Core Insights - 85°C, a once-popular bakery brand, is facing significant challenges in the Chinese market, leading to a strategic shift that includes closing over 40 underperforming stores, marking the largest adjustment in five years [2] - The company's revenue in mainland China has decreased by approximately 14% year-on-year, with a reported loss of about 200 million New Taiwan Dollars (approximately 40 million RMB) in the first half of the year [2] - The brand's revenue share from mainland China has dropped from a peak of 72% to 42% as of September 2024, indicating a substantial decline in its market position [2] Company Background - Established in 2004, 85°C initially achieved significant market share in Taiwan, surpassing Starbucks, and expanded rapidly into mainland China starting in 2007 [3] - The company went public in 2010, leveraging capital to fuel its growth, and by early 2013, it had opened 324 stores in mainland China [4] Strategic Challenges - The company's attempt to transition to a franchise model has faced setbacks, with the first franchise store only opening in late 2014, and subsequent management changes impacting strategic direction [5][6] - The competitive landscape in the bakery market has evolved, with 85°C facing challenges from other brands that have adopted aggressive franchise expansion strategies, leading to a loss of its competitive edge [6] Market Environment - The bakery market in mainland China has seen a stagnation in growth, with a net increase of only 1% in total bakery stores in 2023, amidst a backdrop of closures and reduced investment in the sector [7] - The operational adjustments required due to store closures are impacting the entire supply chain, necessitating reductions in production and logistics [8] Conclusion - The trajectory of 85°C reflects broader trends in the Taiwanese food and beverage sector, highlighting the difficulties faced by brands in adapting to the rapidly changing Chinese market [8]