将大幅关闭门店？85度C回应：仍对中国大陆市场抱有信心

Core Viewpoint - 85°C, a subsidiary of Meishi-KY, is adjusting its operational strategy in mainland China by closing underperforming stores, with an expectation to close over 40 stores this year, while maintaining confidence in the market [1][2][3]. Group 1: Operational Adjustments - The board of Meishi-KY has decided to optimize its operational scale in mainland China, terminating operations in specific regions and stores where profitability has consistently fallen below expectations [2][3]. - The company aims to enhance resource allocation in production, logistics, and operational support alongside the store closures, which is expected to improve overall resource efficiency and shareholder value in the medium to long term [2][3]. Group 2: Financial Performance - 85°C has experienced a significant decline in revenue in mainland China, with a reported 11.08% decrease in revenue to approximately 35.22 billion New Taiwan Dollars (about 8.22 billion RMB) in the first half of the year [6]. - The overall revenue for Meishi-KY in the first three quarters was approximately 137.7 billion New Taiwan Dollars, reflecting a 2% decrease compared to the previous year [6]. - In 2024, revenue from mainland China is projected to drop by 22.19% to 80.53 billion New Taiwan Dollars, following a 0.25% decline in 2023 [6]. Group 3: Market Dynamics - 85°C's store count in mainland China has decreased from 467 to 386, a reduction of 81 stores, with a significant concentration in the East China market, particularly in Jiangsu, Shanghai, and Fujian [4][5]. - The brand is facing challenges due to aging brand perception and declining product competitiveness, leading to a lack of appealing new products and ultimately resulting in decreased store performance [8][9]. - The competitive landscape in the bakery sector is characterized by regional traits, which complicates supply chain management and may increase operational costs due to reduced scale effects from store closures [9].