Core Viewpoint - Eight Horse Tea Industry has finally initiated its IPO process after a decade-long journey, planning to issue 9 million H-shares and aiming for a listing on the Hong Kong Stock Exchange on October 28, 2025, with support from Huatai International, Agricultural Bank of China International, and Tianfeng International [1] Industry Challenges - The path to listing for Chinese tea companies has been fraught with difficulties, as the tea business is deeply rooted in tradition, making it hard to standardize and scale, which are essential for capital market acceptance [2][3] - The fundamental contradiction in the Chinese tea industry lies in the pursuit of standardization while dealing with non-standard products, leading to skepticism about growth potential and scalability [3][4] Company Overview - Eight Horse Tea has established a vast network with 3,716 stores, of which over 90% are franchise stores, indicating a reliance on a franchise model for rapid expansion [6][7] - The franchise model has contributed to impressive growth, with franchise revenue increasing from 69% in 2022 to 75% in the first three quarters of 2024 [7] Profitability Concerns - The gross profit margin for franchise channels is significantly lower at 46%, compared to 78.2% for direct sales, raising concerns about overall profitability as the franchise model may erode profit margins [9] - The reliance on franchisees for growth poses risks, as any market saturation or franchisee financial difficulties could jeopardize the company's performance [9][10] Market Dynamics - The tea industry is facing a downturn, with seven out of nine listed tea companies reporting revenue declines in the first half of the year, while Eight Horse's revenue slightly decreased from 1.11 billion to 1.06 billion yuan [13] - The average annual spending of direct store members has also dropped by 13.6% from 2,860.4 yuan to 2,469.6 yuan between 2020 and 2024, indicating weakening consumer purchasing power [13] Strategic Adjustments - Eight Horse is exploring diversification beyond tea products, aiming to expand into related categories such as tea utensils and snacks, although tea sales still dominate its revenue [15][21] - The company is enhancing its online presence, with online channels contributing 35.4% of total revenue, while also creating flagship stores to provide unique customer experiences [18] Brand Perception - The brand is deeply associated with traditional tea, which may hinder its efforts to attract younger consumers and diversify its offerings [21][22] - The challenge lies in balancing the brand's traditional identity with the need for modernization and expansion into new markets [24][25]
从非遗传承人到港股敲钟人，八马茶业王文礼，困在“茶叶商”标签里