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Find another way out? Seesaw began to join in.

Published: 2026-08-05 Author:

Last Updated: 2026/08/05, ▲ Click to follow | Daily boutique Coffee Culture Magazine Coffee Workshop Seesaw, one of the domestic boutique coffees, seems to be in a state of "reverse water" in the past six months, falling into a storm of shop closure at the end of last year, and the closure of stores across the country worried loyal users so much that brand founder Wu Xiaomei accepted the adoption at the beginning of the year.

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Seesaw, one of the domestic boutique coffees, seems to be in a "water reverse"state in the past six months. At the end of last year, it fell into a storm of closed stores, and the closure of stores in many parts of the country worried loyal users, so that brand founder Wu Xiaomei responded positively to the matter in an interview earlier this year, saying that the closure of Seesaw stores in many places was an adjustment of operating plans.

Consumer concerns about seesaw persist after that. Competition in the coffee industry has intensified, Starbucks, Ruixing, Manner, M stand and other coffee chains are striving for a bigger market, or sinking the market or launching new products, by contrast, Seesaw seems to be silent after the year, not causing too much waves.

Until recently, Seesaw, which celebrated its 12th anniversary, finally made a big move. The official Mini programs homepage released the news of open cooperation and joining. Interested partners only need to fill in the questionnaire as required and get a reply within 5 working days.

(Screenshots of Seesaw Mini programs)

Some people think that Seesaw chose to open the franchise at this time, may be because the number of Seesaw stores in operation after the closure storm is too small, urgent need to expand the store size. Manner and M stand currently have 1,174 stores and 526 stores, respectively, while Seesaw has fewer than 100 stores, according to Narrow Door.

From this point of view, Seesaw's current living space is undoubtedly compressed by chain brands with more stores, and it is much harder than before to occupy a foothold in the competitive coffee industry. Perhaps opening to join, extending stores to such scenes as airports, hotels and other scenarios, for the current Seesaw can better expand the market, increase the number of customers, but also help the brand's next promotion.

However, many consumers are not optimistic about this, but after learning that Seesaw opened to join cooperation worried about whether their own capital chain problems, but also let people can't help but think of a while ago also rushed to the "Seesaw arrears"event. Media reports, to seesaw to verify the matter, the person in charge said the network information is false, is "normal business dispute."

Wu Xiaomei mentioned in an interview earlier,"Seesaw will maintain a steady expansion rhythm, Focus on East China's first-tier and new first-tier cities,"It can be seen that today's open joining strategy may be in fulfilling the interview content at that time, For store expansion, Improve store density and step out of the joining cooperation pace. However, whether this step can stabilize the brand's position in the coffee market as Seesaw expected will take time to verify.

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