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奶茶店「退熱」 同質化價格戰打殘全行 一年倒閉近20萬間
14 Dec 2024

 

「開店不到一個月就倒了!」從神仙打架,到一地雞毛,2017年開始紅火全國的奶茶生意掀起倒閉潮。據統計,過去一年就倒閉近20萬間奶茶店,無論是一線品牌的加盟店,還是小本經營的文青小店,無一倖免。有人一年虧200萬元,苦苦支撐;有人蝕30萬元積蓄,速速關店止損。擴充過快令茶飲店陷入供過於求、產品同質化的困局,價格戰進一步打殘整個行業。

 

據內地餐飲媒體「紅餐網」的大數據,從去年11月到今年11月,已經有高達19.7萬間奶茶店閉店倒下。在這場倒閉潮中受波及的,既有昔日高喊衝刺萬店的一線品牌和成千上萬的加盟商,也有不少湧向奶茶賽道的普通創業者。王汪汪花光5年積蓄開了一間自己的奶茶店,她親力親為,自己設計商標、包裝、採購原材料,經營了一年多,倒虧30萬元。今年8月底,她選擇關店止損。

 

和王汪汪自創品牌不同,栗子(化名)加盟了一個三線茶飲品牌,前前後後投入逾40萬元,門店2月開業,今年暑假期間倒閉,僅存活了半年。栗子原本認為加盟三線品牌更具性價比,畢竟頭部品牌的入場費動輒百萬元起,結果沒想到,便宜的另一面,是極為有限的品牌認知,以及粗放式的加盟管理。

 

 

然而,不少加盟一線品牌的創業者們同樣難逃一劫。冰冰(化名)加盟了某個人氣頗高的一線品牌,從去年8月起連開3間加盟店,到今年10月累計已經虧了200多萬元。

 

不少頭部品牌也自顧不暇。根據公開訊息,今年4月正式上市的茶百道,今年上半年新開出826間加盟店,但同時關閉了245間,相當於每新開3.37間門店就關閉1間。奈雪的茶僅今年第三季度就關停了89間直營門店。

 

 

越開越多 口味越來越像

 

分析指出,多方面因素造成了今天的困局。首先,過去幾年各大小品牌都加緊「圈地」擴充,同時職場的「內卷」壓力促使不少年輕人加入奶茶創業大軍,結果供過於求。奶茶店越開越多,口味卻越來越像,產品同質化嚴重令經營更困難。生意慘淡下,只能祭出「價格戰」,最終加速了全行的資金枯竭。

 

生意慘淡下,只能祭出「價格戰」,最終加速了全行的資金枯竭。

 

資料來源:星島頭條

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