Core Viewpoint - Bawang Chaji (CHA.US) is expanding its overseas operations by entering into a joint venture in Thailand, acquiring a 51% stake in its local subsidiary, which reflects a strategic move to enhance its market presence in Southeast Asia [2][3]. Group 1: Investment and Partnership - Thailand President Foods Co., Ltd. has invested over 142 million THB (approximately 31.19 million RMB) to acquire a 51% stake in Bawang Chaji Thailand, changing the shareholder structure [2][3]. - The partnership includes key local players from food production, logistics, and real estate, providing essential resources for the brand's expansion [3]. - Bawang Chaji previously established a joint venture in Malaysia with Magma Chain Management, indicating a trend of collaboration with local firms to facilitate market entry [4]. Group 2: Market Trends and Strategy - Analysts suggest that the joint venture model will become a crucial pathway for many restaurant brands looking to expand internationally, particularly in Southeast Asia [5]. - The Southeast Asian market is seen as a primary growth area for Chinese tea brands due to geographical advantages and cultural similarities [5]. - A report indicates that the next five years will be pivotal for the global competition of Chinese tea brands, with Southeast Asia being the preferred destination for expansion [5]. Group 3: Company Performance and Future Outlook - As of March 31, 2025, Bawang Chaji operates 6,681 tea houses globally, with 169 located overseas [7]. - The average monthly GMV for tea houses in Greater China has decreased to approximately 432,000 RMB, down from 549,400 RMB in the same period last year [7]. - The company is transitioning from a rapid growth strategy to a same-store sales growth strategy, focusing on quality and key performance indicators rather than just expansion speed [8].
中国茶饮加码东南亚：霸王茶姬让出泰国公司51%股权，当地三大巨头1.42亿泰铢入局