Recently, online rumors claiming that ‘over 600 Heytea stores have disappeared’ sparked widespread concern. In reality, this statement is based on a significant misunderstanding. Heytea officially clarified that the company has indeed been optimizing its store portfolio in recent years—closing underperforming or poorly located outlets while accelerating its shift toward a high-quality, efficient direct-operated model. The so-called ‘disappearance of over 600 stores’ does not mean permanent closures; rather, it includes various scenarios such as converting franchise stores to company-operated ones, relocating or upgrading existing stores, and ending partnerships when contracts expire. According to public data, as of the end of 2023, Heytea still operates more than 800 stores nationwide and continues expanding in Tier-1 and emerging Tier-1 cities. Moreover, since opening franchise opportunities in 2022, Heytea has been carefully selecting partners to maintain brand standards. Thus, the reported ‘store disappearances’ reflect strategic restructuring—not brand decline—but rather Heytea’s proactive adaptation and focus on core strengths amid intense competition in China’s new tea beverage market.
近期有网络传言称‘喜茶600多家门店消失’，引发广泛关注。实际上，这一说法存在明显误解。喜茶官方回应称，公司近年来确实在进行门店结构优化，关闭部分经营效益不佳或位置不佳的门店，同时加速向高品质、高效率的直营模式转型。所谓‘600多家店消失’，并非指门店彻底关闭，而是包括了从加盟转为直营、门店升级搬迁、以及部分合作门店合约到期未续等多种情况。根据公开数据，截至2023年底，喜茶在全国门店数量仍保持在800家以上，并持续在一线及新一线城市拓展。此外，喜茶自2022年全面开放加盟以来，也在谨慎筛选合作伙伴，确保品牌标准不被稀释。因此，‘600多家店消失’更多是业务结构调整的体现，而非品牌衰退。相反，这反映了喜茶在激烈的新茶饮市场竞争中，主动求变、聚焦核心优势的战略选择。
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