米其林小笼包到底还香不香？鼎泰丰宣告明年重回北京市场后 又宣布将关闭微信商城

Core Viewpoint - The well-known restaurant brand Din Tai Fung is undergoing significant operational adjustments, including the closure of its WeChat store by November 30, 2025, while planning to re-enter the Beijing market in March 2026 after a hiatus of nearly 20 years [1][6][7]. Group 1: Operational Changes - Din Tai Fung's WeChat store will cease operations, and customers must redeem their points by the deadline, or they will expire [1]. - The company will also terminate its corporate group purchasing service, although it claims that offline store operations will remain unaffected [2]. - The brand has seen a reduction in its physical presence in mainland China, with the number of stores dropping to 14 in major cities like Shanghai, Guangzhou, Shenzhen, and Hangzhou [1][3]. Group 2: Market Performance - Despite its popularity overseas, Din Tai Fung has faced challenges in the mainland market, leading to the closure of multiple locations [3][5]. - In the U.S., Din Tai Fung's average store revenue is projected to be $27.42 million in 2024, with total revenue reaching $411.6 million (approximately 2.9 billion RMB), marking a nearly 20% annual growth [2]. Group 3: Future Prospects - The company aims to return to the Beijing market, which is seen as a strategic move to capitalize on the remaining growth potential in the mainland market [7]. - Industry experts believe that Din Tai Fung's brand recognition as a leading "soup dumpling" brand remains strong, providing a foundation for its potential resurgence [8]. - The brand is expected to adapt its business model to better meet the needs of younger consumers and improve cost-effectiveness in its offerings [8].