As International Consumer Rights Day approaches, efforts are intensifying to boost consumer confidence and enhance protections. In this context, recent data highlights recurring issues reported by customers of the bubble tea chain GUMING.

According to statistics from a consumer complaints platform, GUMING received 59 valid complaints over the past 30 days, with a resolution rate of 49%. Common grievances cited by consumers include poor service attitude, discovery of foreign objects in beverages, and excessive amounts of ice.

As one of the leading brands in the new tea drink segment, GUMING has expanded rapidly through a franchise model. Public data shows that by mid-2025, the total number of GUMING stores had surpassed 11,000, making it the second tea beverage brand in China, after Mixue Ice City, to exceed 10,000 stores. The chain has a strong presence in second-tier and lower-tier cities, with particularly high penetration in township markets.

However, the rapid increase in store count has not fully translated into a corresponding improvement in consumer experience. The recent complaints data suggests potential shortcomings in standardized management and food safety controls across its franchise network during this period of aggressive expansion.

In the highly competitive tea beverage market, achieving a scale of 10,000 stores demonstrates brand strength. Yet, the real "moat" for any brand lies in ensuring that each outlet delivers safe and consistent products. For GUMING, balancing the pursuit of scale with addressing consumers' quality concerns will be crucial to its sustainable and healthy growth in the future.