Core Viewpoint - The company, Cha Yan Yue Se, is set to open its first store in South China in Shenzhen by the end of April 2026, confirming its commitment to expanding in this market [1][3]. Group 1: Market Expansion - Cha Yan Yue Se will establish its first permanent store in Shenzhen, marking its first regular tea shop in the city after previous temporary locations [3]. - The company has confirmed that it will operate under a fully direct sales model and will not offer franchise opportunities at this time [3]. - The brand currently operates over 1,000 stores nationwide, indicating a robust direct operation and quality control system that will be replicated in the Shenzhen store [3]. Group 2: Local Adaptation - To cater to local consumer needs, Cha Yan Yue Se has formed a city exploration team that completed on-site research in Shenzhen in early February [3]. - The company is developing localized marketing materials and limited edition products specifically for the Shenzhen market, with designs and prototypes already in progress [3]. Group 3: Strategic Leadership - The strategic leader of Cha Yan Yue Se, Pan Pan, who joined the company in April 2024, continues to play a crucial role in the brand's strategic direction [5]. - Pan Pan has a background in investment and capital operations, having previously worked with successful consumer brands, which positions him well for guiding Cha Yan Yue Se's market expansion and capital market engagement [5]. - The move to Shenzhen is seen as a significant step in the brand's strategy to transition from regional to national presence, as well as a test of the direct sales model in a first-tier city [5].

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].