Core Viewpoint - The article discusses the journey of the tea brand ChaHuaNong, highlighting the challenges and strategic shifts faced by the company as it navigates rapid expansion and the need for internal refinement in a competitive market [1][4][35]. Group 1: Company Background and Growth - ChaHuaNong was founded in 2016 with an initial investment of 2 million yuan, opening its first store in Xi'an [4]. - By early 2023, the company expanded rapidly, opening over 100 new stores each month, reaching nearly 900 stores by the end of the year [21][22]. - The brand's growth was influenced by the revival of consumer spending post-pandemic, leading to a surge in franchise interest [19][21]. Group 2: Strategic Shifts and Internal Challenges - In 2024, the company decided to shift focus from expansion to refining internal operations, emphasizing the need to address existing issues [35]. - The founder acknowledged the importance of slowing down to improve operational standards and product quality, especially after facing criticism regarding product consistency [30][32]. - A significant internal restructuring occurred, including the reassessment of franchise approval processes to ensure higher quality in new store openings [26][39]. Group 3: Market Competition and Future Outlook - The tea beverage market has become increasingly competitive, with brands engaging in aggressive pricing strategies [40]. - The company plans to enhance supply chain efficiency, improve store standardization, and explore international expansion, particularly in developed markets [42][43]. - The founder emphasizes the goal of building a brand known for quality and customer experience rather than sheer scale, indicating a long-term vision for sustainable growth [43].