No warning! Piye Coffee's first store in South China quietly withdrew!

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Recently, news said that Piye Coffee Shenzhen Vientiane Tiandi store has officially closed. The original store has been enclosed with a new brand and has been taken over by a chain tea brand in Suzhou. Third-party platforms also show that the store has been closed.

It is understood that Piye Shenzhen Vientiane Tiandi Store opened in September 2021. It is the first store opened by the brand in South China. It opened on its first day of operation to attract local coffee lovers to check in. After nearly 4 years of operation, Piye has won the favor of a group of loyal users for its stable products and comfortable store environment. Neighboring citizens often go to the store to buy a cup of coffee and enjoy a comfortable afternoon.

Until July 16, Piye's first store in South China was officially closed after it closed on the day of business. However, judging from the posts shared by netizens on social platforms, it seemed that the store did not post a store closure notice in advance to notify regular customers like Hangzhou Xihu Store and Guangzhou Tianhe City First Store before it closed. Therefore, most users failed to announce the news of the store's closure.

In the impression of surrounding citizens, although Piye Shenzhen Vientiane Tiandi Store is located in the dining area on the bottom floor of the mall, because it is connected to the mall square, people traveling to and from the square can notice this coffee shop covering a large area. Moreover, due to various activities organized by the mall in recent years, the north district of the mall has become a check-in point for Internet celebrities in Vientiane World. There is an endless stream of citizens visiting here. As a result, the business of this Piye store is good.

Therefore, seeing that this house, which was often full in memory, suddenly withdrew and the original store site was replaced with a tea brand in a short period of time, regular customers who had no time to bid farewell to the store inevitably felt sorry for this scene,"My favorite family, why is it gone?","I remember this business has always been very good. Every time I go, it is full of people, so I can only pack it and take it away","No, it was still there last week."

At the same time, some netizens said that in addition to the Shenzhen Vientiane Tiandi Store, the Shenzhen Zhuoyuehui Store, Shenzhen Haiya Colorful Store, Shanghai Suhewan Vientiane Tiandi Store, etc. opened by Piye have all quietly evacuated out of the mall., catching the surrounding citizens who often visit the store by surprise.

Compared with competitors in the industry, Piye is slow to expand stores and is cautious in selecting locations. The market layout is basically concentrated in first-tier cities and new first-tier cities. Jihai brand monitoring data shows that Piye currently has 259 stores operating. However, when they noticed that the brand had closed its stores one after another, some netizens couldn't help but feel worried,"I feel that more and more stores have been closed, and I'm afraid it won't last long.""Should we withdraw them completely? "。

In response to this doubt, a public account asked Shenzhen Vientiane Tiandi about the situation. The customer service said that Piye Coffee had withdrawn its store because the lease expired. As for whether the brand will continue to close its mall stores in the future, there is no news to support this speculation. However, judging from the establishment of the affordable sub-brand "ora coffee" by Piye at the end of last year, some people believe that the brand may be interested in adjusting its market layout.

However, some netizens also said that although Piye closed some stores, the official pace of store expansion has not stopped. The city's first store that opened recently attracted local consumers to queue up to check in as soon as it opened for public, believing that loyal users need not worry.

Picture from: Internet

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