近年來，隨著大陸消費降級浪潮的到來，餐飲業成為受創最深的行業之一，其中台式餐飲品牌的快速衰退尤其引人關注。曾經在大陸市場叱吒風雲的台灣餐飲，如今面臨大規模關店潮，市場版圖急速縮小，令人不勝唏噓。

集體崩塌：知名品牌的退出潮

摩斯漢堡：台灣安心食品公司近日宣布關閉廈門海外店，目前全中國僅剩下6家門店，經營規模大幅縮減。

厝內小眷村：這家曾經門店數超過500家的奶茶品牌，如今僅存57家，杭州地區更是只剩下唯一一家門店苦撐。

鼎泰豐：今年8月26日，鼎泰豐宣布關閉在北京、天津、青島、西安、廈門等地的全部14家門店，結束了在這些城市的經營歷史。

快樂檸檬：作為台式奶茶的代表之一，這個品牌已關閉九成門市，幾乎從市場中消失。

一點點：2015至2016年一度風靡全國，但過去三年內已關閉近千家店面，擴張腳步戛然而止。

CoCo都可：去年關閉550家門店，並將加盟金從高峰期的150萬人民幣降至30萬人民幣，以緩解經營壓力。

85°C：這家結合烘焙與奶茶的複合品牌，去年下半年關閉約30家店，來自大陸市場的營收比例從72%降至51%。

台式餐飲早期的成功與台灣影視與音樂的助推密不可分。2000年開始，《流星花園》、《薰衣草》、《海豚灣戀人》等台劇風靡一時，帶動整體台灣文化的熱潮。加上周杰倫音樂的影響力，台灣飲食成為時尚與流行的象徵，吸引一大批追求新鮮感的年輕消費者。那是一個「台味」紅利的時代，台式餐飲品牌紛紛進軍大陸市場，憑藉獨特的品牌故事和精緻的產品設計迅速獲得市場青睞。

衰退根源：經濟低迷與文化熱潮退卻

經濟挑戰：隨著大陸經濟增速放緩，消費降級現象明顯。消費者對餐飲支出的減少，使得定價偏高的台式餐飲品牌難以維繫穩定客流。

韓流文化崛起：近十年來，韓國文化在音樂、影視等領域的全面攻勢，使得台灣文化的影響力逐漸式微，台式餐飲的偶像紅利不再。

市場競爭加劇：大陸市場的新品牌層出不窮，尤其是在奶茶和輕食市場中，本地品牌依靠價格優勢和產品創新迅速崛起，對台式餐飲形成強力競爭。

經營模式老化：許多台式品牌未能及時適應消費需求變化，產品創新不足、營銷手段單一，難以吸引新一代消費者。

現狀與未來：變局中的突圍之路

文化價值與創新

未來，台式餐飲需要重新審視自己的市場定位，挖掘品牌背後的文化價值。例如，結合台灣在地風味和文化故事，將「台灣味道」與消費者的情感需求進一步融合。

數字化與本地化融合
透過數字化營銷與本地化策略，台式餐飲可以更靈活地適應市場。與當地社交媒體、網紅經濟結合，加強品牌曝光，吸引年輕一代消費者的目光。

經營模式多樣化
探索小型門店、外賣專營模式，降低經營成本，適應新的消費場景。以性價比作為突破點，針對消費降級後的市場需求設計更靈活的產品與服務。

結語：時代潮流下的反思

台式餐飲的興衰，是一個時代的縮影。從高光時刻到如今的困境，它們的故事既充滿榮耀也引人深思。對於這些品牌而言，重新找到文化與市場的契合點，推陳出新，或許是重拾輝煌的唯一途徑。

The Winter of Taiwanese Cuisine: A Comprehensive Analysis from Rise to Decline

In recent years, with the wave of consumption downgrades sweeping across mainland China, the food and beverage industry has become one of the hardest-hit sectors. Among them, the rapid decline of Taiwanese restaurant brands has drawn particular attention. Once dominant in the mainland market, Taiwanese eateries are now facing a large-scale wave of closures, shrinking their market footprint dramatically, leaving a sense of regret and loss.

