According to reports, HEYTEA stores have decreased by more than 600 within a year, and the franchise was halted at the beginning of this year to exit the competition
The total number of HEYTEA stores nationwide decreased from 4,610 in October last year to 3,930 in October this year, a net reduction of 680 stores. HEYTEA adjusted its store development direction at the end of last year, scaled back, halted franchise operations at the beginning of the year, and focused on the product itself. In February this year, HEYTEA emphasized in an internal letter the rejection of meaningless store scale competition. In August, the former brand vice president left, and the new vice president came from GENTLE MONSTER. In addition, the number of HEYTEA members exceeded 150 million, and the average performance of newly opened stores in the second half of last year was significantly higher than that in the first half
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