“Cultivating Internal Strength” and “Looking Beyond Borders”: How Can Bawang Chaji Tell a New Story?

Original Source: BCC Global
Date: December 25, 2024

Introduction

Recently, reports revealed that McDonald’s former CFO in China, Huang Hongfei, will join the tea beverage brand Bawang Chaji as its CFO. This move is regarded as a strong signal that the company is on track for a U.S. IPO. Amid fierce competition in China’s tea beverage market, Bawang Chaji has risen to prominence with its increasing store count, order volume, and brand influence. But what is driving its growth, and how can it push its global expansion forward?

Bawang Chaji’s Growth Against the Odds

The 2023-2024 China Tea Beverage Industry Annual Development Report shows that the new-style tea beverage market reached a value of CNY 193.3 billion (USD 26.5 billion) in 2023, a 15.7% YoY growth rate. By 2024, this figure is expected to rise to CNY 220.5 billion (USD 30.2 billion), though the growth rate will slow to 14.1%. The market has entered a phase of intensified competition, with store expansion slowing, store closures rising, and average ticket prices declining—challenges that many brands are facing.

However, Bawang Chaji defied the market trend:

• Store count: As of November 2024, Bawang Chaji had over 6,000 stores nationwide, with a 70% increase in new store openings and a closure rate of less than 0.5% (for stores operating over a month, excluding new openings), indicating strong operational stability.
• Average GMV per store: Each store averaged CNY 450,000 to CNY 500,000 (USD 61,600–68,500) per month—among the highest in the industry.
• Projected annual GMV: Driven by festive promotions for Christmas and New Year, the company’s annual GMV may exceed CNY 20 billion (USD 2.7 billion), more than doubling its 2023 performance, potentially matching Starbucks China.

Pricing and Sales Strategy

Bawang Chaji’s discount policies include multi-cup discounts, such as 15% off for 2 cups, 20% off for 3 cups, and 25% off for 4 cups, effectively raising the average ticket price by CNY 2-3. During promotions, the average ticket price can reach CNY 35-36 (USD 4.8-4.9), demonstrating strong consumer demand and market competitiveness.

Key Factors Behind Bawang Chaji’s Growth

1. Store Expansion and Distributed Decision-Making
   Bawang Chaji’s expansion strategy emphasizes a “distributed decision-making system” that grants regional managers more autonomy. The company has around 30 subsidiaries, each with local operations, marketing, and management teams to ensure seamless alignment with headquarters’ strategies.
   1. Franchise Strategy: The company evaluates franchisees not just on financial capacity but also market resources, government connections, and operational expertise.
   1. Reclaiming Franchise Stores: Bawang Chaji plans to reclaim franchise-operated stores when contracts expire to enhance brand consistency, though this may create uncertainty for franchisees. Despite the higher investment cost of CNY 1.5 million (USD 205,000) for a 3.0 model store compared to CNY 800,000 (USD 110,000) for the previous 2.0 model, demand remains high, with waitlists for prime locations.
2. Aggressive and Precision-Based Marketing
   Bawang Chaji’s 2024 marketing budget reached CNY 1–1.3 billion (USD 137–178 million)—three times its 2023 allocation. Key initiatives include:
   1. Increased celebrity endorsements and collaborations with athletes.
   1. Heavy investment in platforms like Xiaohongshu and Douyin as well as CCTV advertisements.
   1. A hybrid national-regional marketing approach: regional markets can plan local campaigns (e.g., localized ads on Douyin) while maintaining content consistency overseen by headquarters.
3. Brand Strategy Upgrade
   The brand has repositioned itself from “traditional Chinese-style milk tea” to an “Oriental tea” concept under the slogan “Tea from the East, Connecting the World.” Key initiatives include:
   1. Expanding product transparency by publishing ingredient and nutrition information.
   1. Integrating automated tea extraction machines to ensure quality and consistency.
   1. Designing store interiors to enhance the customer experience and reinforce the brand’s premium positioning.

Global Expansion Strategy

Bawang Chaji began its global expansion in 2019, focusing initially on Southeast Asia. It currently operates 300–400 overseas stores and plans to open its first U.S. store and headquarters in Spring 2025.

U.S. Market Insights and Challenges

• Market Size: The U.S. bubble tea market comprises over 10,000 stores, with key players like Yifang and Happy Lemon each operating over 100 locations. Second-tier brands like Kung Fu Tea and Meet Fresh also hold market share.
• Regional Taste Preferences:
  • In Texas, consumers prefer sweeter drinks, while in Silicon Valley, they prefer lower-sugar options.
  • Localizing flavors and adjusting sugar levels will be critical to Bawang Chaji’s success.
• Consumer Perception:
  In the U.S., bubble tea is often seen as a dessert-like indulgence, unlike coffee or soft drinks. Changing consumer perceptions through education and product innovation will be essential for long-term market penetration. Experts predict that, like China, the U.S. market will evolve toward more refined offerings, such as fruit teas and lighter milk teas, driven by health-conscious trends—a promising shift for Bawang Chaji.

Store Location and Operations

The availability of commercial spaces in the U.S. is limited, with shorter mall hours and purpose-driven shopping habits that differ from China’s frequent foot traffic. Key location strategies include:

• Yifang: Focuses on high-traffic malls to maximize visibility.
• Heytea: Targets Chinese-populated areas.
• Machi Machi: Opened a flagship store in New York’s Flushing neighborhood, leveraging its “Instagram-worthy” design to attract customers.

Bawang Chaji’s “1+1+9+N” Model:

1. Establish a fully operational local subsidiary.
2. Open at least one flagship store to refine its store model and build brand awareness.
3. Expand with 9 direct-operated stores to solidify market presence.
4. Open additional stores using franchise partnerships.

Cultural Connection and Brand Differentiation

One of Bawang Chaji’s key challenges in the U.S. will be building a cultural and emotional connection with local consumers. Consistent repurchases require more than just product appeal—it demands effective storytelling that resonates with consumers’ lifestyles.

By emphasizing the cultural heritage and quality of its tea products, Bawang Chaji aims to differentiate itself from ordinary milk tea brands—similar to how Starbucks positioned itself globally by emphasizing its coffee culture. The brand aspires to make its “Oriental tea” synonymous with global tea culture.

Conclusion

In an increasingly saturated tea beverage market, Bawang Chaji’s success lies in its strategic agility and focus on brand storytelling. Its ambitious global expansion and refined marketing efforts reflect its commitment to becoming a global tea powerhouse. However, achieving this requires continuous innovation and deep cultural adaptation to resonate with diverse consumer markets.

As Bawang Chaji continues to “cultivate internal strength” while “looking beyond borders,” its journey will set a precedent for Chinese beverage brands venturing onto the global stage.

[Disclaimer]: The content above represents a summary of publicly available information, expert opinions, and BCC research. It does not constitute investment advice. BCC assumes no liability for any losses resulting from the use of this information. Investors should exercise caution.