曾排队两小时的网红店，如今多地闭店！太二怎么了？

Core Viewpoint - The recent decline in popularity and closure of multiple "Tai Er" restaurants indicates a significant shift in consumer preferences within the sauerkraut fish market, despite the overall growth of the industry [2][6][28] Company Performance - "Tai Er" once enjoyed immense popularity, with a seating turnover rate of 4.8 in 2019, comparable to "Hai Di Lao" [7] - The company expanded aggressively, opening over 500 stores from 2019 to 2024, averaging 100 new locations per year [7] - However, the COVID-19 pandemic led to a decline in revenue and profit, with a 13.3% year-on-year drop in revenue to 19.48 billion yuan in the first half of 2025 [11][17] - The number of self-operated restaurants decreased from 612 to 547 within six months, indicating a loss of 65 locations [19] Market Competition - Competitors like "Yu Ni Zai Yi Qi" and "Lao Tang Yu" are thriving, with "Yu Ni Zai Yi Qi" operating 2,437 stores and opening 40 new locations in August 2023 [5] - The average consumer spending at new brands is significantly lower, with "Lao Tang Yu" offering meals at an average of 26.55 yuan [5] Consumer Perception - There is growing consumer dissatisfaction regarding portion sizes and pricing, with many feeling that "Tai Er" has reduced food quality while increasing prices [11][28] - The introduction of a new "5.0 Fresh Model" aimed at revamping the menu with fresh ingredients has not fully addressed consumer concerns [16][28] - The perception of using pre-prepared ingredients has raised doubts about the freshness of the food served, impacting customer trust [27][28] Strategic Challenges - The attempt to diversify into delivery services faced setbacks, including regulatory issues that harmed the brand's reputation [25] - The competitive landscape is increasingly challenging, with lower-priced alternatives and home-cooked meal options becoming more appealing to consumers [28]