1. [Mixue (蜜雪冰城)]
Mixue officially announced the complete withdrawal of its recently launched breakfast series from the menu as of April 9. The supply of related products has been discontinued across all pilot city stores.
This move marks a strategic adjustment following the brand’s exploration of the morning consumption market. Market observers suggest the decision allows the company to focus on its core beverage operations.
2. [NOWWA Coffee (挪瓦咖啡)]
On April 10, NOWWA Coffee launched a collaboration with the anime series “Gintama,” offering a limited-edition “Grand Slam” set available exclusively through the official mini-program. The set includes seven types of merchandise, such as sticker packs, collection cards, laser tickets, and badges.
The campaign utilizes intellectual property (IP) partnerships to drive traffic to the brand’s digital ordering platform. Pre-sales are conducted on a time-limited basis to manage inventory and demand.
3. [YOTEA (有茶)]
YOTEA inaugurated its new store at the Shenzhen North Bingo Space on April 10, introducing a menu featuring 8 major series and 45 new products. The store design is tailored specifically for high-speed railway station environments, emphasizing its role as a social and rest space.
The expansion leverages high-traffic transportation hubs to reach a broader commuter demographic. This location marks a continued effort by the brand to refine its store formats for diverse consumer scenarios.
4. [YogurtDay]
YogurtDay opened two new locations in Shanghai simultaneously on April 10, situated at Hongkou Commercial Center and Lifeng Plaza. The brand currently operates 22 stores nationwide, with the majority concentrated in Shanghai, Beijing, and Nanjing.
The dual opening signifies an acceleration of the brand’s footprint in top-tier Chinese cities. Data indicates a growing consumer interest in specialized yogurt-based beverage categories.
5. [Lemon Right (柠檬向右)]
Lemon Right announced its entry into the “fresh snack” sector, with the first “Lemon Right Fresh Snack Store” scheduled to open in May 2026. The brand intends to implement a dual-track strategy combining standalone flagship stores with integrated store-in-store models.
This diversification represents a strategic shift beyond traditional beverage offerings to capture more cross-category consumption. The brand aims to integrate these models to optimize operational efficiency.
6. [Li Shan Shan (李山山) & Bing Chun Tea (冰淳茶饮)]
Li Shan Shan launched its new “Sakura Peach Fragrance” product on April 10, featuring co-branded sakura-themed cups and cards. Simultaneously, Bing Chun Tea introduced its “Peony Limited Edition” products in the Luoyang and Heze regions, offering region-specific promotional items like limited-edition fans.
Both brands are utilizing seasonal floral themes and cultural elements to drive regional market engagement. These localized marketing efforts are common practices for stimulating short-term interest during specific blossom seasons.
7. [CHARLIETOWN]
CHARLIETOWN commenced trial operations at its new location in Qiantan Taikoo Li, Shanghai, on April 9. The store adopts a “reading” concept, designed as a library-themed space to enhance the consumer experience.
The concept store focuses on providing a high-quality environment to differentiate itself in the competitive Shanghai tea market. This trial phase is used to test the reception of the immersive space design.
8. [Grandpa No Tea (爷爷不泡茶)]
Grandpa No Tea released its 2026 cooperation policy, which includes reduced franchise fees and a tiered incentive program for store expansion. The policy also introduces a new equipment reuse program for exiting franchisees to mitigate investment risks.
The new terms are designed to lower the barrier to entry and encourage existing partners to scale their operations. These adjustments reflect the brand’s response to intensified competition in the franchising market.
