popular science blogger released a video saying , When they secretly visited the Chengdu store of Baiguoyuan , It was found that some store staff not only graded the fruits in violation of regulations , Also cut up and sell the fruit that is about to deteriorate .
In the video , The staff of a Baiguoyuan store labeled all the small pineapples as more expensive big pineapples , Also called ：“ No problem , Anyway, people have money .” And in another orchard store , The store is still selling beer pears that have been on sale for a month and a half . The shop assistant said , It's none of his business if something goes wrong , Who sells it is who's ,“ Other stores are older than us , Some for two or three months .”
Baiguoyuan means , The stores involved have been closed for rectification as required , And order the franchisee to suspend and re educate the employees involved in the store .
Baiguoyuan was founded in 2001 year , Is a collection of fruit purchasing 、 Planting support 、 Logistics warehousing 、 Marketing development 、 Brand operation 、 Store retail 、 A large chain enterprise integrating financial capital , Its retail stores are mainly “ A hundred orchards ” And “ Guo Duomei ” Two brands operate .5 month 2 Japan , Baiguoyuan submitted its listing application to the Hong Kong Stock Exchange , Morgan Stanley is the sole sponsor .
Hovering at the gate of the capital market for many years , This is the third listing attempt of Baiguoyuan .2020 year 6 month 、2020 year 11 In June, Baiguoyuan proposed to HKEx respectively 、 Shenzhen GEM is listed . Now , Baiguoyuan chose to return to Hong Kong stocks IPO, And competitors Fresh fruit Completed A The first phase of counseling for the listing of shares .
Is pounding “ The first share of fruit retail ” A hundred orchards , In recent years, we have frequently faced complaints about the quality of products and services , It has also been questioned by consumers “ Suspected of selling smuggled fruits and fruits that do not meet the national food safety standards ”, stay 2021 The defendant went to court .
01 Last year's revenue exceeded 10 billion for the first time , A single business is highly dependent on
Compared with the outbreak 2020 year , The operation and performance of many enterprises have gradually improved in the post epidemic era . For example, Baiguoyuan ,2021 In, its operating revenue exceeded 10 billion yuan for the first time , achieve 102.89 One hundred million yuan , Year-on-year growth 16.2%. And in the 2020 year , Because of the epidemic , Its operating revenue is from 2019 Year of 89.76 Billion yuan down to 88.54 One hundred million yuan .
The revenue of Baiguoyuan mainly comes from the sales of fruits and other products 、 Royalties and franchise income 、 Membership fee income and other income . among , The sales of fruits and other products account for more than 97%.
Picture source ：《 Prospectus 》
From the analysis of revenue composition , The income of Baiguoyuan mainly comes from fresh fruit 、 Dried fruit and fresh fruit , But it is still the sales business of fresh fruit that occupies the majority .2019 year -2021 year , The proportion of sales revenue of fresh fruits in the total revenue of Baiguoyuan is 96.5%、96.4% and 95%, It shows that Baiguoyuan is highly dependent on this single business .
Picture source ：《 Prospectus 》
in addition , Although the revenue of Baiguoyuan exceeded 10 billion last year , but 2019 year -2021 year , The net profit of Baiguoyuan is only 2.48 One hundred million yuan 、0.46 Million dollars 2.26 One hundred million yuan , Gross profit margin for the same period 9.8%、9.1% and 11.2%.
The Research Report of Anxin securities once pointed out that , The maximum gross profit margin of fresh e-commerce industry is 30%, The average gross margin of the industry is 15% about . In the context of low profits , It is difficult for many enterprises to achieve breakeven .
It is worth mentioning that , Hundred orchards are in the process of development , The mode of open franchise is its distinctive characteristic .
The joining ways of Baiguoyuan include AB Two joining schemes , The total investment in opening a franchise store is 27.7–29.7 Ten thousand yuan 、8.5 Ten thousand yuan , among B The plan is less 6.2 10000 yuan for signboard equipment 、3 10000 yuan for information equipment and 10-12 The estimated decoration cost of 10000 yuan .
Picture source ： Baiguoyuan official website
At the beginning of entrepreneurship , Yu Huiyong, founder of Baiguoyuan, once said ：“ I don't care how to open a shop , And not involved , Just tell me when to open , I'll just cut the ribbon , Just one , To open a chain store .” Yu Huiyong was also in 2016 Nian Fangyan , want 2020 Ten thousand stores opened in .
however , The expansion speed of Baiguoyuan has slowed down significantly . By 2021 end of the year , The number of franchise stores of Baiguoyuan is only 5134 home . Under the brand of guoduomei, there are 100 A franchise store , Mainly in Beijing . Guoduomei is a hundred orchards in 2017 A trademark obtained through trademark transfer at the end of the year .
