近日，关于新式茶饮品牌‘茶颜悦色’加速‘外拓’（即向湖南省以外地区扩张）的传闻引发广泛关注。对此，茶颜悦色官方作出回应，表示公司确实在探索更广泛的市场布局，但强调仍将坚持‘稳扎稳打、以消费者体验为核心’的发展策略。茶颜悦色自2013年在长沙创立以来，凭借独特的国风设计、高品质茶底与本地化运营，迅速成为区域现象级品牌。过去几年，其门店主要集中于湖南，尤其是长沙，被外界视为‘不出省’的代表品牌。然而，随着市场竞争加剧和品牌成熟度提升，茶颜悦色开始尝试走出舒适区。2022年起，其已在武汉、重庆等城市试水开店，并计划逐步拓展至更多一二线城市。公司方面强调，外拓并非盲目扩张，而是基于对供应链、人才储备及品牌文化输出能力的综合评估。未来，茶颜悦色将在保持品牌调性与产品品质的前提下，稳步推进全国化战略，同时继续深耕湖南本地市场，实现‘内外兼修’的可持续发展路径。
Recently, rumors about the new-style tea brand ‘Chayan Yuese’ accelerating its ‘external expansion’—that is, expanding beyond Hunan Province—have drawn widespread attention. In response, Chayan Yuese officially confirmed that it is indeed exploring a broader market presence but emphasized its commitment to a ‘steady, consumer-experience-centered’ growth strategy. Founded in Changsha in 2013, Chayan Yuese quickly became a regional phenomenon thanks to its distinctive Chinese aesthetic design, high-quality tea bases, and localized operations. For years, its stores were concentrated almost exclusively in Hunan, particularly Changsha, earning it a reputation as a brand that ‘doesn’t leave the province.’ However, amid intensifying market competition and growing brand maturity, Chayan Yuese has begun stepping out of its comfort zone. Since 2022, it has piloted stores in cities like Wuhan and Chongqing and plans to gradually expand into more tier-one and tier-two cities. The company stressed that this expansion is not hasty but based on comprehensive assessments of its supply chain, talent readiness, and ability to convey its brand culture. Going forward, Chayan Yuese aims to steadily advance its national strategy while preserving its unique brand identity and product quality—and continue deepening its roots in Hunan, pursuing a balanced and sustainable growth model.
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