South Korean coffee brand Tushan Coffee Shop will withdraw from the Chinese market within April

As more and more cafes are opened, consumers have more and more choices, and the coffee business of some brands is becoming more and more difficult, which gradually fades out of consumers' sight. In the end, they have no choice but to give up the struggle and withdraw from the Chinese market. Now, a chain coffee brand from South Korea has come to such an end that it can no longer be rolled up in China, so it has to leave.

According to a recent report by the Beijing Business Daily, the Tushan Coffee brand from South Korea will close its last three stores in China within April. On March 31, a reporter from Beijing Business Daily went to the Wangjing SOHO store of Tushan Coffee and saw a "farewell letter" pasted at the door. The main idea of the farewell letter is that the last three stores of Tushan Coffee: Beijing IFC store, Wangjing SOHO store and Tianjin Ishidan store will be closed in April. Consumers can apply for refunds and coupons and use up their points by April 30.

For the closure of Tushan Coffee, a reporter from Beijing Business Daily asked the clerk whether Tushan Coffee would withdraw from the Chinese market, and the clerk gave an affirmative answer.

Tushan Coffee was founded in 2002 as a subsidiary of CJ Foodville, a South Korean catering service company, and was later acquired by investment company Anchor Equity Partners. Carlyle Group, another investment company, bought Tushan Coffee for 800 billion won (4.3 billion yuan).

Tushan Coffee opened its first offline store in China in 2010, opened in Shanghai as the world's first flagship store in 2014, and reached 36 stores in China in 2017. After a round of brand upgrading, Tushan Coffee opened five stores in 2019: Beijing Wangjing SOHO store, Beijing Oriental Square store, Beijing IFC store, Beijing Cofco Plaza store and Tianjin Ishidan store.

Since the epidemic, China's coffee market is moving forward with the attitude of rapid development. With the expansion of the market, the upgrading of coffee consumption and the obvious improvement of consumers' attention to coffee quality, the pressure of competition among coffee enterprises is increasing. At the same time, convenience stores, tea shops, time-honored brands and other brands rushed to join the coffee track, coffee consumer groups were diverted, coffee industry volume intensified.

In addition, various developments have made some consumers reduce their fever to "Korean fever". The decline in the popularity of Tushan Coffee, a high-end Korean coffee brand, has a certain impact on the brand's prospects in the Chinese market.

If you want to stand out in the crowded coffee track, you need to be different from others in order to have a competitive advantage. Compared with many popular coffee brands, Tushan Coffee has a single menu product and fewer choices, and there is no big difference in signature drinks, which as a whole is not consistent with the needs of consumers pursuing boutique coffee.

In the store environment, Tushan Coffee is beaten by many coffee brands and even independent cafes. % Arabica has a bright, clean environment dominated by logs, white elements and large pieces of glass; cafes with a variety of themes such as camping themes, animal themes, photography themes, etc.

Tuchan Coffee is not the only coffee brand that has opened high and low in the Chinese coffee market. In order to win the favor of a new generation of young coffee consumers, it is necessary to cater to and meet their needs in order to achieve more long-term development.

Photo source: Beijing Business Daily, Internet

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