All stores in 1 province are closed! COSTA coffee is about to disappear?!

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Recently, a netizen posted that a COSTA store in Nanjing had issued a notice that the store would be closed permanently from August 30, 2024.

The netizen said that he had not spent money in the store for a long time, but he did not expect that goodbye would be goodbye forever. At the same time, the netizen also found that there were fewer and fewer COSTA stores in Nanjing. It can also be found on social networking platforms that COSTA closed two stores in Nanjing in April and June this year.

Coincidentally, Nanchang netizens also posted that the two COSTA stores of Nanchang martial arts merchant Mall have been closed permanently since August 1st. Judging from the distribution of COSTA stores, the closure of the two stores means that the brand withdraws from the Nanchang coffee market and that consumers will no longer see COSTA in Jiangxi province.

As one of the earliest coffee brands to enter China, COSTA has been in love with Starbucks in its early years. As long as there is a green mermaid in the core business district of first-and second-tier cities, the red coffee bean logo can be seen not far away.

However, in recent years, if Volkswagen mentions Starbucks, it is Rui Xing who is associated with it. The once-familiar red logo has also been silently replaced by green, blue and white. In the early years, the "CP" of the coffee circle was gradually forgotten as more and more stores of COSTA were closed.

It is understood that COSTA, a new entrant to the Chinese market, has shown its ambition for the Chinese market, setting a goal of opening 2500 stores by 2018. But now, according to the data monitored by the Qihai brand, COSTA currently has 343 stores in operation, covering only 36 cities, of which only one or two stores are still in operation in some cities such as Shenzhen, Foshan and Chengdu.

Competition in the coffee market has intensified in recent years, and most brands are busy expanding, sinking and grabbing a place, but COSTA is like a "retrograde" in this competition, with the number of stores falling, the public's impression of it is becoming less and less obvious, and it is almost impossible to remember that the brand was once a strong competitor to Starbucks.

Many people believe that one of the reasons why COSTA has fallen into such a situation is that the brand does not understand the hearts of current consumers.

Take Mini Program as an example, there are currently as many as four official COST Mini Program. Members from Beijing, Tianjin and other regions use "COSTA coffee" if they want to place orders through the platform. But if people go to Nanjing, Guangzhou and other places, they have to use "COSTA membership card" to place orders, which is troublesome and inconvenient for many users, and runs counter to the needs of consumers who want to send orders quickly.

In addition, poor marketing is also seen as one of the reasons why it is difficult for brands to win the favor of consumers. Many people said that COSTA will not promote itself through joint events, nor will it catch the attention of the public with dazzling new products.

In the case that there are no obvious advantages in products and services, these shortcomings gradually erode loyal users' love for the brand and prompt them to give up the self-contained COSTA and choose other brands that can meet their needs.

From this point of view, it is reasonable that the British chain brands that once stood side by side with Starbucks will go downhill. It's just that for many users who are enlightened by coffee from COSTA, the old brand that has been in the Chinese market for nearly 20 years gradually disappears from the places they are familiar with, and it is hard to hide their reluctance and sorrow.

Picture from: Internet

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