50 homes have been evacuated! Boutique coffee brand Seesaw has been exposed to close in large numbers again!

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Six months after the news of the closure of several stores across the country was revealed at the end of last year, coffee brand Seesaw Coffee ("Seesaw" for short) once again reported a sharp contraction in the number of stores.

Recently, a netizen posted a post asking: "what's the matter with Seesaw? why is Hangzhou closed so much at once?" And attached a screenshot of the takeout software. As can be seen from the picture, a number of Seesaw Coffee stores in Hangzhou have been closed.

Just yesterday, Hangzhou consumers posted that Seesaw, which is located in the Olympic Sports impression City, was suddenly closed, and the store could not even be searched on the comment software. When searching through Seesaw Mini Program, it was found that there were only five stores left in the whole Hangzhou area.

For the recently closed stores, a reporter tried to contact the Seesaw official customer service to ask the actual reason for the closure, the other side only said "for some reason" and did not give a specific answer.

In fact, over the past few months, it can be said that there has been almost no news about "Seesaw closing shop" on social platforms: "Seesaw closed shop in central Suzhou! Arabica settled in the original location", "vanished Wujie Seesaw coffee", "Seesaw, my happy hometown is gone", "drink another closed shop coffee" …... From the netizens' reaction, we can see that these closed or transferred stores are all closed without warning.

Since the end of last year, there are signs that Seesaw's life has been very "difficult".

According to narrow-door catering data, most of the locations of Seesaw are shopping malls. As of December 4, 2023, the coffee brand has opened a total of 135 stores across the country, of which 70 are in Shanghai, while the rest are mainly in Beijing, Hangzhou, Shenzhen and other first-tier cities.

As of June 10 this year, Seesaw Coffee has only 85 stores, covering nine cities, with Shanghai still occupying the largest number. In other words, in the past six months, a total of 50 Seesaw stores across the country have disappeared.

It is worth noting that although Seesaw continues to close stores, some netizens have noticed that the pace of opening stores of the brand is still in progress. But today's goal is no longer to expand stores in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, but to choose "small places" that are less competitive, such as Guiyang, Luoyang, Cixi, Xuzhou, Yiwu, Qingdao and other places. It is also the first brand store in these places.

It is not difficult to find that the new store opened by Seesaw is inseparable from the previous measures of opening and joining. At present, the price war in the coffee market is becoming more and more fierce, the entry brands emerge one after another, and the development pressure of all kinds of boutique coffee players will be greater and greater. Survival of the fittest, Seesaw, which does not have an advantage in price or coffee category, will be adjusted sooner or later.

Picture from: network screenshot

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