Emergency announcement! Piye's first store in Guangzhou is about to close!

▲

Click follow | Daily boutique coffee culture magazine coffee workshop

Recently, some netizens posted that Piye Coffee, located on the ground floor of Guangzhou Tianhe City Shopping Mall, will be closed at the end of this month.

The sudden news caught many fans by surprise. It is reported that the store is Pi Yeh's first store since he entered Guangzhou at the end of 2021, and it is also Piye's second store in South China. Regular customers said that since its opening, the leather man has been welcomed by the surrounding citizens because of its clean store environment, comfortable and leisure atmosphere and stable high-quality products. it is basically full every day, and the business has been very good.

However, it is hard to believe that the first store in the bustling shopping district has posted a notice of closure without warning, announcing that it will be closed next Monday, March 31. It also makes some netizens feel sad when they think of the Starbucks Zhenxuan store, which was closed on the same day around the city next door.

Apart from feeling, more people are puzzled by this and explore the reasons for the closure of Piye's first store in Guangzhou.

Customers who have visited many times pointed out that although the store is often full, it does not entirely mean that the business of the store is booming. They said that some of the guests in Piye's beautifully decorated store were full of passers-by who did not spend money, while others ordered a drink for a whole day, so that the store seemed to be bustling, but in fact the rate of overturning was not high.

And a small number of customers reported that because the store was often overcrowded, the store gave people a "messy" look and discouraged customers who preferred a quiet atmosphere. In addition, the rent of the storefront in the bustling shopping district is not low, so if the profit of the store can not support the high rent and other operating costs, even the first store in the city of extraordinary significance will not escape the end of the store closure.

However, some netizens noticed that in addition to the first store in Guangzhou, Pi Yeh also closed the popular West Lake store in Hangzhou at the beginning of this month.

It is understood that the store is located in the crowded West Lake Lakeside pedestrian Street, its chic decoration and the beautiful appearance of the glass room attracted a large number of fans, and once became an online celebrity sign-in point by the West Lake. So after the news of the store closure spread, local citizens who were reminded of it rushed to the scene before the store was demolished, clocking in to commemorate the coffee shop that had been with them for many years.

Seeing Pi Yeh close two popular stores one after another within a month, loyal users can't help but worry about the future development of the brand. Compared with other chain brands, Piye's customer price is not low. Since entering the Chinese market in 2017, the official store expansion has not been fast. So far, there are more than 200 stores, far less than the head brand.

In the view of netizens, because of its high-end brand positioning, most of the stores are concentrated in the commercial centers and high-end office buildings in first-and second-tier cities. But the rent of these popular stores is generally not cheap, and the current consumption pays more attention to the performance-to-price ratio of the product, so some people think that the development prospect of Pi Yeh, who takes the high-end line, may encounter some challenges.

But optimists say that Pi Yeh has not only opened the city's first store and expanded the market in Zhengzhou, Wuhan and Changsha recently, but also launched a price-friendly sub-brand Ora Coffee and has opened three stores. From this point of view, the closure of the first store in Guangzhou may only be due to the adjustment of the business format of the business circle, there is no need to worry too much.

Picture from: Xiao Hong Shu

Disclaimer: some of the pictures in this article come from the network, and some of the contents of the website, such as pictures, we will respect the origin of the original copyright, but due to the large number, there will be individual pictures and texts not in time to indicate, please forgive me. If the original author has any disputes can contact the website to deal with, once verified we will immediately correct, by the "coffee workshop" collation and editing, reprint please indicate, if infringement, please inform deletion, thank you ~!