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  北京时间4月17日晚,霸王茶姬正式敲钟纳斯达克,成为新茶饮行业第5家上市公司,也是首家在美股上市的新茶饮公司。

  作为快速成长的新茶饮新贵,霸王茶姬受到美股投资者的热情追捧。上市当天,公司股价高开20.54%至33.75美元,盘中最高涨超48%。截至当日收盘,霸王茶姬涨15.86%,报32.44美元,总市值近60亿美元。

  与同行业其他上市公司相比,霸王茶姬此次上市进程推进颇快。从3月26日公开递交招股书到4月17日上市,历时不足1个月。

  赚钱能力最强的新茶饮企业

  2017年,霸王茶姬第一家门店在云南开设。此后数年,这家主打原叶鲜奶茶、走国风路线的新茶饮品牌在西南地区深耕不辍,但在全国范围内,影响力尚未打开。

  转折发生于2021年。当年,霸王茶姬接受了复星、XVC和琮碧秋实等投资方超3亿元的融资,在明确了战略和打法后,开启了全国化新征程。

  在2022年、2023年和2024年底,霸王茶姬门店总数分别为1087家、3511家、6440家,呈倍增之势。作为后发者,其终以“黑马”之姿闯进新茶饮头部阵营。

  伴随着门店规模的快速扩大和品牌势能的强势崛起,霸王茶姬的业绩也迎来爆发。2022年至2024年,霸王茶姬营收分别为4.92亿元、46.40亿元、124.06亿元;净利润分别为-9070万元、8.03亿元、25.15亿元。

  横向对比来看,2024年霸王茶姬的净利润仅次于蜜雪冰城,显著高于古茗、茶百道,而后二者的门店数量远高于霸王茶姬。

  取得这样的成绩,离不开其高超的赚钱能力。2024年,霸王茶姬的毛利率为51.5%,净利率达20.3%,领跑整个新茶饮行业,这也使其成为加盟商眼中的“香饽饽”。招股书显示,截至2024年年底,共有3195位加盟商加入霸王茶姬。2023年和2024年,霸王茶姬闭店率仅为0.5%和1.5%,低于其他上市茶饮企业。

  事实上,霸王茶姬的赚钱奥秘并不复杂,可简单概括为在产品和供应链上做“减法”,在数字化技术和自动化设备上做“加法”。

  通过实施大单品策略,2022年、2023年和2024年,霸王茶姬在中国产生的订单金额中,分别有约79%、87%和91%来自招牌茶拿铁产品(即原叶鲜奶茶),其中约44%、57%和61%来自前三款最畅销的茶拿铁产品。以明星单品“伯牙绝弦”为例,其过去3年累计售出超6亿杯。

  霸王茶姬表示,专注于简单的核心菜单使其能够通过更集中、简化和高效的供应链管理以及高度自动化生产设备,来确保产品质量、一致性和便利性。这最终导致其庞大的门店网络运营效率和服务质量的提高。

  将现代东方茶推向世界

  “中国是茶叶的发源地,但至今未诞生一个世界级的茶品牌,这是一个非常令人心痛和值得深思的现象。”在2024年5月举行的“2024年国际茶日·现代东方茶创新论坛”上,霸王茶姬创始人、董事会主席、首席执行官张俊杰这样感慨。

  也正是在这场活动上,张俊杰透露了霸王茶姬的雄心和未来愿景:未来在100个国家有霸王茶姬的身影、一年为茶友提供150亿杯茶,有30万个伙伴遍布全球,通过一杯茶链接消费者的每一天。

  如何达成这一愿景?霸王茶姬的答案是,把喝茶这件事做成现代咖啡那样,通过“三杯茶”场景,重建喝茶的共识。

  所谓“三杯茶”场景,第一个是指对标星巴克,让喝茶这件事变得生活化。“霸王茶姬要像素级对标星巴克。”张俊杰曾说。第二个是指对标雀巢,即未来在家庭和办公室等场景出现一台小小的自动化萃茶机。第三个是指对标可口可乐,希望通过打造一款兼具美味健康,同时又带有能量性和功能性的预制茶饮料,将东方茶推向全球每个角落。

