喝奶茶也要配货？ 茶百道被指“吃相难看”

Core Viewpoint - The article discusses the recent challenges faced by the tea brand Cha Bai Dao following the launch of its new product, Solid Mango Sago, which has been criticized for issues such as bundling sales and price increases amid performance pressures [2][10]. Product Launch and Sales Issues - The Solid Mango Sago gained significant attention, with reported sales of nearly 250,000 cups on its first day [4]. - However, customers have raised concerns about the product being set as "not available for single order" on delivery platforms, suggesting bundling sales practices [5][6]. - Many stores have shown the product as sold out, leading to accusations of "hunger marketing" [6][10]. Price Increase and Cost Pressures - The price of Solid Mango Sago was increased from 19 yuan to 22 yuan, with a promotional discount bringing the effective price to 21 yuan [9]. - The price hike is attributed to rising costs of key ingredients, particularly the Kate Mango, which has been in short supply [9][10]. Financial Performance and Strategic Adjustments - In the first half of 2024, Cha Bai Dao reported a revenue decline of 10% and a net profit drop of 59.7% compared to the previous year [11]. - The company has since seen a recovery, with total revenue reaching 2.5 billion yuan, a 4% increase year-on-year, and net profit rising to 333 million yuan, a 40% increase [11]. - Cost-cutting measures have included a reduction in R&D expenses and a decrease in employee numbers from 2,319 to 2,133 [11]. Store Expansion and Market Strategy - The pace of store expansion has slowed significantly, with only 59 new stores opened in the first half of 2024, compared to 1,431 new stores in the same period of 2023 [11][12]. - The company is focusing on optimizing store operations, resulting in a reduction of stores in first and second-tier cities while expanding in lower-tier markets [12]. - Cha Bai Dao has also begun to emphasize overseas expansion, opening 21 international stores in various countries [12][13].