Half-cut stores in first-tier cities! Seesaw Coffee moves from the city to the countryside!

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Recently, netizens posted that two Seesaw stores in Shanghai's Jiading district were officially closed, which means that Seesaw has no stores in the area. The netizen also said that the closure of Seesaw stores occurred not only in Jiading District of Shanghai, but also in the whole of Shanghai, including some stores in the city center.

Coincidentally, a Beijing netizen posted a post on the social platform a few days ago that Seesaw's brand image store in Sanlitun in Beijing had closed down. The sudden news surprised frequent patrons and shouted "caught off guard".

Search for "Seesaw" through the takeout platform, and you will find that many stores in Shanghai, Beijing, Shenzhen and other places show "closed". There are currently 35 stores in Shanghai, nine in Beijing and three in Shenzhen, according to the number of stores shown on the official Mini Program account.

Seesaw seems to be in trouble since the end of last year, with news of "closing stores" one after another, including the closure of all four stores in Wuhan and the complete withdrawal from the central China market. Some time ago, it was found that a number of stores in Hangzhou were closed, and now a large number of stores in first-tier cities are difficult to sustain, which makes people worry about the future of Seesaw.

According to the official account, what Seesaw has done in the past six months is not just a closed shop adjustment. Brand side actively launched joint activities, some products discount promotion, adopted a lot of promotion methods, but in driving sales and raising awareness seems to be not good, and most of the payments are paid by regular users for many years.

On the other hand, after opening and joining, Seesaw will lay out the new stores in relatively less competitive "small places", such as Datong in Shanxi Province and Weihai in Shandong Province. With "some place first store" and "buy one get one free" and other store opening discount activities to attract the attention of local consumers. However, it has been pointed out that although Seesaw can attract attention through sales promotion, when the freshness is over and the wool is over, some customers are actually unwilling to repurchase products at a price of more than 30%.

For consumers in some second-and third-tier cities, low-cost coffee from brands such as Lucky Coffee and Lucky Coffee is far more cost-effective than boutique coffee that costs 30 or 40 yuan. The boutique coffee with no obvious price advantage is regarded as a "disposable drink" by some consumers, and it is difficult to follow up as soon as the process of taking pictures at the store is over.

In addition, some netizens said that although those well-decorated coffee shops are attractive, many consumers no longer pay attention to the environment and the sense of atmosphere, and they tend to pay for products that can meet the demand. Coupled with the current consumer degradation, consumers will pay more attention to product prices, so lucky, Manner and other inexpensive coffee has become their first choice.

Undeniably, the price war and spot war between brands have intensified the competition in the coffee market, making all kinds of coffee players feel that their living space has been further compressed, and so is Seesaw, which repeatedly adjusts their planning and layout. Just whether these measures can really work, so that the brand side will not shrink again, it will take time to verify.

Picture from: Internet

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