太突然！知名餐饮企业宣布：微信商城停业！近年来已关闭多家线下门店

Core Insights - The well-known restaurant brand Din Tai Fung announced the closure of its WeChat mall by November 30, 2025, due to brand operational adjustments [1][3] - Despite the closure of multiple locations in mainland China, Din Tai Fung plans to reopen a store in Beijing's Kerry Center in March 2026, indicating a potential strategy to regain market presence [2][5][10] Summary by Sections Brand Operations - Din Tai Fung, founded in Taiwan in 1958 and known for its xiaolongbao, has faced challenges in the mainland market, leading to the closure of several stores [2][4] - The brand currently operates 14 stores in major cities like Shanghai, Guangzhou, Shenzhen, and Hangzhou [2] WeChat Mall and Corporate Services - The WeChat mall will cease operations, and corporate group purchasing services will also be terminated, although physical store operations will remain unaffected [3] - The WeChat mall currently has limited product availability, with most items sold out [3] Financial Performance - 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 [3] Market Challenges and Future Plans - The closures in cities like Beijing are attributed to poor operational performance, with a significant number of stores shutting down due to licensing issues [3][4] - Analysts suggest that the return to the Beijing market is driven by the remaining growth potential in the mainland market, despite fierce competition [10] - The brand's recognition as a leading xiaolongbao provider remains strong, providing a foundation for potential recovery [10]