Angsi Cake, an online celebrity cake brand once known for its innovative design and celebrity co-branded cakes, recently broke the news of its closure, which has attracted widespread attention. The store at the Shui Wai Qufang store in Shenzhen has not been open since the Spring Festival holiday, leaving many consumers worried about the refund of their top-up balances. With the release of the company's official announcement, the business difficulties of Angsi Cake gradually surfaced, showing the cruel reality of the current retail industry.
Angsi Cake will be completely suspended from February 10, 2023. The official notice said that due to the impact of the epidemic and poor business management, the brand store could not open as scheduled after the Spring Festival. The company is looking for new investors or considering restructuring or liquidation. For consumers who hold the balance of the member's prepaid card, the company promises to refund the fee in batches after verificationAlthough consumers have reacted lukewarmly, they are concerned that refunds will not be realized.
Zhenbang (Shenzhen) Information Technology, the operating company behind Angsi Cake, is currently facing a number of legal proceedings and judicial risks, involving labor and contract disputes. In March last year, there was a change in the company's legal representative, indicating that there may be some management problems within the company.
The experience of the former employee and the ** businessman reveals the deep-seated business problems of Angsi Cake. According to a former employee, the company began to be in arrears of wages in October 2021, and although it was once resumed to pay normally, it was in arrears again in November 2022. **On the commercial side, there has also been a situation of arrears of payment, which has entered the final stage of the judicial process.
Angsi Cake was once known for its high investment, and its *** Angsi Cake Fantasy Space "claimed to cost 100 million to build, and cooperated with traffic stars such as Yi Yang Qianxi to launch a co-branded cake. The interior of the store is luxurious, and the product positioning is high-end, but the high rent and operating costs eventually become a heavy burden for the business.
The experience of Angsi Cake is a wake-up call for the retail industry. While pursuing high-end brand image and market share, enterprises must pay attention to operational efficiency and cost control, and maintain flexible market response strategies. The story of Angsi Cake reminds all retail companies that while pursuing innovation and differentiation, they should also pay attention to sustainable profitability and risk management.
The closure of Angsi Cake is not only a brand case, but also a microcosm of the common problems faced by the retail industry today. In today's increasingly diversified and competitive consumer market, how to achieve sustainable operation while maintaining brand characteristics will be a question that every retail enterprise needs to think about.