Ladym will close all the stores in the Mainland.

In the past two days, the news of the baking market has continued. In addition to the suspension of Shanghai Christine stores, the highest popularity is the news that Ladym's mainland Chinese store is about to terminate operations.

On July 21, Ladym officially issued an announcement that all physical stores in Mainland China will be terminated on September 10.

As soon as the announcement came out, the discussion on Ladym on the Internet was very arrogant. Is this Ladym, who was once known as the "lady cake" and "Hermes in the cake industry", really wants to withdraw from the Chinese mainland market?

Ladym closes to all stores in the Mainland and will return in a direct business form?

On the afternoon of July 21, Ladym, the US Internet celebrity cake chain brand, announced on its official WeChat public account that it will terminate its operation in mainland China. Ladym's exclusive operator of Mainland China brand products Shanghai Mu Salary Catering Management Co., Ltd. said that the Ladym brand should be closed on September 10, 2022 to close all existing stores in Mainland China in Mainland China.

However, consumers can still consume (including Ladym prepaid card) to Ladym physical stores and online applets before the termination of operation.

As soon as the announcement came out, it attracted the attention of the industry and many consumers. Some people think that Ladym may really withdraw from the Chinese market. Many consumers also went to the nearest Ladym store to check in after hearing the news of Ladym's September door. Many LadyM stores such as Shanghai Lujiazui Center, Guojin Center, Changtai Plaza and other LadyM stores have to close the online and down passage because of the explosion.

In the afternoon, some media came out of the rumor that Ladym may not really withdraw from the Chinese mainland market.

According to a report from 36 氪, Ladym signed a five -year contract with Ladym and the former Mainland Mainland, Shunli Park (Shanghai) Commercial Management Management Co., Ltd., which expired on April 9, 2022. Ladym's right to recover the store management may be to re -develop the direct business model in Mainland China in the future.

Hermes in the cake industry, consumers queue up for 6 hours to buy a thousand -layer cake

On September 10, after all stores in Mainland China were closed, when consumers could buy Ladym related products again in the Mainland, we still do not know. However, as the "Internet celebrity" cake brand, Ladym has been attracting the attention of the industry and consumers since entering the Chinese mainland market in 2017.

△ Picture source: Ladym mainland official

Preferably observation found that in the Ladym mainland, the official announcement of the termination of the business announcement was less than 2 hours, and the reading volume of the tweet had exceeded 100,000+. According to the new thing of the magic capital-News Morning News, only one hour of official announcement in Ladym in the Mainland of Ladym, it was located in Shanghai Xintiandi, and the cakes in the store were sold out at about 13 pm. Takeaway brothers who take meals.

This grand occasion made the preferred Jun associate the fieryness of Ladym at the beginning of the Chinese market.

Before entering the Chinese mainland market, Ladym had gathered thousands of pets, and was added with aura such as "Hermes in the cake industry" and "New York lady -level dessert shop".

Ladym is a high -end dessert brand originating in New York, USA. In 2004, Ladym's first store opened Madison Avenue, the most prosperous Shangdong District in New York. Ladym quickly became popular in the United States because of complex workmanship, raw materials and the American sweets atmosphere. It is understood that Ladym also relied on the superb cake craftsmanship and taste. It was rated by the American Times Weekly and the American fashion magazine "Marie Claire" as the "Top Ten Cake Brands in the United States" and lady afternoon tea.

In 2013, Ladym opened the road of overseas expansion and entered the Chinese inland market. Whether it was the first mainland store in Shanghai in September 2017, or the first store in Da Yuecheng, Chaoyang, Beijing in August 2018, Ladym's place of Ladym triggered the wave of queuing and punching in.

Among them, when Ladym opened the first mainland store at Shanghai Guojin Center, because there were too many people lined up at the scene, it was forced to close the door in less than 72 hours. Each cake was even increased by the ox by more than 100 yuan. At that time, I bought a piece of Ladym thousands of cakes and ox purchases for 200 yuan for 6 hours.

In 2018, the day of Ladym Beijing Chaoyang Dayue City also attracted many consumers to come to line up. Basically, it was basically 2 hours to buy desserts.

After entering the Chinese inland market, Shanghai pastoral salary opened the situation for Ladym, and built three Ladym central factories, dozens of physical stores across the country, and a set of online sales networks.

Five years after entering China, the attractiveness has declined, and the heat is not as good as before

However, after entering the domestic market for a few years, Ladym's attraction to Chinese consumers has begun to decline.

In 2021, Ladym continuously closed and adjusted many stores in Beijing. The former Beijing First Store Chaoyang Daliyue City store, Sanlitun Taikugoli store closed, and the Xidian Yuecheng store, which was originally located in the golden position of the central area of ​​the second floor, It is also migrated to the public areas on the edge of the southwest corner of the same level.

In addition to Beijing, the situation similar to the "reduction of the golden position" also occurred in Shanghai and Guangdong. For example, at the Shanghai Huanshi IAPM Shopping Mall, Ladym, originally located next to the subway entrance, has already replaced a smaller area and a poor line design, which is relatively "shabby". It was adjusted from a single -building flagship store to a counter -sale, and the counter was moved to the negative floor of the mall. According to the unicorn Mall, Ladym's store at Hong Kong Airport last year was also shut down due to the epidemic.

Some people in the industry predict that maybe the development and popularity of Ladym in the Chinese market is not as good as that year, and the US headquarters insists on recovering the operating rights when exposing.

△ Picture source: Ladym mainland official

Some netizens bluntly expected that Ladym's situation in the Chinese market.

Preferably knows that it has been criticized by consumers because of its cost -effectiveness, lack of innovation, and poor service because of cost -effectiveness. Looking at the reviews in Xiaohongshu and public comments, we can see that there are many negative comments about Ladym:

"To be honest, you can eat it once, but you won't be next time. There is not much innovation. Many of your own cake shops are delicious and not sweet."

"It can't be said to be unpalatable, but it is peaceful and sweet, not in line with the taste of the country, and it is not worth the price."

"The waiter had no service spirit. After taking the wrong drink, he also said that the backstage in the background was different from the order in my place. In the end, he changed it very reluctantly."

Consumers who have eaten Ladym know that their classic products are priced at 68 ~ 75 pieces. It is not cheap. At the beginning of its entering the Chinese mainland market, the new domestic consumption wave was first appeared, and people would be willing to explore and accept fresh brands. And willing to pay for the brand premium. However, in recent years, there are more and more domestic cake brands in China, and there are no shortage of people. Ladym has not been attractive and scarce.

△ Picture source: Ladym mainland official

In addition, Ladym has been in the Chinese mainland market in the past five years, and is in the stage of rapid development of the Chinese baking market. Especially the new Chinese baking brand track is hot, and the Internet celebrity brands are endless. The innovation of innovation fits the spread of social platforms such as Douyin and Xiaohongshu, and has escaped the traditional model and refresh consumers. Ladym seems to have never realized the fierce competitors. For a long time in the past, we rarely see what new breakthroughs it has.

Looking back at the years of Ladym's development in China, it can be found that its expansion speed is not fast. It has only opened more than 20 years in five years. On average, five years, this speed is far lower than those of peers. Today, Ladym may withdraw from the Chinese market, and we still do not know whether it will return in a new attitude in the future.

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