又一台湾品牌收缩大陆市场，曾是“星巴克”劲敌

Core Viewpoint - 85°C, a Taiwanese coffee and bakery chain, is undergoing a significant strategic contraction in mainland China due to ongoing losses, competitive pressures, and a lack of strategic focus [5][7]. Group 1: Store Closures - The company plans to close over 40 stores in mainland China this year, marking the largest adjustment in five years, which represents more than 10% of its total mainland stores [8][18]. - The closures will affect not only store locations but also the supply chain and production base, with a shift in focus to profitable regions in East and South China [8][18]. - As of June 2023, the total number of stores in mainland China was 441, a decrease of 21 stores since the beginning of the year, indicating a trend of intensified closures [18][22]. Group 2: Financial Performance - 85°C reported a loss of approximately 460 million New Taiwan dollars (around 46 million RMB) in the first half of 2023, with projections indicating that losses could exceed 400 million New Taiwan dollars (over 93 million RMB) by 2025 if operational structures are not adjusted [22][23]. - Revenue in the first nine months of 2023 decreased by about 14% compared to the same period last year, exacerbated by competitive pressures and delayed revenue from seasonal products [23][26]. Group 3: Competitive Landscape - The brand faces stiff competition not only from major players like Starbucks but also from local bakery chains such as Christine, BreadTalk, and others, which have a better understanding of local tastes and faster market response [25][26]. - The shift in consumer behavior towards rational spending has further squeezed the market space for Taiwanese brands, which previously relied on regional characteristics to attract customers [26]. - The overall trend among Taiwanese restaurant brands in mainland China is to reassess their market strategies, with many opting for contraction as a survival strategy [26].