喜茶大量关店背后：新茶饮收支失衡待解

Core Insights - Heytea, once a benchmark for high-end tea drinks, is undergoing unprecedented strategic contraction, with a net decrease of 680 stores year-on-year, bringing the total to 3,930 by October 2025 [1] - The company has shifted from explosive growth in franchise stores in 2023 to announcing a halt on new franchise recruitment in 2025, emphasizing a return to product essence rather than scale [1] - The strategic shift reflects a broader industry challenge for mid-to-high-end brands in balancing brand integrity, rapid expansion, and profitability [1] Franchise Model Challenges - Heytea's franchise model, initiated in November 2022, aimed to expand into lower-tier cities but has revealed core contradictions, particularly in maintaining quality standards while pursuing efficiency and profitability [2][3] - Franchisees face high material costs, with Heytea's supply prices approximately 40% above market rates, leading to profitability issues as average sales volumes decline [3] - The company's strict operational management and quality control measures have increased costs for franchisees, complicating the sustainability of the franchise model [2][3] Market Position and Competition - Heytea's high-end brand positioning conflicts with its strategy to penetrate lower-tier markets, leading to intensified competition with other brands in the same price range [4] - The company has attempted to lower prices to compete, but this has resulted in reduced profit margins without a corresponding decrease in operational costs [5] - The overall market for new tea drinks is slowing, with growth rates dropping to 15%-20%, prompting a shift from aggressive expansion to refined operations [6] Strategic Refocus - In February 2025, Heytea announced a pause on new franchise applications, citing the need to address issues stemming from previous blind expansion and price wars that led to market saturation [6] - The company is now focusing on product innovation and enhancing customer experience, with plans to open larger stores that reflect its brand identity [6] - Heytea has also expanded its overseas presence, with over 100 international locations, although it faces challenges in supply chain management and local market adaptation [7][8]