In 2020, due to the impact of the epidemic, the catering industry was hit hard, and many small and medium-sized enterprises were forced to close down. News of IPOs came out from many catering companies one after another. There were as many as hundreds of financing incidents, involving fast food, Tea beverages, supply chain and other segments.
Green Tea Restaurant is no exception. Recently, the company was forced to go public under the constant pressure of facing IPO worries, declining turnover rate, and performance losses. This is a helpless move because Green Tea Restaurant is in trouble. Trademark rights are damaged, copycat restaurants are constantly fighting
As early as 2005, when the company was established, Green Tea Restaurant applied to the relevant departments for the company’s unique text and graphic trademarks. However, the trademark is currently invalid. . It is reported that the trademark was transferred to others twice in 2009 and 2010, but the subsequent re-application for the trademark was blocked because the relevant departments gave the opinion that the trademark was too general and seriously lacked distinctiveness, but subsequent companies did not respond. This attracted great attention. This means that Green Tea Restaurant has been operating without a registered trademark for the five years since its establishment. But this will face many risks. In the past eight years, stores pretending to be green tea restaurants have been popping up all over the country, and some have even opened chain and franchise stores. This will virtually increase the competitive pressure and operating risks of green tea restaurants. ?The impact of the epidemic has caused frequent performance fluctuations
The epidemic in 2020 has had a great impact on many companies. As a result, the customer flow and profits of green tea restaurants have also dropped sharply. In addition, similar brands can be found everywhere , consumers have more and more choices, and the company's performance is under test. The company had plans to expand from a long time ago, but was short of funds and could not afford the huge rent, water, electricity, decoration and labor expenses, so the company chose to raise funds and loans. Chaotic management, constant negative news
Going public is also a last resort, but it is not certain whether going public can alleviate the problem of capital shortage. After all, in addition to the decline in performance, there is also the problem of scale of green tea restaurants. It is small but not sophisticated, making it difficult to form a standardized scale. Multiple subsidiaries within the group have repeatedly violated invoices, tax management regulations and other issues and have been subject to administrative penalties, which has also exposed its management shortcomings. In addition, in 2020, food safety issues were exposed in green tea restaurants. If rectification is not carried out in time, it will inevitably affect the judgment of investors and the capital market.
It is precisely because of these difficulties that the operation of green tea restaurants is facing huge challenges. However, as long as the relevant management can pay attention to it in time, make correct strategic planning and arrangements, and clean up the negative factors, I believe it will definitely Able to turn challenges into opportunities, get out of trouble and achieve new life.