喜茶扩张“踩刹车”:暂停门店加盟、不做价格内卷

华尔街见闻
10 Feb

2月10日,喜茶发布主题为《不参与数字游戏与规模内卷,回归用户与品牌》的内部全员邮件。 喜茶宣布,将拒绝无意义的门店规模内卷,暂时停止接受事业合伙申请。 同时将坚持“不做低价内卷”,不玩“数字游戏”;强化品牌与用户的深度连接,回归用户与品牌。 喜茶表示,同质化的产品和品牌、过度的规模扩张,严重危害整个行业的根基。“数字游戏已经走到尽头,无意义的价格、营收、规模内卷正严重消耗用户对新茶饮的喜爱。” ...

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