近日，知名餐飲企業「鼎泰豐」發布公告，宣布其官方微信商城將於2025年11月30日正式停止營業。公告中特別提醒顧客，為保障消費者權益，所有顧客務必在截止日期前依據積分規則完成積分兌換，逾期未使用的積分將自動失效。此舉引發了消費者的廣泛關注，也讓不少長期積累積分的會員感到緊迫。

「鼎泰豐」作為享譽國際的台灣餐飲品牌，以小籠包、湯包及精緻中式點心聞名，長期在中國大陸市場布局線上線下業務。然而，近年來其線下門店經營狀況出現調整，已陸續關閉多家線下分店，這次公告則標誌著其線上商城業務也將全面收尾。

據悉，目前鼎泰豐在上海、廣州、深圳和杭州等主要城市仍保有線下門店，顧客仍可前往這些實體門店享用餐點。企業方面表示，關閉線上商城是出於業務調整和運營策略的考量，未來將更加聚焦於實體門店服務和品牌體驗。

公告同時強調，積分兌換的規則和操作方式保持不變，顧客可通過官方渠道了解相關細則，避免權益受損。這一消息在社交媒體上引發討論，不少顧客表示將在截止日期前完成積分兌換，也有部分網友對線上商城停止營業表示惋惜，認為這是消費者與品牌之間互動的一個便利窗口。

整體而言，此次公告反映出鼎泰豐在中國市場的業務調整方向，線上商城的關閉意味著品牌將更集中資源投入實體門店及餐飲體驗，但同時也提醒顧客及早使用積分，以免權益受損。

Recently, the renowned restaurant chain Din Tai Fung announced that its official WeChat store will officially cease operations on November 30, 2025. In the announcement, the company specifically reminded customers to redeem their accumulated points according to the established rules before the deadline, warning that any unredeemed points will automatically expire after November 30. The notice has drawn considerable attention from customers, especially long-term members who have accumulated significant points.

Din Tai Fung, the internationally recognized Taiwanese brand, is famous for its xiao long bao, soup dumplings, and delicate Chinese dim sum. Over the years, the company has maintained both online and offline operations in mainland China. However, in recent years, several offline stores have been closed, and this latest announcement marks the official winding down of its online store operations.

Currently, Din Tai Fung still operates physical stores in major cities such as Shanghai, Guangzhou, Shenzhen, and Hangzhou, where customers can continue to enjoy its signature dishes. According to the company, closing the online store is part of a strategic business adjustment, with a greater focus on enhancing in-store services and overall brand experience.

The announcement also emphasized that the rules for points redemption remain unchanged, and customers are encouraged to check official channels to avoid losing their rewards. The news has sparked discussion on social media, with many customers indicating they will redeem their points before the deadline, while some expressed regret that the online store is closing, viewing it as a convenient way to interact with the brand.

Overall, the announcement reflects Din Tai Fung’s strategic shift in the Chinese market, concentrating resources on physical store operations and dining experiences, while reminding customers to use their points in time to protect their interests.