After the coffee accompanies you, the coffee shop on the island is trapped and the tide coffee shop joins the market

Recently, Shangdao Coffee has fallen into the tide of closing stores, and many franchisees have withdrawn from the franchise system, and the news of setting up their own doors has occupied the headlines of the industry. this is another "bloody wind" in the coffee joining market after coffee accompanies you. Coffee accompanies you and Shangdao Coffee. In the coffee chain, one is Korean upstart, the other is Taiwan trump card. In China, which is recognized as the world's largest coffee market in the next 10 years, it has been very popular for a while. Why have they all embarked on the road of "no fall"?

In fact, Shangdao Coffee's main product is not coffee, but with simple meals and set meals as the main product, mainly to meet the food needs of customers as the positioning, it entered the mainland earlier, many stores, for a while, but in recent years, according to public information, the number of its stores in cities across the country continues to shrink, such as Tianjin, at its peak, there are more than 70 stores, but now it has shrunk to less than 40.

Because the joining mode of Shangdao is relatively simple, each branch can only get the initial franchise fee and the late renewal fee, and do not share the daily turnover of the joining store, which causes the major shareholders to focus on building a new brand on the basis of the Shangdao brand. compete with the old brand. In addition, Shangdao Coffee's joining management model is loose, focusing on fees, neglecting management, and the lack of training and guidance for franchisees' later operation, which is also an important reason for franchisees to withdraw.

Korean brand coffee accompanies you and enters the Chinese market relatively late. Different from European and American brands and Taiwan brands, it is very rich in the quantity and variety of products. In addition to coffee, there are all kinds of drinks, desserts, smoothies, etc., to meet the needs of different customer groups. With a strong fan base of star endorsements and flexible joining mode, coffee will accompany you all over China overnight.

It is the cooperation joining mode jointly funded by the franchisee, although the number of stores that accompany you with coffee grows rapidly, but it also brings major hidden dangers in the later development, the franchisee lacks autonomy, and the late operation and management of the brand can not keep up with the pace. Poor management, stores can only close down.

It can be said that Shangdao Coffee and Coffee accompany you to a "dead end", largely due to the joining model and poor operation and management of stores in the later stage, while the era of rapid expansion of the coffee industry has passed, and there are many substitutes for the industry. Like some local themed coffee brands, such as MY ZONE COFFEE, which focuses on the fun theme, the franchisee joins wholly in the joining mode, and the brand headquarters will give professional guidance and assistance to the whole process from location selection to post-management. MY ZONE COFFEE runs a coffee college, focusing on coffee training and dish research and development. In addition to assisting franchisees in the operation and management of the store, the MY ZONE COFFEE intelligent management operation system and Wechat electronic menu have also got rid of the traditional manual operation mode of coffee shops.

Now the whole coffee joining market is in the stage of rapid development, the once brilliant joining model may not be able to keep up with the times, and the emerging model may also take the lead. In the bloody coffee joining market, more "upstarts" that meet the market demand will also emerge in large numbers.