月薪2万-7万，茶颜悦色在北上深密集招人，公司回应“外拓”传闻：常规人员储备

Core Viewpoint - The recent recruitment activities by the parent company of Cha Yan Yue Se in Beijing, Shenzhen, and Shanghai have sparked speculation about potential market expansion into North China, South China, and East China, although the company claims this is part of routine personnel reserves [1][14][16]. Group 1: Recruitment and Market Expansion - Cha Yan Yue Se is hiring for various positions in Beijing, Shenzhen, and Shanghai, with salaries ranging from 15,000 to 75,000 yuan, indicating a focus on brand, content, market, and technical roles [3][6][18]. - The company has stated that any new store opening plans will be communicated through its official channels, emphasizing that current hiring is for routine personnel reserves [1][14][20]. - There is speculation about a new creative studio being established in Shanghai, aimed at attracting professional talent and gathering creative inspiration, rather than immediate store openings [20][22]. Group 2: Company Growth and Competition - Established in 2013, Cha Yan Yue Se has only expanded to four provinces with approximately 758 stores, while competitors like Bawang Tea and Mixue Ice City have rapidly expanded to over 7,000 and 10,000 stores respectively [8][21][24]. - The company has been cautious in its expansion strategy, with a history of slow growth due to its direct sales model and concerns over product quality and supply chain management [9][21][22]. - Recent reports indicate that several investment firms have exited their stakes in Cha Yan Yue Se, returning control to the founding team, which may impact future growth and expansion plans [10][22][24]. Group 3: Industry Landscape - The new tea beverage market has undergone significant changes, with many competitors adopting franchise models for rapid expansion, while Cha Yan Yue Se has maintained a direct sales approach [12][24]. - Major competitors have successfully gone public and leveraged capital for global expansion, contrasting with Cha Yan Yue Se's more cautious approach to growth and potential IPO plans [12][22][24]. - The company is exploring new growth avenues, including retail and product diversification, but these efforts are currently limited to the Changsha area [11][23].