Coffee shop "run away"! Tricked consumers into charging cards before closing the door.

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The sound of the decline of traditional coffee shops has been going on, and after the sculpture time lost to the rent, the traditional coffee chain coffee shop (CAFE KU) has come to an end. Recently, a reporter from the Beijing Business Daily found that the Shuangjing shop in the coffee shop, which is also the last store in the coffee shop, was closed. On the one hand, Starbucks, Luckin Coffee and other brands are expanding rapidly, on the other hand, coffee stores continue to retreat from the market, and the polarization of the domestic coffee market has become more and more prominent. The reshuffle of the coffee market is also officially starting with brands that are not strong enough to survive, which also means that small-scale coffee brands and stores will usher in new market challenges and survival problems.

Recently, a consumer told the Beijing Business Daily that the Shuangjing store in the coffee shop was closed and a large number of consumers' store storage cards were "wasted". At present, they are unable to get in touch with store operators. The reporter saw at the scene of the Shuangjing store in the coffee shop that there was no one in the shop, and there was a notice on the door that "the house has been repossessed by the owner, please contact the operator for related matters" and "house rental".

The owner of the coffee shop lost contact and ran away, and the prepaid card became a money-swallowing card. "the 2000 yuan deposit card that was issued just a month ago was only used once, and this meal is too valuable," said one consumer. Just "hoodwinked" consumers to apply for a deposit card to close the door and run away, making consumers feel that this is a "premeditation".

A reporter from the Beijing Business Daily tried to contact the coffee shop operator whose mobile phone has been turned off. A person in charge of sharing portable battery said, "I heard from other merchants that the boss has run away." at present, the person in charge of the brand could not be contacted, so he left a note hoping to get in touch with him.

It is understood that the coffee shop is the leading Food and Beverage Management Co., Ltd. catering brand, the brand covers coffee, western food, light food and other categories. At present, the company has been listed on the list of business anomalies because the registered place or place of business cannot be contacted.

In recent years, Chinese traditional coffee brands have gone bankrupt frequently, the main reasons are rent cost, operation management and competitive pressure. From the industry's point of view, the coffee shop closure exposed the company's capital and operational pressure, the coffee shop has fewer stores, offline store passenger flow is limited, high rent and high cost are not enough to support the normal operation of the store. At the same time, traditional coffee brands are facing ever-changing market challenges. According to data from Jiamen and Meituan Dianping Research Institute, the closure rate of Chinese cafes in 2016 was as high as 13.5%, and only 40.37% of cafes showed profits.

Wang Zhendong, chairman of Shanghai Fanyue Investment Management Co., Ltd., said in an interview with Beijing Business Daily that the current situation in the domestic coffee market is that brands with different positioning continue to rise or enter this market, but at the same time, many brands leave the market sadly. Judging from the overall situation of the industry, the price war waged by Luckin Coffee and other coffee brands that are good at subsidizing coffee has actually shrunk the size of the domestic coffee market. "take Starbucks as an example. Starbucks' net profit has dropped from 35% a decade ago to 19% now, and coffee is now rising in volume and falling in price, so although the overall market seems to be booming, in fact, after the market increment and the decline in product prices hedge each other. The overall size of the market declined last year, in which case some brands with weak viability can only face the situation of being eliminated.

In the view of a coffee market operator, the current differentiation between prosperity and decline in the domestic coffee market will continue. "the brands that can survive must be stores and brands with strong viability, and they do not have to be large in scale." but to have their own advantages and irreplaceability, it is not that the products are unique and attractive. It is in the store environment or marketing methods that can meet the specific needs of some consumer groups, so that the brand can survive in the reshuffle of the coffee market.

The article was transferred from: Beijing Business Daily Network

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