Is T97 Coffee joining a scam? Management status of T97 Coffee Brand franchisee

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

For more boutique coffee beans, please add private Qianjie coffee on Wechat. WeChat account: qjcoffeex

I believe you have noticed that the coffee rush that was once popular throughout the network, with 600 million + players, has gradually gone unnoticed.

At that time, the live broadcast room, which had a long day of live interaction and a maximum of 8.09 million viewers, has now shrunk to four hours in the evening, while the maximum number of viewers is only a few dozen. On the other hand, the investment promotion of T97 joined the comment area of the account and was booed.

Why? T97 suddenly quieted down?

As for the former high traffic, Li Xiao, founder of T97 Coffee, once said proudly that he would open 1001 stores within a year, and defeating Ruixing was what he wanted. But in fact, in October last year, there were only 48 offline stores. By February this year, there were only 87 stores, and then in April, there were only 85 (official figures). Li Xiao doesn't think there's anything wrong with the increase in the number of stores. He sent a short video message in February to show the true situation of T97. The video content is roughly as follows: "two collapsed in Fuzhou, one in Nanning, one in Shijiazhuang, one in Anhui, one in Hefei and one in Zhejiang. Do you want to ask why these six have collapsed? Opened more than 80, closed down 6, (closure rate) is high.

We (T97) have been open for half a year, but whether it is high to close down 6. These people (bankrupt franchisees) do not have the most basic common sense of the industry, so only 6 of the more than 80 stores have closed down. I (Li Xiao himself) do not agree that you think the brand is poor. There are several reasons for the closure of the store. We'll talk about it later. When T97 is really powerful, I (Li Xiao) will tell you the reason. At the same time, it is also said that the Changsha beverage market is also very difficult to do, and it is still possible to open five. If the closure is entirely my (Li Xiao's) problem, then I (Li Xiao himself) do not agree. In fact, I have a great relationship with my partners. most of the failures are due to their personal reasons. " Then the video ends here, and then there is no video release discussing the current situation of T97, and T97 is not strong. The video data released on February 21st is not up-to-date.

Because in early February, some netizens already reported that a store in Shanghai had closed down. And the video said that "more than 80 down 6, (closure rate) is not high?" Direct calculation is really not high, but in the case of more stores, it must be high! At the same time, some netizens pointed out that they only talked about the closure rate, and did not mention the current situation of franchisees who are still operating stores, which can be said to be struggling. Most franchise stores operate for about 2 months, no more than half a year at most. After the video was released in February, few people paid attention to the follow-up videos, even though Li Xiao insisted on opening a live studio to answer live phone questions every day. Everyone is also cautious about the bold words that Li Xiao once put down, as well as his subsequent remarks.

In addition, the quality of the products produced by various stores can not retain customers. 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. In addition, after the big mouth girl no longer appears in the studio, other anchors singing the same RAP can be said to have no soul and feelings, and no life at all, which makes consumers no longer cold to the studio. Why is the closure rate of T97 stores so high?

Many franchisees saw the short-term high heat at that time, so they joined them. However, after signing up to join, 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.

The inability to make a profit is more a matter of the brand. No due diligence management, no product innovation, no excellent product power, it is not easy to steal business from competitors. Li Xiao, on the other hand, said that it was the personal problem of the partner and had little to do with himself.

It's the same old saying: if you join a brand that is not on track, you 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.

Photo Source: Internet