  显然,对于成立尚不足8年的霸王茶姬来说,对标星巴克,仍是当下的重点任务。

  据了解,霸王茶姬自研萃茶工艺和设备,将其用于新产品线的开拓。2025年,霸王茶姬推出称为“CHAGEENOW”的现萃系列产品,已率先在上海地区测试。整体来看,霸王茶姬的Tealatte、Teaspresso、Teapuccino产品线分别对应咖啡领域的拿铁、美式和卡布奇诺。

  除了开拓新产品线,霸王茶姬也在加速海外扩张。招股书显示,截至2024年底,霸王茶姬在海外共有156家门店,覆盖地区包括马来西亚、新加坡、泰国。近期,霸王茶姬将在美国洛杉矶落地北美市场的第一家门店。

  一个有趣的细节是,此次上市,霸王茶姬的股票代码定为“CHA”,即“茶”的拼音,这显示了其全球化布局的战略定力。在业内人士看来,通过将“茶”这一极具中国特色的元素融入股票代码,霸王茶姬不仅向全球投资者传递了其核心业务和文化底蕴,且有助于提升品牌的辨识度和影响力。

  从规模扩张到内功修炼

  尽管多家调研机构的研究报告显示,新茶饮行业在未来仍会保持低速增长,但不可否认的是随着供给快速扩大及产品同质化,行业竞争已进入红海。

  从行业上市公司的2024年年报来看,同店GMV等核心经营指标均有所下滑。霸王茶姬也未能幸免。招股书显示,从2024年第三季度开始,霸王茶姬的同店GMV增速已经趋缓,到了第四季度,同店GMV相较上一年同比出现了18.4%的负增长。

  面向未来,霸王茶姬如何继续高质量、可持续发展?答案或许藏在内功修炼和组织效率的提升上。

  招股书显示,2025年,霸王茶姬计划在中国和全球范围内新开1000至1500家门店。较为克制的计划开店数量意味着公司在2025年不再过度追求门店规模扩张,而是转向门店精细化运营。

  从此次上市的募资用途看,增强核心竞争力成为关键。霸王茶姬表示,此次预计募资净额约为3.96亿美元,主要用于科技投入、新品研发、品牌建设、构建海外供应链网络等。

  在近期的一次分享中,张俊杰还特别提到了组织构建问题。他表示,霸王茶姬的组织有两个特点,第一是具有多元性,第二是具有一元性。所谓多元性是指在招聘的时候,没有任何偏好性,不设各种限制,员工的行业跨度、年龄跨度、地域跨度、背景差异都很大,不戴帽子不设限。所谓一元性,是指员工“都是具有同一种味道的人,不装不端,只做正确的事,不做别人想看到的事”。

  “我用50%以上的时间找人,发现好的人,再充分地激发信任和授权。最终整个组织逐渐变成了一个‘人人都是founder(创始人)’的状态。”张俊杰表示,霸王茶姬坚定走的一条路(做一品牌、多品类、全渠道的全球化)是一群人共同选择的路,跪着也要把它走完。

  作者:郑俊婷

热点栏目自选股数据中心行情中心资金流向模拟交易客户端

  东方电气(01072)发布公告,于2025年4月14日,公司在中国证券登记结算有限责任公司上海分公司完成相关登记及托管手续后已完成向特定对象发行A股,当中涉及以发行价每股人民币15.11元发行及配发合共2.73亿股A股股份。

  向特定对象发行A股完成后,公司已发行股份总数由31.17亿股增加至33.90亿股股份,其中已发行A股数目由27.77亿股A股增加至30.50亿股A股,已发行H股数目保持不变。根据公开可得资料及据董事所深知,公司公众持股量仍符合上市规则第8.08条所订的最低公众持股量规定。

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