国风神话破灭，网红奶茶鼻祖茶颜悦色为何频频翻车？

Core Viewpoint - The article discusses the decline of the popular tea brand Cha Yan Yue Se, highlighting its recent plagiarism controversies and the impact on its brand image and customer loyalty [4][6][16]. Group 1: Rise and Fall of Cha Yan Yue Se - Cha Yan Yue Se gained immense popularity after its first store opened in Changsha in 2013, becoming a new attraction with its unique branding and product offerings [5][31]. - At its peak, customers would travel long distances and wait for hours to purchase its products, leading to a secondary market where prices soared to 200 yuan for a single drink [5][6]. - The brand's recent collaboration with the Shanghai Rainbow Chamber Choir faced accusations of plagiarism, resulting in a rapid decline in its reputation [2][8][13]. Group 2: Plagiarism Controversies - The plagiarism allegations began on August 23, when multiple original creators accused Cha Yan Yue Se of copying their designs for a new product [7][8]. - The company publicly apologized on August 24, acknowledging unauthorized use of original works and promising to rectify the situation [13][14]. - This incident marks the second public apology for plagiarism within 50 days, following a previous issue related to a snack packaging design [17][21]. Group 3: Brand Image and Market Position - The brand's image as a "national style original" has been tarnished, leading to a loss of core customers [16][37]. - Cha Yan Yue Se has faced multiple controversies over the years, including accusations of sexism and poor employee treatment, which have contributed to its declining reputation [22][25]. - The competitive landscape has intensified, with rivals offering lower-priced products and more convenient purchasing options, further eroding Cha Yan Yue Se's market position [33][34]. Group 4: Business Strategy and Future Outlook - Despite expanding its store count to nearly 1,000, the brand struggles to keep pace with competitors like Bawang Chaji and Mixue Bingcheng, which have significantly more locations [31][32]. - The company is attempting to diversify its product offerings beyond tea, including snacks and lifestyle products, but faces challenges in innovation and customer engagement [36][37]. - Future plans for an IPO remain uncertain, with no clear timeline provided by the company [36].