Half a year after opening, Xicha Tea House has closed three stores?!

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Recently, netizens in Jiangmen found that the happy tea shop opened in Jiangmen Zhongtian Xindi suddenly closed, the equipment in the store was emptied, all the signs at the door had been removed, and there was no longer the scene of attracting local fans to queue up to buy when it opened.

According to the official introduction of Xi Tea, Xi Cha Tea House, inspired by the Song Dynasty Tea House where tea culture prevails, uses extracted tea mechanism tea in the shop, focusing on fresh extracted tea and milk tea. The products sold in the shop are mainly fresh and light "fresh milk tea".

Due to the particularity of Xi Cha Teahouse, many fans will be attracted to try it every time they open a shop in a city. In April this year, when the Xi Tea House was stationed in Jiangmen, the local milk tea lovers came here, and the scene was a sea of people.

However, only in the past six months, the milk tea shop, which has attracted the attention of local consumers, suddenly closed, taking fans by surprise. At the same time, it is also pointed out that this is the first of the 11 stores that have closed down since the tea shop was launched in 2017.

It is worth mentioning that netizens revealed that Huixintiandi Tea House, which also opened in Huizhou Port in April this year, followed suit and closed its shop yesterday. After consulting the official customer service, we also got a reply that the store is currently closed. In addition, Zhongshan netizens posted that Zhongshan Daxin's happy tea teahouse, which opened in June this year, also closed yesterday.

Watching Xicha close its sub-brand stores one after another, many netizens were puzzled by this, saying that the operation evoked their memories of another sub-brand, Xi Xiaocha.

In 2020, Xixiaoca, which emphasizes delicious but not expensive, became a new love for milk tea lovers as soon as it was launched. It is known as inexpensive version of Xicha, and it has more than 20 stores at its peak. When Xi Cha bid farewell to 30 yuan and Guan Xuan lowered the prices of many products, the "own son", who was in conflict with its positioning, lost its existence and closed stores one after another in 2022, becoming a difficult feeling in the hearts of veteran fans.

However, in the view of netizens, although like tea and like small tea are sub-brands, the positioning of the two is different. The Xi Cha Tea House, which focuses on Chinese style, mainly focuses on fresh extracted tea and fresh milk tea, which has its own characteristics and has no conflict with ordinary stores. Therefore, many people say that the existence of the brand will not affect the ordinary stores that like tea, and in theory, the two should be at peace with each other and develop on their own tracks.

However, although Xi Cha Tea House will not conflict with the main brand, and the performance and price of all kinds of products launched by the brand are relatively high, some netizens think that in the current fierce milk tea market, its popularity in the field of fresh milk tea is far lower than that of its other counterparts, greatly affecting its own development.

Some netizens in Jiangmen, Huizhou, Zhongshan and other places also said that they did not know that there was such a sub-brand of Xi tea until the tea shop closed. Prior to this, although these stores opened with buy one get one free and other preferential promotions to attract surrounding consumers to "fleece", but after the "novice protection period", the store business is not particularly good.

Based on this, although regular users lament that they have lost several affordable and high-quality milk tea stores overnight, it is not surprising that brands that value efficiency will eliminate stores with poor performance. Some people speculate that Xi Cha Tea House may usher in the same fate as Xi Xiaocha, and the only remaining stores will be closed one after another, becoming an insignificant written record in the history of brand development.

Picture from: Internet

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