Speaking of the popular king of the hot pot industry, "Xianhe Zhuang Braised Hotpot", where the fire goes, where the row goes, the peers are hungry
However, recently, some consumers posted on social media that they suddenly found that Xianhe Zhuang Braised Hotpot (hereinafter referred to as "Xianhe Zhuang") stores in Guangzhou have all been closed, in addition to Beijing, Shanghai, Chengdu and other places have also closed stores
Third-party platform information shows that there is currently only one Baixin Guangzhou store left in the Guangzhou market, and the store is closed/closed, and the reporter called the mall operator to verify that the store has indeed been closed.
According to data previously provided to reporters by Xianhe Zhuang Guangzhou franchisees, Xianhe Zhuang once had at least 19 stores in Guangzhou. In this regard, on May 9, the relevant person in charge of Xianhezhuang headquarters confirmed to reporters that Xianhezhuang Guangzhou's stores have all been closed, and "all contracts were terminated last year." ”
In addition to the Guangzhou market, Xianhezhuang's stores across the country have shrunk significantly, according to data provided by Xianhezhuang headquarters, at its peak, the number of Xianhezhuang stores nationwide reached 788.
The only remaining one in Hangzhou has also been remodeled
According to Dianping, Xianhe Zhuang currently has only one store left in Hangzhou - Gongshu Wanda Store.
At about 12 noon today, the reporter came to the vicinity of Gongshu Wanda, but did not find the signboard of Xianhe Zhuang along the markings on the map.
After confirming with the clerk at the door, this "Hua Ye Mei Frog Skewer Self-service Hot Pot" is the original Xianhe Zhuang.
When asked about the name change or transfer of the store, the clerk said that he did not know. As for why there is still Xianhe Zhuang on the public commentary, he said, "Maybe it hasn't been cancelled yet."
Ask nearby merchants and learn that the store has changed its name last year.
The two store information on Dianping are actually the same
At noon on weekdays, the store looks empty. The whole neighborhood is similar, with few customers, all of them are delivery workers running up and down.
On the second floor, you can vaguely see the words "marinated hot pot" under the new sign outside. There are also promotional pictures of Chen He in the store.
In March 2021, Chen He himself reposted a public apology statement issued by his name, Chengdu Xianhe Zhuang Brand Management Co., Ltd., on Weibo.
Screenshot of Weibo in April 2021
It is understood that Xianhe Zhuang is a hot pot brand invested and established by Chen He and other artists, and began to operate in May 2015.
In 2020, under the star effect of Chen He and other stars, Xianhe Zhuang began to run fast.
In May last year, the topic of "Chen He withdrew from Fujian Xianhe Zhuang shareholders" fermented, and in June of the same year, Xianhe Zhuang Braised Hotpot issued a statement, saying that Chen He was not a direct shareholder of the operating entity of the Xianhe Zhuang brand. Chen He's previously owned Fujian Xianhe Zhuang Company will no longer directly operate the Xianhe Zhuang brand since 2019.
At the same time, Chen He also posted a Weibo explanation of Xianhe Zhuang's business disputes and other issues, saying that he will always maintain the identity of the founder and work hand in hand with the franchisees of all stores, and has taken the initiative to explain the situation to the relevant departments in response to online doubts, and welcomes supervision.
At present, there are 238 Xianhe Zhuang stores in China, 215 of which are in operation, of which 23 are temporarily suspended, and the stores are mainly distributed in third- and fourth-tier cities, such as Anhui, Hebei, Shandong, Gansu and other places.
The current number of stores is only about 20% compared to the peak.
Xianhezhuang Hangzhou's first store began soft opening at the end of 2019 in Queen's Park, No. 277 Wulin Road.
At most, Xianhe Zhuang opened more than a dozen stores in Binjiang Baolong City, Xixi Impression City, Times Tianyuan City, Xintiandi Shopping Center, Gongshu Wanda Plaza, Lin'an Wanhua Plaza, Guigu Center, Xiaoshan Vientiane Hui, Chengxi Intime City and other places.
Have you eaten Xianhezhuang and how do you feel? What do you think of celebrity catering? Welcome to the comment section to leave your opinion.
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Source: Urban Express, Sina Weibo, etc
Editor: Dong Shentao
Responsible editor: Huang Yong
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