人民财讯11月22日电，三只松鼠（300783）11月22日在互动平台表示，首家生活馆从6月份开业至今市 场反应良好。未来公司将持续打磨店型，纵深供应链，并率先以安徽为重点，有序开展拓店计划。 ...

Core Viewpoint - The company Xiangpiaopiao is set to open its first national store in Hangzhou, marking a significant step in its offline retail strategy amidst a challenging performance landscape [1][4]. Group 1: Store Opening and Strategy - Xiangpiaopiao's first national store is located in Hangzhou's Joy City, surrounded by various competing tea brands [1][3]. - The store aims to provide a space for brand experience and consumer interaction, while also collecting market feedback to enhance product development [4]. - The company has previously experimented with pop-up stores, including a "Yuan Ye Tea House" in Chengdu and a "Global First Store" in Hangzhou, focusing on user feedback and operational experience [5]. Group 2: Financial Performance - Xiangpiaopiao has faced fluctuating financial results, with revenues of 31.28 billion, 36.25 billion, and 32.87 billion from 2022 to 2024, showing growth rates of -9.76%, +15.90%, and -9.32% respectively [7]. - The company reported a revenue of 10.35 billion in the first half of 2025, a decline of 12.21%, with a net profit of -0.97 billion, indicating a loss [8]. - The latest quarterly report for 2025 shows revenues of 16.84 billion, down 13.12%, and a net profit of -0.89 billion, continuing the trend of losses [8]. Group 3: Business Segments - The company operates two main business segments: brewing products and ready-to-drink products, with the latter showing growth potential [7][10]. - The ready-to-drink segment, led by Meco fruit tea, achieved an 8.03% year-on-year growth in the first half of 2025, contributing over half of the company's revenue [10]. - In the third quarter of 2025, the ready-to-drink segment's revenue grew by 3.92% to 8.33 billion, while the brewing segment saw a decline of 25.96% to 8.22 billion [11].

Core Viewpoint - The company, Xiangpiaopiao, is opening its first physical store in Hangzhou amidst declining performance, aiming to enhance brand experience and collect market feedback, but faces challenges in competing with established brands in the beverage sector [2][5][6]. Group 1: Store Opening and Strategy - Xiangpiaopiao is preparing to establish a physical store in Hangzhou, which will serve as a space for brand experience and consumer interaction, while also gathering market feedback for product development [5]. - The company has previously experimented with pop-up stores to promote new products, such as the "original leaf fresh milk tea" and Meco juice tea, which generated significant consumer interest [5][6]. - Despite the excitement around pop-up events, consumer experiences have been criticized for not meeting expectations, with long wait times leading to dissatisfaction [6]. Group 2: Financial Performance - In the previous year, Xiangpiaopiao reported revenue of 3.287 billion yuan, a year-on-year decline of 9.32%, with net profit dropping by 9.67% to 253 million yuan; the brewing business, a key revenue driver, saw a significant decline of 15.42% to 2.271 billion yuan [7]. - In the first half of this year, the company's revenue structure shifted, with ready-to-drink products, primarily Meco juice tea, generating 591 million yuan, surpassing brewing products for the first time [7]. - However, the shift to ready-to-drink products, which have lower profit margins, has increased operational pressure, leading to a net loss of approximately 97.39 million yuan in the first half of the year, a dramatic year-on-year decline of 230.13% [9].