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 attracts many entrepreneurs because of its brand name. The joining mode of Ubc coffee is very simple. As long as customers pay the joining fee and management fee, they can open a shop under the name of Ubc coffee. Ubc coffee used this franchise model to quickly shoot thousands of stores, but after everyone paid the money, Ubc coffee was very irresponsible to its franchisees. Location is one of the most important items for opening a store, but Shangdao Coffee does not provide site selection service for its 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, it is the first time to open a restaurant and they have no experience in finding a location, so they can only go out and look around. Many stores are closed because of their poor geographical location, which leads to customers unable to find their own stores. 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 the store of Shangdao Coffee in order to let guests come to their own stores for dinner. Although the business of one store is good, it has greatly affected the business of other stores and made the reputation of Shangdao Coffee worse and worse. Ubc coffee is a chain brand. If one company has a bad reputation, it will spread quickly, which will make the whole brand questioned by everyone, eventually leading to fewer and fewer customers and losing the original purpose of Ubc coffee. Shareholders have created their own brands. After the success of Shangdao Coffee, the shareholders of Shangdao Coffee began to set up their own coffee brands, which were similar to Shangdao Coffee, and began to seize the business of Shangdao Coffee, which eventually led to the stagnation of the brand.