Group 1: New Tea Beverage Industry Trends - In April 2023, 26 new tea beverage chain brands opened 1,857 new stores, a month-on-month increase of 25.05%, but a year-on-year decrease of 34.22% [1] - The total number of existing stores reached 112,252, with an increase of 1,569 stores compared to the previous month [1] - Despite the increase in store openings compared to March, many brands adopted cautious expansion strategies, with brands like Heytea and Naixue's Tea seeing a 90% reduction in year-on-year openings [1] Group 2: Expansion of Naixue's Tea - Naixue's Tea opened its 8th store in Southeast Asia at CENTRAL FESTIVAL in Chiang Mai, Thailand, generating nearly 3.5 million Thai Baht (approximately 770,000 RMB) in its first month [2] - The store is located in a prime area of a luxury shopping center, attracting over 20,000 visitors daily and offering nearly 50 types of tea and baked goods [2] Group 3: Tea Talk's International Expansion - Tea Talk's first store in Vancouver, Canada, has begun trial operations, selling nearly 1,000 cups in half a day [3] - This store is the brand's sixth in Canada, following five locations in Toronto, and features a menu similar to its domestic offerings [3] - The brand is accelerating its overseas expansion, with plans for stores in the US, Europe, Australia, and New Zealand [3] Group 4: Investment in Traditional Tea Brands - Dongshi Grandma's Handmade Tea completed a multi-million yuan Series B financing round, which will be used for supply chain development, regional market expansion, and product innovation [4] - The brand, established in October 2022, aims to promote Chinese tea culture by blending Taiwanese and Guangxi characteristics [4] Group 5: New Product Launch by Heqi Zheng - Heqi Zheng is set to launch a new series of health waters, including flavors like red date and goji berry water, red bean and barley water, and licorice and dried tangerine peel water [6] - The health water market is competitive, with major brands like Master Kong and Uni-President already established in this space [6] - The market for Chinese health waters has grown from 10 million yuan in 2018 to 450 million yuan in 2023, with expectations to exceed 10 billion yuan by 2028 [6]

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].