全国首店！喜茶将在广州开出新店型

Core Insights - The article discusses the opening of a new store format by Heytea in Guangzhou, which emphasizes craftsmanship and aims to explore new possibilities in tea [1][11][19]. Group 1: New Store Format - Heytea is set to open its first "craft" store in Guangzhou, moving away from its traditional bright style to a rustic design featuring wooden elements and vintage furniture [11][12]. - The store's decor includes clear signage highlighting the focus on craftsmanship, with phrases like "reimagining craftsmanship" and "good craftsmanship, take it slow" [13][14]. - Currently, the store is under renovation, and specific details regarding its product offerings and design have not yet been disclosed [16]. Group 2: Market Positioning and Strategy - The new store format is part of Heytea's strategy to innovate in tea craftsmanship and enhance the customer experience, potentially offering limited handmade specials and ingredient sourcing displays [19][20]. - This initiative is not Heytea's first attempt at entering the high-end market; a previous "handcrafted" store opened in Shenzhen in September 2021 but was closed the following year due to high pricing and operational costs [25][32]. - The company aims to optimize its high-end offerings based on past experiences, indicating a strategic shift towards enhancing brand competitiveness through differentiated store formats [34][51]. Group 3: Store Network and Brand Strategy - As of January 2023, Heytea operates 3,846 stores across 313 cities, with 842 stores in Guangdong, making it the most densely populated area for the brand [37]. - The company has been adjusting its store types, with a focus on standard inspiration stores, customized DP stores, LAB innovation flagship stores, and tea house stores targeting premium tea experiences [39][40]. - In 2022, Heytea announced a shift from a direct sales model to franchising, which led to challenges in brand consistency and quality control [43]. - A strategic pivot was made in February 2025 to focus on user value and brand essence, resulting in a reduction of store numbers from 4,610 to 3,930 within a year [45][46].