How much does it cost to join the Shangdao Cafe? where is the Shangdao Coffee headquarters?

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Shangdao Coffee is a famous coffee chain restaurant in China, famous for its management of coffee chain business. Walking in here, the bright sunlight shone into the store through the window. Sitting by the window, bathing in the warm sunlight, people felt lazy and comfortable. Look at a favorite book, taste a cup of coffee, look out the window of traffic, all kinds of pedestrians, life in such a fine taste exudes trace sweet. In this place, you can't think of wealth, fame and status. It is not a place for consumption built by merchants. It is more like an artist giving you a clean dream in the secular world.

In 2015,"Shangdao Coffee" in Meishikou, Fengtai District, Beijing hung the signboard of "Peninsula Coffee." The reason for renaming was to withdraw from the joining of Shangdao Coffee and change it to self-operation. Shortly after the Peninsula Coffee Incident, a Shangdao coffee shop located in Shenggu Home in North Third Ring Road also withdrew from joining and changed its name to "DEMETER Harvest Hall" after becoming self-operated.

These two coffee shops that quit joining are not unique. In recent years, Shangdao Coffee has been staging franchisees 'withdrawal and store closure nationwide. Take Tianjin, for example, according to public information, Tianjin Shangdao coffee shop number, From peak more than 70 to less than 40. The legend of this coffee chain is fading.

Shangdao Coffee was founded in 1968 as a corner shop in Taiwan. After 30 years of development, founder Chen Wenmin decided to bring Shangdao to the mainland and opened his first store in Hainan Province.

In order to open up the mainland market, Shangdao Coffee adopts the strategy of sub-district operation, with eight shareholders operating one district each. Driven by the interest of joining fees, shareholders will expand Shangdao to all parts of the country.

As far as each branch company is concerned, the simple joining mode can only allow them to obtain the initial joining fee and the later renewal fee, but cannot share the operating income, so each major shareholder begins to create a new brand on the basis of the Shangdao coffee brand and upgrade the joining mode.

Among them, founder Chen Wenmin founded Cross-Strait Coffee, and Wang Yang, one of the shareholders, founded Dio Coffee. Shareholders are focused on new brands that compete directly with U.S. Coffee, and franchisees become the real backers of U.S. Coffee.

Shangdao Coffee has more than 3000 stores across the country. Although they hang the same signs, they are operating "each with its own magic power"_you will enjoy different services in each one. What's more, even the taste of coffee varies, because these stores can make their own decisions about the source of coffee beans.

There have been withdrawal from the island coffee franchisees revealed that franchisees have to pay 50 - 60,000 joining management fees every year, but franchisees have not been taken care of by employee training and technical support. There are also franchisees who say that the price of coffee beans provided by Shangdao Coffee is slightly higher than the market price.

For training issues, Shangdao coffee Mr. Gan explained that after formal joining, the company will send managers and chefs to franchisees, and managers recruit service personnel. Later encountered business problems, the company can be assisted, and can exchange relevant technical personnel.

As for the franchisee accused of purchasing from the company at a higher price than the market price, Mr. Gan also said that Shangdao coffee beans are purchased centrally abroad and then baked in the food factory of Shanghai Head Office, so the quality is relatively guaranteed.

In addition to product price and management maintenance issues, the stored value card handled by Shangdao Coffee Shop cannot be used universally among stores. Because the provisions of the franchise contract do not restrict the operation of franchised stores, stored value cards can only be done by single stores themselves. There have been disputes among consumers before because the stored value cards of Shangdao franchised stores cannot be used.

In recent years, Starbucks, COSTA and other foreign-funded coffee brands have made great progress in the Chinese market, which has gradually warmed up the competition in the coffee industry. In this environment, Shangdao Coffee lacks clear brand planning and repositioning, and relies too much on the old brand. In addition, in terms of consumer groups, there is a lot of overlap between Shangdao coffee and Starbucks coffee. When other brands continue to improve service and management, Shangdao should focus on architecture, hardware control and fine management of stores.