There are fewer and fewer stores! Is well-known milk tea brands in a trend of closing stores?

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Recently, consumers in Qingyuan, Guangdong Province have opened the Mini programs of the tea beverage chain brand Coco, wanting to order a cup of milk tea to satisfy their appetite, but they never expected to find that the brand has quietly withdrawn from the tea beverage market in Qingyuan.

This situation shocked loyal users and wondered when the brand would close all stores in Qingyuan. A netizen who posted a chat screenshot said that as the Duke Coco City Plaza store will no longer be open from July 1, the brand's Mini programs will show that there are "no stores" in Qingyuan City, that is, all Duke Coco stores in Qingyuan have been closed.

Overnight, the familiar orange-white signboard was demolished by workers, and there were no traces of Coco in Qingyuan City. Many users were very surprised and sorry for this. It is understood that Coco is a China Taiwan chain tea brand founded in 1997; since 2007, the brand has entered the the mainland of China market, opened its first store in Shanghai and will continue to settle in many cities across the country.

Before brands such as Xi Tea and Naixue appeared, Duke Coco, an old tea shop, has accompanied a generation of youth. The classic "Three Brothers of Milk Tea" and the refreshing "Xian Baixiang Double Cannon" are all The white moonlight in the hearts of loyal users. From time to time, they would order a cup to relieve their cravings and reminisce about the beauty in their memories.

However, the tea beverage industry has developed rapidly in recent years, and brands such as Bawang Tea Ji and Tea Yan Yuese have sprung up in front of consumers, so that the competition on this track has become increasingly fierce. In order to gain more users 'attention, Coco can launch joint activities, set up stores overseas, etc. like other brands, but various marketing strategies seem to have failed to achieve the expected results.

At the same time, more and more users posted on social platforms that the Coco stores around them have quietly disappeared and the original stores have been replaced by other brands, many of which are old stores that have been operating locally for seven or eight years. Data monitored by Jihai Brand shows that although Coco has not stopped opening stores to expand its market layout, the brand currently has more closed stores than existing stores, and more stores have been closed in the past 90 days than newly opened.

Seeing the current situation of the tea and beverage shops that they frequented during their youth, many old users sighed and were filled with emotion. Some regular customers believe that compared with the current familiar leading brands, Ducoco attracts users through joint cooperation, but the brand's own popularity and joint IP popularity are not enough, so that these promotions have failed to stir up a splash and are difficult to attract public attention and discussion.

In addition, many people said that in addition to Coco's signature products, the new products developed by Coco are not accepted by users due to their taste or price. Moreover, there are too many products on the market that can replace Coco's classic drinks. Therefore, in the eyes of regular customers, this brand's drinks lack certain competitiveness compared with other brands.

Of course, in addition to the above reasons, some people believe that Duke Coco's successive withdrawal from the urban business district may be related to rising rents, operating costs, etc. The combined effect of external environmental factors and internal brand reasons has prompted this tea and beverage store, which used to have constant passenger flow, to fall into a wave of store closures, and had to close stores that could not bring profits one after another to stop losses in time. However, it has gradually become a pity in the hearts of fans.

Picture from: Internet

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