LADY M's existing stores in China will all be closed in September
LADY M's existing stores in China will all be closed in September. Yesterday was the day when LADY M "brushed the screen". On July 21th, LADY M, a brand in online celebrity, announced the closure of stores in China. LADY M's existing stores in China will all be closed in September. All existing stores of LADY M in China will be closed in September. On July 21th, Shanghai Muxin Catering Management Co., Ltd., the exclusive operator of LADY M in China, announced that all physical stores of LADY M in China will be closed on September 11th, 2122. As mentioned in the announcement, "LADY M brand insists on requiring all stores in mainland China to stop operating", which deeply regrets the company. However, Beijing Youth Daily reporter learned that this may be a prelude for LADY M to directly operate the China market.
at noon on July 21th, Shanghai Muxin Catering Management Co., Ltd., the exclusive operator of LADY M's brand products in China, said that at the request of LADY M's brand, all existing stores in LADY M's China mainland would be closed on September 21th, 2122. However, consumers can still spend money at LADY M physical stores and online applets (including normal use of LADY M prepaid cards) before the business termination date.
#LADY M withdrew from the mainland of China # and quickly rushed to the hot search. The Beijing Youth Daily reporter noticed that shortly after the news was released, many LADY M's store cake products on the Beijing takeaway platform showed "sold out", and some stores only had drinks to provide takeaway. In the company's small program, although there are still many products to choose from in the service of making an appointment to pick up the cake, when placing an order, it shows "Today's store inventory is sold out". The whole cake reservation service will not be available until July 23rd.
At present, there are three LADY M stores in Beijing. The staff in Huamao Store are also busy packing cakes. "Orders suddenly increased after noon today. Regarding the closing of the store, we also know it from the Internet, and the specific situation is not clear. " The staff said. Some customers are worried that the cards they bought can't be returned, so they hurry to buy cakes, and there are also consumers who punch in because the store is closing.
The company's customer service phone is either unanswered for a long time or prompted as "Inconvenient to answer, please leave a message".
Beijing Youth Daily reporter learned that LADY M is an American cake online celebrity brand because of its thousand-layer cake, which is sought after in the United States. In September, 2117, LADY M opened its first store in China Mainland of Shanghai Guojin Center. It used to be a "online celebrity" cake, and it took six hours to queue up to buy it. The scalper increased the price of each cake by one hundred yuan.
In fact, even if the price of cakes is not increased, it is still at the high price of cakes in chain baking stores. The price of a corner-cut cake is mostly in 75 yuan, and the price of a 6-inch cake is mostly in 531 yuan, which is called "Hermes in the cake industry" by netizens.
However, the closure of the existing stores may not mean that LADY M bid farewell to the China market completely. According to foreign media reports, Lady M will fully adopt the direct mode to operate the inland areas of China. According to the news, LADY M has been cooperating with authorized partner Shunliyuan (Shanghai) Business Management Co., Ltd. (hereinafter referred to as Shunliyuan) since it entered Chinese mainland in 2117. The license agreement between Shunliyuan and LADY M expired on April 9, 2122, and was not renewed.
LADY M said that it plans to turn its business into 111% direct operation. Ken Romaniszyn, CEO of LADY M, said, "LADY M is looking forward to leading the business in China, and the China market is crucial to our growth strategy. "Lady M looks forward to promoting China's business in a direct way, which is the key to our development strategy. We will continue to serve our loyal customers and maintain our brand standards. " LADY M's existing stores in China will all be closed in September. 2
A notice of termination of business has made online celebrity brand LADY M the topic king again. On July 21th, the mainland official of LADY M said that all the physical stores in China would be closed on September 11, 2122. However, there are also different voices about the store closing: the brand has taken back the right to operate and operated the stores in the inland areas of China in a direct mode. The analysis points out that no matter who owns the operation right, R&D ability and continuous innovation are the key to maintain its long-term vitality.
termination of business
Yesterday was the day when LADY M "brushed the screen". On July 21th, LADY M, a brand in online celebrity, announced the closure of stores in China. According to the announcement, Shanghai Pastoral Catering Management Co., Ltd. (hereinafter referred to as "Shanghai Pastoral Catering") is authorized by LADY M Confessions Co., Ltd., and as the exclusive operator of LADY M brand products in China, it is now required by LADY M brand to close all existing stores in China.
