近日，上上谦火锅品牌发布通知称，广州店因租约到期，将于12月15日正式闭店，终止一切经营服务。 据了解，该品牌由歌手薛之谦创立，一度成为热门打卡地。有专家认为，明星餐饮品牌店出现退潮热的 本质是短期流量变现与餐饮慢生意的冲突，也是广州消费市场成熟度的体现。 "菜品口味很好，价格也合理。"现场有市民刚用完餐，她们表示，自己是薛之谦的歌迷，曾多次光顾该 店，"知道要闭店了，特意来吃一次，留个纪念。"另一桌两位顾客则评价道："牛油火锅底料确实香， 但菜品和其他火锅店差别不大，不过冲着薛之谦的主题和氛围，还是会推荐朋友来试试。" 上上谦广州店。 据了解，上上谦品牌在巅峰时期曾拥有8家直营店和20家加盟店，门店覆盖上海、广州、杭州等一线及 新一线城市。 事实上，薛之谦并未直接持股上上谦火锅所关联的上海弘和餐饮管理有限公司。天眼查信息显示，该公 司成立于2019年11月，法定代表人为李渊林，经营范围包括餐饮企业管理、会务服务等。而在此之前， 该火锅店关联公司为上海上谦餐饮管理有限公司，成立于2012年4月，法定代表人同样为李渊林。股东 信息显示，该公司由李渊林、薛良园共同持股。值得注意的是，上海上谦餐饮管理有限公司已于2 ...

Core Insights - The decline of the brand "Shangshangqian" reflects a broader trend of diminishing popularity for celebrity and internet-famous restaurants, highlighting that reliance on celebrity influence is insufficient for long-term success [2][8] - The restaurant industry has seen a significant increase in customer acquisition costs, rising by 320% since 2020, while new customer conversion rates have dropped below 15%, indicating a challenging market environment [8][10] Company Overview - "Shangshangqian" once operated 8 direct stores and 20 franchise stores in major cities like Shanghai, Guangzhou, and Hangzhou, but now only one store remains operational in Shanghai after the closure of its Guangzhou location [2] - The brand was co-founded by celebrity Xue Zhi Qian in 2012, who later exited the company in 2019, leading to changes in ownership and management [4][6] - The current actual controllers of "Honghe Catering," the associated company of "Shangshangqian," are Tang Yanhang and Li Yuanlin, holding 60% and 40% of the shares respectively [4] Industry Trends - The report from RET Research indicates that 61.7% of celebrity businesses are in the restaurant sector, with bars following at 13.6% [4] - The reliance on celebrity endorsements has led to a high turnover of restaurant brands, with many failing to maintain quality and service after initial popularity [8][11] - Industry experts suggest that the future of successful restaurant brands will depend on their ability to build intrinsic value beyond celebrity association, focusing on product quality, supply chain management, and customer experience [12]

Core Viewpoint - The hotpot chain brand "Shangshangqian" has announced the closure of its last store in Guangzhou, leaving only one operational location in Shanghai, marking a significant decline from its peak [1][2]. Company Summary - "Shangshangqian" was co-founded by singer Xue Zhiqian in 2012, who invested over 600,000 yuan and was heavily involved in its early operations, including location selection and ingredient sourcing [6]. - At its peak, "Shangshangqian" operated 8 direct stores and 20 franchise stores, with daily revenues reaching approximately 1.5 million yuan in 2017 [6]. - The brand's decline began after Xue Zhiqian distanced himself from the company in 2019, leading to a decrease in public interest and operational challenges [8]. Industry Context - The closure of "Shangshangqian" reflects a broader trend of celebrity-branded restaurants facing difficulties, as many have relied heavily on celebrity endorsements without establishing strong product differentiation or customer loyalty [9][11]. - Other celebrity hotpot brands, such as "Xianhe Zhuang" and "Huo Feng Xiang," have also experienced significant challenges, including management issues and negative incidents, leading to closures and reduced operational stores [9][11]. - The primary reason for the decline of celebrity restaurant brands is their over-reliance on traffic and popularity, neglecting essential aspects of the restaurant business such as product quality and operational sustainability [11].