又一知名品牌全面闭店，今年茶饮生意有多难？

Core Viewpoint - The sudden closure of PinkShake, a popular milk drink brand in Shanghai, reflects a broader trend of rapid brand failures in the beverage industry, highlighting the challenges faced by many once-thriving brands in a competitive market [1][2][4]. Company Summary - PinkShake opened its first store in Shanghai on June 1, 2024, and gained popularity with innovative product offerings and marketing strategies, including a focus on lactose-intolerant consumers [2]. - Despite initial success, the brand abruptly closed all its stores nationwide, with reports indicating management issues, unpaid employee salaries, and unresolved debts to suppliers and landlords [2][3]. - The brand's peak performance included long wait times for orders and significant monthly revenues per store, yet it faced a sudden downfall [3]. Industry Summary - The beverage industry is experiencing a brutal shakeout, with numerous brands, including those with hundreds or thousands of stores, disappearing or significantly downsizing [4][10]. - Notable examples of brands that have failed or shrunk include Yuan Zhen Zhen, Sevenbus, and He Zai Nei Xiao Juan Cun, which once thrived but have since closed most of their locations due to various challenges [5][6][7]. - The industry has seen a net decrease of 33,870 stores over the past year, indicating a significant contraction in the market [10]. - The trend suggests that rapid expansion does not guarantee sustainability, as many brands that once thrived have fallen victim to market pressures and changing consumer preferences [12][15]. Key Challenges - The industry is moving from a phase of rapid growth to a more mature market, where scale does not equate to safety, and brands must focus on quality and operational efficiency rather than mere expansion [13][15]. - Many brands have struggled with high pricing strategies, failing to compete with lower-priced alternatives while also lacking the quality to justify their costs [17]. - The importance of supply chain efficiency, product innovation, and refined operations is emphasized as essential for survival in a high-closure-rate environment [18].