Less than half a year! The first store of the "6 million" coffee brand closes!

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Recently, a number of netizens revealed that the first store of Kung Fu Cafe in China, Shenzhen Huangting Plaza, had closed its business on June 30. Meituan App showed that Kung Fu Cafe was currently closed and information about the store could not be found on the official Mini Program. According to the narrow-door dining eye, there are still three stores in Kung Fu Cafe.

It is reported that Kung Fu Ka's first store in the country officially opened on December 2 last year, and it has been only seven months since it was closed without warning. Some netizens on social media speculated that the closure of the store might be related to the property replacement without negotiating a new contract, while the brand said the decision was due to insistence on the address of the hidden rules of the business district and on quality.

According to public data, Kung Fu Coffee is a new brand incubated by the local coffee brand "should not have" team, with the combination of "Oriental Tea + Western Coffee" to create "coffee in line with Chinese tastes".

The first store claimed to have been carefully built with an investment of more than 6 million, and the overall design of the store was mainly eye-catching purple, coupled with Chinese elements such as Fuxi Nuwa sculptures, Taiji pictures, and large-scale murals in the store, which attracted a wave of young consumers to check out at the beginning of its opening and became a new online celebrity sign-in point at the end of last year.

At that time, the official revealed that, "Kung Fu Caf é opened for 10 days, with an average daily output of 1200 cups, a maximum of 1800 cups a day, and a daily turnover of 35000 yuan." Media reported that "opening quickly out of the circle, attracting half of the beverage circle to sign in", its popularity greatly increased the confidence of the brand, in Shenzhen Longhua, Futian have opened stores, and settled in Huizhou, Xinjiang and other places.

However, on social platforms, netizens have different views on kung fu coffee. Some people say that the store is novel and unique and suitable for film production, while others think that it is "unpalatable" and "unreasonable space design". Some even say bluntly that "it is suggested not to touch porcelain Chinese coffee" and that although Kung Fu Coffee is positioned as "Chinese coffee", the brand concept floats on the surface, and store decoration and product names can not reflect the Chinese style.

In recent years, a number of Chinese-style coffee shops have sprung up in China, incorporating Chinese elements such as hanfu, covered bowls and tea, which makes the public impression that "Chinese-style" coffee shops should be antique. However, the store design style of Kung Fu Caf is completely different from the "national style" in everyone's perception, so it is difficult to be accepted by consumers.

On the other hand, although the category of "tea coffee" has been around for a long time, and well-known brands such as pleasant tea and happy tea have also tried to launch such products, for most people, drinking milk tea is for fun, coffee is for refreshing, and tea coffee is just for freshness. So when the freshness is over, consumers will mostly return to milk tea and coffee instead of staying too long in the coffee coffee.

In addition, industry insiders point out that tea coffee seems to be a simple combination of "tea + coffee", but it is not easy to make tea coffee products that meet market demand, and there is a lack of professionals in the industry who understand both coffee and tea. so that the brand side of the "tea coffee story" mostly told at the beginning, it is difficult to have follow-up development.

Although the real reason for the closure of the Kung Fu Ka Shou store is not yet known, judging from the recent arrival of the new store in Dongguan, the brand still intends to broaden its coverage. However, it remains to be seen whether this cup of Chinese-style tea coffee can win a place in the market competition and really enter the hearts of consumers.

Picture from: Internet

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