Yihetang (), sometimes stylized as YH.TANG, is a Chinese bubble tea chain offering baked milk products. It was founded in 2012. As of 2024 the company has over 8000 franchises throughout China, with locations in Vietnam, Thailand, and Malaysia.
Products Yihetang is known for milk teas prepared using caramelized baked milk.The article notes: "近日，益禾堂因在其新品宣传中使用"这么大一杯够你三四个秘书喝" "空姐的品质吉祥村的价格"等文案，被指低俗、涉嫌侮辱女性，引发舆论哗然。7月25日，益禾堂在其官方账号发布致歉信称，此次事件系品牌方审查失误导致的不当发布行为，已删除了各平台相关视频。"
From Google Translate: "Recently, Yihetang was accused of being vulgar and suspected of insulting women for using copywriting such as "Such a big cup is enough for your three or four secretaries to drink" and "The quality of stewardesses is the price of Jixiang Village" in its new product promotion, which caused an uproar in public opinion. On 25 July, Yihetang issued an apology letter on its official account, saying that the incident was an improper release caused by the brand's review error, and the relevant videos on various platforms have been deleted."
The article notes: "据悉，益禾堂品牌创立于2012年，是武汉熠汇饮科技有限公司旗下的茶饮品牌，因"烤奶"产品为消费者熟知。据悉，目前，益禾堂现有门店超4000家，产品主打平价，定价普遍在8-20元。"
From Google Translate: "It is reported that the Yihetang brand was founded in 2012 and is a tea brand under Wuhan Yihuiyin Technology Co., Ltd. It is well-known to consumers for its "baked milk" products. It is reported that Yihetang currently has more than 4,000 stores, and its products are mainly affordable, with prices generally ranging from 8 to 20 yuan." According to Supermarket News, Yihetang and Mixue Ice Cream & Tea "dominate" the "fresh-made tea drink" segment in Southern China.
Organization Yihetang is a tea beverage brand under Wuhan Yihuiyin Technology Co., Ltd., founded in 2012. Yihetang mainly operates in a franchise mode. In 2013, Yihetang opened up chain franchise. In April 2018, Wuhan Yihuiyin Technology Co., Ltd. was established.
History and growth Hu Jihong (also translated as Hu Ji Hong) opened a beverage store called Changyingang in 2006.The article notes: "2006年，益禾堂品牌创始人胡继红打造了第一家饮品店"畅饮港"。2012年，"畅饮港"正式更名为"益禾堂"，同年推出的"益禾烤奶"，再次火爆市场，也成为益禾堂的经典爆款产品。... 在益禾堂的发展史中，县级市场是其重要布局。据了解，目前益禾堂有20%左右的门店位于县镇市场，比如陕西省榆林市靖边县、河南省焦作市武陟县、河北省保定市雄县等，面积都接近100平方米。"
From Google Translate: "In 2006, Hu Jihong, the founder of the Yihetang brand, created the first beverage store "Changyingang". In 2012, "Changyingang" was officially renamed "Yihetang". The "Yihe Baked Milk" launched in the same year was once again popular in the market and became a classic hit product of Yihetang. In the development history of Yihetang, the county market is its important layout. It is understood that about 20% of Yihetang's stores are currently located in county and town markets, such as Jingbian County, Yulin City, Shaanxi Province, Wuzhi County, Jiaozuo City, Henan Province, Xiong County, Baoding City, Hebei Province, etc., with an area of nearly 100 square meters." In 2012, Wuhan Yihuiyin Technology Co., Ltd. officially established Yihetang brand. In 2017, Yihetang had more than 1,000 stores in China, covering more than 100 cities in 26 provincial regions. By 2019 Yihetang had 4000 stores. "Two weeks ago in Wuhan, I met Hu Jihong, the boss of Yihetang. This brand started in 2012, and this year they are going to open 4,000 stores."
In 2021, Yihetang underwent its sixth comprehensive upgrade, with Olympic champion Lv Xiaojun becoming a spokesperson. By 2022 it had over 5000 franchises.
