Sorry, the coffee is not with you. During the low ebb of coffee business.

Recently, there has been a lot of news that Jinhua "Coffee accompany you (Caffebene)" is closed in moments. A reporter from Qianjiang Evening News confirmed yesterday that the only two "coffee with you" stores in Jinhua have been closed.

In the past two years, "Coffee with you" has quickly become popular all over the country with its Korean style and the fan economy brought by super idols Zhang Genshuo and Kim Soo-Hyun. In the impression of Jinhua people, "coffee with you" business has always been good, how can suddenly close the door?

scene

The "Coffee with you" store has become a special store.

(according to data, Coffee accompany you was founded in 2008 and has more than 900 stores in South Korea. In just a few years, Starbucks' market share in South Korea has been reduced to 15%.

In 2012, "Coffee with you" expanded rapidly after entering China. By the end of 2014, there were more than 600 stores in the country.)

The two "Coffee with you" stores in Jinhua City, located in Jiangbei Store and Wanda Square, have been open for less than two years.

At Jiangbei 100, a reporter from Qianjiang Evening News saw that the original "Coffee with you" store had been transformed into a special store, and a notice was posted at the back door of the store saying, "the owner goes abroad." if you need anything, please contact a staff member surnamed Ni.

According to the phone number on the notice, the reporter contacted Mr. Ni. The other party said that he was just an equipment manager. "I don't work in the store anymore. I don't know why I left my phone number."

Mr. Ni said that if something happens, he can only go directly to the headquarters of "Coffee with you".

The "Coffee with you" store in Wanda Square has been replaced by another store.

The reporter learned from Jiangbei 100 and Wanda Square that the two "coffee accompany you" have been closed for about a month, and the leases of the two stores have not yet expired.

The business model is chaotic, resulting in different quality of each store.

(since the beginning of this year, "Coffee with you" has been spreading the news of shop closure, arrears of wages and so on. Customers in many places reflect that there are great differences in service, tastes and promotion prices in different stores.

According to a media survey, "Coffee with you" entered the Chinese market in the form of a Sino-Korean joint venture, but last year South Korea withdrew its investment due to disagreements between shareholders. After that, the funding chain of "Coffee with you" in China became tight, and its CEO also revealed on Wechat that his salary had been owed by the company for eight months.)

A person in the Jinhua industry who once operated "Coffee accompany you" told reporters that the business model of "Coffee accompany you" includes direct marketing, joining, agent cooperation, and so on.

"at present, stores that adopt joint ventures or direct operations have been closed directly, but those who have joined 100% continue to operate, because the funds will not be affected by the head office."

This industry insider said that the three stores in Jinhua and Yiwu, "Coffee with you," for example, belong to three different models. "Jiangbei 100 is supposed to be a directly operated store, so the headquarters announced that it was closed, and it closed its business. Wanda that is the agent model, and is still in normal business Yiwu 'coffee accompany you', is a franchise store.

He said that although the flexible business model is conducive to the rapid expansion of "coffee with you", it also directly leads to differences in the quality of each store.

Expert theory

The unique way of joining is actually "deceiving Tuhao's money".

It is understood that more than 95% of the "Coffee with you" stores are franchisees. Among them, the vast majority belong to the "entrusted entrepreneurial franchise model". That is, the franchisee and the "Coffee accompany" company cooperate to open a store with 49% to 51% of the shares, while the franchisee fully entrusts the store to the management of the coffee company and enjoys the profit of its own dividend.)

A number of industry insiders in Jinhua told reporters that the "entrusted entrepreneurial licensing model" is not only the main driving force for the rapid expansion of "coffee with you", but also an important reason for the outbreak of contradictions and rapid decline.

Take a 200 square meter store as an example, if the franchisee chooses 100% joining mode, the franchisee needs to invest 3 million yuan. If the franchisee chooses to distribute the investment with the company according to 49% and 51% of the investment, the franchisee only needs to invest about 1.5 million yuan in the early stage.

"you can find a few people to cooperate with, to put it bluntly, you can be a coffee shop owner for more than 200000 yuan, of course everyone is willing." A coffee shop owner in Jinhua said, "South Koreans are also very good at packaging projects, such as inviting the most popular spokesmen to advertise on TV, which rapidly increases their popularity and attracts people to invest."

However, when the head office of "Coffee accompany you" has operational difficulties, the previously hidden contradictions are also highlighted. Since last year, there has been a storm of protests among franchisees around the country, saying that there are problems such as inflated prices and false names in franchise fees.

"the company wants you to pay more than NT $100,000 for a coffee machine, and anyone who knows it knows that the real price of this kind of machine is less than NT $80,000. To put it bluntly, it is to cheat the money of Chinese tuhao. " A person in the industry familiar with the situation said that in such a cafe, "it would be strange if it was closed."

What about the recharge card of "Coffee accompany you"?

Qianjiang Evening News reporter asked the relevant staff of Jiangbei 100, she said that because Jinhua and Jinhua "coffee accompany you" have adopted different business models, the card promotion activities of the two stores are also different, so customers need to deal with them separately.

If it is in Jiangbei 100 stores to do the card, you can find 100 business staff to consult the return of the card and other related matters. "We will take care of the aftermath and don't let our customers lose confidence."

In Wanda Plaza, the staff said that the boss of "Coffee with you" communicated with his customers before closing the door. At present, all recharge cards have been refunded.

Source: Asahi Evening News