4月底华南首店落地深圳，茶颜悦色称坚持直营不加盟

Core Viewpoint - The company, Cha Yan Yue Se, has confirmed its entry into the South China market by opening its first store in Shenzhen by the end of April 2026, emphasizing a direct operation model without franchise plans [2][3]. Group 1: Market Entry Strategy - The first store in South China will be located in Shenzhen, marking the brand's first permanent presence in the city after previous temporary locations [3]. - The company has over 1,000 stores nationwide, and its established direct operation and quality control systems will be replicated in the Shenzhen store [3]. - A local research team has completed field studies in Shenzhen, and customized local content is being developed to meet local consumer demands [3]. Group 2: Leadership and Strategic Planning - Pan Pan, who joined the company in April 2024, continues to serve as the strategic leader, bringing experience from investments in consumer brands like Baiguoyuan and Nayuki [5]. - The entry into Shenzhen is viewed as a significant step in the company's strategy to expand from regional to national presence and engage with capital markets [5]. - The company is seen as a slower mover compared to competitors who have rapidly expanded and entered capital markets, making this entry a critical test of its direct operation model in first-tier cities [5]. Group 3: Industry Context - The industry growth rate has declined from 6.4% in the first three quarters of 2025, with leading brands slowing down, raising questions about how Cha Yan Yue Se is managing to break through this trend [5].