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扫码加钉群 十万创业者 与你为伴

许留山清盘倒计时,港式甜品大败退

许留山最后的告别,从5月开始。

让我们结伴探访许留山,感情不必分你高班我低班”

最后的告别:深圳全关,只剩不到10家店

许留山最后的告别,从5月开始。

大众点评上,杭州的门店只剩下3家,其余门店都显示““歇业关闭”。

5月16日,许留山位于南山深圳湾科技园的门店关闭,这是许留山在深圳的最后一家门店。

◎图源:南方都市报

现在大陆地区只有不到10间店,北京、浙江、广州等地都有一两间店留存。

内参君多次拨打了北京通州万达店的电话,无人接听。

一则5月18日的点评,显示门店仍在营业中,“店面不大,装修有点旧了,墙皮也有些斑驳,许留山很少吃,但这次还蛮惊艳我的,水果新鲜不说,味道还蛮清新的。”

得知门店关停,一位在广州生活过的朋友感慨了一句,“天呐,许留山都没了,在广深待过的人都懂,最早只能在香港喝到。”

早在2021年11月末,许留山就关闭了香港的最后一家门店。当时,香港的许留山因为门店欠租被告上法庭,深陷清盘令的风波。

在去年疯传的倒闭风波后,许留山真正开始了清盘,不久后,记忆中的港式甜品店可能只剩下了满记甜品

短暂的高光时刻与纷繁复杂的股份转让

1960年开业的许留山,最早是卖凉茶和龟苓膏的,到1990年才推出鲜果甜品,92年推出的芒果西米露让品牌开始起势,并以特许经营的方式快速开店,高光时在香港有42家分店。

此时的许留山已经成为了香港文化的重要符号,“让我们结伴探访许留山,感情不必分你高班我低班”,Twins在《友谊第一》这样唱着,也掀起了一波港式糖水的新风潮。

2004年,许留山开始进军内地市场,以上海和广州为支点,向华东、华南两地推进。同时,开始拓展国际市场,将店开进了新加坡、澳大利亚、美国等地。

高光时刻,许留山的全球门店数达到了300家,门店收入接近了5亿元。

在进驻马来西亚市场第三年,许留山家族的许炳城就把“许留山”全部股权卖给马来西亚一家投资公司Navis Capital。

在2015年,黄记煌母公司、煌天国际控股有限公司以交易价5亿港元全资收购了许留山。

到2016年,开放加盟后,很多新供应商管理水平参差不齐,经营惨淡,不少门店面临着供应链暂停,压制巨额流动资金等更大风险。

在2019年8月份,肯德基、必胜客的母公司百胜中国宣布收购黄记煌,许留山仍留在煌天国际手里。

虽然不像其他媒体传言的三易其主,但频繁的更换运营主体,必然会导致管理层的调整、战略的中断,还有业务方向的混乱。

在16年开启的加盟路线,本为了快速扩张,但门店增多,管理更不上,“失控”的状况频发发生,不少门店的品控出现了问题,品牌危机不断。

2017年,煌天国际向港交所递交招股书显示,许留山的日均销售额和翻台率持续下滑。转眼到了2020年3月13日,香港媒体就报道过许留山连续遭业主讨租的消息,到7月份,已有债权人向法院申请清盘。

此时的许留山已经走到了末路。

许留山的微信平台,最后一条推文为2020年的12月24日,主题为迎接2021年的双旦优惠活动。还未迎来2021年,就已经“告别”了。

新中式茶饮的冲击,港式甜品大败退

和许留山同时代的另一品牌——满记甜品,只有不到200家门店,有60多家门店属于暂停的状态,处于负增长的状态。

2022年5月7日,满记甜品与小满茶田宣布战略合并,新的掌舵者刘子正提到,“新满记”将开设新的业态门店,旗舰店将定位为200平方米左右的中大型门店,今年(2022年)下半年将在北京和上海陆续开设”。

但这样的愿景不知被何种原因拖延,迟迟未能落地。

在其判断中,转型的目标中是从传统印象中的“糖水铺子”,转为模式更符合的新茶饮,也就是茶饮搭配甜品,甚至要加点欧包。

这样的转型透露出一个重要信息:港式甜品店单一的品类早已经没有了竞争力,西米露、双皮奶、榴莲班戟等产品,早已经被新茶饮层出不穷的新产品取代。

造访许留山或是满记甜品的动因,或许只剩下了情怀。

如果没有多次的股权变更和2016年突飞猛进式的“放加盟”,或许许留山会延续至今,和满记甜品一样在疯狂地寻找新出路。

但衰败是必然的,因为2016年一股新势能正开始酝酿,2016年,皇茶因商标被抢注更名为喜茶,奈雪的茶乐乐茶也分别在2015年和2016年相继成立,新茶饮的时代即将到来。

年轻人的注意力正被同频的新茶饮品牌吸引,略显“老气”的港式甜品店客流大幅下降。

与此同时,港式甜品的稀缺性也在被打破,7分甜的招牌产品就是杯装的杨枝甘露,西米露正成为茶饮店最寻常的小料,港式甜品中颇以为傲的新鲜水果,也成为了众多茶饮品牌的发力点。

港式甜品的式微,原因其实很简单,一是自身产品创新的不足,二是更强势的品类跨赛道的“抢夺”。

“做餐饮没有奇迹,路是一步一步走出来的,不仅要走不同类型的路,欣赏不同的风景,还要走更远的路,看那些未曾预料的景致。”

这是2017年,时任许留山行政总裁周志灵的观点,此时他分管着许留山整体发展战略,在国内一口气开了5个中央厨房,可满足600~700家门店的需求。

当年的观点,此时看颇有前瞻性,只是还未走出不同类型的路,许留山就大势已去,清盘倒计时!