Fully close the shop and withdraw from Suzhou's "slow" coffee.

It seems that only Man Coffee is left alone. Compared with other crazy Korean models, its "direct operation + cooperative operation" management model ensures the stability of store management to a certain extent.

In addition, ManCoffee has also been adjusted from a radical scale expansion strategy. Xin Zixiang, the boss, once said that "3000 stores will be opened in 10 years", and his CEO also said that it would expand at the rate of 100 stores a year. However, with the collective decline of Korean coffee in the market, the development of diffuse coffee has also changed from "fast" to "stable".

Some people in the industry said, "Coffee has really slowed down in the past two years." According to its store brochure, it is still the size of 150 stores two years ago.

Lack of core competitiveness, imitation and replication is too easy.

From hot to queuing for membership, to Suzhou to completely close stores and withdraw from the regional market, what is the problem with diffuse coffee?

Li Qiang, a senior figure in the coffee industry and author of "just want to Open a Cafe", said that in addition to chain management problems and excessive operating area leading to a long return cycle, there are still many problems behind Korean coffee, such as diffuse coffee.

For example, serious "shanzhai". Due to the popularity of diffuse coffee, cafes that imitate the style of diffuse coffee emerge in endlessly.

Investors who are not short of money use almost the same old elm furniture seats, the same muffin smoothies, or even the same bears, and the various lights in their stores are exactly the same as the coffee.

In fact, this reflects from another aspect that the core competitiveness of Korean coffee such as diffuse coffee has not formed a real market barrier.

Slightly remote location, "aircraft carrier" leisure space, retro Loft design, bright light, gorgeous lamps, open kitchen, and cubs waiting for mealtimes.

Despite frequent complaints about "bad taste", this differentiated coffee brand almost redefines another "third space" that is completely different from Starbucks and to some extent led to the explosion of Korean coffee in the Chinese market.