Core Viewpoint - RUU coffee, a brand under the parent company of Ningji, has opened franchise opportunities in February 2023, targeting only Changsha and Shanghai, with an estimated investment cost of around 340,000 to 370,000 yuan [1][2][4]. Group 1: Franchise and Investment Details - The franchise fee for RUU is 69,800 yuan, with a three-year contract and a 20,000 yuan deposit refundable without interest upon contract termination [2]. - The total estimated investment for opening a RUU store, excluding rent and transfer fees, is approximately 340,000 to 370,000 yuan, which includes various service fees and construction costs [2][4]. - RUU has registered in January 2022 and opened its first store in May 2022, with a current total of 8 stores across Changsha, Shanghai, and Hengyang [2]. Group 2: Dual-Store Model - RUU is experimenting with a dual-store model alongside Ningji, where existing Ningji franchisees can upgrade to a dual-store format after a period of operation [4][5]. - The dual-store model allows RUU to leverage Ningji's customer base and reduce costs, as existing franchisees can upgrade their stores for an additional investment of 150,000 to 200,000 yuan [4][6]. - The dual-store concept has seen RUU open 4 locations in Shanghai and Changsha, primarily branding them under Ningji, which may limit RUU's brand visibility [5][6]. Group 3: Market Position and Challenges - RUU's market recognition remains low, with an average daily order volume of only around 20, indicating challenges in consumer awareness and engagement [7][10]. - The competitive landscape is tough, with established brands like Luckin Coffee and Kudi dominating the 10-30 yuan price range, which RUU is targeting [10][11]. - RUU's reliance on Ningji for customer traffic may hinder its ability to develop a distinct brand identity and market positioning, raising concerns about long-term sustainability [10][11].
柠季旗下咖啡品牌RUU开放加盟,会步沪咖后尘吗?
3 6 Ke·2025-05-16 06:50