Coffee with you? Coffee with your brand know?

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Coffee accompany you is the largest coffee company in South Korea. From its rise in Korea in 2008 to July 2012, the number of chain stores in Korea has reached 800, surpassing Starbucks to become the first chain brand of coffee in South Korea. In March 2012, Coffee accompanied you to China and joined hands with China Enterprise Investment Group to establish Coffee Management Co., Ltd., striving to continue its brand miracle in South Korea in China. In three years, the store in China has reached more than 600 years, and the development is very fast.

Coffee accompanies you along the same path of differentiation as zoo coffee and diffuse coffee. Unlike the concise and commercial European and American coffee shops, Coffee accompany you has a spacious and bright space, everything in this space is full of design sense-high hanging crystal lamps, clean floor-to-ceiling windows, large log-colored tables, walls full of magazines and books, small hourglass timing. Give people a warm and romantic feeling. Coffee shops as romantic as South Korean TV dramas have been closed in China in the past two years, but the amazing thing is that the coffee headquarters has closed with you.

The most fundamental reason for this embarrassing situation is that the business model of coffee accompanies you, causing it to decline step by step in China. The rapid development of coffee accompany you in China mainly depends on the franchise model, with the exception of a few direct-run stores, more than 95% are franchise stores. Opening a coffee shop in the city is the dream of many people. Coffee with Korean flavor accompanies you to join as soon as you enter China, so that everyone can see the hope and rush to realize the dream.

It is said that joining a 200-pound coffee company costs about 1.5 million yuan, but the high joining fee has not stopped people's enthusiasm. Coffee accompanies you to take the franchise system to the extreme, set up your own logistics company, and control the supply of raw materials in all stores in your own hands. The superficial purpose is to control the unity of raw materials, but in fact, you control the profits of raw materials in your own hands. Even by reducing the quality of raw materials to achieve the purpose of making money. As netizens said, coffee accompanies you to China for money.

As we all know, as franchisees are not easy to manage, frequent problems are easy to have a great impact on the brand, and the franchise system is always the worst policy for the catering industry. Coffee accompanies you in China to continue its store opening model in South Korea, but there is a serious lack of management, resulting in different store standards, different tastes and types of products, and some store membership cards cannot be used. the activities in the store are also very different. It is too difficult for such insincere coffee to accompany you to capture the hearts of consumers.

In addition, China's coffee consumption market is at a low level. South Korea has a population of 50 million, with a per capita consumption of 300 cups of coffee, with a total annual consumption of 15 billion cups, while China's population is 1.4 billion, with a per capita coffee consumption of less than 3 cups, with a total annual consumption of 4.2 billion cups, less than 1/3 of that of South Korea. this is the reason for the rapid development of coffee with you in Korea.

There are thousands of stores to accompany you in Korea and hundreds in China, but China's chain coffee market is a red sea. There are major European and American brands such as Starbucks and Costa, followed by the rise of local brands such as the Pacific and local coffee shops with various characteristics. It is too late for coffee to accompany you to occupy the market. " .