霸王茶姬，不止困在“失眠”里

Core Viewpoint - The recent controversies surrounding Bawang Chaji, including concerns over high caffeine content in its products, have led to significant market reactions, including a drop of over 14% in its stock price, marking the largest single-day decline since its IPO. The company is facing declining performance metrics, raising questions about its competitive strength and the overall market for new tea beverages [1][8]. Group 1: Caffeine Controversy - The debate over Bawang Chaji's caffeine levels has been ongoing since the popularity of its product "Boya Juexian" in 2021, which was associated with sleep disturbances due to its high tea polyphenol content [2]. - A recent post by a blogger highlighted the caffeine content in Bawang Chaji's drinks, leading to widespread discussions on social media about the brand's "sleep assassin" reputation [2][3]. - Bawang Chaji claims that its caffeine content is lower than that of a cup of Americano, but the caffeine levels in its drinks, such as 117.2 mg in "Boya Juexian" and 210 mg in "Wanli Mulian," are significantly higher than common energy drinks [3][4]. Group 2: Market Performance - Since its peak market value of approximately $76.7 billion in April 2025, Bawang Chaji's stock has declined over 70%, with its third-quarter revenue dropping by 9.4% year-on-year to 32.08 billion yuan and net profit falling by 35.8% [8][9]. - The brand's rapid expansion has led to a decline in single-store performance, with average monthly GMV decreasing for five consecutive quarters [8]. - The company has struggled to introduce new blockbuster products following the success of "Boya Juexian," which previously accounted for 60%-70% of its total revenue [9][10]. Group 3: Consumer Awareness and Brand Strategy - Bawang Chaji has attempted to address caffeine concerns by launching "light caffeine" versions of its products, but the impact on sales has been limited compared to its regular offerings [6][7]. - Other brands, such as Heytea, have begun to disclose caffeine content more transparently, which has been well-received by consumers, highlighting a shift in consumer expectations for information on beverage ingredients [6][7]. - The current market trend indicates that consumers are increasingly concerned about health implications, leading to a demand for clearer labeling and information regarding caffeine content in beverages [7].