Core Insights - The well-known bakery coffee brand "85°C" is experiencing a significant number of store closures, indicating a strategic contraction in the Chinese mainland market [3][10] - The parent company, "Meishi-KY," reported a sales decline of over 20% in the mainland market, leading to the decision to close more than 40 stores this year, marking the largest operational adjustment in five years [3][10] Company Overview - 85°C is a renowned chain brand originating from Taiwan, specializing in coffee, cakes, and baked goods, founded in 2003 [3] - The brand's name reflects the ideal brewing temperature for coffee, emphasizing a combination of "five-star quality" and "affordable prices" [3] Market Challenges - The closures are not isolated incidents but part of a broader trend, with reports of store shutdowns in cities like Hangzhou, Shanghai, and Nanjing [8] - The company is facing deep-rooted challenges such as brand aging and insufficient innovation, which are critical factors contributing to its declining market presence [4][11] Financial Performance - The sales revenue for 85°C in the Chinese mainland is projected to shrink to approximately 8.053 billion New Taiwan Dollars (around 1.88 billion RMB) in 2024, a decline of over 20% from the previous year [10] - The contribution of the mainland market to the company's overall sales has decreased from 51% to 42% [10] Strategic Adjustments - The company is implementing a strategy of "elimination and selection" to optimize its store operations, with plans to open new franchise stores by the end of the year [3][8] - Industry experts suggest that the current store closures are a necessary decision to mitigate losses, as existing stores are unable to reverse the financial downturn [10][11]

Core Insights - The well-known bakery coffee brand "85°C" is experiencing a significant number of store closures, indicating a strategic contraction in the Chinese mainland market [3][10] - The parent company, "Meishi-KY," reported a sales decline of over 20% in the mainland market, leading to the decision to close more than 40 stores this year, marking the largest operational adjustment in five years [3][10] Company Overview - 85°C is a popular chain brand originating from Taiwan, specializing in coffee, cakes, and baked goods, founded in 2003 [3][10] - The brand's name reflects the ideal brewing temperature for coffee, emphasizing a combination of "five-star quality" and "affordable prices" [3] Market Challenges - The closures are not isolated incidents but part of a broader trend, with reports of store shutdowns in cities like Hangzhou, Shanghai, and Nanjing [8][10] - The company is facing deep-rooted challenges such as brand aging and insufficient innovation, which are critical factors contributing to its declining market presence [4][11] Financial Performance - The sales revenue for 85°C in the mainland market is projected to shrink to approximately 8.053 billion New Taiwan Dollars (around 1.88 billion RMB) in 2024, a decline of over 20% from the previous year [10] - The contribution of the mainland market to the company's overall sales has decreased from 51% to 42% [10] Strategic Adjustments - The company is implementing a "淘汰择优" (eliminate the inferior and retain the superior) strategy, indicating a focus on optimizing store performance [8][10] - Despite the closures, the company plans to open new franchise stores and continue innovating its product offerings [3][9] Industry Context - The bakery market is becoming increasingly competitive, with new brands emerging and capturing market share, which poses a challenge for established brands like 85°C [11] - The industry faces systemic issues, including complex supply chains and high product standardization difficulties, leading to regional brand dominance and price wars [11]

曾红极一时的烘焙咖啡品牌"85度C"近日正频繁闭店。 曾红极一时的85度C正频繁闭店，北京仅剩一家门店。母公司"美食-KY"表示，今年中国大陆关店总数将超40家，原因是销售额锐减与持续亏损。85度C总部 称闭店是"汰换择优"，年底前会新增加盟店。专家认为，闭店揭示了品牌老化与创新不足的挑战。目前烘焙业面临供应链复杂、同质化严重等问题，依赖营 销手段难长期经营。 10月20日，《每日经济新闻》记者经实地走访证实，85度C北京知春二店已于10月19日正式关闭。至此，85度C在北京仅剩白广路的一家门店。 店门外的闭店通知显示，"时光荏苒，匆匆2年，在此向所有亲爱的顾客告别，幸运的是，店不在人还在，我们在北京白广店期待您的到来。"不时有路人驻 足浏览闭店通知，还有路人浏览完后拨打电话将消息告知亲友。记者观察到，尽管店内设施尚未移除，墙上也还粘贴着海报，但货架上已经空空如也，未见 任何产品。 85度C北京白广店 图片来源：每经记者 郑欣蔚 摄 这并非孤立的区域现象，而是85度C目前在中国大陆市场战略收缩的缩影。 据新京报报道，85度C母公司"美食-KY"近日表示，今年中国大陆关店总数将超过40家，近五年最大规模的运营调 ...

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