徒手拌奶茶、高含咖啡因，霸王茶姬真让人上头

Core Viewpoint - The incident involving a staff member of Bawang Chaji preparing tea in an unsanitary manner has led to a significant trust crisis regarding food safety for the brand, despite the company's rapid expansion and unique positioning in the market [2][11][28]. Group 1: Incident Overview - A viral video showed a Bawang Chaji employee preparing tea without gloves or masks, leading to public outrage and scrutiny of the brand's food safety practices [1][4][5]. - The company quickly announced measures in response to the incident, including the indefinite closure of the involved store and the dismissal of the employee [11][10]. - Despite the company's claims that the incident was an isolated case, there are concerns about systemic food safety issues within the brand [16][19]. Group 2: Business Performance and Challenges - Bawang Chaji has experienced a decline in single-store GMV for seven consecutive quarters, raising questions about its ability to balance rapid expansion with food safety and profitability [2][24]. - The brand's aggressive expansion strategy has resulted in over 7,338 stores by Q3 2025, but this has led to increased competition and reduced profitability per store [22][24]. - The total GMV for Bawang Chaji was approximately 79.3 billion, down from 83.01 billion the previous year, indicating a significant drop in sales despite the increase in store numbers [24]. Group 3: Market Position and Competitive Landscape - Bawang Chaji's rapid growth has outpaced competitors like Heytea and Nayuki, but this has also resulted in high store density and intense competition in key markets [22][26]. - Other leading tea brands are slowing their expansion, contrasting with Bawang Chaji's aggressive growth strategy, which may lead to sustainability issues in the long run [26][27]. - The brand's high caffeine content in its products has also sparked consumer concerns, further complicating its market position [19][20]. Group 4: Operational and Management Issues - The company faces challenges in maintaining food safety standards across its franchise network, with reports of unsanitary practices and customer complaints about product quality [19][25]. - Bawang Chaji's franchise model, which accounts for over 80% of its stores, raises questions about the effectiveness of its management and oversight of franchisees [25][24]. - The need for a robust franchise management system is critical to prevent hygiene issues and service disputes, which could undermine the brand's reputation [25][28].