Collective Collapse: The Wave of Brand Exits

MOS Burger: Taiwan's Anxin Foods recently announced the closure of its Xiamen overseas store. Currently, only six stores remain across China, marking a sharp contraction in its business scale.

Cuonei Xiaojuancun: This once-popular bubble tea brand, with over 500 stores at its peak, now operates only 57 stores, with just one outlet barely holding on in Hangzhou.

Din Tai Fung: On August 26, 2023, Din Tai Fung announced the closure of all 14 stores in Beijing, Tianjin, Qingdao, Xi'an, and Xiamen, ending its presence in these cities.

Happy Lemon: As a representative of Taiwanese bubble tea, this brand has closed 90% of its stores and has nearly disappeared from the market.

Yidiandian (A Little Tea): After its meteoric rise in 2015–2016, this brand has closed nearly 1,000 stores over the past three years, halting its aggressive expansion.

CoCo Fresh Tea & Juice: Last year, the brand shut down 550 stores and reduced its franchise fee from a peak of RMB 1.5 million to RMB 300,000 to alleviate operational pressure.

85°C Bakery Café: This hybrid bakery and tea brand closed about 30 stores in the latter half of last year. Its revenue from the mainland market fell from 72% to 51%.

Golden Era: The Heyday of Taiwanese Cuisine

The early success of Taiwanese cuisine in mainland China was inextricably linked to the rise of Taiwanese entertainment and music. Starting in 2000, Taiwanese dramas such as Meteor Garden, Lavender, and Dolphin Bay Lovers swept the mainland, fueling a broader cultural wave. Coupled with the influence of Jay Chou's music, Taiwanese food became a symbol of fashion and trendiness, attracting a wave of young consumers seeking novelty.

It was an era of “Taiwanese flavor” dividends, during which Taiwanese restaurant brands rapidly entered the mainland market, gaining widespread popularity with their unique brand stories and refined product designs.

Causes of Decline: Economic Slowdown and Waning Cultural Influence

Economic Challenges: With the slowdown in China's economic growth, the phenomenon of consumption downgrades has become apparent. Reduced consumer spending on dining out has made it difficult for higher-priced Taiwanese restaurant brands to maintain a steady customer base.

The Rise of Korean Wave: Over the past decade, the comprehensive success of South Korean culture in music and film has gradually overshadowed Taiwanese cultural influence, eroding the "idol dividends" that Taiwanese cuisine once relied upon.

Intensified Market Competition: The mainland market has seen an influx of new brands, particularly in the bubble tea and light dining segments. Local brands, leveraging price advantages and product innovation, have risen rapidly, posing strong competition to Taiwanese brands.

Aging Business Models: Many Taiwanese brands failed to adapt to changing consumer demands in time. With insufficient product innovation and limited marketing strategies, they have struggled to attract a new generation of consumers.

Current Status and Future: Pathways to Reinvention

Cultural Value and Innovation
Moving forward, Taiwanese restaurants need to reassess their market positioning and delve deeper into the cultural value behind their brands. For instance, integrating Taiwan's local flavors and cultural stories with emotional resonance can further connect the "taste of Taiwan" to consumer needs.

Digitalization and Localization
By embracing digital marketing and localization strategies, Taiwanese cuisine can adapt more flexibly to the market. Collaborating with local social media platforms and influencers can enhance brand visibility and attract the attention of younger consumers.

Diversified Business Models
Exploring small-format stores and delivery-only models could reduce operating costs and adapt to new consumption scenarios. By focusing on affordability, brands can cater to the needs of a market experiencing consumption downgrades, designing more flexible products and services.

Conclusion: Reflection in the Tide of Time

The rise and fall of Taiwanese cuisine is a microcosm of its era. From the peak of its popularity to its current challenges, its story is both glorious and thought-provoking. For these brands, rediscovering the alignment between culture and market, while embracing innovation, may be the only path to reclaiming their former glory.

照片:DALLE3