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曾红极一时的咖啡品牌，北京仅剩1家店，今年将关掉40多家门店，上半年大陆市场亏损约4600万元_我的网站

A |     曾红极一时的烘焙咖啡品牌“85度C”近日正频繁闭店。    

    A group photo from the 1999 donation ceremony, where Ronald Sakolsky presents $5,000 for afforestation efforts. Photo: Courtesy of Luoyang No.2 Foreign Language School
At 2:48 am on early Sunday morning, after a flight of more than 10 hours, Ronald Sakolsky arrived at Beijing Capital International Airport. As he stepped into the arrivals hall, he greeted the waiting reporters with earnest Putonghua "Wo hui lai le," meaning "I'm back."
The thrill of his homecoming had washed over him most vividly during the final moments of his flight. "When I saw the lights in Beijing as we were landing is when I realized that I am back in my second home."
Sakolsky, an American retired teacher from Pennsylvania, is visiting China from Sunday to September 1 for a journey that will take him to Beijing, North China's Inner Mongolia Autonomous Region and Central China's Henan Province. It is a reunion nearly three decades in the making.
That reunion began with a single act of generosity. In 1999, when Sakolsky arrived in China as a participant in a bilateral teacher exchange program, he was moved by Yin Yuzhen and her husband's tireless efforts to curb desertification in the Mu Us Desert in Inner Mongolia. He raised $5,000 to fund their local tree-planting initiative. The young saplings bought with the donation have since matured into more than 50,000 full-grown trees, transforming the once desolate, sandy wasteland into a thriving green landscape.
After decades of lost contact, Yin, a national model worker renowned for her desert restoration achievements, launched an online search for her American benefactor in May, hoping to reconnect with the man who helped launch her lifelong desert reclamation mission.
What followed was a remarkable wave of online support: within less than 48 hours, a nationwide search had tracked Sakolsky down. That swift effort led to their long-awaited virtual reunion, a video call that brought them face to face for the first time in 27 years.
Asked what he is most looking forward to about this journey, Sakolsky told the Global Times that "I want to see Ms Yin, see the forests, see the students I have not seen for almost 30 years, my colleagues. I want to see the Chinese people." 
The trip itself felt like a dream he never thought would come true, he added. 
Now, the dream is about to come true. Later on Sunday, Sakolsky will fly to Ordos, Inner Mongolia, the site of the transformative environmental project that bound his fate with Yin's all those years ago.
During his China visit, Sakolsky will join Yin in a new tree-planting activity. He will also hold exchanges and discussions with teachers and students from the Luoyang No.2 Foreign Language School where he once taught, and participate in official China-US teacher exchange events, according to the Xinhua News Agency. 
As he prepares to see the transformed landscape with his own eyes, Sakolsky shared with the Global Times about how much China itself has changed over the past two decades. From photographs, he said, he had already seen the barren desert he remembered turn into lush green forests; he had also heard that Luoyang has become far more vibrant and beautiful.  
"Hopefully the message gets out to the world that Chinese and Americans can work together and make a peaceful world," he said.
。                   10月20日，《每日经济新闻》记者经实地走访证实，85度C北京知春二店已于10月19日正式关闭。至此，85度C在北京仅剩白广路的一家门店。                   这并非孤立的区域现象，而是85度C目前在中国大陆市场战略收缩的缩影。                   据新京报报道，85度C母公司“美食-KY”近日表示，今年中国大陆关店总数将超过40家，近五年最大规模的运营调整背后，是公司在大陆市场销售额超20%的锐减与持续亏损。                   对于接连闭店，10月20日，85度C总部公共事务部苏女士对《每日经济新闻》记者表示，近期85度C集团因应展店策略调整，“汰换择优”，年底前新的加盟店还会增加，产品也持续推陈出新。                   公开资料显示，85度C是一家源自中国台湾的知名连锁品牌，以咖啡、蛋糕和烘焙产品为主营业务，其名字源于“在85摄氏度冲泡咖啡口感最佳”的理念。自2003年创立以来，85度C凭借“五星级品质、平民化价格”的定位和“咖啡+烘焙”的复合经营模式，从中国台湾迅速扩张至多个市场，发展成为一家全球性的连锁企业。

B |                    在记者采访的行业专家看来，接连闭店揭示出这一烘焙巨头正面临品牌老化与创新不足的深层挑战。闭店调整能否挽救颓势，仍充满未知。

