走自己的路，喜茶不再盲目？

Core Viewpoint - Heytea, known for its cheese tea, quickly gained popularity in the beverage industry but has faced challenges due to price wars and a decline in brand appeal [2][35]. Group 1: Market Position and Strategy - In December 2025, Heytea had 3,883 operating stores, a decrease of over 500 compared to the previous year, indicating a contraction in its market presence despite strong consumer demand [4][21]. - The decision to open franchises in November 2022 marked a significant shift from its previous self-operated model, aimed at maintaining a high-end brand image [5][22]. - By the end of 2023, Heytea's store count exceeded 3,200, with 2,300 being partner-operated, reflecting a move towards a more mainstream market [7][24]. Group 2: Challenges and Responses - The rapid expansion through franchising has led to quality control issues, with reports of inconsistent product quality across different locations [8][25]. - In February 2025, Heytea announced a strategic shift to focus on brand differentiation and paused new franchise applications, recognizing the negative impact of price competition on consumer perception [9][26]. - The company has reduced its collaboration efforts, with the number of partnerships dropping from 14 in 2024 to 5 in 2025, and is focusing on unique product offerings like "super plant tea" [12][28]. Group 3: Future Outlook - The introduction of new quality standards for tea beverages in 2026 is expected to benefit Heytea, which has already positioned itself for a focus on quality and health [30][31]. - Despite the shift back to a high-end focus, the company faces challenges in maintaining profitability and expanding its market share in a competitive landscape [33][34]. - Heytea has also increased its international presence, with over 100 overseas stores by August 2023, indicating a strategy to diversify its market reach [34].