recentlyAmison Coffee, the largest well-known chain coffee chain in Thailand, has released an emailA farewell letter announcing a temporary departure from the Chinese market.

Amison Coffee fromEstablished in 2002, it is a coffee brand under Thai National Petroleum (Volkswagen) Co., Ltd.National Petroleum(Volkswagen) Co., LtdIt is the largest state-owned energy company in Thailand, utilizing its extensive gas station network advantage to make Amison Coffee a part of the gas station network. By providing coffee and fast food services to customers, it enhances the service function of gas stations.

At the same time, the customer flow of Amison Coffee has gradually increased, and its popularity in Thailand is constantly increasing, gradually becoming one of the favorite coffee shops visited by many Thai people.

On September 26, 2019, the 2924th global branch of Amison Coffee arrived at the Zhuxi Sinopec gas station in Nanning, Guangxi, marking the official opening of its first store in China.In the three years since arriving in China, Amison Coffee has vigorously expanded its market and actively sought franchisees and agents in China. It has also planned to open stores in Beijing, Shanghai, and other major cities in China.But in the end, Amison Coffee only landed in two cities in China and has accumulated popularity13 stores, including 12 in Nanning, Guangxi and 1 in Wuhan, Hubei.

Although Amazon's tailored layout approach is not wrong, the fierce competition in the Chinese coffee market may have been unexpected. With strong marketing capabilities and price advantages, Luckin Coffee has almost spread throughout the streets and alleys of China, successfully occupying the fast-moving consumer coffee market in China with a dense number of stores. Starbucks, which is positioned for a high-end experience and focuses more on service and quality, has occupied the other end of the Chinese coffee market.

In contrast, Amison Coffee does not have many advantages that can surpass these two major coffee brands. Compared to Luckin Coffee, Amison Coffee has almost no price advantage, and many drinks are priced almost like Starbucks. And, after trying a few drinks, I found that many of them are common"Too sweet" and "quite greasy", with a taste more inclined towards Southeast Asia, may not be suitable for many Chinese people to drink.

Under various factors, Amison Coffee has gradually closed many stores in China, and now Nanning is only left with traditional gas stations and service areas3, all other commercial districts are closed.

A failure in China, which is the most fiercely competitive coffee market globally, may provide More thoughts on the future path of globalization for Amison Coffee.