网红瑞士卷the Roll'ING热潮渐退 与兄弟品牌合体能否扛住洗牌

Core Insights - The brand the Roll'ING is attempting a comeback by merging with its sibling brand KUMO KUMO at the Heshenghui shopping center, following a decline in popularity and a significant reduction in store numbers in Beijing [1][5][12] Company Overview - The Roll'ING initially gained immense popularity in Beijing, with long queues and high demand, but now only has two stores left in the city, indicating a sharp decline in customer interest [1][5] - The brand's pricing strategy included selling handmade Swiss rolls for around 40-50 yuan, which at times surged to 120 yuan due to high demand [5][10] - The company has shifted its strategy to include more takeout options and promotional sampling to attract customers [5][10] Franchise and Operational Challenges - Franchisees have reported insufficient support from the brand's headquarters, leading to difficulties in maintaining profitability [11][12] - The investment required to open a franchise store is approximately 100 million yuan, with a return on investment expected in 12-14 months, heavily dependent on location [10][11] - Many franchisees are experiencing losses, with some suggesting that only well-located stores can sustain operations in the long term [11][12] Market Dynamics - The bakery industry is undergoing rapid changes, with increased competition and a trend of popular brands facing declines after initial success [12][15] - The merger of KUMO KUMO and the Roll'ING is seen as a strategy to enhance product offerings, reduce costs, and improve operational efficiency [12][14] - The overall bakery market is projected to grow, with an expected market size of 1,160 billion yuan by 2025, driven by consumer demand for emotional and experiential products [14][15] Strategic Recommendations - Experts suggest that the brands need to invest in product innovation and enhance support for franchisees to improve operational success and customer loyalty [14][15] - The focus should be on maintaining a balance between trendy offerings and consistent quality to avoid the pitfalls of becoming a fleeting trend [15]