The premium yogurt brand Blueglass, which is well known for its fresh-made yogurt in mainland China, has faced significant challenges this year. As of October, the number of its stores has dwindled to just 148, reflecting a sharp decline of approximately 30% compared to November of the previous year. This reduction in store count has been particularly poignant in cities like Chengdu and Nanning, where multiple locations have recently shuttered their doors.
Once boasting ambitious expansion plans, Blueglass aimed to open 1,000 stores within three years following a Series B funding round that secured over 200 million yuan in 2021. However, it appears that the company has deviated from this trajectory, with reports indicating a continual stream of store closures in recent years.
According to data from the dining analytics platform “Narrow Door Dining Eye,” the total number of Blueglass outlets fell from 214 in November 2025 to 148 by October of this year. This represents a loss of 66 stores within less than a year, marking a decline of around 31%.
Furthermore, a report from the “Consumer Quality Journal” on November 4 confirmed that Blueglass has pulled its products from several Chengdu locations within the IFS shopping mall. Notably, information from popular review platform Dazhong Dianping reveals that Blueglass outlets in Chengdu’s Raffles City, Youfang, and IFS areas have all ceased operations. Similarly, the store located in Nanning’s Mixc Town closed its doors on October 31, attributed to the expiration of its lease.
While some new shops have opened, the situation appears dire for recently launched locations as well. For instance, a store in Shenzhen’s Futian area, announced to be opening on April 30, 2023, could not sustain operation for more than six months before it likewise closed down.
Blueglass is often dubbed the “Hermès of Yogurt” due to its premium pricing structure. The brand focuses on ingredients such as probiotics, dietary fiber, and fresh fruits as key selling points and has associated some of its products with concepts like light fasting and body management. The price range for their regular fresh-made beverages typically falls between 29.9 yuan to 49 yuan.
In an effort to make their products more accessible, Blueglass has introduced package deals and membership discounts that effectively lower purchase prices. For example, a promotional campaign in November 2025 offered five drinks for 99 yuan at a Shanghai location, averaging less than 20 yuan per cup.
As reported by “Interface News,” Blueglass currently offers a membership package through its official mini-program priced at 99 yuan, valid for 45 days. This package includes three buy-one-get-one-free yogurt vouchers, three second-cup half-price vouchers, and exclusive AI customization benefits.
Lin Yue, founder and chief consultant of Lingyan Management Consulting, shared insights with “Interface News” regarding the brand’s premium pricing strategy. He noted that the higher costs of Blueglass products were not solely attributed to the quality of the yogurt but also stemmed from the perceived value of a health-conscious lifestyle and the experiential shopping environment provided to customers. As consumer willingness to pay high prices for these factors diminishes, the existing pricing strategy could face significant challenges.
Moreover, Lin expressed concerns that a reliance on ongoing discounts to attract customers might further decrease consumers’ acceptance of the original pricing. This situation poses a critical question for Blueglass as it navigates its future strategy in a competitive market while attempting to maintain its premium brand image.