Caught off guard! Xi Tea's first store in Chongqing is closed!

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Recently, when some citizens passed through the north city of Chongqing, they noticed that the happy tea shop here was closed.

According to local people, the closed Xi Cha store, which opened in 2018, was the first store for brands to be stationed in Chongqing. At the beginning of its opening, it attracted the attention of milk tea lovers in the city, and many people lined up to sign in at the first store to buy popular succulent grapes.

In the memory of Xi Cha fans, the product of this store is stable, the image is good, and the business has always been very good. Did not expect to suddenly close the shop in these days, so that many loyal users feel unprepared. A netizen contacted the customer service of Xi Cha to inquire about the situation of the store and got a reply that the person in charge told that the store was closed and did not open again, which made the originally hopeful fans regret.

In this regard, some users in the comment area revealed that due to the special location of the store, the high rent, and that the first store in Chongqing is more like an image advertising store than profit, "it is basically difficult to make money, and the purpose of opening it is to advertise." so it is speculated that after the expiration of the contract, the brand chose to close the store after considering its operating costs and profitability.

However, some people around the mall pointed out that KFC next door to the mall was closed at the same time as Xicha, thinking that in addition to rent reasons, it may also have something to do with the renovation and renovation of the mall, "because of the renovation and renovation of the North City." Although the first store in Chongqing has been closed, a new store has been opened nearby, so fans can still buy tea-loving products nearby, according to one user.

It is worth mentioning that in the social platform search for "Xi Cha closed shop" related terms, there are Shandong Zibo, Shandong Xuecheng, Anhui Binhu and other stores have been closed or are about to suspend business. Among them, a store that has been open for about a year has been selling in-store equipment, which makes passers-by feel sorry.

On Monday, Xi Cha released an internal email with the theme of "do not participate in digital games and scale volume, return to users and brands", which mentioned that the brand "rejects store scale volume and temporarily stops accepting business partnership applications. Join hands and support existing business partners to better serve users."

The internal email immediately caused ripples in the tea industry, bringing happy tea to Weibo and becoming the focus of public discussion. Some analysts say that although Xi Tea has grown rapidly in the past two years, it is far inferior to brands such as Honey Snow Ice City and Gu Ming in the tea industry, and does not have an advantage in quantity, so at present, the official presses the suspension button without warning. You can see that Xi Tea doesn't want to roll, and it can't be rolled.

For consumers, they do not think that Xicha's suspension of expansion is a bad thing. Xi Cha fans said that since the official opening and joining, due to the different management methods of direct stores and franchisees, there is a significant difference in the quality of products between the two stores, so that more and more consumers are more inclined to look for direct stores to place orders, while franchise stores are somewhat "avoided".

Based on this, some netizens believe that after Xicha stops its expansion, it may focus on improving the quality control of offline stores, adjust the market layout of existing stores, and guess that the number of stores that like tea may not increase but decrease in the short term.

Picture from: Internet

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