霸王茶姬还没做成“东方星巴克”，先得了星巴克的病

Core Viewpoint - The company BaWang Tea Ji, which went public on NASDAQ less than a year ago, is reportedly considering a secondary listing in Hong Kong, although it has denied these rumors. The company is experiencing a significant slowdown in revenue and profit growth, raising concerns about its market position and brand image [1][3][4]. Financial Performance - BaWang Tea Ji's revenue and profit growth have noticeably slowed over the past year, with growth rates declining for three consecutive quarters. In Q3 of the previous year, the company reported a revenue decline of 9.4% year-over-year and a nearly 40% drop in net profit, marking the first time its quarterly GMV turned negative [1][5]. - The average monthly GMV per teahouse in Greater China has been declining for seven consecutive quarters, with the same-store GMV growth rate falling into negative territory for four quarters, reaching a decline of nearly 28% in Q3 [1][2]. Market Position and Brand Image - BaWang Tea Ji has faced multiple public relations crises that have damaged its high-end brand image, including controversies over product ingredients and employee behavior. The company is known for its significant marketing expenditures, which have helped it establish a premium position in the market [3][4][11]. - The company has refrained from participating in the aggressive food delivery subsidy wars that have benefited competitors, which has contributed to its revenue decline. While other brands like MiXue Ice City and GuMing have seen substantial growth, BaWang Tea Ji's revenue growth has sharply decreased since Q2 of the previous year [5][6][7]. Expansion and Future Strategy - BaWang Tea Ji has expanded its store count significantly, from 1,087 in 2022 to 6,440 in 2024, but the pace of new store openings is expected to slow in 2025 [8][10]. - The company is exploring overseas markets, where it has seen better performance, with GMV in international markets exceeding 300 million RMB, reflecting a year-over-year growth of 75.3% [22]. Stock Performance - Since its peak market valuation of over $7 billion, BaWang Tea Ji's stock price has dropped by more than 60%, with a current market cap of approximately $2.366 billion [23].