Core Viewpoint - Jiumaojiu International Holdings Limited, once a leading player in the Chinese dining industry, is facing significant challenges including declining performance, store closures, food safety controversies, and a crisis of consumer trust [1][2]. Performance Decline: Core Brand Contraction - In 2024, Jiumaojiu reported a revenue of 6.074 billion yuan, a year-on-year increase of 1.5%, but net profit plummeted by 87.69% to 55.807 million yuan [2]. - The number of stores decreased from 807 in Q1 2025 to 780 in Q2, with a total of 78 closures, reverting to the level at the end of 2023 [2]. - The core brand "Tai Er Suancaiyu" saw its stores drop from 634 at the end of 2024 to 566, with a significant reduction in self-operated locations [2]. - Same-store sales and turnover rates declined across various brands, with "Tai Er Suancaiyu" turnover rate falling from 3.5 times per day to 3.1 times, and same-store daily sales dropping by 13.7% [2]. Triple Blow: Pre-made Food Controversy, Food Safety, and Service Quality - Jiumaojiu's brands, particularly "Tai Er Suancaiyu," are embroiled in controversies regarding food safety, service quality, and the use of pre-made ingredients [3]. - Despite claims of using fresh ingredients, reports suggest that key ingredients are delivered from a central kitchen, leading to consumer dissatisfaction [3]. - Food safety issues have arisen, including reports of cleaning agents found in utensils and foreign objects in dishes, damaging the brand's reputation [3]. - Service quality has also been criticized, with customers reporting poor service and long wait times, indicating a decline from its previous popularity [3]. Market Capitalization Decline: Founder’s Wealth Erosion - Jiumaojiu's market capitalization peaked at 56.2 billion HKD in February 2021 but has since plummeted over 90% to approximately 4 billion HKD by July 2025 [4]. - The founder, Guan Yihong, has seen a significant reduction in personal wealth, reflecting the company's struggles post-IPO [4]. - The initial public offering was marked by high investor enthusiasm, but the subsequent operational shortcomings have led to a prolonged decline [4]. Recovery Challenges - Jiumaojiu has attempted various strategies for recovery, such as closing underperforming stores and enhancing delivery services, but these efforts have yielded limited results [4]. - The transition from a highly sought-after brand to struggling for customer attraction highlights the challenges faced by brands driven by capital rather than sustainable operational practices [4][5]. - Without breakthroughs in supply chain transparency, menu innovation, and employee training, the path to recovery remains long and arduous for Jiumaojiu [5].
九毛九“塌房”记：食品安全、服务翻车，网红品牌为何从神坛跌落