蜜雪冰城在香港经历大规模门店关闭。这家中国茶饮品牌在港的分店数量从最高的9间骤降至3间，其中今年就关闭了6家门市，包括首间旺角银行中心分店的正式结业1。这轮撤退幅度创下蜜雪冰城入港近3年来的最大规模1。
业界评论指出，中国餐饮品牌在香港遭遇折戟的根本原因在于高成本压力1。香港黄金地段的茶饮店月租可高达30万港元1。然而分析人士认为，包括蜜雪冰城在内的部分品牌进港的核心动力并非长期扎根，而是为上市融资造势1。蜜雪冰城的扩张周期与其筹备在港上市的时间线高度重合1。这些品牌采取的策略是先通过快速开店树立在港品牌形象，上市完成后便自然缩减规模以降低亏损1。采取类似策略的品牌还包括茶百道、沪上阿姨和遇见小面等1。与蜜雪冰城同步撤退香港市场的还有柠季、fufuland、西塔老太太、咕嚕丸子屋和萝卜向南等品牌1。
Mixue Ice City has shuttered six of its Hong Kong locations within a year, reducing its presence in the territory to just three remaining outlets, marking its most significant retreat since entering the market nearly three years ago 1. The company's flagship store at Mong Kok Bank Centre has officially ceased operations 1. At its peak, Mixue operated nine locations in Hong Kong 1.
Industry analysts attribute the pullback partly to the prohibitive cost of doing business in the city, where premium tea drink shops face monthly rents exceeding 300,000 Hong Kong dollars, equivalent to approximately 1.22 million New Taiwan dollars 1. However, commentators point to a broader pattern among Chinese beverage brands, suggesting that rapid expansion in Hong Kong often serves as a marketing tactic ahead of IPO filings 1. Mixue's aggressive store openings coincided closely with the company's preparations for a Hong Kong listing 1. The "open stores with one hand, go public with the other" strategy has been employed by other brands including ChabaDao, Shanghai Auntie, and Yu Jian Xiao Mian 1. Beyond Mixue, other brands have similarly retreated from the Hong Kong market, including Lemon Season, fufuland, Xi Ta Lao Tai Tai, Gu Lu Wan Zi Wu, and Luo Bo Xiang Nan 1.
评论
还没有评论，欢迎留下第一条。