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]