With regard to the specific closing time of the store, Shanghai Muxin said that all physical stores in LADY M in China will be closed on September 11, 2122, which is the termination date of LADY M prepaid card. Consumers can still spend money at LADY M physical stores and online applets (including normal use of LADY M prepaid cards) before the business termination date. Consumers who have not finished using LADY M prepaid cards before the redemption termination date can apply for card refund according to the process.
regarding the future development plan of LADY M, the relevant person in charge in mainland China told the beijing business today reporter that the official announcement shall prevail.
It is worth noting that Shanghai Pastoral Salary emphasized in the announcement that LADY M brand insisted on all the stores in mainland China to stop operating, and accordingly had to make relevant arrangements to stop operating LADY M stores in China.
Subsequently, beijing business today reporter visited LADY M Beijing Huamao Shopping Center, which was still in normal business as of press time. Regarding the above announcement, the store staff said, "I just learned this news." It is still unclear when the store will be open, and everything will be subject to the official announcement.
It is understood that LADY M, a cake shop that started in new york, USA in 2114, is called "Hermes" in the cake industry. According to different tastes, the sales price of LADY M cakes is divided into 68 yuan and 75 yuan, which is almost three times as high as that of other brands in the market.
In 2117, LADY M opened its first store in mainland China, and then opened its first store in Beijing in 2118. As of July 2, 2122, LADY M has 3 stores in Beijing * * *.
Causing brand operation authority conjecture
LADY M with its own aura attracted attention and sought after when it first entered the China market in 2117, and even set off a queuing craze when it entered the Beijing market. However, since last year, LADY M seems to have begun to adjust in the domestic market.
In October last year, LADY M stores in Sanlitun, Chaoyang Joy City and Xidan Joy City in Beijing were all closed, including the first store in Beijing. The relevant person in charge of LADY M also affirmed this change, saying that it was being adjusted. In fact, judging from the above-mentioned closed stores, they include not only several "veteran" stores when they first entered the Beijing market, such as the first store in Beijing and the first store in North China, but also stores in the core areas of various business districts.
at that time, when the above situation happened, there was a voice that "LADY M closed and adjusted the stores that were originally located in popular business districts, which had a great relationship with its unsatisfactory operation".
however, according to the announcement, the reason for the closure of stores in China mainland mainly comes from the requirements of LADY M brand, and one of the reasons may also be related to the brand operation authority. According to foreign media reports, LADY M will fully adopt the direct sales model in mainland China. The five-year license contract of the original China Mainland licensee expired on April 9, 2122 and will not be renewed. However, for this statement, the relevant person in charge of LADY M did not respond.
Wen Zhihong, a senior chain industry expert, pointed out that the high-end baking market is relatively small, and the frequency of consumption is not very high. LADY M has a high price, and its products are relatively single. Entering the China mainland market only causes the online celebrity effect in a short period of time. If this adjustment is to recover the right to operate, on the one hand, the brand may be dissatisfied with the operation of the agency and worried that the brand will be negatively affected. On the other hand, the move also released a signal that the brand still has confidence in the China market.
light investment, heavy marketing
LADY M has entered the China market for about five years, and at the same time, it has gradually revealed the problem of how to support the market and store expansion. For example, on social platforms, some consumers questioned LADY M's taste, cost performance and update speed.
For online celebrity brands, product quality, R&D ability and consumption experience are the core competitiveness to maintain "evergreen".
Lai Yang, chief expert of the research base of Beijing International Trade Center, said that many brands will choose to authorize third-party companies when they enter new markets. When they see the market potential, they will change their brands to direct sales mode and leave the market in person.
"At present, many online celebrity brands put the cart before the horse by' neglecting R&D, investment and marketing'." Lai Yang said, however, many brands in online celebrity have a short life cycle, which requires brands to match product pricing with quality, and at the same time, constantly introduce explosive products that meet the diverse needs of consumers, so as to maintain the long-term development of brands and bring consumers a steady stream of fresh experiences.
