What does this coffee online news say about the tea brand's move?

Chayan Yuese, the Changsha tea beverage brand, has drawn attention after registering a Shanghai branch and posting Shenzhen recruitment ads for roles such as warehouse supervisor. The company says the Shanghai entity is only a creative studio with no current store plans. Netizens question whether its queue-and-verification redemption mechanism fits faster Shanghai and Shenzhen consumption habits.

The discussion also covers competition: Heytea, Chagee, and local brands like Tea Li Yishi already hold share in those markets, so entry would face pressure. In coffee online news terms, the case shows how regional beverage brands test new cities, using recruitment and registrations as signals before committing to storefronts. The outcome remains unconfirmed.

Recently, the Changsha tea beverage brand Chayan Yuese has attracted widespread attention after establishing a branch in Shanghai and posting recruitment information in Shenzhen. Outsiders have speculated about whether it will enter the Shanghai and Shenzhen markets, but the brand responded that the new Shanghai company is only a creative studio with no plans to open stores for now. However, the focus of netizens' discussion has fallen on Chayan Yuese's signature queue-and-verification mechanism—many believe this model is difficult to adapt to the fast-paced consumption habits of Shanghai and Shenzhen, and that if it insists on its original rules, it may struggle to gain a foothold. At the same time, Heytea, Chagee, and local brands such as Tea Li Yishi have already occupied the local market, so if Chayan Yuese enters now, the competitive pressure cannot be underestimated. This article will sort out the ins and outs of the incident and the views of all parties. (Compiled by Front Street Coffee)

Recently, news about the Changsha-based local tea beverage brand Chayan Yuese expanding its stores outward has circulated frequently online, attracting a great deal of consumer attention.

On January 5, some netizens noticed that Tianyancha App showed that Nanjing Chayue Niwo Catering Management Co., Ltd., wholly owned by Chayan Yuese's parent company Hunan Chayue Culture Enterprise Development Group Co., Ltd., had established a branch in Shanghai, with its business scope covering catering services, food internet sales, and catering management.

At the same time, multiple positions posted by Chayan Yuese appeared on a recruitment platform, including packaging structural engineer and tea procurement manager, with the registered address located on Changning Road, Changning District, Shanghai. In addition, Guangdong netizens also discovered that Chayan Yuese had posted a "warehouse supervisor/manager" position on a recruitment platform, with the work location set in Bao'an District, Shenzhen.

This series of moves by Chayan Yuese quickly sparked outside speculation, with many people curious about whether this local tea beverage brand is about to open its first stores in Shanghai and Shenzhen. Interestingly, in addition to analyzing the brand's intentions, a large number of netizens engaged in heated discussion around the topic of "Chayan Yuese opening stores in Shanghai and Shenzhen."

Loyal fans of the brand were naturally excited upon hearing the news and urged Chayan Yuese to "open faster." Some also hoped that what enters Shanghai and Shenzhen would not only be Chayan Yuese, but also its sub-brand "Gude Moning," with comments such as "I want to drink Gude Moning more, when can this thing open in Shanghai" and "Hurry up and open in Shenzhen, I want to drink Gude Moning filled to the brim."

However, netizens who have the impression that Chayan Yuese's "verification mechanism is more talked about than its products" are less optimistic about its store-opening plans, saying, "If it still insists on the old queue-and-verification routine, it won't last long in Shenzhen either" and "In a city as fast-paced as Shanghai, that kind of queue-and-verification would probably get it cursed to death."

In the view of these netizens, life in Shanghai and Shenzhen is fast-paced, and most consumers are used to picking up their orders immediately after placing them, without lingering too long. But the on-site verification mechanism that Chayan Yuese insists on forces customers to line up and wait at the store entrance, which does not match local consumption habits. Therefore, some people said bluntly that if the brand intends to open stores in Shanghai and Shenzhen, it may first need to adjust its verification mechanism and launch a quick and convenient meal pickup model that can meet the needs of local users.

In addition, more people feel that Chayan Yuese's choice of Shanghai and Shenzhen as the locations for new stores at this moment is "the wrong timing." They pointed out that milk tea consumers living in these two cities can choose not only national chains such as Heytea and Chagee, but also local brands such as Tea Li Yishi, and said bluntly that if Chayan Yuese enters Shanghai and Shenzhen at this time, it will probably find it hard to get a share of the fiercely competitive local tea beverage market.

At present, a reporter asked Chayan Yuese about its establishment of a Shanghai branch. A relevant person in charge of the brand explained that the new company circulating online is a creative studio Chayan plans to set up in Shanghai, hoping to attract professional talent and draw creative inspiration, and said there is currently no specific plan to open stores in Shanghai. As for the recruitment of jobs in Shenzhen, Chayan Yuese has not yet responded.

Image source: Internet

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