85度C北京仅剩一家门店 公司：接连闭店系“汰换择优”，年前将新增加盟店

Core Insights - 85°C is undergoing significant store closures in mainland China, with over 40 locations expected to shut down this year, marking the largest operational adjustment in five years due to a sales decline exceeding 20% and ongoing losses [4][9][10] - The closures reflect deeper challenges of brand aging and lack of innovation, as the company struggles to compete with emerging brands in the bakery market [4][10] - The company plans to open new franchise stores by the end of the year, indicating a strategy of "elimination and selection" to improve overall performance [4][8] Company Overview - 85°C, a well-known chain brand originating from Taiwan, specializes in coffee, cakes, and baked goods, and has expanded rapidly since its establishment in 2003 [4][9] - The brand's name is derived from the ideal brewing temperature for coffee, emphasizing its commitment to quality at affordable prices [4] Market Challenges - The bakery industry is facing systemic challenges, including complex supply chains and severe product homogenization, which hinder national expansion and lead to regional brand dominance [10] - The low entry barriers in the industry have resulted in intense price competition, forcing many brands to rely heavily on marketing rather than product differentiation [10] Financial Performance - In 2024, 85°C's sales in mainland China are projected to drop to approximately 18.8 billion RMB, a decline of over 20% from the previous year, with its market contribution falling from 51% to 42% [9] - The company has reported significant losses since the second half of 2023, with losses reaching approximately 460 million RMB in the first half of 2025 [9][10]