More than just ten-thousand stores—Shanghai Auntie continues to enhance the consumer experience and stands firm on in-store quality.

Ask AI · From a battle for scale to a battle for experience—what lessons does Hushang Ayi’s transformation offer the industry?

Competition in the fresh tea beverage industry is shifting from a “land grab” scale war to an experience war—fighting to better retain consumers. In this transition, Hushang Ayi has delivered a notably weighty set of results: full-year revenue in 2025 of RMB 4.47B, up 36.0% year over year; and full-year profit increased even faster, reaching RMB 501 million with a growth rate of 52.4%. What deserves more attention than the numbers is this brand’s different path after reaching the “10,000-store” milestone—putting its efforts into deepening its focus on in-store service.

The brand proactively optimizes its store network, adjusting stores that do not meet service standards or fall short of operational quality. Behind this move is an upgrade to the consumer experience—so that every store that remains can deliver consistent, reliable service, rather than letting uneven stores dilute the brand’s reputation.

This store health assessment system covers multiple dimensions, including consumer ratings, food safety, operational efficiency, and profitability. It has become Hushang Ayi’s “checkup report,” helping it hold the service baseline.

Stable quality depends on in-depth enablement of frontline stores. Hushang Ayi has strengthened its control over store operations, upgrading service standards and providing management support for store operators—turning each store into an important window where the brand and consumers directly connect in conversation. At the same time, the brand also places greater emphasis on a symbiotic relationship with high-quality franchisees. By delivering stable product strength and service standards, it helps franchisees improve operating quality and profitability, thereby making good service a sustainable, self-reinforcing cycle.

From rapid expansion to high-quality growth, Hushang Ayi’s logic is not complicated: keep the service quality of stores firmly in place, make the consumer experience truly tangible, and ensure that behind every cup of beverage there is a consistent brand commitment. In the increasingly competitive tea beverage market, this may be a moat that is not easy to replicate, yet solid enough to hold.

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