2 stores closed and banned takeout?! Xi tea is subject to comprehensive sanctions by Jingdong?

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Recently, a post on social media titled "Why Can't Jingdong Order Wedding Tea" attracted public attention. The pictures shared by the post show that due to special reasons related to cooperation, Xi tea will stop operating in Jingdong Building from today, and take-out Xi tea will not be delivered to Jingdong Building.

In addition, the chat history also reminds migrant workers in the Beijing area not to order Xi tea takeout, and recommends choosing other brands of tea drinks. Another notice with white words on a blue background,"On prohibiting cooperation with Xicha and restricting the entry of its products into the office area" requires all workplace departments across the country not to cooperate with Xicha, and all parks across the country prohibit Xicha takeout from entering the office area.

Subsequently, some Jingdong employees confirmed that the official Mini programs showed "temporarily closed stores" on the two stores located in Building 1 and Building 2 of Jingdong headquarters. Insiders shared photos on the scene, saying that Xicha Jingdong store was indeed in a state of turning off the lights and closing the store, and revealed that there was no warning before the store closed, the equipment in the store had not yet been moved, and no employees came to work at the store.

At the same time, some users sent screenshots showing that the wedding tea coupons among Jingdong Plus members had also expired and could not be used.

According to online news, Xicha Jingdong Store opened in 2020 and is one of the brand's higher-selling stores in the country. Now, two stores have suddenly closed down and stopped operating, which has really surprised the public and wondered whether there was any conflict between Xicha and Jingdong.

As a result, after some discussion and analysis, the onlookers who were aroused speculated that the reason why the two companies broke up should be related to Xicha's reluctance to launch Jingdong takeout.

Recently, Jingdong officially announced the launch of the takeout business and cooperated with chain brands such as Mixue Ice City, Lucky, and Cudi to enhance the popularity of the takeout business by distributing various discount coupons and free delivery fees, allowing more people to change their original habits and place orders on Jingdong.

However, Xicha, the leading tea brand, has not yet entered the platform and has not cooperated with it since it was launched in Jingdong. In this regard, the "Internet Detective" pointed out that in 2018, Meituan invested 400 million yuan in Xicha, once becoming its second largest shareholder. It is speculated that due to commercial competition from the brand, Jingdong may target its unusual relationship with Meituan. Xi tea.

However, some people found after "archaeological" that Xicha previously believed that takeout was only a supplement to in-house meals, and took the lead in publicly boycotting takeout in 2022. Although the brand has relaxed its attitude towards external sales, it has always been very cautious and never participated in promotional activities on third-party platforms. So in their view, it may be that Xi tea makers are unwilling to cooperate with Jingdong and have little to do with Meituan.

As more and more netizens participate in the discussion, this "straight-forward commercial war" has attracted more and more attention. Yesterday evening, a Jingdong insider told Sina Technology,"This rumor is false news and everything is normal. Everyone is welcome to come to Jingdong Park to experience Xi tea." If this statement is true, then the specific reasons for the closure of the two stores will not be known to the outside world.

This morning, a reporter learned through the official Xicha Mini programs and calls to stores that two Xicha stores in Jingdong's Beijing headquarters have resumed normal business. One store clerk revealed that the store was closed the day before for temporary water and electricity maintenance, while another store clerk said he was not sure why. The surrounding people also sent photos on the scene, confirming that Xicha Jingdong Store had resumed business, and there was an endless stream of people ordering orders.

Picture from: Internet screenshot

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