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门店数缩水9成,曾比肩喜茶,这家茶饮品牌还能挺住么
3 6 Ke· 2025-05-24 05:27
Core Viewpoint - Seven bus, once a popular high-end milk tea brand, is experiencing significant decline, with its store count dropping from a peak of 400 to only 7 nationwide, indicating a loss of over 90% of its locations [2][3][6]. Group 1: Company Performance - Seven bus was founded in 2015 and gained popularity with its original "soy milk tea," leading to long queues and high sales, such as 1.2 million yuan in revenue within a month of opening its Chongqing store [2]. - The brand's peak saw daily sales of 2,000 cups and an average daily revenue of 42,000 yuan at its Guangzhou store [2]. - Currently, only 7 stores remain operational, with 60 out of 67 listed stores showing as "closed" on its official app, indicating a drastic reduction in its operational footprint [2][3]. Group 2: Market Position and Competition - Seven bus positioned itself as a high-end milk tea brand with prices around 40 yuan, but has struggled to compete as other brands like Heytea and Nayuki have lowered their prices to around 20 yuan [6][7]. - The brand's inability to match its high prices with perceived value has led to customer dissatisfaction, with reports of product quality declining and loyal customers being lost [7]. Group 3: Future Prospects - Despite its struggles in the domestic market, Seven bus has opened its first overseas store in Paris in December 2023, suggesting potential for recovery in international markets [9]. - The brand's experience highlights the importance of aligning brand positioning with market demands, maintaining product innovation, and ensuring quality to enhance customer loyalty and repeat purchases [9].