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 applications being halted in some areas, indicating a significant slowdown in its expansion plans [1][2]. Group 1: Store Closures and Business Strategy - Haotemai is reportedly closing stores in major cities such as Guangzhou, Changsha, Hangzhou, and Beijing, with a projected reduction in new store openings to only a few dozen by 2025 [1][3]. - The company claims that the closure of stores is a normal operational choice by franchisees or direct stores, with an overall closure rate not exceeding 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 Growth and Competition - Founded in 2020, Haotemai has rapidly expanded, opening nearly 1,000 stores within four years and securing five rounds of financing from various investors [3]. - As of December 18, 2025, the number of Haotemai stores is approximately 954, showing a noticeable slowdown in growth [3]. - The competitive landscape has intensified with major players like Meituan, JD.com, and Hema entering the discount snack market, increasing pressure on Haotemai's survival and growth [3]. Group 3: Product Pricing and Quality Issues - Haotemai's pricing for several snack products has lost its competitive edge, with prices comparable to those in regular supermarkets [4]. - Consumer complaints regarding product quality have surged, with reports of moldy and expired snacks being common on complaint platforms [6][10]. Group 4: Product Line Expansion - In response to competition, Haotemai has increased its focus on beauty products, with the SKU proportion rising from 10% to 14% and revenue share from 11% to 15% between 2020 and 2024 [11]. - The company has also ventured into the warehouse discount sector, opening its first super warehouse in Nanjing, which offers a wider range of products, although this model currently serves as a supplement to its main business [11].