4年时间门店从0增至960家，全国开店的零食品牌，如今陷入闭店争议！官方回应：主动放缓是策略，不是叫停加盟

Core Viewpoint - The discount retail chain Haotemai is facing store closures in multiple cities, with new franchise opportunities being halted in some areas, indicating a significant slowdown in its expansion plans [1][2]. Group 1: Store Closures and Franchise Halts - Consumers have reported that Haotemai is closing stores in major cities such as Guangzhou, Changsha, Hangzhou, and Beijing, with a notable reduction in new store openings planned for 2025 [1]. - Haotemai claims that the closures are a normal operational choice by franchisees or direct stores, with an overall closure rate of less than 5% for the year [2]. - Internal sources indicate that closures are primarily due to issues like high rental costs, lease expirations, and poor performance of certain stores [2]. Group 2: Company Background and Expansion - Established in 2020, Haotemai has rapidly expanded, opening nearly 1,000 stores within four years and securing five rounds of financing from various investors [3]. - By April 2023, Haotemai had over 500 stores across 32 cities and aimed to add approximately 50 new stores monthly, targeting 100 cities by the end of the year [7]. - As of December 18, 2025, the number of Haotemai stores is approximately 954, indicating a significant slowdown in growth [7]. Group 3: Competitive Landscape and Pricing Issues - The discount snack market has become increasingly competitive, with major players like Meituan, JD.com, and Hema entering the space, putting pressure on Haotemai's market position [7]. - Many of Haotemai's snack prices are reported to be similar to those in regular supermarkets, diminishing its competitive edge [8]. - Consumer complaints regarding product quality have surfaced, with reports of expired or spoiled items being a significant concern [10]. Group 4: Product Diversification and New Ventures - In response to competition, Haotemai has increased its beauty product offerings, with the SKU proportion rising from 10% to 14% and revenue share from 11% to 15% between 2020 and 2024 [14]. - Haotemai has also ventured into the warehouse discount sector, opening its first super warehouse in Nanjing in November 2024, expanding its product range to include clothing, beauty, and luxury items [16].