扩张集体放缓，新茶饮第一梯队踩下急刹车

Core Insights - The leading new tea beverage brands, represented by Heytea, are experiencing a significant slowdown in expansion, with a notable decrease in the number of stores from 4,610 in October 2024 to 3,930 by October 2025, resulting in a net closure of 680 stores within a year [2] - The challenges faced by franchisees include high operational costs, particularly due to the expensive raw materials and short shelf life of fresh ingredients, which contribute to profitability pressures [8][9] - The competitive landscape is shifting, with brands like Bawang Chaji rapidly expanding through a "big single product" strategy, yet also facing challenges related to market saturation and product innovation [9][10] Group 1: Expansion Trends - Heytea's franchise model, which previously allowed for rapid expansion, has now hit a brake, with the company halting new franchise applications as of February 2023 [4] - The number of operational stores for Heytea as of December 29, 2023, is reported at 3,883, consistent with the previous year's figures, indicating a plateau in growth [2] - Naixue's Tea is also seeing a reduction in store numbers, with operational stores at 1,570, down from 1,798 at the end of 2024 [2] Group 2: Franchisee Challenges - Franchisees are facing tough decisions regarding store renewals, with additional renovation costs required for upgrades, leading to closures due to performance pressures [3] - High raw material costs are a significant burden, with reports indicating that material costs for Naixue's Tea reached approximately 740 million yuan, accounting for 34.1% of total revenue [8] - Franchisees have reported that the cost of materials supplied by brands like Heytea can increase by as much as 40%, further straining profitability [8] Group 3: Product Strategy and Market Positioning - The new product launch frequency has increased significantly for Heytea, with new offerings introduced weekly, but this has led to inventory pressures for franchisees [5] - The pricing strategy is shifting back to the 20-30 yuan range for new products, as brands aim to regain high-end market positioning after a period of aggressive discounting during the delivery wars [11] - The competitive dynamics are evolving, with brands like Bawang Chaji focusing on product innovation while also managing the challenges of high store density in key markets [9][10]