C |                    北京门店仅剩一家接连闭店为“汰换择优”                    近日，有多位网友发帖称，85度C北京知春二店日前张贴出闭店通知，宣布10月19日晚闭店。10月20日上午，《每日经济新闻》记者登录大众点评App搜索该门店显示“营业中”，但经实地走访发现，这家位于知春路地铁口的门店确已关闭。

D |                    店门外的闭店通知显示，“时光荏苒，匆匆2年，在此向所有亲爱的顾客告别，幸运的是，店不在人还在，我们在北京白广店期待您的到来。”不时有路人驻足浏览闭店通知，还有路人浏览完后拨打电话将消息告知亲友。记者观察到，尽管店内设施尚未移除，墙上也还粘贴着海报，但货架上已经空空如也，未见任何产品。                   店内一名自称工作人员的男士向记者表示，该门店已关停，消费者可前往北京最后一家门店白广店消费，如需退会员卡充值金额需联系85度C客服。                   《每日经济新闻》记者随后来到85度C北京白广门店，这家门店同样位于地铁出口处。记者注意到，尽管外部正在装修，但还是有不少顾客前往消费，五分钟内便有六七波顾客进店。店员告诉记者，自己并不清楚知春路门店关闭一事，目前白广店并没有闭店计划。                   85度C客服则向记者证实，知春二店关闭后，白广店确已为品牌在北京的最后一家门店。顾客可通过提供会员号进行充值余额退款，充值余额能否在别处门店消费需看其购买的是否为单店充值卡。                   北京闭店并非孤例。近来，杭州、上海、南京等多地传出85度C门店关闭的消息。平台上，各地多家门店都显示“暂停营业”或“歇业关闭”。对此，10月20日，85度C总部公共事务部苏女士对《每日经济新闻》记者表示，对于连锁企业来说，开店、关店属于正常的经营策略行为，此次调整属于“汰换择优”。                   对于未来新加盟店是否会落地北京，该负责人称，“我们在全国都开放加盟，也希望北京的朋友能多捧场，一起活跃市场”。

E |                    大陆市场进入调整期闭店能否挽救颓势？                    85度C近年来在中国大陆市场面临着严峻的经营挑战。85度C母公司美食-KY2024年财报披露，2024年，85度C中国大陆市场销售额缩水至80.53亿元新台币（约合人民币18.8亿元），较上年下滑超过两成；同时，该市场销售贡献占比也从51%降至42%。                   多家媒体报道称，85度C在中国大陆市场自2023年下半年起就开始出现亏损，且亏损持续扩大，2025年上半年的亏损已高达约2亿元新台币（约合人民币4600万元）。                   据最新消息，85度C正通过大规模关闭门店来应对其在中国大陆市场的经营困境。“美食-KY”在10月的最新公告中确认，85度C今年全年在中国大陆的关店数量将超过40家，占其大陆门店总数的十分之一以上，这也是近五年来最大的一次运营调整。                   对于此种调整，北京安高管理咨询有限公司创始人、世界中餐业联合会社区餐饮秘书长曹盼盼对《每日经济新闻》记者表示，这也是总公司基于市场亏损预判的无奈决策，“现行门店无力扭转亏损状态，止损是最好的选择”。                   在餐宝典创始人汪洪栋看来，85度C近来持续闭店现象的直接原因是部分门店持续亏损，而背后反映出的深层挑战在于品牌老化和创新不足。

F |                    汪洪栋向记者分析指出，烘焙市场新品牌频现，面对鲍师傅、泸溪河等新锐品牌的激烈竞争，类似85度C这样的烘焙老品牌因未能建立起清晰的品牌记忆点与爆款产品，在产品和营销层面都与市场产生了距离感，对于年轻消费者的吸引力正持续减弱。                   汪洪栋认为，目前烘焙行业整体面临系统性困境：一是供应链复杂且产品标准化难度高，制约了品牌的全国化扩张，导致市场由区域性品牌主导；二是行业进入门槛相对较低，产品同质化严重，易引发价格战，使得许多品牌过度依赖营销来寻求突破。这种本末倒置的做法，正如一些曾红极一时的“网红”品牌所证明的，确实难以支撑长期健康的经营。                   （声明：文章内容和数据仅供参考，不构成投资建议。投资者据此操作，风险自担。

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