By 2024, the number of contracted stores in China had surpassed 8,000 with locations opened in other countries in Southeast Asia, including Vietnam, Thailand, and Malaysia.The article notes: "起源湖北，历经15年在国内拥有约5560家门店的益禾堂，在强势的两广布局了超1700家门店。也是如此，其影响力自然辐射到东南亚市场。... 如今的益禾堂在越南开放加盟并完成近30家门店的签约，位于雅加达的印尼首店也于近日正式开张。... 这家国内近3成门店都为乡镇店的大众价位茶饮品牌，并不想走复制粘贴的路线。"
From Google Translate: "Originated from Hubei, Yihetang has about 5,560 stores in China after 15 years, and has deployed more than 1,700 stores in the strong Guangdong and Guangxi. Similarly, its influence naturally radiates to the Southeast Asian market. ... Today, Yihetang is open for franchising in Vietnam and has signed contracts for nearly 30 stores. The first store in Indonesia, located in Jakarta, was also officially opened recently. ... This popular tea brand with nearly 30% of its stores in towns and villages does not want to take the route of copying and pasting."
Controversies The company has been plagued by food safety issues at its franchises.The article notes: "南都·湾财社记者注意到，在不到一年的时间里，益禾堂多次因食品安全问题冲上热搜，彼时，为了加强终端管理，其还曾表示"下决心打造三级品质攻坚保障体系"。"From Google Translate: "Southern Metropolis Daily reporters noticed that in less than a year, Yihetang has been on the hot search list many times due to food safety issues. At that time, in order to strengthen terminal management, it also stated that it was "determined to build a three-level quality assurance system.""The article notes: "据壹览商业统计，2022年益禾堂开店数量高达508家，门店总量多达5600家。从新茅·品牌百强榜数据来看，益禾堂的营收增速在逐渐放缓，从2020营收8亿，到2021年12.1亿，据新茅榜数据估算，2022年预估营收大概是11亿，因为2022年受疫情影响最大，门店关停数量其实超过100家，相较2021年同比增速51%，2022年增速预估下滑达-8.7%（预估）。"From Google Translate: "According to Yilan Business statistics, Yihetang opened 508 stores in 2022, with a total of 5,600 stores. According to the data from the New Maotai Brand Top 100 List, Yihetang's revenue growth rate is gradually slowing down, from 800 million in 2020 to 1.21 billion in 2021. According to the New Maotai data, the estimated revenue in 2022 is about 1.1 billion. Because 2022 was the year most affected by the epidemic, the number of store closures actually exceeded 100. Compared with the year-on-year growth rate of 51% in 2021, the growth rate in 2022 is estimated to decline by -8.7% (estimated)." On May 5, 2022, some of Yihetang's stores in Zhengzhou, Henan Province, used expired and moldy ingredients and had food hygiene issues such as tampering with the shelf life of opened materials. On May 6, Yihetang's official Weibo account issued an apology statement, saying that it had terminated its cooperation with the franchisee involved and had closed the store involved.
In July 2021, Yihetang's new product promotional copy, such as "a cup this big is enough for three or four of your secretaries to drink" and "the quality of a flight attendant but the price of Jixiang Village", referring to a notorious red-light district in Xi'an, was questioned for insulting women and being vulgar. On July 25, Yihetang issued an apology letter, saying that due to some inappropriate words in the original video, misunderstandings had been caused, which had brought a very bad feeling to everyone. The brand expressed deep guilt and had deleted and removed the relevant videos from various platforms.
Infringement issue Yihetang entered the Vietnamese market in 2019 and has more than 30 stores. Yihetang's success in the Vietnamese market also brought about the problem of counterfeit and shoddy products. In order to protect the rights and interests of brands and consumers, Yihetang has clarified the authorization of Vietnamese branch as the only official port, and has established a rights protection team and a scientific rights protection system to combat infringement in the market.
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