Caught off guard! Mstand Quanzhou's first store is empty!

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Recently, netizens in Quanzhou posted on the social platform that when they passed the SM City Square in Jinjiang the day before yesterday, they found that the door of Mstand on the first floor was closed, but the door did not post a notice of closure.

In response, customers who went to the store during the National Day period thought that the store was "just a store break", but the poster said that the equipment in the store had been removed and that the empty building did not look like a store break or store upgrade. Moreover, Mstand users noticed that there was no such store on the official Mini Program, and that the store was "closed" on the third platform.

It is understood that the store, which opened in May 2023, was the first store opened when Mstand entered Quanzhou. The two stores that are still open were opened in July and October 2023, respectively, after which the brand convenience did not add new stores locally.

Surrounding residents said that after Mstand entered Quanzhou, the business of the three stores was not as good as expected, and most of the time the store was deserted, with more clerks than customers.

Although it is not clear whether the closure of the first store is related to the adjustment of rents in shopping malls, many netizens believe that perhaps because local consumers are unable to accept the higher-priced Mstand, resulting in poor store sales, the brand side made the decision to withdraw the store. "there are few people to spend, and it is not surprising that the store is closed" and "his consumer group is distributed too little in Jinjiang."

In addition, some people think that the closure of Mstand's first store in Quanzhou may be due to the brand's adjustment of the market layout in Fujian. They pointed out that in June this year, Mstand, located on the outside of Xiamen's Chinatown, also closed its shop without advance notice, and now the store has been taken over by a milk tea brand.

Many coffee lovers believe that Mstand, which features boutique coffee and derivative perimeter, seems to be more suitable for first-tier cities with higher consumption levels, such as Shanghai, Guangzhou and Shenzhen. Once the brand is settled in second-and third-tier cities, it is inevitable for local consumers to complain that the price is too high and that their brand positioning is not approachable.

Judging from the recent store location, Mstand's new stores are basically concentrated in first-tier cities with a large user base. And according to the data of narrow door Dinner Eye, the brand has not entered the provinces and cities that have not been involved before for more than half a year.

In the current economic downturn and overall consumption degradation, chain brands have to comply with the cost-effective consumer demand of users, one after another to introduce group discounts, live offers and other price reduction measures to attract customers to place orders. In contrast, Mstand has occasional discount activities, but the discount is relatively small, in the eyes of some users, its drinks are still lack of performance-to-price ratio.

This is especially true for consumers in second-and third-tier cities, who say bluntly that it is difficult for them to afford a cup of coffee in the 20s or 30s of Mstand for a long time, teasing that the relationship between themselves and Mstand is an one-off deal. Netizens speculate that perhaps after that, few Mstand stores in second-and third-tier cities will be closed by brands after the lease expires or for other reasons such as poor performance.

Picture from: Internet

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