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The heat has passed! Fresh fruit coffee shops have disappeared in large areas!

Published: 2024-06-13 Author:
Last Updated: 2024/06/13, ▲ Click to pay attention| Daily Boutique Coffee Culture Magazine Coffee Workshop Recently, more and more netizens have discovered that all fresh fruit coffee brands around them have been closed. Some have been reducing the number of stores and slowly disappeared from public view. Some have closed their stores and withdrawn shortly after landing, leaving signs that have not yet been removed. These fruit and coffee brands are

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Recently, more and more netizens have found that all the fresh fruit coffee brands around them have been closed, some continue to reduce the number of stores and gradually disappear into public view, and some have closed their stores soon after landing, leaving signs that have not yet been removed. These fruit coffee brands were once very popular, but now none of them can be found, making people wonder: "is it a collective bankruptcy?"

As a subdivision category which developed rapidly a few years ago, Guoca has always been a breakthrough for industry brands to frequently push through the old and bring forth new ideas. It has not only spawned a large number of specialty stores, but also become a small attempt for many tea brands to explore the coffee track. Now, however, the track is undergoing a big reshuffle, with players representing brands with hundreds of branches and players only in the urban enclosure all seem to be closing stores.

When it comes to "fresh fruit + coffee", the first thing that comes to mind is the first wave of new fruit coffee, which was once known to the public with mixed products such as durian latte and banana coffee.

Picture from: red Food Network

According to official sources, "should not have" was founded in September 2021, when the first store was set up in Huizhou, Guangdong Province, and quickly opened stores across the country with its creative way of playing fresh fruit coffee. According to public reports, the total number of stores of the brand in the country once exceeded 700, covering Guangdong, Beijing, Shanghai, Hefei and other provinces and cities. Of these, more than 500 stores were opened in 2022 alone, soaring at an average rate of more than 1.3 a day.

However, since the second half of last year, there has been news of frequent shop closures that "should not have been". Although the exact number of shop closures has not yet been shown at that time, in the videos of some second-hand equipment recyclers, you can frequently see stores of this brand being packaged with processing equipment.

On February 22, the founder of "shouldn't have" posted a video on his social media account saying that the brand had closed down a lot of stores in the past six months, leaving only more than 300 stores from its peak of 725 to Feb. 22, with the number of stores plummeting by nearly 60 percent. He also lost money and sold two sports cars as a result.

Until recently, the tide of "should not have" shop closures continued. According to the brand's Mini Program, there are only more than 140 stores nationwide that can order online as of May 10, according to HongFan.com. In other words, nearly 600 stores should not have been closed in the past year, and the total number of stores has plummeted by about 80%.

Looking at other brands specializing in fruit coffee on the market, in fact, the situation is very similar to that of "should not have", either facing a sharp reduction in the number of stores, or even shutting down stores completely, or making a rescue adjustment in the product structure or directly transforming the operation.

Picture from: red Food Network

In fact, the trend of fruit coffee can be traced back to 2020, when all kinds of seasonal fruits, such as durian, coconut, green, strawberry, and even minority fruits such as guava, oranges and avocados, will be applied to a cup of coffee as long as developers want it, and then mix up a "new combination" to become a hot category on the Internet. As a result, in the next two years, a large wave of capital quickly joined the war, and products built around the selling point of fresh fruit coffee emerged one after another.

With the increasing volume of the coffee market, mainstream brands first expand the layout of stores, in addition to fruit coffee, but also frequently launch a variety of new elements of "sweet water", so that consumers' choices are more diversified. And only focus on the brand of fruit coffee, that is, the lack of awareness, but also face a fierce and cruel business war. Obviously, the business has gone into the doldrums today.

Picture from: screenshot of Xiao Hongshu

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