Lost in their management, the joining mode of Shangdao Coffee is an important factor that leads them to lose the market. Irresponsible to franchisees. Ubc coffee has attracted many entrepreneurs because of its brand name. The joining mode of Ubc coffee is very simple. Customers can open a shop in the name of Ubc coffee as long as they pay the joining fee and management fee. Ubc coffee quickly shot thousands of stores with this franchise model, but after everyone paid the money, Ubc coffee was very irresponsible to its franchisees. Site selection is the most important thing in opening a store, but Shangdao Coffee does not provide site selection services for franchisees. If the location of the store is better, then you don't need to go out to find customers yourself in the future. For many entrepreneurs, they have no experience in finding a place when opening a restaurant for the first time, so they can only go out and have a look around. Many shops are closed because of poor geographical location, which leads customers to find their own shops. Lack of management of franchisees. Word of mouth is very important for the catering industry. Many stores of Ubc Coffee manage their stores according to their own ideas because they can't get the support from the headquarters after joining. Some franchisees even set up a chess room in Shangdao Coffee's shop to let guests come to their own shops for dinner. Although the business of one store is good, it has greatly affected the business of other stores, making the reputation of Shangdao Coffee worse and worse. Ubc coffee is a chain brand. If a company has a bad reputation and spreads quickly, the whole brand will be questioned by everyone, which will eventually lead to fewer and fewer customers and lose the original intention of Ubc coffee. Shareholders created their own brands. After the success of Shangdao Coffee, the shareholders of Shangdao Coffee began to set up their own coffee brands, similar to Shangdao Coffee, and began to seize the business of Shangdao Coffee, which eventually led to the stagnation of the brand.