Milkshake ice city closed 3808 stores in 90 days? Due to errors in the data capture by the three parties, it has now been corrected.

Recently, there have been reports from self-media claiming that Milk Tea Ice City has opened 3477 new stores and closed 3808 stores in 90 days, sparking discussions among netizens and the industry. The reporter noticed that the data circulating on the internet comes from the third-party agency "Polar Brand Monitoring." On the afternoon of August 3rd, the reporter accessed the Polar Data platform, which showed that Milk Tea Ice City had only closed 539 stores in the past 90 days, a far cry from the reported "3808 stores closed in 90 days." It is understood that the misinformation was due to errors in the data obtained by Polar Brand Monitoring. Currently, Polar Brand has corrected the erroneous data on the platform and sent a letter to Milk Tea Ice City explaining the situation. According to a statement with the official seal of "Beijing Polar Longitude Information Technology Co., Ltd.", "During our recent data monitoring process, the system showed some fluctuations in the number of Milk Tea Ice City stores. After further investigation, we found that this data is not entirely accurate." In this statement, Polar Longitude also explained the reasons for the data errors, attributing them to the fact that "in densely populated areas, the existing data collection methods may not fully cover all store information. Relevant data has now been corrected." Regarding the accuracy of monitoring by third-party data agencies, industry insiders stated, "In franchise models, the data on store closures should consider various factors such as brand-initiated termination, contract expiry, contract renewal decoration, and temporary closure of stores during the summer, making it complex. Therefore, monitoring results can only be used as a reference." According to the Hong Kong stock prospectus and public reports, Milk Tea Ice City is a company focused on providing consumers with freshly made beverages priced at around 6 RMB per unit. As of September 30, 2023, Milk Tea Ice City has developed a network of over 36,000 stores through the franchise model.