Is T97 Coffee joining a scam? The current situation of the operation of physical stores is tragic!

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According to an article posted by netizens yesterday, the first store opened by T97 on Yongkang Road in Shanghai is currently closed and has not been supported for even 6 months.

In addition to the first store in Shanghai, partners in other areas also said that T97 also rushed back and forth. According to everyone's post, most of the T97 stores closed in less than 3 months. Since June last year, T97's new wheat-shouting live broadcast and its own magic rapper "Coffee rush" have made the studio, which was originally watched by up to 190000 people, an overnight hit. According to the Sina Financial report at that time, in the 30 days after the popularity, T97 coffee was broadcast 34 times, with a total of 72.2754 million viewers and a maximum of 8.09 million viewers.

For this kind of traffic, Li Xiao, founder of T97 Coffee, once said proudly that he would open 1001 stores within a year, and beating Ruixing was what he wanted. But in fact, in October last year, there were only 48 offline stores, and by January this year, the number had not exceeded 100. Most of the operating time is about 2 months.

But in spite of this, there are still a lot of users inquiring about how to join T97 stores, and they still seem to be quietly in the hot era of "coffee rush". However, when everyone opened the live broadcast room of T97 again, the live coffee broadcast, which was once watched by millions of people, is now watched by only a dozen or twenty people.

There is such a big gap, one is that the big mouth of the anchor with fire T97 was seldom photographed at that time, and there was no reason to attract everyone to join the fun in the studio. If consumers see too much rush, they will also feel tired. The other is because netizens have no idea of rebuying / redeeming again after an impulsive purchase of coupons and exchange for tasting. Many netizens say that the gap between the products of each family is so big that even people who don't ask too much for coffee don't feel good. If you buy a coupon, you will get a refund when it expires, so you have no idea of exchanging it for a drink.

After the popularity of T97, founder Li Xiao immediately rushed to join the expansion, a gesture that was questioned by netizens at that time. At that time, many people thought that Li Xiao wanted to cut leeks of franchisees, and scattered consumers were not his goal.

Having said that, many people still have a lot of obsession with the dream of opening a coffee shop, and at the same time saw the short-term high fever at that time, so they joined it.

However, after signing the contract, the brand almost did not fulfill the management responsibility of each store, and most of the franchisees did not understand the coffee production and store management, which directly reduced the reputation of the whole brand and the trust of consumers. In the end, many stores closed down at a loss because of high costs and low profits, as well as the fading of heat.

There is an indisputable fact on the coffee track, that is, there is no strong product power, and it is not easy to steal business from competitors. And T97 is not the research and development of popular products that can compete with the market at the first time after the popularity, but constantly "brainwash" with everyone: join us! You see how hot it is, the franchise fee is only 21 thousand years, it's a bargain!

However, after careful understanding, in addition to the franchise fee, we also have to prepare nearly 140000 yuan for equipment, 20,000 yuan for deposit, 20,000 yuan for raw materials and appliances, 20,000 yuan for deposit, 10,000 yuan for operation, 10,000 yuan for design, and 2,000 yuan for decoration. All sorts of things.

When you want to open a coffee shop for nearly 300000, you'd better be careful. And join a brand that is not yet on track, we must keep a hundred minds! Not to mention whether franchisees can make money immediately after opening a store, open a franchise when the foundation of a brand is not yet solid, and the reputation of the brand is also worth pondering.

Today, the coffee chains that can survive in the coffee market have several things in common: the brand has a high reputation, stable products, novel products, and enough investors to maintain the operation of the brand. And T97 can be said to be open to join when it doesn't matter what you want.

To quote a netizen's comment:

The reputation of the brand needs the support and recognition of public consumers very much. It is better to create an independent coffee brand than to open a coffee shop in 300000. The cost does not need to be so high, and there is no need to worry about the decline in word-of-mouth of other joining brands affecting the operation of their stores.

If you want to run a coffee shop well, you need enough professionalism to support it. Whether it is management or quality control, it will decide whether the guests will stay or not. As long as it is recognized by more and more consumers, it will certainly be able to gain a firm foothold in the coffee market.

To open an independent coffee shop, it is important to remember that you cannot compare and compete with chain stores. After all, everyone operates in a completely different way. As long as you do your job, have stable products and strive to maintain good customers, you will naturally have your own loyal fans.

Photo Source: Internet