A once-celebrated ‘first-generation internet-famous milk tea’ brand has recently drawn widespread attention after shuttering 132 stores within a single year. The brand rose to fame in the mid-2010s through visually appealing packaging, savvy social media marketing, and a culture of queuing for photo-worthy purchases, quickly becoming a symbol of youth consumerism. However, as new tea beverage brands flooded the market, competition intensified and consumer preferences evolved rapidly. The brand failed to adapt its product lineup or operational strategy in time, gradually losing its competitive edge. Additionally, its heavy reliance on a franchise model led to inconsistent product quality and uneven service standards, further damaging its reputation. Industry experts note that this wave of closures highlights a critical lesson: internet-famous brands lacking sustained innovation and robust supply chain support cannot survive on hype alone. This large-scale store closure represents not only a painful phase of transformation for the brand but also serves as a wake-up call for the entire new-style tea industry—long-term success hinges on returning to product fundamentals and enhancing customer experience.
曾被誉为‘初代网红奶茶’的某知名品牌，近期因一年内关闭132家门店引发广泛关注。该品牌在2010年代中期凭借高颜值包装、社交媒体营销和排队打卡文化迅速走红，一度成为年轻人追捧的消费符号。然而，随着新式茶饮品牌如雨后春笋般涌现，市场竞争日趋激烈，消费者口味快速迭代，该品牌未能及时调整产品结构与运营策略，逐渐失去市场优势。此外，过度依赖加盟模式也导致品控不一、服务质量参差，进一步削弱了品牌口碑。业内人士指出，关店潮反映出网红品牌若缺乏持续创新能力与扎实供应链支撑，仅靠流量红利难以长久立足。此次大规模闭店不仅是该品牌转型的阵痛，也为整个新茶饮行业敲响警钟：唯有回归产品本质、提升用户体验，才能在激烈竞争中实现可持续发展。
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