一季度收入超33亿，霸王茶姬将从快速扩张转向提高同店销售

Core Viewpoint - Bawang Chaji (NASDAQ: CHA) reported its first quarterly earnings post-IPO, showing strong revenue growth but a slowdown in store expansion and same-store sales performance [1][5]. Financial Performance - In Q1 2024, Bawang Chaji achieved revenue of 3.39 billion RMB, a year-on-year increase of 35.4% [1]. - The net profit for the same period was 677 million RMB, reflecting a year-on-year growth of 13.8% [1]. - The total GMV (Gross Merchandise Volume) reached 8.227 billion RMB, up 38.0% year-on-year, although the average GMV per store decreased by 5.27% quarter-on-quarter and 21.38% year-on-year to 432,000 RMB [1][2]. Store Expansion - As of March 31, 2024, Bawang Chaji operated 6,681 stores globally, with 6,512 in China and 169 overseas [1]. - The net increase in stores for Q1 2024 was 241, a significant slowdown compared to an average of 732 stores per quarter in 2023 [1]. Same-Store Sales - The same-store sales growth for Bawang Chaji was negative at -18.9% in Q1 2024 [2]. - The company is shifting its strategy from rapid market penetration to focusing on same-store sales growth through new products and enhanced customer experiences [2]. Overseas Market Performance - In the overseas market, Bawang Chaji's GMV grew by 85.3% year-on-year, reaching 178 million RMB, with a net increase of 13 stores [3]. - The company has plans to expand further in Southeast Asia, including a joint venture in Malaysia to open 300 stores over the next three years [3]. Cost and Profitability - The net profit margin decreased by 3.7 percentage points to 20.0%, and the operating profit margin fell by 4.0 percentage points to 24.2% in Q1 2024 [5]. - Significant increases in operational costs were noted, with materials, storage, and logistics costs rising by 20.8% to 1.59 billion RMB, and store operating costs increasing by 170.0% to 157 million RMB [5]. Company Background - Bawang Chaji was founded in 2017 in Yunnan and specializes in fresh leaf milk tea [6]. - The company went public on NASDAQ on April 17, 2024, becoming the first Chinese tea beverage company listed in the U.S. [6]. - As of May 30, 2024, Bawang Chaji's stock price was $28.01, with a market capitalization of approximately 51.41 billion USD, equivalent to about 370 billion RMB [6].