9.9元一颗的“粘牙糖”？乐乐茶致歉背后，是扩张狂奔下的品控失守？

Core Viewpoint - Lele Tea's new product "Apple Sugar" series has faced quality controversies, leading to significant consumer backlash and raising concerns about the brand's operational stability during its expansion phase [1][2]. Consumer Feedback and Official Response - Consumers reported various issues with the "Apple Sugar" series, including inadequate sugar coating, apples not being coated, and discrepancies between product appearance and promotional images [3][4]. - The official apology from Lele Tea acknowledged these issues but raised doubts about the sincerity and effectiveness of their corrective measures, as the products were quickly put back on shelves without thorough public verification [4]. Quality Control and Expansion Challenges - The quality issues highlight vulnerabilities in Lele Tea's product control, particularly as the brand has aggressively expanded through a franchise model since late 2022 [5][9]. - Despite plans to increase the number of stores to 700 by 2025, the actual number of operational stores has declined from a peak of 546 in June 2024 to 425 by October 2025, indicating challenges in maintaining growth [5][9]. Industry Context and Implications - The incident reflects broader challenges in the new tea beverage industry, where rapid franchise expansion often leads to quality control issues, as seen with other brands like Shuyi Burnt Xian Cao and Mixue Ice City [10][11]. - The market is shifting towards a focus on product quality and cost-effectiveness, with leading brands enhancing supply chain management and quality standards to maintain competitiveness [10]. - For Lele Tea, addressing the balance between expansion and quality assurance is crucial for sustainable growth, as repeated quality issues can damage consumer trust and brand reputation [11].