Closure of All Beijing Branches of Chen He's Xianhezhuang: Only 20% of Stores Remaining from its Peak

The 'short-lived' curse of celebrity-owned restaurants strikes again as all Beijing branches of Xianhezhuang, founded by actor Chen He, have shut down.

This comes after a series of events, including franchisee disputes and Chen He's withdrawal as a shareholder, which led to a contraction of stores in various cities. Initially, Xianhezhuang's first store in Beijing gained instant popularity as a trendy spot frequented by numerous celebrity guests, with Chen He leading the way.

Currently, Xianhezhuang has a total of 238 stores nationwide, with 215 in operation and 23 temporarily closed. The majority of stores are located in third- and fourth-tier cities. This represents a significant decrease compared to the peak store count, with only about 20% remaining.

The notion of short-lived celebrity-owned restaurants has been persistent, often revealing operational shortcomings once the celebrity allure fades away. In terms of long-term brand development, relying solely on the halo effect of celebrities is insufficient. Emphasizing brand management is the path to sustainable success.