The zoo coffee wants to "de-Han" to survive.

Zoo Coffee recently announced a new plan for this year. Zoo Coffee should not only solve the chaos of joining, but also think about how to quickly eliminate the negative impact of running events on the brand. In this regard, Jin Jianyou, chairman of Zoo Coffee, made it clear that he hopes to break away from the setting of "Korean coffee" and hopes to make a sharp contrast to the Korean coffee brand that has lost the market.

It is understood that the Korean coffee brand coffee, which has expanded massively in China, has accompanied you since May last year. Since May last year, the capital chain has broken, evacuated its headquarters in China, and owed nearly 10 million yuan in wages for its more than 160 employees in your headquarters for several months. As a result, the Korean coffee model has also been questioned by the market. Korean coffee and zoo coffee, which also open franchise stores in China, have naturally become the focus of attention. The run-away incident of the franchisee of zoo coffee also makes it have to quickly adjust the brand positioning and image, through the "de-Korean" way to rebuild word-of-mouth among consumers.

However, according to industry insiders, in view of the precedent of coffee accompanying you and this run-away incident, zoo coffee needs more efforts to win back its reputation through "de-Hanhua".

It is worth noting that there are many active coffee brands in the Chinese market and the competition is fierce. Zoo coffee has formed a homogenized competition with more and more Korean coffee brands entering China. In addition, in the domestic first-and second-tier cities also occupy a relatively stable market position of Starbucks, COSTA and other European and American coffee brands, the financial strength of these brands and market reputation and other advantages are also more obvious. Coupled with the emergence of domestic coffee brands like bamboo shoots after a spring rain, zoo coffee needs to be prepared to fight a protracted war if it wants to gain a stable market and consumer groups. According to the analysis of some people in the industry, after switching to a direct store, the zoo coffee will open more stores around the self-owned logistics system of Beishangguang, but this is also the most competitive market. Whether the zoo coffee stores can maintain good performance also needs time to test, which is another big test for zoo coffee, which is originally under financial pressure.