Before summer passed, a star tea brand went bankrupt first!

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Recently, a number of media reported that the national stores of Xie Tea, a tea brand invested by a well-known host Ma Dong, have been closed.

Thank you Tea, the last store in the country, is located in Dalang Dian in Shenzhen, which opened around August last year and closed on July 16, the Beijing News reported. At this point, thank you for going to the wireless store all over the country.

It is understood that this star brand was founded in 2018, the brand to milk tea and baking products as the main business. Within a year of opening, Ma Dong, New Pants Band and other current guests were invited to the store to taste, becoming a hot "online celebrity brand" at that time. In the official account, Xie Cha said that the number of people in its stores was so high that it was "in the peak period of Beijing Line 10", and that the brand had "many star endorsements".

(the picture is taken from the official account of thank you tea)

With the blessing of the star aura, the price of thank you tea has gone up, and the price of a cup of milk tea once rose to nearly 70 yuan.

However, after the arrival of the epidemic, the performance of thank tea declined significantly, and the price of the product fell again and again. Limited drinks that once sold for 68 yuan were reduced to 23 yuan, while other milk tea drinks were reduced to 12-20 yuan. Baking products with original prices ranging from 18 to 88 yuan are all offline in the later stage, leaving only tea products in the scope of business.

There are media reports in 2022, thanks to the closure of many offline tea stores and the layout of the market in the mode of intelligent milk tea stores. The person in charge said at the time that intelligent milk tea stores could reduce rents and labor costs compared with the traditional model, so the brand intended to open more sites in Shanghai and Beijing. However, this model does not seem to be popular with the market.

Red Food Network from a number of third-party platforms, there is no search for intelligent milk tea store news. According to the Nandu Bay Finance Agency, thank you tea intelligent milk tea stations in many shopping malls have already removed the cabinets. In addition, the official Weibo and official account of thank you tea have not been updated since April 2021 and December 2022, respectively, and the official Mini Program has been suspended due to violations.

In recent years, the celebrity restaurant has become a sign-in place for fans, but it has also caused a lot of controversy on the Internet.

For example, some time ago, GOODBAI CAFE, the coffee shop of star Bai Jingting, attracted fans to queue up to buy, but two button biscuits priced at 21 yuan in the store have also become the focus of consumer discussion. The bakery owned by another star, Wang Hedi, was also hotly discussed by netizens for a whole piece of toast priced at 88 to 118 yuan.

Due to the low threshold of the catering industry, stars mostly choose to open restaurants when they think of starting a business. With their own traffic and popularity, their restaurant can attract the attention of fans and passers-by as soon as it opens, its popularity increases rapidly in a short period of time, and rapidly expands the market by joining in.

However, with the longer operating time of these restaurants, their own management and operation, product quality control, service quality and other problems will be exposed to the public, gradually fall into operational difficulties, and eventually run short or even go bankrupt. From this point of view, once the star catering has left its own halo, it is not easy to go for a long time.

Picture from: Internet

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