Sudden! Seesaw founders are restricted from high consumption!

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Recently, Interface News and other media reported that Wu Xiaomei, founder of the chain coffee brand Seesaw, has been taken to limit consumption.

Shanghai Fengxian District people's Court issued a consumption restriction order to Shanghai Xishe Electronic Commerce Co., Ltd., the parent company of Seesaw, on Oct. 29, according to Tianyan check information.

According to the announcement, the court filed a case on October 16 to implement the dispute over the application of the applicant Youren Information Technology (Shanghai) Co., Ltd., because Shanghai Xishe failed to fulfill its payment obligations within the specified period, and adopted measures to restrict consumption against Shanghai Xishe, including restricting the legal representative Wu Xiaomei not to carry out high consumption and consumption behaviors that are not necessary for life and work.

As previously reported by Interface News, Seesaw is the representative brand of China's first boutique coffee, opening its first store in 2012 and announcing the completion of hundreds of millions of yuan of Atoll plus round financing in 2022. Since mid-December 2023, there have been rumors of Seesaw "closing stores" one after another. In January this year, Wu Xiaomei responded to the interface news, saying that stores would be adjusted and that they would continue to open in the future.

Since then, however, the wave of Seesaw store closures has not stopped without a response from its founders, and from time to time on social platforms, netizens everywhere can see reports that some Seesaw stores in first-tier cities are quietly closed.

During this period, Seesaw opened cooperation to join the news, and in April this year in Xuzhou, Guiyang, Luoyang and other places to open the first brand stores. As of November 6, according to Qihai brand monitoring data, Seesaw currently has 76 stores in Yingmen.

At the same time, legal disputes are also entangled with the ailing Seesaw. In mid-September, the studio reported that Seesaw was involved in a number of legal disputes, including sales contracts, housing rental contracts, service contracts and other disputes, and former employees revealed that they had labor arbitration with Seesaw.

Signs such as a sharp contraction in stores and lawsuits have made a large number of users worried about Seesaw, and many even said bluntly that they were not optimistic about the future development of the brand. Therefore, when they learned that the founder of the brand was restricted from high consumption, netizens who followed the situation of Seesaw were not surprised, saying frankly that they were expecting it.

At that time, Seesaw was known as the "Whampoa military Academy" of domestic boutique coffee, and it was a representative brand of boutique coffee on a par with Manner and Mstand. It was not only widely favored by coffee lovers, but also attracted the attention of many investors and obtained hundreds of millions of financing, which made many people speculate that it would take off quickly and become a leader in the field of boutique coffee.

But the development of the facts surprised fans. Seesaw neither expanded stores as quickly as Manner, nor walked out of its own way with its own advantages like Mstand, but gradually lost its brand characteristics in the industry competition, losing its target audience, declining store business and declining popularity.

Fans who have witnessed the rise and fall of the brand will inevitably feel sorry for it when facing today's Seesaw, and can't help feeling that the delicious coffee they once captured may be difficult to drink in Seesaw's current stores.

Picture from: Internet

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