Core Viewpoint - The rapid expansion of the tea brand Jasmine Milk White has raised food safety concerns, highlighting management vulnerabilities that need to be addressed to maintain consumer trust and brand integrity [1][5][6]. Expansion and Management Issues - Jasmine Milk White has opened over 1,000 stores nationwide and more than 10 overseas since its first store in Shenzhen in 2021, indicating a significant growth trajectory [5][6]. - The brand's expansion strategy includes a shift to a franchise model, which has contributed to its rapid growth [6]. - Recent food safety incidents, including a consumer finding a plastic bag in their drink, have prompted the brand to close the affected store for rectification and to enhance operational oversight across all locations [5][7]. Consumer Trust and Brand Image - The food safety issue has sparked discussions on social media, with mixed consumer reactions regarding the brand's response and the need for thorough quality control [5][8]. - Experts suggest that Jasmine Milk White must implement strict internal reforms, improve employee training on food safety, and enhance communication with consumers to rebuild trust [7][9]. Market Context and Future Strategies - The tea beverage market in China is becoming increasingly competitive, with brands needing to differentiate themselves to survive in a saturated market [8]. - Industry forecasts predict that the new-style tea market will maintain stable growth, potentially exceeding 400 billion yuan by 2028 [8]. - To thrive amidst competition, Jasmine Milk White should focus on quality control, product innovation, and establishing a robust brand reputation [9].