Introduction:A newly renovated HEYTEA outlet in Zhangye, Gansu, opened with a sign reading "Yicha" instead of HEYTEA, sparking heated discussion among consumers and fans. This incident not only revealed issues in the brand’s franchise management but was also closely tied to the distribution rules of its city-limited merchandise—refrigerator magnets. What exactly led to the brief appearance and subsequent disappearance of this HEYTEA store? This article will delve into the underlying franchise disputes and market reactions.

The HEYTEA outlet in Zhangye’s Ganzhou Market had completed its renovation, but its sign was suddenly changed to "Yicha." Although a QR code for the HEYTEA mini-program was posted at the entrance, no information about this store could be found on the official platform. This surprising turn of events stemmed from a dispute involving the brand’s franchise management and the distribution of city-limited refrigerator magnets.

Going back to May 2024, HEYTEA opened its first outlet in Zhangye, attracting many consumers to visit and take photos. A few months later, a second outlet—the Ganzhou Market store—also began construction behind hoardings, raising hopes for further brand expansion in the area. However, the Ganzhou Market store, originally expected to open by the end of 2024, failed to debut as scheduled, disappointing many customers.

Even more surprising was that by December of the same year, the two Zhangye outlets could no longer be found on the HEYTEA official mini-program. This sudden change left many fans wondering: had HEYTEA quietly withdrawn from the Zhangye market?

According to local insiders, all of this was related to the city-limited refrigerator magnets that HEYTEA had planned to distribute in various cities. Originally intended as free giveaways through store events, these uniquely designed magnets quickly became highly sought after by collectors, even leading to proxy purchasing and proxy drink-ordering phenomena, which drove the prices of the merchandise up sharply.

Some consumers who attended the opening event of the first store reported that the outlet had abruptly changed the rules for claiming the magnets during the event, disrupting market order and triggering strong dissatisfaction among customers. In addition, the franchisee of the store was found to have engaged in some non-compliant practices, prompting HEYTEA to forcibly terminate the partnership. As a result, the two Zhangye outlets faced closure and failure to open within just six months.

As for the "Yicha" outlet that has now reopened at the original location, although it occupies the same spot as the former HEYTEA store and has a similar name, the brand has officially confirmed that it has no connection whatsoever with HEYTEA. Many netizens have noticed that the new store’s sign font resembles the original HEYTEA design, leading to suspicions of possible trademark infringement and concerns about potential legal disputes.

Many local consumers in Zhangye expressed disappointment over HEYTEA’s exit. They had initially looked forward to enjoying the brand’s signature beverages locally, but the entire process—from site selection and renovation to the eventual withdrawal—has been disheartening. Nevertheless, many fans still hope the brand will reconsider entering Zhangye and reopen an outlet in a suitable location.

The above content is compiled by CoffeeHunters, a coffee news website.