Withdraw one after another! Mstand can't escape the trend of store closures?!

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Recently, Wuhan netizens found that the first store location of Mstand in martial arts merchant Mall was replaced by the popular Yulian teahouse, which is now in a state of enclosure decoration.

From the takeout platform, the store has been closed, and Qihai brand monitoring also shows that the martial arts Mall store was closed on July 14. However, on the official Mini Program, the martial arts store Mall can still be found and placed orders in the list of stores in Wuhan, but the address marked above is no longer the original location, but the coffee cart on the ground floor of the square.

According to netizens, Mstand's Optics Valley Ocean store in Wuhan also withdrew in April this year, and the narrow-door dining data show that the store has existed for less than a year. Fans were surprised that two stores located in the busy business district withdrew one after another. In addition, careful netizens pointed out that during the period of withdrawal of Mstand and Guanggu Ocean Store, Mall did not open a new store in Wuhan.

However, in addition to Wuhan, Hangzhou, Nanjing and other places within the business circle of some Mstand stores have also been suspended, but whether to withdraw or re-find stores to continue business, there is no definite conclusion.

Chain stores in the business district often have to relocate or withdraw because of store rent, mall business adjustment and other reasons, so it can be seen that the reason why Mstand closes stores may be related to mall planning. However, netizens believe that the reason why Mstand closes stores one after another is much more than that.

Under the discussion post on the withdrawal of Mstand stores in Wuhan, netizens mentioned Mstand, and their first impressions focused on "high price", "product performance-to-price ratio is not high", "coffee has no memory point" and so on. Some consumers say bluntly that there is no advantage over the price of the same M-beginning Manner,Mstand. Compared with Starbucks, drinks are updated less frequently and do not have the brand's own characteristics.

Unlike ordinary consumers, fans who have been "captured" and recharged by Mstand for a cup of mellow coffee talk about the brand with mixed feelings.

They say that after they initially recharge to become members of Mstand, their account points can be exchanged for peripheral gifts, and the price of coffee is more cost-effective than ordinary consumers. Therefore, many users will continue to recharge, consume, and enjoy the membership rights and interests that are extremely beneficial to them.

But I don't know since when, the prices of live rooms and third-party platforms are more cost-effective than those purchased by members themselves. In addition, the recent brand Fang changed the membership system and cancelled the cup collection activities, which made some old users feel that they had been backstabbed many times and gave up their membership that they had maintained for many years.

In addition, users who have been with Mstand for many years say that Mstand in recent years seems to focus on launching a variety of novelty peripherals. Some time ago, the brand opened a pop-up supermarket in Shanghai, which mainly sold around, attracting many hipsters to sign in and rush to buy.

But in terms of coffee drink innovation, in addition to the discussion after the launch of the "edible" combo, the other new products of Mstand seem to have sunk into the sea, which is difficult to get the attention of consumers. Social media is also full of discussions about the new brand, which makes many fans feel that Mstand is more like a nearby store with a coffee brand.

Under the influence of various factors, the sales of some Mstand stores have declined and become increasingly deserted, to the end, due to the heavy burden of rent and operating costs, it is not unthinkable, but as netizens said, "the withdrawal of Mstand stores may be inevitable."

Picture from: Internet

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