茶咖加盟：从“印钞机”到“苦战”

Core Insights - The tea and coffee industry, represented by leading brands like Mixue Ice City and Luckin Coffee, has experienced rapid expansion, creating a consumer frenzy, but the profitability of franchise operations is declining as competition intensifies and growth slows [1][2] Industry Overview - The franchise model, once seen as a guaranteed profit-making venture, is now facing significant challenges, with many franchisees realizing that making money is not as easy as previously thought [2][3] - The tea and coffee market in China is projected to grow, with the tea market size reaching 618.1 billion yuan in 2023 and expected to hit 664.6 billion yuan in 2024, while the ready-to-drink tea market is anticipated to maintain a compound annual growth rate of 25.9% over the next five years [5][6] Franchise Challenges - Franchisees are facing increasing operational costs and market saturation, leading to a rise in store closures. For instance, in 2024, the number of new tea shops is expected to be 127,700, while closures may exceed 140,000, indicating a troubling trend of more closures than openings [3][4] - Notable brands like Nayuki Tea and NOWWA Coffee are experiencing significant store closures, with Nayuki closing 157 stores in just the first 11 months of 2024, a threefold increase compared to previous years [4] Market Dynamics - The shift from rapid expansion to a more rational approach in the tea and coffee industry reflects a necessary transition from a focus on quantity to quality and sustainability in operations [8] - The average payback period for franchisees has extended, with some reporting delays of up to 12.5 months beyond the expected 5.5 months, indicating increased financial pressure on franchise operators [8]