CHAGEE was born in Yunnan, the hometown of tea in the world. Since its establishment, it has insisted on using high-quality tea, milk, and rice to produce tea drinks that are friendly to health, presenting tea lovers with a refreshing and non-greasy fresh leaf milk tea that allows them to taste the tea flavor.
"Putting tea into the core" is the belief it has always adhered to. Its signature product [Bo Ya Jue Xian] sells over 100 million cups annually. In 7 years, it has expanded beyond Yunnan and successively established a presence in regions such as Beijing, Shanghai, Zhejiang, Guangdong, Sichuan, Jiangsu, Fujian, Anhui, Jiangxi, Tibet, Inner Mongolia, and Jilin. Meanwhile, it has opened more than 100 stores in countries including Malaysia, Thailand, and Singapore, ranking first in the national-style milk tea category in terms of store count, with over 4,500 stores worldwide.
In the first quarter of 2024, CHAGEE maintained rapid growth, with total sales exceeding 5.8 billion yuan, and the expected full-year GMV in 2024 can surpass 20 billion yuan. The rapidly growing Chinese tea drink market also means intense market competition.
CHAGEE's success in breaking through in just seven years is inseparable from its in-depth insight into the opportunities in the Chinese tea drink market, accurate understanding of the changes in Chinese social consumption culture, bold imagination of how traditional Chinese consumer industries can achieve disruptive innovation in the digital age, as well as its own precise strategic choices and control, and profound understanding of how to shape the mindset of new brands in the current era: starting from social issues, seeking ways to communicate with users through social responsibility, integrating social concepts into enterprise management, and pursuing long-term and sustainable development of the enterprise in the digital age.
