Introduction:The Guming Xi’an High-Tech Store permanently closed on March 11 due to the expiration of its lease, becoming the second directly operated store in Xi’an city proper to cease operations following the gogo neighborhood store. This change has sparked widespread discussion among local consumers, with many concerned about whether the brand is withdrawing from Xi’an. However, some reports suggest that the store may relocate and reopen at the High-Tech T11 Mall with plans for a larger scale. This article provides an in-depth analysis of Guming’s strategic adjustments in Xi’an, as well as the market trends behind public sentiment.

The Guming Xi’an High-Tech Store officially ceased operations on March 11 due to the expiration of its lease and failure to renew it. This marks the second time within Guming’s directly operated stores in Xi’an city proper that a location has stopped operations, following the closure of the gogo neighborhood store in mid-2025. Once the news broke, it quickly ignited heated discussions on local social media platforms, with many customers expressing surprise and disappointment.

According to public information, Guming previously operated two directly managed stores in Xi’an city proper: the gogo neighborhood store and the High-Tech store. The gogo neighborhood store had already closed in mid-2025, while the High-Tech store had been in operation for just over a year before facing closure. This sudden news caught many loyal Guming customers off guard, and online comments such as “Where will we get our Guming fix now?” and “What’s going on with Xi’an?” reflected public concerns about the potential withdrawal of the brand.

In the memories of nearby residents, the Guming High-Tech Store maintained steady foot traffic on regular days, especially when the brand launched collaboration events with popular IPs, often drawing crowds of customers to its storefront. For example, a recent collaboration with the anime “A Mortal’s Journey to Immortality” successfully attracted a large number of fans to purchase related merchandise sets. However, unexpectedly, before the official collaboration event had even concluded, the last remaining store in Xi’an city proper shut down, leaving many customers who hadn’t yet bought the merchandise shocked and disappointed.

It’s worth noting that although most city residents generally believe the High-Tech store was Guming’s last foothold in Xi’an city proper, there is actually still one Guming store operating within the campus of Northwestern Polytechnical University. However, this store is located in the Chang’an District University Town, approximately 30 kilometers from the city center and without direct metro access, making it inconvenient for most urban consumers. As a result, the High-Tech store has been widely regarded by the general public as the “last Guming store.”

Guming has long focused its expansion primarily in southern markets, with relatively few stores in the north. This has made the adjustment of its Xi’an stores particularly noteworthy. The news of the High-Tech store’s closure has come as quite a shock to local citizens, drawing widespread attention and discussion. Some netizens commented on social media platforms that this change has prompted people to think about the brand’s future direction in northern markets.

In response to public concerns, an account named “Dida [Guming Northwest Region Assistant]” left a comment in the relevant discussion thread, stating, “We’ll be seeing you again soon—stay tuned.” This response quickly reignited netizens’ anticipation for Guming’s return to Xi’an and added a glimmer of hope to the situation.

Meanwhile, some netizens have reported that although the High-Tech store is closing, it does not mean the brand is pulling out of Xi’an. It is rumored that the store plans to relocate from the basement level to the first floor of Xi’an High-Tech T11 Mall, with the new location offering a larger floor area than the original site. Although these reports have not yet been officially confirmed by the brand, they have alleviated some of the disappointment felt by the public due to the store’s closure.

Many consumers are looking forward to Guming’s future plans in the Xi’an market and have suggested that the brand open more stores in high-foot-traffic areas within the city to enhance accessibility. For observers tracking the development of the chain beverage industry, Guming’s strategic adjustments in Xi’an offer an interesting case study on how brands adapt their regional market strategies.

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