Core Insights - The core point of the article is that Heytea has experienced significant growth in store numbers but is now facing challenges with its franchise model, leading to a strategic shift towards maintaining quality and high-end positioning while managing franchisee pressures [1][9][29]. Expansion and Franchise Strategy - Heytea's store count increased from under 900 to over 3200, with more than 2300 being franchise stores, marking a successful phase in its franchise strategy [1]. - The franchise model was initiated in November 2022 to expand into more markets [2]. - However, the expansion faced difficulties, leading to a suspension of the franchise business in February 2023 and franchisees expressing the need for more support from the brand [3][19]. Store Closures and Challenges - Over the past year, Heytea closed more than 650 stores, indicating a high closure rate within the industry [4][6]. - The reasons for store closures include contract expirations and poor performance, with franchisees facing significant pressure due to high standards and a competitive market [6][10]. - Monitoring data shows a rapid shift from expansion to contraction, with a net closure of 680 stores projected by October 2025 [9][10]. Franchisee Experience and Pressure - Franchisees report high entry costs and operational pressures, with some considering not to renew contracts due to financial strains [12][19]. - The operational demands from Heytea, including strict adherence to quality standards, have led to high turnover rates among employees, further complicating franchisee operations [17][19]. Market Position and Competition - Heytea's market position has weakened compared to competitors, with other brands like Mixue and Gu Ming rapidly expanding their store counts [24][25]. - The company is exploring alternative expansion strategies, including smaller store formats and international markets, to maintain its brand quality while adapting to market conditions [26][28]. High-End Positioning and Product Strategy - Heytea aims to return to a high-end market position, focusing on product quality and customer experience, despite the challenges of competing in a price-sensitive market [29][33]. - The company has introduced new products with high-quality ingredients, but faces difficulties in maintaining premium pricing due to market competition [34][36]. - The brand's commitment to high standards is evident in its operational practices and product offerings, although achieving this in a competitive landscape remains challenging [39].
一年关店超600家：重回高端的喜茶，艰难前行的加盟商
3 6 Ke·2025-12-17 11:53