Everyone retreat! Pacific coffee is about to disappear?!

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Recently, some netizens posted that five Pacific stores in the urban area of Dongguan had been withdrawn one after another. The netizen said that with the withdrawal of the Dongguan UNOCI store, Pacific Coffee completely withdrew from the Dongguan coffee market.

When it comes to this "coffee brand backed by state-owned enterprises", most netizens who know something about it are saddened. It is understood that Pacific Coffee was founded in Hong Kong in 1992. In 2010, China Resources acquired an 80% stake in the Pacific chain to become the largest shareholder, and introduced Pacific Coffee from Hong Kong to the mainland.

Because of the capital injection from China Resources, Pacific Coffee in the mainland has developed rapidly, opening nearly 500 stores and becoming the second largest coffee chain brand in the Chinese market in 2017. It was very popular at that time and was welcomed by a large number of coffee lovers.

However, in the ever-changing coffee industry, Pacific Coffee seems to be unable to keep up with the development of the industry. It has not launched all kinds of new products and joint activities like rising stars Ruixing and Manner, and has not opened stores as widely as Starbucks and brushed its sense of existence in front of consumers. On the contrary, it is "unknown" in the industry and its popularity continues to decline.

Many regular users say that Pacific Coffee once regarded Starbucks as its competitor, so its product price is also close to Starbucks' previous pricing, but with the emergence of inexpensive coffee brands such as Lucky and Manner, Pacific Coffee has no price advantage and is less and less chosen by consumers.

Even if the brand had tried to make a transition by launching the tea product line "Tai Cha" and trying to get a piece of the tea race, the new product had little effect and failed to save the decline of the coffee brand, and the mainland market had substantially closed down from more than 500 stores to more than 100.

So far, Qihai brand monitoring data show that there are only 106 Pacific Coffee stores in Ying, covering more than 20 provinces, but most of the stores are concentrated in Guangdong Province, and there are only one or two sporadic stores in some areas.

Some netizens deeply regret the loneliness of Pacific Coffee. Some people say that Pacific Coffee, which was acquired by China Resources, has enough financial support to rapidly develop hundreds of stores, but it may be due to problems within the brand or a lack of management capability. so that this old coffee is not recognized by more consumers, gradually declining.

Some local coffee lovers said that when Pacific Coffee opened five stores one after another in Dongguan, they thought it would be a spark, restarting from the community store and sweeping the coffee market again, but unexpectedly, some stores hastily closed their doors in less than a year, and now they are all closed and completely withdrawn from Dongguan.

Netizens in other parts of Guangdong also said that Pacific Coffee stores are now mostly in places where the flow of people is not high, making it difficult for consumers to find traces. Some regular users said that although the brand still has stores to insist on, but if these stores are suddenly closed, it is only what they expected. After all, the glory days of Pacific Coffee ended a long time ago.

Picture from: Internet

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