I can't make it! "Thai Starbucks" was swept back to its hometown.

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Today, the whole coffee track is no longer like the state of a hundred flowers blooming in previous years. With the competition of giant coffee brands and frequent cross-border joint names, the competition of coffee track is becoming more and more fierce. The comprehensive price war of major chain coffee brands has begun.

Recently, there is a message on the social network that "Thai students have been dragged home". It is understood that Cafe Amazon Armenen Coffee, a coffee chain from Thailand, sent a farewell message on official account, saying that "it will temporarily leave the Chinese market on January 27," while saying that it will make corresponding adjustments and start all over again.

Armenen Coffee was founded in 2002 by Thailand National Petroleum Retail Co., Ltd. (referred to as "OR").

According to officials, the company's executives decided to create Armenen Coffee because they wanted to make gas stations more attractive and increase revenue. After years of development, Armenian Coffee has opened more than 4500 stores in 11 Asian markets through the franchise model, and some people call it Thai "Starbucks" in other countries. According to the total number of stores, Armenian Coffee is currently the sixth largest chain coffee brand in the world.

In 2019, Sinopec Guangxi Petroleum Branch cooperated with Thai Petroleum to open its first "Armenian Coffee" store at Zhuxi Gas Station in Nanning, Guangxi, China. However, in recent years, because the Armenian coffee shop is mainly opened in Guangxi, three years have passed and many "coffee heads" know little about it.

In response, some netizens said that coffee shops that find it difficult to accept the quality of Starbucks and the performance-to-price ratio of Lucky are "closed at the speed of light" and can no longer see Armenian coffee in the high-speed service area on weekdays.

At the same time, some informed netizens said that the brand has been seen to withdraw from the market in recent months. On the other hand, some netizens believe that the withdrawal of Armenian Coffee from the Chinese market is caused by the low price of 9.9 yuan in the coffee market, and that the price does not have much "advantage" even after the discount.

In recent years, the coffee industry has undergone rapid changes in both industry pattern and consumption habits. Moreover, due to the fierce competition in the coffee track, many cross-border players have been born, making the category of tea coffee and fruit coffee more common.

In order to attract more customers, many inexpensive chain brands have also begun to set foot in the field of "boutique coffee". Luckin Coffee, who launched the Global Bean Hunt Project, is a typical example, pricing handmade coffee at a relatively low price.

In addition, according to OR, the parent company of Armenia, it is difficult to gain an advantage because of the fierce competition in the Chinese market. So they decided to turn their attention to other markets. In 2023, OR announced that it would invest US $900 million and invest a lot of resources to open up markets in Cambodia, Laos and Vietnam. At present, Armenia has opened about 230 stores in Cambodia.

On the whole, the current competition of Chinese coffee track is more focused on high performance-to-price ratio, price war and sinking track.

The withdrawal of Armenian Coffee from the Chinese market also reflects the cruelty of market competition. In the face of fierce market competition and diversified needs of consumers, coffee brands need to innovate and improve their quality in order to be in an invincible position in the market.

Photo Source: Internet

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