Summary of Key Points
1DianDian Milk Tea once gained a large number of loyal followers due to its nostalgic appeal, stable products, and an image of honesty. By 2025, it had expanded to over 4,000 stores and seemed to be on its way back to glory. However, recent issues such as food safety problems (changing the expiration dates of ingredients, using unbranded tea), public welfare controversies (donating a thousand-yuan watch to a boy), PR blunders (not sending blessings on Women's Day and even blocking users), and humorous brand names for new products (which were interpreted as curses) have led to a significant loss of fan loyalty and a sharp decline in brand trust. Although short-term performance has not been significantly affected, the rise in health awareness among consumers in cities above the second tier and the increased range of choices available have begun to erode the brand's foundation.
Detailed Analysis
1. Food Safety Issues: Rapid Expansion Leads to Poor Store Management
The food safety issues at 1DianDian are not isolated incidents. Changing ingredient expiration dates, using unbranded tea, employees not wearing masks or gloves, and leaving phones and mosquito coils on the counters all indicate poor management. Why has this happened? In 2025, the brand opened 1,146 new stores, bringing its total to over 4,800, an expansion much faster than before. Previously, 1DianDian mainly operated directly-owned stores with strict control; now, with the expansion to franchise models, franchisees may cut corners to save costs and improve efficiency. While the brand claims the tea was repackaged from larger containers without labeling, customers had already reported similar issues, indicating that its internal audit capabilities have not kept up with its growth.
2. The Nostalgic Appeal Is Gone: From Fanatic Loyalty to Disinterest
Why were former fans so loyal? 1DianDian had a unique charm: its logo and packaging remained unchanged for over a decade, the menu was simple and genuine (unlike other brands with complex names), and it openly listed ingredients like "vegetable fat powder" without hiding them. Fans viewed the brand as honest and pure, even committing to lifelong loyalty. But now, food safety issues have shown that stability does not equate to safety. Public welfare controversies and negative experiences on Women's Day have shattered this image, leaving fans disappointed.
3. Continuous PR Mistakes: Hitting Users Where They Are Most Sensitive
1DianDian's PR efforts have been a series of missteps:
- Public Welfare Incident: Donating a expensive watch to a boy from a low-income family sparked skepticism, and the brand only responded three days later without providing a clear explanation, reinforcing the perception of insincere generosity.
- Women's Day Incident: The lack of greetings this year, followed by blocking users who asked for them, was seen as petty and hurtful to female consumers.
- New Product Names: The humorous name for a new product was interpreted as a curse, adding to the brand's negative reputation when customers were already feeling stressed from work. These mistakes show that the brand did not consider user perspectives and took fans' goodwill for granted.
4. Rising Health Awareness: Milk Tea Is No Longer a Must-Have
Young people are increasingly concerned about their health. Many have noticed improvements after stopping to drink 1DianDian, such as better skin and lower blood sugar levels. For example, Lin Mo stopped drinking the tea after being diagnosed with insulin resistance. With 74% of 1DianDian stores located in cities above the second tier, where consumers have more choices (such as HeyTea, NaiXue, and MieXue BingCheng), health concerns are a major factor. Once customers perceive milk tea as unhealthy or unnecessary, they are likely to switch to other options or even give it up altogether.
5. The Paradox of Expansion and Trust: The Brand Bears the Consequences of Its Growth
1DianDian's success once relied on fan promotion, with the title "DianMen" (Loyal Fans) being a badge of honor from its customers. However, now that problems have arisen, fans are also bearing the brand's negative consequences. As one netizen said, "A brand is an extension of one's identity, and goodwill can quickly turn into criticism." Expansion has increased store numbers but also raised management challenges; nostalgia brought in followers but also higher expectations. It’s become easier for fans to disengage, and without that emotional bond, the brand must face its issues on its own.
Conclusion
1DianDian's story reflects a common challenge in the new tea industry: it’s easy to gain popularity through sentiment, but difficult to maintain it. Speed of expansion, management quality, customer experience, and health trends all play crucial roles. If a brand relies on past successes without addressing fundamental issues, it may lose its audience in the long run. After all, fan loyalty is not eternal, and once trust is lost, it’s hard to regain.