Introduction:Recently, Heytea has been frequently closing stores in multiple cities across China, with outlets in Baoji, Shaanxi, Shenzhen, Hangzhou, and other locations gradually downsizing or shutting down. According to data from Jihai Brand Monitoring, within just 90 days, 12 new stores were opened but 146 were closed—an average of nearly two store closures per day. Is this a strategic brand adjustment or a sign of market saturation? This article delves into real-life examples of Heytea’s store closures and explores the evolving competitive landscape between the tea and coffee markets.
Heytea’s recent operational adjustments in multiple cities have attracted significant attention. Many customers noticed on their usual ordering platforms that some stores had quietly disappeared. Customers in Baoji, Shaanxi were among the first to feel the changes, as two local stores successively suspended operations—with the Yintai City branch even posting a notice stating “Equipment under repair, temporarily closed,” leaving many patrons surprised.
In fact, Baoji originally had two Heytea stores. The first one opened in October 2023 at Wuyue Plaza but was forced to suspend operations due to sewer repairs less than two months later and has yet to reopen. The closure of the Yintai City branch has led local consumers to lament “Baoji will no longer have Heytea,” although some still hope the shutdown is just part of a renovation or upgrade. Nevertheless, the trend of store closures appears to be well underway.
Aside from Baoji, similar situations have emerged at Heytea stores in Shenzhen, Hangzhou, and Qingdao, Shandong. In Shenzhen, two previously directly operated stores at Central City have closed, while the Vanke Li branch has scaled down and undergone renovation. Meanwhile, the Heytea outlets at Hangzhou Xiaoshan Airport and Qingdao North Railway Station have either been replaced by other brands or left completely vacant, signaling that the brand is making strategic adjustments to its market presence.
Market monitoring data shows that over the past 90 days, Heytea opened 12 new stores but simultaneously closed 146, equating to nearly two store closures per day from the consumer landscape. This figure has taken many long-time followers of the brand by surprise. Although the company has announced a pause on franchise expansion and an intention to improve store product quality, such large-scale closures remain a major point of concern.
Some analysts suggest this wave of “store closures” may not be over yet, and the brand may continue shuttering outlets that are unprofitable or do not align with long-term strategic goals, further refining its market layout. Especially in lower-tier cities or county-level markets, the once dense presence of stores has visibly decreased. For instance, one netizen shared, “Our county used to have five, now there are only three,” while another said, “The county next to Ninghai had two, now there’s just one,” showing the brand is pulling back on rapid expansion.
For consumers, Heytea’s store adjustments may affect purchasing convenience, but they also reflect the brand’s strategic shift in response to market competition and cost pressures. At the same time, it serves as a reminder to players in the tea beverage market to more precisely evaluate store locations, consumer demand, and operational efficiency in order to stay competitive in an intense market environment.
As coffee enthusiasts, take this opportunity to gain a deeper understanding of market trends in various beverages, and explore the stable flavors and premium quality experience of specialty coffee—to find your own ideal drink choice.
The above content is compiled by CoffeeHunters, a coffee news website.
