喜茶未回应老将离职报道 低价赛道卷不动重拾高端策略

Core Viewpoint - Heytea is undergoing a significant leadership change with the departure of long-time executive Ziyu and the appointment of Wang Xiaodong, signaling a strategic shift back to a high-end brand positioning after a period of targeting the mass market [1][2]. Group 1: Leadership Changes - Ziyu, the former Vice President of the brand, left the company at the end of July after a decade-long tenure [1]. - Wang Xiaodong, previously the CEO of GENTLE MONSTER in China, has been appointed as the new Vice President, indicating a focus on high-end design and branding [1]. - The management team has seen significant turnover, with several executives leaving due to disagreements with the founder or inability to adapt to the company culture [1]. Group 2: Strategic Shift - Heytea is returning to its high-end roots after initially shifting towards the mass market in 2021, which diluted its premium brand image [2]. - The company has announced a refusal to engage in price competition and has halted its franchise operations, aiming to avoid homogenization in the market [2]. - New product offerings have been introduced with prices ranging from 20 to 25 yuan, reflecting a return to higher pricing strategies [2]. Group 3: Market Positioning - Heytea's stores are primarily located in first-tier and new first-tier cities, maintaining a direct sales model [2]. - The company has over 100 overseas stores, focusing on high-potential core business districts for its international expansion [2].