Close the door many times! Xi tea joining restricts the opening of new stores?!

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Since the beginning of November, news of shop closure has come from many places of happy tea one after another.

Recently, some netizens posted that the usual happy tea had been turned off without warning, and when asked the relevant person in charge, they learned that they were not decorated or upgraded, but officially closed their business, so the welfare group will soon be disbanded.

To sum up your posts on the social platform, the stores of Xi Tea that have been closed in the past November are Gansu Zhangye Ganzhou Market Store, Lanzhou Guofang Department Store, Zhejiang University Zijingang Campus Store, Shandong Jiaozhou Liqun Shopping Center store, Guangxi Nanning impression City Store, Emeishan Wannian Huadi Fortune Plaza store and so on.

Among them, there are inevitably the first stores that have been on the ground for 10 years in the urban area, and there are also new stores that have been opened for less than half a year, and there are even long queues of exaggeration at the beginning of the opening, although the reasons for the withdrawal of each store are different, but now all of them have embarked on the situation of dismantling signboards, recycling equipment and renting out prosperous shops, making many regular customers feel sorry.

In response, some people speculated that the closure of these stores is likely to be related to an internal letter released by Xi Cha in September this year. At that time, Xi Cha mentioned that there will be no homogenization products, no simple low-price inner rolls, and more differentiated products and brand activities will be launched. At the same time, Xi Cha also said that it will not pursue short-term store opening speed and quantity, and will control store encryption in the next few months, paying more attention to the quality of store opening and store operation quality.

Not long ago, a blogger claiming to be a partner in Xi Cha City posted that the joining policy of Xi Cha is being adjusted, such as making it more difficult to apply, difficult to obtain qualifications, increasing the cost and requirements of building a store, and the need for a good location and good image. at the same time, it also abolished the year-end subsidy policy, accelerated the survival of the fittest, "restricted new stores and encouraged shop closure".

The post also mentioned that at present, the pass rate of applying for the qualification to open a happy tea shop is very low, and even the report submitted by the old franchisee will not be approved. It is difficult to close the shop in the first half of the year, and the brand will give subsidies to the franchisee as far as possible, but now the result is just the opposite, and the application for closing shop is basically passed in a second.

At the same time, for the location, area and image of the new store, the brand has also put forward higher requirements, the location is more inclined to the complex shopping mall, no longer put the stall shop, the area is 60-80 square meters, the decoration standard is raised, the cost increases. " According to 80 square meters, the cost of decoration is estimated to be 25-300000, with a total investment of about 800000, or even 1 million. However, for some intelligent machines and equipment, brands no longer require mandatory purchase. "

This post, coupled with the recent news of shop closures, seems to confirm the content mentioned in the open internal letter of Xi Tea, no longer pursuing the inner volume, and cautiously expanding the store.

Picture from: screenshot of Xiao Hongshu

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