On the afternoon of July 9, Miqi Huachuang International Plaza Store set up instructions for members to refund their cards. Intern Shi Xuan, photographed
On July 9, Mr. Hu, a citizen of Changsha, found that the rice flag cake house he often went to had a "bank and card refund notice" in a conspicuous location outside the store. The notice stated that due to adjustments in business strategies, Miqi Stores will be closed one after another in the near future. Consumers with membership card balances are requested to apply for a refund as soon as possible within the notification period.
, which once hired Lin Chiling to endorse and opened its branch into the May Day business district, was once one of the most popular cake houses in Changsha. In recent years, with the upgrading of western cake houses, soft European bakery and milk tea dessert shops have emerged, and the competitive pressure on the leisure dessert market has continued to increase.
Changsha, known as the "city of foodies", how can this "happy new and tired of old" stomach be satisfied?
■ Reporter Zhu Rong Intern Jiang Qiaohan Shi Xuan
[Event]
Miqi withdraws from the Hunan market as a whole at 10:00 on July 10, on the first floor of Huachuang International Plaza, the Miqi store, which was open one day, welcomed several customers who came to select products. Within 15 minutes of staying here, citizens came to buy, and the business was pretty good.
However, on the right side of the store, a notice to Miqi Membership is particularly conspicuous. According to the notice, due to changes in business strategies and other reasons, Hunan Miqi Food Co., Ltd. will close Miqi stores in the near future and handle card refund procedures for consumers.
"Miqi will not open in Hunan." Faced with the overall withdrawal of the brand from the Hunan market, the store manager of Miqi Huachuang store revealed that the most direct reason for Miqi's withdrawal from the Hunan market was that the contract of Miqi Xiangya Hospital store, which is the sales pillar, expired, but failed to obtain the next operating rights as expected.
"Miqi Xiangya store's daily turnover is as high as tens of thousands of yuan, which is the main source of profit for the brand," the store manager said that the turnover of the four stores that are still in business is not enough to support the expenses of more than 30 people in each store's employees and offices. The brand's annual loss in Hunan business is as high as more than 4 million yuan.
As of the time of publication, no official response from relevant staff of Hunan Miqi Company was received. The brand's customer service said that the withdrawal from Hunan was the decision of the company's senior management, and the specific reasons were not clear.
[Industry]
The casual dessert market is now layered
Since closing the May Day business district stores more than a year ago, the Miqi Cake House seems to have gradually faded out of people's sight. This time it shrinks the national front and withdraws from Hunan as a whole, which makes some loyal customers sigh.
In fact, this traditional cake and cake shop is facing multiple challenges from the casual dessert market. In the past two years, the popularity of soft European bags and and the popularity of milk tea and coffee shops have to a certain extent squeezed the market of traditional western cake pastry shops.
According to incomplete statistics, only one category of soft European bags has opened five or six stores in the May Day business district. At present, the old cake houses still in the May Day business district are only the bread Xinyu on the bottom of Pinghetang and the cake magician under Rosa. The Qianji , Miqi, Mario and other stores that once gathered along Jiefang West Road have all been evacuated, and replaced by soft European bun shops such as Hand Talisman Mai and Yuanmai Hill.
Among them, why can European bags with unit prices between more than ten yuan and more than 30 yuan capture consumers' hearts in a short period of time? This may be inseparable from the gradually changing concept of dessert consumption by post-95s. "I feel that soft European bags are healthier. Although the price is relatively higher, they are larger in size and have richer tastes." A Changsha citizen interviewed said. Another consumer said without hesitation that traditional cake house products lack innovation. "When I was a child, I felt delicious when I was a child, but more than ten years have passed, and it is boring to choose from meat floss bread."
[Trend]
Traditional pastry market is squeezed
Transformed into a necessity
In an interview, the manager of Miqi Huachuang store revealed that after the Miqi Huachuang store evacuated, it will be replaced by Rosa cake.
reporter also noticed that among many traditional brand pastry shops, Rosa began to lay out a relatively high-end sub-brand "Cake Magician" several years ago, and it was a brand that has been successfully trying to transform and upgrade the traditional cake house. In terms of product composition, in addition to toast, new products such as soft European bread have also begun to be launched to cater to the changing tastes of the market.
A baking industry insider revealed to reporters that most soft European bakery shops are baked and sold on the spot. Although traditional western cake shops will also give consumers the feeling of "bake and sell on the spot", they are actually ready-made cake delivery in the central kitchen. They only need to be baked in the store, which is not a real bake and sell on the spot. "This form of business is about to be eliminated at a time when the concept of health is increasingly emphasized."
She told reporters that in addition to soft European bags, the emergence of some exquisite dessert stores has also had an impact on traditional cake houses. "Price is no longer a decisive factor, and consumers care more about the taste of the cake and whether it is worth the money."
In the investment process of major shopping malls, traditional cake houses introduced as soft drink combinations are no longer the first choice. The reporter found that merchants prefer dessert and pastry sellers with distinctive brand positioning and more distinctive products. For example, a famous French dessert shop near Xiangjiang Century City was recently opened to Changsha Hisense Plaza . Although the unit price of desserts is 30 yuan, or even higher, many consumers still come to visit.
Reporter Notes
Don’t let “old bread” only have feelings
In the era of the prevalence of the Internet, it seems that everyone likes to talk about feelings. From Chu Shijian's oranges in to Pan Shiyi's apples to Ding Lei's pigs, products that are given the color of celebrity are always easy to sell at unexpected high prices.
However, how long is the lastingness of these products? Judging from the market that has gradually disappeared after a while of popularity, some people may be willing to pay for their feelings, but in the long run, this is still not the best solution.
A traditional pastry shop like the rice flag has gone through youth with the post-85 generation. But these post-85s have also gradually discovered that over the past ten years, not only have the brand trademark and packaging changed and upgraded few times, but even the core products on the counter are always peach crisps, cream cakes and meat floss bread.
The lack of innovative products seems limited in the face of younger consumers and changing consumption concepts. Especially when "old bread" becomes synonymous with feelings and is used by merchants as a gimmick, some people also express the feeling of "not as delicious as they remember." The brand effect accumulated by
html over the past 0 years is valuable. Merchants need to maintain a constant innovating heart, and don’t let “old bread” only have feelings left, and eventually get the embarrassment of leaving the market sadly.remind
Miqi membership card refund period until the end of the year
Many consumers chose to buy the membership card after learning that Miqi store was about to close. In the "Member Notice" released by Miqi, the reporter saw that if the balance still fails to be consumed in time after the store is closed, consumers can send their personal information to the designated email address before December 31, and the relevant staff will confirm the balance in the card with the consumer within 3 working days and go through the card refund procedures.
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