Bawang Cha Ji, who has gone through 2023 with "surge" development, opened a brand management company in Shanghai with a registered capital of 100 million yuan. In 2023, Bawang Tea Ji successively entered Hebei, Tianjin, Beijing, Changsha and other markets, initiating further national development. At the same time as it is developing rapidly, Bawang Chaji is also satisfying consumers' consumption experience through product and store upgrades. It has launched a "calorie calculator" function and uses a product base of 0 non-dairy creamer and 0 creamer.
According to industry insiders, Bawang Chaji is currently in a stage of rapid development and is rapidly accumulating brand awareness and market share. The establishment of a brand management company means Bawangchaji’s greater ambition and is of great significance to long-term development.
The anticipated
January 8, 2024, Chaji (Shanghai) Brand Management Co., Ltd. was established. The legal representative is Quan Qifeng, with a registered capital of 100 million yuan. Its business scope includes brand management, catering management, supply chain management services, Organize cultural and artistic exchange activities, Internet sales, Internet live broadcast technical services, etc.
"Consumer Titanium" noted that shareholder and investment information show that the company is wholly owned by Beijing Chaji Catering Management Co., Ltd., an affiliated company of Bawang Chaji.
’s investment of 100 million yuan to establish a brand management company can’t help but make people look forward to the development of Bawang Cha Ji in 2024. In the past year of 2023, Bawang Chaji has completed rapid "growth" and has become a Chinese tea brand that has "suddenly become popular" among many consumers.
From March to April 2023, Bawang Tea Ji successively entered the Hebei and Tianjin markets. In August, Bawang Tea Ji opened its first store in Beijing, officially completing its complete layout in North China. In December, Bawang Cha Ji "entered" Changsha again, officially starting a "face-to-face" competition with Cha Yan Yuese. The popularity of
can also be gleaned from the operating conditions of offline stores. Taking the first store in Beijing as an example, on the day of its opening, Bawang Cha Ji received huge customer flow, with nearly 2,000 cups lined up and a waiting time of up to 5 hours.
In addition, when "Consumption Titanium" browsed topics related to Bawang Chaji on social platforms, it was found that there were countless topics such as signature products, packaging bag modifications, and "cup tearing" activities, which brought huge discussion volume to Bawang Chaji. On Xiaohongshu, there are as many as 670,000 related notes about Bawang Chaji; on Weibo, the number of reads on topics such as "How popular is Changsha Bawang Chaji", "Sixth Anniversary of Bawang Chaji", "Announcement of Bawang Chaji's calories" and other topics Up to several hundred million.
Driven by various phenomena, many people in the industry bluntly said, "Bawang Chaji has completely surpassed the beauty of tea and has become the new overlord of Chinese tea drinks." Jiang Han, a senior researcher at Pangu Think Tank, said that Bawang Chaji is currently is in a stage of rapid development. Judging from its development scale and fan base, Bawangchaji is rapidly accumulating brand awareness and market share. Although it is not yet certain whether it can compete with brands such as Heytea and Chayanyuese, it can be seen that Bawang Chaji has great potential.
Ambitions under "Hurry Up"
Public information shows that Bawang Tea Ji, founded in 2017, was born in Yunnan, the hometown of tea in the world. At the beginning of its birth, Bawang Tea Ji insisted on using good tea and good milk to make healthy and friendly tea drinks as its brand concept.
It is understood that the brand name "Bawang Cha Ji" comes from the classic Peking Opera song "Farewell My Concubine", and the Chinese style elements are used in product design, name and store decoration. Bawang Chaji specializes in original leaf fresh milk tea, covering pure tea, fresh fruit tea and related derivative products. Its signature product "Bo Ya Juexian" sells an average of more than 100 million cups every year.
is different from Cha Yan Yuese, which also positions Chinese tea drinks. In the five years since its establishment, Bawang Tea Ji has left Yunnan and successively opened in Sichuan, Chongqing, Zhejiang, Guangdong, Jiangsu, Anhui, Guizhou, Henan, Shaanxi, Implemented in Shandong, Guangxi, Jiangxi, Tibet, Fujian and other regions. At the same time, Bawang Tea Ji also went overseas and opened stores in Malaysia, Thailand, Singapore and other countries.
In this context, opening a brand management company also represents Bawang Chaji’s greater ambition."Bawang Chaji may hope to strengthen the management and operation of the brand, enhance brand image and quality, and increase consumer satisfaction and loyalty by establishing a brand management company. This is of great significance to the long-term development of Bawang Chaji." Jiang Han pointed out.
Jiang Han also said that by establishing a brand management company, Bawang Cha Ji can also better manage and standardize the franchise business, improve the consistency and standardization of the brand, and also facilitate future listing plans.
Correspondingly, Bawangchaji has not shied away from its pursuit of scale. "The first foundation of the milk tea track is scale effect. Fight for scale. You can't get on the card table until you gain scale. Only after you gain scale can you be qualified to play on the card table." Zhang Junjie, CEO of Overlord Tea Girl, once said publicly.
Since entering 2023, under the "direct operation + franchise" model, Bawang Chaji's expansion speed has increased significantly. Its number of stores will be 1,070 in January 2023, and the 2,000th store will be opened in August 2023. In early December 2023, Bawang Tea Ji announced that its number of stores exceeded 3,000.
This means that Bawang Chaji opened 1,000 stores within 4 months, with an average of about 250 new stores every month, and about 2,000 stores within a year.
continues to learn from the experience of "predecessors". While
is developing rapidly, Bawangchaji is also meeting consumers' consumption experience and the latest consumer needs through product and store upgrades. Industry insiders pointed out that Bawang Tea Girl can see the "shadow" of many tea brands in Bawang Tea Girl, and Bawang Tea Girl is constantly absorbing the experience of "predecessors".
In the second half of 2023, in response to the consumer demand for big health, Bawang Chaji will upgrade its products and announce the launch of a new base product "Ice Brown Non-hydrogenated Base Milk" in 2,000 stores. According to reports, this base milk can achieve 0 non-dairy creamer, 0 creamer, and 0 hydrogenated vegetable oil.
In September 2023, Bawang Chaji officially launched the "calorie calculator" function. Consumers can enter the calorie calculator through Bawang Chaji public account, mini program and other platforms to achieve customized and personalized nutritional information on calories and other products. calculate. The six products "ID Cards" in Bawangchaji's "Low-burden Zone" are also available in offline stores across the country for consumers to pick up.
In addition to products, in the flagship store, Bawangchaji provides consumers with decks that are more suitable for office work and business communication to meet the office needs of professionals. At the same time, Bawang Chaji also provides a more open seating area for consumers with needs for chatting, gatherings, entertainment, etc.
Bawang Cha Ji also uses the "tea bar" space to enhance the sense of consumption ritual. The “tea bar” will be specially used to produce Bawang Cha Ji’s tea series and oriental ice tea series. Consumers can directly see every process such as grinding, extraction, and tea soup pouring.
Recently, Bawang Tea Ji announced the opening of its first sign language store in the world, located in Gaode Land Plaza, Hangzhou. According to reports, the store has installed sign language signs, handwriting boards and handheld menu boards to facilitate barrier-free communication. Xu Xiongjun, an expert in strategic positioning of
and the founder of Jiude Positioning Consulting Company, told "Consumption Titanium" that Bawang Tea Ji has grasped many pain points in the current tea market. Coupled with precise national style positioning, the next step is to change the positioning Being thorough and solid, coupled with rapid expansion, will create scale effects and continue to reap rewards in the capital market. In the future, it is very promising for Bawang Tea Ji to enter the first echelon of tea drink brands.
