---
title: "HEYTEA suspends franchise applications, criticizing the market's blind pursuit of scale and price wars, rejecting \"low-price competition.\""
type: "News"
locale: "en"
url: "https://longbridge.com/en/news/227702053.md"
description: "HEYTEA announced the suspension of franchise applications, citing a price war in the tea beverage market and emphasizing its refusal to participate in low-price competition. The company pointed out that blind expansion and homogeneous competition have harmed user experience and the industry's foundation. HEYTEA will adopt a differentiated strategy, halt meaningless store expansion, and focus on product innovation. As of September last year, HEYTEA had over 4,300 stores worldwide, with operations covering multiple countries and regions"
datetime: "2025-02-10T07:01:18.000Z"
locales:
  - [zh-CN](https://longbridge.com/zh-CN/news/227702053.md)
  - [en](https://longbridge.com/en/news/227702053.md)
  - [zh-HK](https://longbridge.com/zh-HK/news/227702053.md)
---

> Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/227702053.md) | [繁體中文](https://longbridge.com/zh-HK/news/227702053.md)


# HEYTEA suspends franchise applications, criticizing the market's blind pursuit of scale and price wars, rejecting "low-price competition."

HEYTEA suspends franchise applications, criticizes blind market expansion and price wars, rejects "low-price competition"

According to domestic media reports, leading tea beverage brand HEYTEA recently announced the suspension of store franchise applications, stating that the tea beverage market has erupted into a price war, but emphasized that it will not participate in the industry's "digital games" and "will not engage in low-price competition."

## Consuming User Affection, Endangering Industry Foundation

HEYTEA mentioned in an email that due to price wars and blind expansion of store scale in the past, the industry has fallen into homogeneous competition and oversupply of stores, clearly stating that "the widespread homogenization of product brand experiences and excessive scale expansion seriously consumes user affection and severely endangers the foundation of the entire industry."

As for the group's specific measures, they include "rejecting meaningless store scale competition," "temporarily stopping the acceptance of business partner applications," and "executing differentiation strategies more rigorously."

## Over 4,300 Stores Worldwide

The report also cited HEYTEA's email stating that relying solely on price wars can no longer win in the current market situation. Brands that cannot innovate products and create content are merely pursuing revenue and scale through low-price competition and discount marketing.

As of September last year, HEYTEA had over 4,300 stores worldwide, with operations covering mainland China, Hong Kong and Macau, and eight overseas markets, including Australia, Canada, Japan, South Korea, Malaysia, Singapore, the United States, and the United Kingdom

### Related Stocks

- [HEYTEA (HEYTEA.NA)](https://longbridge.com/en/quote/HEYTEA.NA.md)

## Related News & Research

- [Director Lin-Manuel Miranda will make musical ‘Octet’ into movie](https://longbridge.com/en/news/281577441.md)
- [Clean Max Fully Prepays ₹499-Crore Listed Debentures Ahead of Schedule](https://longbridge.com/en/news/281580900.md)
- [Inside the hype train for Trader Joe's TikTok-viral lavender tote bag](https://longbridge.com/en/news/281465009.md)
- [UAE begins effort to persuade U.S. and others to open waterway by any means necessary - WSJ](https://longbridge.com/en/news/281276393.md)
- [Jazz singer Laufey reimagines Miles Davis classic 'Blue in Green' for a new generation](https://longbridge.com/en/news/281228810.md)