No more? All 20 stores in Xi Tea are missing?

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Recently, a netizen posted that he had noticed a significant gap in the number of US stores shown on Xi Cha's official Mini Program compared with a month ago, with nearly 20 stores disappearing from the store list.

According to pictures posted by netizens, at least six stores were displayed in Los Angeles at the end of September, three of which were marked "opening soon". But by the end of October, Mini Program showed only three stores open. The original three stores that are about to open are no longer on the list.

The netizen pointed out that at the end of September, there was news that Xi Cha would open 42 stores in 13 cities in the United States. at that time, you could see on Mini Program that there were stores in Boston, San Francisco and other cities. but at present, these cities and the upcoming stores can not be found on Mini Program, the page can only query a total of 15 stores in Los Angeles, New York and Bellevue.

In this regard, some netizens think that perhaps the tea-loving Mini Program hides the stores that are about to open but have not been decorated.

They said that the national conditions in the United States are different from those in China, where it may take about a month and a half for a milk tea shop to go into business, but in the United States, it may take several months for a milk tea shop to officially open for business. If some unexpected circumstances such as unqualified permits are encountered during the preparation period, the opening time will be greatly extended.

So in their view, the fact that these soon-to-be-opened stores have now "disappeared" may be a deliberate attempt by the authorities to avoid unnecessary misunderstandings among consumers, so that fans do not have to hold this list to ask when the brand stores will open.

However, some people speculate that the reason why these stores in the "opening soon" state are not shown in Mini Program may be a change in the cooperation between the brand and the franchisee.

According to the American Happy Tea franchise fee shared by a netizen, if the partner chooses to open a store in a certain city in the United States, he or she needs to hand over to the brand a single store franchise fee, initial service fee, deposit, etc., as well as the cost of store rent, water and electricity, decoration, labor, materials, etc., so for franchisees, the early investment of opening a Xicha store is not a small amount.

In recent years, domestic tea brands have gone out to sea and planted flags everywhere, so that the overseas tea market has become tight, and several different brands of tea shops can be seen in some prosperous neighborhoods. Local netizens in the United States said that with the increase in the number of tea brands to choose from, they will not buy tea-loving products as many times as before.

Some American consumers also said that some stores that like tea now do not have the high heat at the beginning of their opening and look deserted. So they think that maybe some franchisees weigh the pros and cons after examining the actual situation of Xi Cha in the US market and choose not to cooperate with the brand.

However, many American users on social platforms share the renovated or renovated tea stores around them, saying bluntly that the number of fans who see a sharp decline in the number of Mini Program stores is probably unfounded. Although only 15 US stores are available on the official Mini Program, there are actually many tea shops that are about to open.

They speculate that one day after that, Xi Cha will suddenly announce the good news of the opening of several stores in the United States at the same time, which will surprise local fans.

Picture from: Xiao Hong Shu

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