造浪者 | 雍敏：从奢侈品柜姐到霸王茶姬加盟商，赚钱看产品更要看人

Core Insights - Bawang Tea Ji represents one of the most exciting entrepreneurial stories in recent years, with founder Zhang Junjie successfully pivoting from the crowded fruit tea market to the original leaf fresh milk tea segment, achieving high brand recognition [1] - The company has adopted a new business model to address long-standing criticisms in the tea beverage industry, shifting from a traditional supply chain model to a fixed revenue-sharing model based on store GMV, which aligns the interests of the brand and franchisees [2][3] - The brand's rapid expansion has seen its store count grow from fewer than 30 in 2021 to over 1,000 by 2022, indicating a strong market presence and demand for its products [9] Business Model and Strategy - Bawang Tea Ji's new model involves sharing profits based on store GMV and providing discounts to franchisees, which aims to create a partnership dynamic between the brand and its stores [2][3] - The company has reduced its SKU count from 45-50 to around 25, focusing on original leaf fresh milk tea, which has led to improved operational efficiency and reduced costs [12][13] - The brand has also introduced new product lines to diversify its offerings while maintaining a focus on quality and brand identity [12][14] Franchisee Relations - Franchisee Yun Min emphasizes the importance of transparent communication and collaboration between the brand and its partners, which has fostered a supportive environment for growth [2][10] - The company has implemented a rigorous food safety and quality control system, which is crucial for maintaining brand integrity as it scales [15] - Bawang Tea Ji's approach to sharing equity with key franchisees has strengthened loyalty and commitment among its partners, facilitating smoother operations across its expanding network [10][11] Market Position and Future Outlook - The brand aims to position itself as a high-value player in the tea beverage market, focusing on product quality as the primary driver for customer loyalty [16] - Bawang Tea Ji's commitment to its founding vision of promoting Chinese tea culture globally remains strong, as evidenced by its recent marketing efforts highlighting traditional tea practices [16] - The company plans to continue its aggressive expansion strategy, with an expected addition of approximately 2,400 new stores in 2023, quadrupling its growth from the previous year [16]