Picture source ：《 Prospectus 》
According to insiders ,“ Baiguoyuan is the largest fruit chain supermarket in China , At present, there are more than 8000 stores, and it is possible , They are multi brand , Some are orchards , Some shops are bought by their company .”
According to Zhang Yakun, a new consumer analyst at dolphin knowledge library , The franchise model itself has a common problem , That is, it is easy for each franchise store to fight for each other , Lack of team spirit , It is not convenient for the unified management and operation of the headquarters . That means , Several franchisees may unite to ask to take off the brand and start a business independently , Headquarters will not only lose resources , And lose customers —— After all, each franchise store has strong independence and autonomy , In stock 、 After some experience in store management ,“ Collective card change ” This kind of thing is very likely to happen .
《 Prospectus 》 Show , The number of closed stores in Baiguoyuan is increasing year by year .2019 year -2021 year , The new stores in Baiguoyuan are 928 home 、695 Jiahe 865 home ; At the same time , Closing stores are 166 home 、249 home 、379 home . Regarding this , Baiguoyuan said that the reason for closing the store was the poor management of individual stores .
Picture source ：《 Prospectus 》
It should be noted that , Franchise stores are the main revenue support of Baiguoyuan , Accounting for about 80% of the total revenue . The rest of the income of Baiguoyuan comes from its own stores 、 Regional agents and online channels . If the 2021 In, Baiguoyuan joined stores to contribute revenue 81.27 One hundred million yuan 、“ A hundred orchards ”+“ Guo Duomei ” Total franchise stores 5234 Home computing , The average annual revenue of each franchise store 155.24 Ten thousand yuan , The daily revenue is 4253 yuan . If more franchise stores are not profitable or closed , The performance of the orchard may be affected .
Picture source ：《 Prospectus 》
02 Kind of fruit PK Fruit sales ,“ A hundred orchards ” The dust of the trademark dispute has settled
Baiguoyuan has a single business structure , Mainly rely on selling fruit . But all the fruit sold in Baiguoyuan comes from the outside , There are few varieties of fruits produced by our own family .
So why don't you grow fruit in the orchard ？ This is to mention a story about two years ago “ A hundred orchards ” Judgment in trademark infringement case .
Dongfang Xianglin apple base Co., Ltd （ Hereinafter referred to as “ Dongfang Xianglin ”） It is a fruit growing enterprise , unfortunately , Its registered trademark is also “ A hundred orchards ”. Although not as famous as the hundred orchards , But Dongfang Xianglin “ A hundred orchards ” The trademark is registered before . therefore , Will open the fruit supermarket “ A hundred orchards ”, Go to court , The amount of the claim is as high as 9103 Ten thousand yuan .
After hearing the case, Quanzhou intermediate people's court held that , Baiguoyuan has no infringement , The reason is that both sides have “ A hundred orchards ” trademark , But the registration categories are different . Baiguoyuan is not an agricultural enterprise that grows fruit , But in the field of commodity circulation to provide fruit sales 、 A service-oriented enterprise focusing on processing and supporting services .
Although we won the lawsuit , But Baiguoyuan is not reconciled .
In order to completely get rid of Dongfang Xianglin “ A hundred orchards ” The threat of trademarks , Hundred orchards can be described as painstaking . thereafter , Hundreds of orchards follow the victory , Reverse intellectual property office applies for revocation of Dongfang Xianglin “ A hundred orchards ” trademark .
According to Jin Xiaoguang, Minister of difficult criminal and civil affairs of AIA law firm , There are three reasons to apply for revocation of the other party's trademark ： First, the trademark registrant changes some elements of the trademark by himself , Such as the name 、 Address, etc ; The second situation is that the trademark registrant has no legitimate reason , No registered trademark has been used within three years ; Another situation is that the registered trademark has become Goods pass Use your name , There are no special signs , Then others can apply for the revocation of the trademark .
Judging from the content of the court's decision , The reason why Baiguoyuan proposed to revoke the other party's trademark is the second , That is, Dongfang Xianglin has not been used in three years “ A hundred orchards ” The trademark of .
however , The orchard didn't do what it wanted . Dongfang Xianglin provided sufficient evidence , It is proved that it has been used in three years “ A hundred orchards ” trademark , The evidence includes providing “ Hainan famous trademark certificate ” And media publicity, etc .
What's interesting is that , For the verdict , The orchard is not convinced . On the contrary, he sued the intellectual property office to the Beijing Higher People's court . last year 3 month , The Beijing Higher People's court tried the case in the second instance .
