Five -year cooperation ended, Lady M Mainland operator announced that it would be directly operated by the brand of authorized stores in the future?

Lady M, known as "Hermès in the Thousand Layers of Cake", wants to withdraw stores in Mainland China?

Today (July 21), according to the announcement issued by the "Lady M Mainland" WeChat public account, Lady M's exclusive operator of Mainland China brand products Shanghai Mestern Salary Catering Management Co., Ltd. (hereinafter referred to The brand requires that Lady M's existing stores will be closed on September 10, 2022.

In this regard, "Daily Economic News" reporters called pastoral salary catering as ordinary customers. The company staff said in the customer service call: "This is the brand's own decision, we can only respect, they will not cooperate with us now. (No renewal) is their request. There is only Lady M under the company's name, no other brands. "

Closing stores change direct -operated brands without renewal

Lady M, who entered Mainland China in September 2017, set off a "phenomenal" queue boom on Shanghai Beach. It took more than three hours to buy a cake to buy a cake on the day of opening.

Behind Lady M Behind the opening of Shanghai, there is a partner named Shunli Park (Shanghai) Commercial Management Co., Ltd. (hereinafter referred to as Shunshun Park). This company operates the WeChat public account of "Lady M Mainland Official". It is an pastoral salary salary salary. Catering parent company. Qixinbao Information showed that Shunlun Garden held 50%, 30%, 10%, and 10%from Hu Qianyin, Chen Jin, Wang Xiaoran, and Shen Lili, respectively. In January 2019, in a Lady M joint event, Wang Xiaoran appeared in the public view as CEO (Mainland China).

According to reports, Lady M currently has more than 50 stores worldwide. The Lady M Group has signed a five -year license contract with Shunshun Park, allowing them to open and operate more than 20 stores in five provinces and cities in Beijing, Tianjin, Jiangsu, Zhejiang, and Shanghai. However, Lady M's continuous closure of and adjusting the news of many stores in Beijing attracted attention. What happened to Lady M, which had been sought after before?

Photo source: Photo Network-500985458

Lady M's products are characterized by strong social attributes. In China, the price of "lady desserts" is almost three times the price of ordinary desserts on the market. "Its taste is OK, but it doesn't feel worth this price." Ms. Shanghai Ms. Ms. Lady M, a Lady M, told reporters that it was okay if it was occasionally tasted.

In 2021, Lady M, which coexisted with heat and controversy, had a clue of shrinking stores. At the Shanghai Huanwei IAPM shopping mall, Lady M's shop was transferred from the golden position next to the subway entrance to a store with poor dynamic lines and smaller area. The same is true of the same situation in the Guangdong store.

The development of high -end desserts is not easy to go. According to the Finance News Agency, last week, Lady M CEO Ken said that it will fully use the direct -operated model to operate mainland China business. The above license contract has expired on April 9, 2022 and no longer renewed.

Termination of the business announcement caused the online order volume to increase sharply

In the termination of the business announcement, the company stated that the company's decision on the decision of the Lady M brand insisted on asking Mainland Chinese stores to terminate all of its operations. In response to consumers' subsequent card refund, pasta dining also clearly stated in the announcement that consumers can still consume from Lady M physical stores and online applets before September 10. From the 1st to September 15th, the registered card refund procedures will be registered within 45 days from the date of approval by the cardholder.

Picture source: Ladym Mainland official WeChat public account

As soon as the news came out, the reading volume quickly exceeded 100,000+, and the attention was quite high.

However, in actual operation, the reporter of "Daily Economic News" noticed that at 2 pm, the self -lifting page of the Lady M online applet has shown "There is no store under the current city!". The reporter called the customer service phone immediately, and the other party said: "It is not that there are no stores, but everyone now order orders in the applet. The order volume suddenly increases. )). "

Store videos released by various media on Weibo showed that as soon as Lady M closed store announcement, Shanghai Lujiazui Center stores received hundreds of orders. Now there are no cakes in stocks. Takeaway brother is squeezed. "

The personnel of the pastoral dining customer told reporters: "Because everyone just saw the notice today, some people want to taste our cake again. Some people have the balance in the prepaid card and want to consume. Understand. Now the order volume has increased sharply, and the stores are only these people. Employees can't be busy. Today, everyone is very enthusiastic. Recently, there must be many people to order, and it should be able to order normally from August. "

During the exclusive operation of the pastoral salary catering, Lady M created a very interesting phenomenon -a consumer frenzy was set off when opening and closed. But obviously, this does not meet all the expectations of the brand founder Ken to the Chinese market.

It can be seen that the cake brand founded in New York in 2001 does not intend to abandon the Chinese market. Choosing a direct business is the major strategic decision made by Lady M Group in the face of the next decade.

According to a number of media reports such as Beiqing.com, looking forward to the operation in Mainland China, Ken said: "In the future, Lady M will launch more innovative concept stores and richer product lines." Is this decision of Lady M wise?Zhu Danpeng, vice chairman of the Guangdong Food Safety Promotion Association, told reporters of the Daily Economic News that from the trend of continuous expansion of the baking market in China, Lady M chose direct development development.The core issue is whether brand innovation iterative iteration and product quality upgrade can keep up with the pace of China's consumption upgrade. Its product layout, service system, and customer viscosity match the needs of the new generation of consumer groups."Either an agent or a direct business, (this) is secondary. On the whole, Lady M has a certain brand tone. How to reborn is to be observed further."

(Cover picture source: Visual China-VCG211330588725)

Daily Economic News

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