Cut the head and the tail! Xicha Zhangye Store was renamed and reopened?

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Recently, netizens in Zhangye, Gansu Province found that the previously renovated Ganzhou market store was officially open for business. Surprisingly, the sign of the store said "like tea" but "benefit tea". However, a Mini Program QR code was posted on one side of the door. After scanning the code, the relevant information of the store is not displayed on the official Mini Program.

This discovery immediately aroused the attention and discussion of a large number of tea fans. On May 2, 2024, Xi Tea opened its first store in Zhangye, attracting many users to sign in for consumption. A few months after the opening of the first store in the Bell and Drum Tower, Xi Cha's second store in Zhangye (that is, Ganzhou Market Store) was photographed by passers-by.

However, Zhangye No.2, which was originally scheduled to open around November last year, did not open in anticipation of users, and some users who wanted to take down the refrigerator stickers in the area reported that the door was locked when they arrived at the store. There was no expected excitement.

What is even more unexpected is that in December, some users found that two stores in Zhangye could no longer be found on the official Mini Program of Xicha, an emergency that made many netizens wonder why Xicha quietly withdrew from the city of Zhangye.

In this regard, local residents who know the situation said that the reason why Xi Cha closed its stores in Zhangye has something to do with the limited refrigerator stickers designed by the brand for each city.

It is understood that the two stores of Xi Tea in Zhangye are franchisees. After the opening of the first store, the city limited refrigerator stickers given with the event have become popular goods for collectors because of their design. In order to get this refrigerator sticker with local characteristics, some non-local fans thought of inviting people to drink and buy on their behalf, so that the price around this model has gone up.

Insiders who have experienced the opening activities of the first store said that after the start of the clock-in activity, the store changed the refrigerator sticker rules at will, breaking the market rules, causing many users' dissatisfaction with the store franchisee because of some illegal operations. the cooperative relationship between the two sides was forced to be terminated by Xingcha, so that in more than half a year, the two stores in Zhangye ended up with "one closed and the other unable to open".

(the picture shows the first shop of happy tea Zhangye)

As for the newly opened "Yicha", although the store has reopened at the original location of the second Xicha shop and its name is similar to that of Xicha, it has nothing to do with the Xicha official. "now this shop has nothing to do with Xicha, is it an independent entrepreneurial shop?"

Interestingly, netizens who pay attention to Qingqi look at signs that are very similar to other Xicha stores and think that the shop owner's move may constitute infringement. "using this font, Xicha can tell him that this is a special font for Xicha," and "this font is copyrighted. Aren't you afraid of being sued?"

Local happy tea fans said that they had expected to have a cup of happy tea in front of their home, watching the location, decoration and withdrawal of the two stores, turning users' expectations into reality. I never thought that the happiness of milk tea lovers would disappear in only half a year. While disappointed, many local consumers still hope that the brand can relocate in Zhangye and choose a new location to open a store.

Picture from: Xiao Hong Shu

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