The Beijing Higher People's court also held that , Dongfang Xianglin company submitted the main evidence materials , To prove that the contested trademark is in 2015 year 5 month 24 solstice 2018 year 5 month 23 Actual use has been carried out within the date . So the judgment rejected the appeal of Baiguoyuan , Maintain the original judgment .
Lost the lawsuit , But Baiguoyuan did not give up its goal of opening up the upstream and downstream industrial chain .
According to Bao Yuezhong, chairman of Baum Enterprise Management Consulting Co., Ltd ,“ Baiguoyuan has done quite well in the whole industry , In recent years , The front-end layout of the enterprise has thousands of stores , Some good marketing methods have also been adopted . At the same time on the back end , That is, the end of the supply chain , Around planting 、 The direction of origin has also made some related actions .”
2020 year , Yu Huiyong is accepting 《 Chinese entrepreneurs 》 In an interview , from 2003 Since, his main focus has been on the supply chain . The general direction of the orchard is , All fruits must be controlled from the source , From planting to sales terminal , The whole industrial chain should be opened up . The main direction of Baiguoyuan in the future is ： Self developed , Farm OEM .
03 product quality “ dragging ”, The source of imported fruit is a mystery ？
Experienced a trademark dispute , Complaints from consumers are the dilemma that Baiguoyuan is facing .
On the black cat platform , The number of complaints about Baiguoyuan is up to 1200 More than one . The complaint includes the malicious consumption of the balance in the card by others 、 Store staff call at night to harass 、 The merchant who bought moldy and deteriorated fruit did not deal with it 、 Under the banner of three no returns and refunds , Restrict login and other issues .
Picture source ： Black cat complains
According to consumer Liu Jiang , He is in 2020 year 9 I bought... In Baiguoyuan in June 17 More than ten thousand yuan of high-grade fruit is used to send to Guiyang Center for Disease Control and prevention 、 Guiyang Chengshan Charity Service Center for respecting, loving and helping the elderly donated . During the donation process, the fruit was accidentally found to be moldy and rotten , After that, we can know by querying relevant laws and regulations , The fruit purchased is suspected of smuggling , According to the food safety law and other relevant provisions , Suspected of not meeting the national food safety standards .
“ In the first instance , The customs declaration form and health certificate provided by Baiguoyuan company to the court are invalid legal documents , The original should be provided and stamped , Not a copy . And from which country 、 Which company bought the goods , There should be contracts , This contract also has to provide . Then the tax ticket for tax payment , None of this evidence was provided , There is no effective legal instrument .” Liu Jiang further pointed out that ,“ A formal hearing has been held , I won the first instance , Supported part of the appeal . The orchard is appealing , Will be in 5 month 12 The second instance was held in Guiyang intermediate people's Court on August .”
For this matter , The staff of Baiguoyuan brand public relations department said ：“ After what happened , We have made a public statement . We are such a big enterprise , There must be no smuggling . In addition, the case is still under trial , You can pay attention to .”
In view of the exposure that the Chengdu store used spoiled fruit for fruit cutting , The news of Baiguoyuan's urgent apology , Zhu danpeng, vice president of Guangdong Food Safety Promotion Association, introduced , In terms of operation mode , A hundred orchards 80% Our store is a franchise store , This is a very big hidden danger . Chengdu is just the tip of the iceberg , take 5000 For many stores , Its overall operation and supervision are basically empty .
Zhu danpeng thinks , stay IPO Food safety and quality problems appeared on the eve of , It has a great impact on it , Whether in politics or policy , Capital side , If you go to the consumer side , This negative impact will continue to expand .
“ For consumers , You feel cheated . Because Baiguoyuan is positioned as a high-end group , What does this group pursue more ？ The quality of 、 Service and brand tonality and sense of trust . Now there is this thing in Baiguoyuan , It also has a great impact on the stickiness of its fans .” Zhu danpeng further pointed out .
Chen Yinjiang, Deputy Secretary General of the Consumer Protection Law Research Association of the China law society, said ,“ Objectively , Baiguoyuan responded quickly , The rectification measures taken are also relatively positive , But the key still depends on the implementation . Only the management of each store 、 Supervision and training are implemented , By improving the relevant management system 、 Strengthen staff business training 、 Strengthen unannounced visits, supervision and spot checks and other measures , Effectively improve the food safety awareness of the person in charge of each store and all employees , Supervise and urge integrity, law-abiding and standardized operation , Provide consumers with high-quality and reliable goods and services , Can we really get the recognition of consumers and all sectors of society .”
This article is from WeChat official account. “ YEMA Finance ”（ID：YMCJ8686）, author ： Guo Jiajia , edit ： Wu Lijuan ,36 Krypton authorized release .
author[36kr],Please bring the original link to reprint, thank you.
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