160,000 disappeared! Tea brands have closed their stores one after another!

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Recently, when netizens post posts to share their lives on social platforms, they mention that a tea shop they patronized suddenly posted a notice to close the shop, or the mess left after the workers in the store were demolished and renovated.

For this situation, some people miss the milk tea they drank in these stores and sigh that time flies; some people think that there is no need to make a fuss when the store does not renew its lease because the contract expires; others think that the brand adjusts the market layout and closes the loss-making store. It's normal operation. However, compared with previous years, many users clearly feel that there has been more news about the closure of the tea industry this year.

In fact, the feeling of the public is not wrong. According to Interface News, narrow-door data show that the "milk tea beverage" industry has a total of 41.26, with 142300 new stores opened in the past year. Among them, the net growth is-17700.

This means that in the past year, more than 160,000 stores in the industry have been unable to hold out and disappeared into the highly competitive tea market. At the same time, it can also be seen that the number of closed stores in the industry far exceeds the number of stores opened, and perhaps more competitors will quietly withdraw in this big wave.

Throughout the year 2024, which is coming to an end, almost all the head tea brands have stalled in expansion. Industry giant Honey Snow Ice City currently has a total of 32400 stores, which is still a far cry from other brands, but this number is at a standstill compared with the 32200 disclosed in the prospectus at the beginning of the year.

Among other brands that submitted prospectuses at the beginning of the year, Gu Ming now has 9675 stores nationwide, compared with 9001 at the end of 2023, 8536 aunts in Shanghai, 7297 in the first nine months of 2023, and 7927 in February and 8385 in mid-June. Although the number of stores of these chain brands is still growing, the growth rate of expanding stores has slowed down significantly.

In the environment of fierce competition and economic downturn, it is not easy for chain brands to make profits, and some brands have even fallen into losses. For example, Nai Xue's tea, the "first share of New Tea", was listed on the Hong Kong Stock Exchange at HK $19.80 per share. In the past three and a half years, its share price has plummeted 93%, and its total market capitalization has plummeted from the original HK $29.363 billion to about HK $2.5 billion today.

In addition, product homogenization also virtually affects the purchasing desire of many consumers. Prior to this, overlord Tea Ji became popular with light milk tea, and many mainstream tea brands followed it overnight, even Ruixing from the next track was so involved that users looked at similar drinks on the market and said bluntly that they were "tired of it."

At present, Xi Tea has opened up a new track with fruit and vegetable tea, which has attracted public attention, and many brands are trying to follow suit by moving all kinds of fruits and vegetables into the production room. However, after the initial freshness has passed, these novel products become less attractive to customers, causing some guests to express the feeling of "how to extract juice from fruits and vegetables again".

After entering the off-season in autumn and winter, although the competition on the tea race track is still fierce, it seems that the industry has entered a cold winter with the passage of time. More and more milk tea brands have no choice but to let go of their persistence in the face of increasing losses and become a spray in the tide of shop closures.

Picture from: Internet

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