36氪出海·关注｜霸王茶姬美国首家门店开业，前麦当劳国际CMO加入高管团队

Core Insights - CHAGEE, a new tea brand, has begun trial operations in Los Angeles and is set to officially open on May 9, following its recent listing on NASDAQ, making it the first new-style tea beverage company to go public in the U.S. [1][2] Industry Overview - The U.S. tea beverage market has seen limited discussion compared to emerging markets in Southeast Asia and the Middle East, despite the presence of various brands like Omomo, Quickly, Tiger Sugar, and others [1]. - The U.S. bubble tea market is projected to grow from approximately $530 million in 2025 to $870 million by 2032, with a compound annual growth rate (CAGR) of about 7% [1]. Company Expansion - CHAGEE has chosen to simultaneously pursue U.S. market entry and public listing, indicating a strategic approach to growth [2]. - The brand currently operates 150 stores overseas, with a focus on expanding its presence in the U.S. [3]. Challenges Faced - Supply Chain: While CHAGEE's product ingredients are simple, maintaining brand consistency while adapting to local tastes presents a challenge [4]. - Market Penetration: CHAGEE's initial store location in a Chinese community reflects the broader challenge of breaking into mainstream markets beyond the Chinese demographic [4]. - Profitability: The brand faces pressure on profit margins due to lower franchise fees compared to international competitors, alongside high marketing and operational costs [6]. Strategic Moves - CHAGEE has recently appointed Eugene Lee, a former CMO at McDonald's, to enhance its marketing strategy and address market penetration challenges [4]. - The company is adopting a direct sales model in the U.S. and is actively hiring for marketing, corporate culture, and technology development roles, indicating a commitment to establishing a strong foothold in the market [7].