Due to the economic downturn caused by the epidemic, people's consumption level has declined. During the period of suspension, the turnover of major offline stores dropped rapidly, even making ends meet, and they have been subsidizing. Even if tourism is resumed now, the impact of the epidemic can not be recovered immediately, and the blood circulation cycle of offline stores is still very long. It can be said that offline coffee has indeed entered a dark period.
1. The epidemic affected operating income, and rent and labor costs continued to be spent. Fei Lian was founded in 20 14, and officially achieved profitability in 20 17. However, since 20 19, due to continuous profit losses, the store has gradually closed down. Even coffee shops have entered first-tier cities, mostly in Beijing, Shanghai and Shenzhen. The rents and costs of these first-tier cities are higher than those of second-and third-tier cities, and the competition is fierce. Starbucks, COSTA, Ruixing and other brands compete with each other.
Even the profit of coffee comes from offline stores. As a result of the epidemic, stores are closed, and naturally there is no income, but you have to pay rent and pay wages. After several months of losses, coupled with the shrinking economy, even coffee decided to close all its stores.
Second, the e-commerce platform compresses the living space of offline stores. Compared with offline stores, the coffee sold on the e-commerce platform is far lower than offline stores in terms of store rent, labor cost and various expenses. The saved costs are used to reduce the sales price of instant coffee. As a result, under the incentive of price, many people tend to buy online, and the living space of offline stores is greatly compressed.
Third, the transformation of offline stores? New retail? Can't stick to one way in Ma Yun's proposal? Unmanned economy? After that, new retail has also become the current transformation trend. Relying on the real economy without expanding its scope is easy to be confined to one place. Under the consumption of years, it is easy to put the brand in? In danger? . You also need to transfer from offline coffee shops to e-commerce. If offline coffee wants to achieve sustainable development, it must change its direction as soon as possible, otherwise, under the influence of the epidemic, the loss will only increase.