Counterfeit brands or infringements, poor management, and maintain competitive advantages.

1. Copycat brand or infringement: As a well-known brand, Yihetang already has a certain market share and brand influence. However, since there are many copycat brands or infringements in the market, Yihetang has taken active measures to combat infringements in order to protect its brand image and interests. These measures include changing the name, changing the trademark, strengthening brand promotion, etc.

2. Poor management: During the development process, Yihetang will encounter problems such as poor management or irregular management of some stores, which will lead to the name change or replacement of the stores. In addition, in order to pursue higher profits or better development opportunities, some franchisees will choose to close their original stores and open new ones with the same name, which has also led to the name change of Yihetang.

3. Maintain competitive advantage: Yihetang’s competition in the market is becoming increasingly fierce. In order to maintain its competitive advantage, Yihetang needs to continuously upgrade and update its brand. Therefore, the change of brand name and image is to better adapt to market demand and competitive environment.