The first store in Dalian is closed! Hundreds of Xi Tea stores disappeared within 2 months?!

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Recently, Dalian netizens discovered that the wedding tea located in Roosevelt Square has quietly closed. The original store has been replaced with the enclosure of Overlord Tea Lady and Chow Tai Sheng and is being renovated.

The sudden closure of the store made many local fans call it too unexpected. In their impression, this Xi Tea store is the brand's first direct-sales store in Dalian. When it opened on May 30, 2020, due to the opening of the new store and the "buy one get one free" discount, it caused quite a stir. Customers gathered at the entrance of the store to check in, and the queue once lined up from the store bar to the outside of the mall gate.

In the past few years of operation, surrounding residents said that even on busy weekdays, this Xi tea store can always see customers, but during holidays, the store is packed, and business has always been booming. I didn't expect that five years later, the iconic store in Roosevelt Square would quietly close and be replaced by its peers as soon as it was withdrawn. It couldn't help but make fans sigh and regret,"Every time I go, there are a bunch of people with my high school memories." I still remember the grand occasion when I opened that year."

As for the reason for the store's closure, most people think that it may be that the brand did not renew the lease after the contract expired or the store's rental increased operating costs such as rising store rent, which led to the withdrawal of the store. However, these speculations from netizens have not been officially confirmed.

While sighing, users who have been paying attention to the trend of tea weddings said that not only the first store in Dalian has been officially closed recently, but also the Zibo Wangfujing store, Nanchang Wanshou Palace store, Shenzhen Vientiane Tiandi store, etc. have also quietly closed, many of which have good business conditions.

Local citizens pointed out that most of these stores were not notified before they closed their doors. They waited until customers could not find store information in the Mini programs or saw the demolished sign when passing by before they learned that the store had been closed, which caught old users who wanted to buy a cup of milk tea caught off guard.

Data monitored by Jihai Brand shows that although Xicha has opened new stores in the past 90 days, it has closed 161 stores at the same time. Compared with mid-March, the total number of stores in operation has dropped from 4410 to the current 4265. It can be seen that in just two months, two Xi tea stores quietly disappeared from the corner of a certain city every day.

The sharp decline in the number of stores has attracted the attention of many netizens. They said that since Xicha announced the suspension of franchises, Brand Convenience has begun to reduce the size of its stores. Some franchise stores in various places have inadvertently locked their doors and found no such stores on Mini programs.

Seeing the tea shop that had been with them for many years suddenly come to an end, some people felt sorry but also believed that this situation was not a good thing for the brand. For a long time, the management of franchisees has basically been the responsibility of franchisees rather than the official jurisdiction. Therefore, there are inevitably omissions in store management, and customer complaints about poor quality control of franchisees have occurred from time to time. Some fans even posted strategies on the Internet to distinguish between the two types of stores, advising customers to choose more direct-sales stores with guaranteed quality control.

Therefore, many people feel that the brand has closed some franchise stores with unstable quality control, perhaps to maintain the consistent production level of the products and facilitate the official management of the stores.

However, some people pointed out that the brand's adjustment to store deployment is not only aimed at franchise stores. Some direct-sales stores that have been in operation for many years have also suddenly closed or reduced the size of their stores due to reasons such as rising store rents and expiration of contracts. They said that the official "store closures" this time is like a big wave, eliminating stores that are not conducive to future development. However, it remains to be seen what impact this drastic change will have on the brand.

Picture from: Internet screenshot

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