Manner's first store in Xiamen is closed!!!

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This year, various chain coffee brands have aimed at the sinking market, and Starbucks, Ruixing and other stores have appeared on the streets of many fourth-and fifth-tier cities, while Manner, which has more than 1,000 stores, is now slowing down, but it is also gradual, and the number of stores continues to rise.

Recently, however, some netizens posted that Manner's store in Vientiane City, Xiamen, was about to close. This store is the first store since Manner entered Xiamen in March 2021, and it is also the first store in Fujian. It has been three years since. The store is spacious and bright, selling baked bread in addition to coffee drinks, so it is popular with local Manne users and is the breakfast of choice for nearby office workers.

According to people familiar with the matter, the contract between the Manner store and the mall expired at the end of last year, and then the contract was renewed for half a year after negotiation. Now that most of the half-year period has passed, the store should have no plans to renew the contract, so the first store of Manner in Xiamen will be closed after the contract expires. If customers who love Manner still want to buy coffee and baked bread, they can move to the newly opened second store in Manner Vientiane City.

For local Manner fans, with the "bench" of Erdian, their regular customers will not be affected and can still enjoy Manner products as before, but some users who pay attention to the store environment complain slightly about the relocation, wondering how the Manner, which is doing well in business, has been changed into a relatively small store.

It is understood that the reason why Manner will close the store this time, on the one hand, is the adjustment of the mall's own format and intends to change the resident brand; on the other hand, it may be that the rent of the store has changed after the expiration of the contract, and Manne moved to a more cost-effective storefront because of cost considerations.

Opening stores in the core business district is a common store deployment for coffee brands, such as Starbucks,% Arabica, Manne and other brands. With the high popularity and high flow of people in the business district, coffee shops stationed in the business district can always be quickly known by local consumers, resulting in a rise in store sales.

However, the core business district in the city also means "an inch of gold and an inch of land". For coffee brands, although they can borrow the "east wind" of the business circle, they can get a lot of attention and passenger flow in a relatively short period of time. But also have to bear the corresponding rent, water and electricity, labor and other costs. If the store is unable to support its costs, closing or moving to a smaller store may be a timely stop-loss option.

At the same time, the relationship between the business district and the coffee shop is between the landlord and the tenant. Some of the partners may have personally experienced the situation in which the landlord let the tenant move out because of his own planning arrangements, and the same situation will also happen to the brand stationed in the business circle. From this point of view, although the store stationed in the core business circle has many benefits, it will also make the brand have some concerns.

From Ruixing, which has ten thousand stores, we can see that the more the number of stores, the more conducive to brand promotion, so that all brands want to "blossom everywhere" to let consumers remember themselves. Store expansion is still an important step in the brand's business strategy.

However, although brands want to seize the coffee market by increasing the number of stores, they have to suspend the pace in the face of high store costs and weigh the pros and cons so as not to lose everything.

Picture from: Internet

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