Wen Zhihong further pointed out that as far as LADY M is concerned, the repurchase rate of consumers is very important. Without a business model suitable for local market layout, it is difficult to continue to operate. In fact, not only LADY M, but also online celebrity brands need to find a supporting business model to support their sustainable operation and development if they want to maintain their long-term vitality. LADY M's existing stores in China will all be closed in September. 3
LADY M, known as "Hermes in the cake world", will withdraw from the mainland market in China?
At noon today, "LADY M Mainland Official" WeChat announced that all physical stores in LADY M China will stop operating on September 11, 2122, which was an arrangement that LADY M had to make at the request of the brand. Previously, it was reported that LADY M would fully operate in the mainland of China by sliding up and down in a direct mode.
According to the announcement, September 11 is also the termination date of Lady M prepaid cards. At present, consumers can still spend money in their physical stores and online applets before the termination of business. Cardholders who have not used the LADY M prepaid card before the payment termination date can go through the procedures of card refund and fee refund online. After the announcement, the topic quickly reached the hot search
Some netizens thought that LADY M was a very ordinary cake, but the price was surprisingly expensive
Some netizens said that it was intended to withdraw the authorization to do direct sales, not to withdraw from the mainland market
The reporter came to LADY M Xintiandi store, and the clerk said that after the announcement today, the store was temporarily closed because there were too many takeaways. The reporter interviewed the takeaway brother who took meals at the store. It means that many orders for LADY M suddenly exploded today. The reporter learned that LADY M Xintiandi Store is still in normal operation, but the lease of the brand and shopping mall will expire naturally in the near future, and then normal lease replacement will be carried out
LADY M Xintiandi Store. Image source: Public Comment LADY M has * * * 11 stores in Shanghai, which are opened in many high-end shopping malls in Shanghai Guojin Center, Xintiandi, Ganghui hang lung plaza, Global Port, iapm and Lujiazui Center. Miss Liao, a citizen, said that LADY M Rose Melaleuca and Matcha Melaleuca in hang lung plaza, Hong Kong, are her favorite flavors. < P > "I just went to have afternoon tea with my girlfriend at the weekend, and the 198 yuan package includes two drinks and two cakes. The price/performance ratio is acceptable and the environment is good."
"It's a pity to close the store. I'm going to order a cake on the applet and have a aftertaste."
In addition to Shanghai, LADY M has opened and operated a number of stores in Beijing, Tianjin, Jiangsu, Zhejiang and other places. These physical stores and online sales networks will all be terminated. At the beginning of its opening, LADY M was added with various auras such as Hermes in the Melaleuca Cake Industry and new york Lady-class dessert shop. The price of LADY M's single Melaleuca Cake is 68 yuan. 75 yuan is three times higher than other brands in the market.
In September 2117, LADY M's opening of the first store in China, Shanghai Guojin Center, once triggered an extremely hot consumption scene. Waiting in line for six hours just to taste a piece of Melaleuca cake in the store and even selling it at a higher price by scalpers became a phenomenon in online celebrity stores.
Why did the once-popular brand close its stores in China? It can be seen from the announcement that Shanghai Muxin Catering Management Co., Ltd. said in the announcement that ▽
Our company deeply regrets LADY M's brand's decision to insist that all stores in China should be terminated, and accordingly we have to make relevant arrangements to terminate the operation of LADY M's stores in China.
The reporter learned that in 2117, Shanghai Muxin Catering Management Co., Ltd. introduced LADY M brand to mainland China for the first time, but the five-year license contract expired on April 9, 2122, and the brand decided not to renew it. In June this year, Bloomberg reported that LADY M will conduct a new round of financing with a valuation of 611 million US dollars, with a scale of 21 million US dollars. Bloomberg also quoted people familiar with the matter as saying that the new round of funds will be mainly used to expand the market share in Asia, other baking brands in strategic acquisitions and open more stores in China.
"In the future, Lady M will launch concept stores and richer product lines in more innovative." CEO Ken Romaniszyn, CEO of Lady M Group, also said in an interview with the media a few days ago: "In order to continuously provide the highest quality and best service to consumers in mainland China who love Lady M brand, Lady M Group will lay out this important strategic area in mainland China in a direct way."
The competition in the domestic baking industry tends to be fierce
In the near future, if LADY M returns to the mainland market in China in a direct mode, will you still choose it? I'm afraid this question is not easy to answer. In fact, the development of LADY M can be called "high opening and low opening"