昔日奶茶排队王，年轻人不想陪它演戏了

Core Viewpoint - The article discusses the decline of the once-popular tea brand, Chayan Yuese, in the competitive tea beverage market, highlighting its struggles with customer retention and brand perception as consumer preferences shift towards convenience and simplicity [3][5][46]. Group 1: Brand History and Initial Success - Chayan Yuese opened its first store in Changsha in December 2013, gaining popularity with its unique branding and poetic drink names [6][8]. - The brand differentiated itself by using fresh milk and original tea, appealing to consumers with a relatively affordable average price of 15 yuan per cup compared to competitors [7][8]. - The brand's early success was bolstered by loyal fans and social media buzz, leading to significant foot traffic and national curiosity [9][12]. Group 2: Current Challenges - Chayan Yuese has faced increased competition from brands like Cha Bai Dao, Mi Xue Bing Cheng, and Gu Ming, which have expanded rapidly while Chayan Yuese has been slower to grow outside its home market [3][26]. - The brand's long wait times and complicated ordering process have frustrated consumers, leading to a decline in its once-loyal customer base [4][22][38]. - Recent product changes and the introduction of seasonal items have not resonated well with loyal customers, causing dissatisfaction [24][46]. Group 3: Market Position and Future Outlook - Despite still being profitable, with a reported net profit of approximately 500 million yuan from 732 stores in 2023, Chayan Yuese's market presence has diminished compared to its peak [18][30]. - The brand has begun to expand more aggressively, opening 266 new stores in 2024, primarily in new first-tier cities, but has yet to enter major markets like Beijing and Shanghai [30][31]. - The brand's recent marketing strategies and product offerings have not generated the same level of excitement as in the past, indicating a need for a renewed approach to attract consumers [32][52].