Core Viewpoint - Eight Horses Tea Industry has been on a 12-year journey towards an IPO, yet it has not reached its destination, facing multiple setbacks and challenges in the capital market [2][4][3]. Group 1: IPO Journey - Eight Horses Tea Industry has attempted to go public multiple times since 2013, including failed attempts at the Shenzhen Stock Exchange and New Third Board, and has now turned to the Hong Kong market for its fourth IPO attempt [3][4]. - The company has faced significant challenges in the capital market, with previous attempts resulting in withdrawal and failure to meet regulatory requirements [4][5]. Group 2: Market Position and Competition - The traditional tea industry has shown a cold attitude towards companies like Eight Horses, with competitors like Tianfu Mingcha and Lancang Ancient Tea facing similar struggles post-IPO [5][6]. - The market for mid-to-high-end tea has become increasingly competitive, with consumer preferences shifting towards more affordable options, impacting Eight Horses' sales [24][25]. Group 3: Internal Challenges - Eight Horses relies heavily on a private label production model, with over 50% of its products produced by third-party manufacturers, raising concerns about product quality and brand integrity [11][12][15]. - The company has a high percentage of franchise stores (93%), which has contributed to revenue but also led to quality control issues and a slowdown in growth [16][17]. - Recent financial reports indicate a decline in revenue and net profit, with a 4.2% drop in revenue and a 17.8% drop in net profit year-on-year as of mid-2025 [7]. Group 4: Consumer Trends - The target demographic for Eight Horses, primarily middle-class consumers, has seen a decrease in purchasing power, leading to reduced sales of high-end tea products [25][27]. - The company has struggled to attract younger consumers, who prefer more innovative and accessible tea options, while Eight Horses' traditional offerings have not resonated with this demographic [31][32]. Group 5: Strategic Initiatives - Eight Horses has attempted to launch new brands aimed at younger consumers, such as "Little Horse Tea Fun" and "fnf," but these initiatives have not yet achieved significant market impact [32][33]. - The company needs to shift from a passive growth strategy to a more proactive approach to engage with younger consumers and adapt to changing market dynamics [40].

Core Viewpoint - The article discusses the challenges faced by Baima Tea Industry in its long journey towards IPO, highlighting its struggles in the traditional tea market and the impact of changing consumer preferences on its business model [5][6][9]. Group 1: IPO Journey - Baima Tea has been attempting to go public for 12 years, with multiple failed attempts across different stock exchanges, including Shenzhen and Hong Kong [6][8]. - The company has submitted its IPO application to the Hong Kong Stock Exchange for the fourth time since 2019, indicating a persistent but challenging journey [7][8]. - The cold reception from capital markets towards traditional tea companies is a significant factor in Baima's struggles, as evidenced by the experiences of other companies like China Tea and Tianfu Mingcha [11][12]. Group 2: Company Challenges - Baima Tea faces four major pain points: reliance on OEM production for over 50% of its products, a high percentage of franchise stores (93%), a misalignment with the current consumer trend of downgrading, and a lack of appeal to younger consumers [13][14][15]. - The company's revenue has declined by 4.2% year-on-year, and net profit has dropped significantly by 17.8% as of mid-2025 [13]. - The reliance on franchise stores has led to quality control issues, with complaints about product quality and false advertising [23][32]. Group 3: Market Positioning - Baima Tea's positioning as a high-end brand is increasingly problematic in a market where consumer spending is tightening, particularly among middle-class consumers [37][42]. - The average annual purchase amount of Baima's members has decreased from 2860.4 yuan in 2022 to 2469.6 yuan in 2024, indicating a decline in purchasing power [43]. - The company has attempted to introduce more affordable products but faces stiff competition from brands that better understand consumer preferences [47]. Group 4: Youth Market Engagement - Baima Tea has struggled to connect with younger consumers, who prioritize efficiency, transparency, and experiential consumption [50]. - The company's attempts to innovate and attract younger demographics, such as launching sub-brands and new product lines, have not yielded significant results [51][53]. - To effectively engage with younger consumers, Baima may need to shift from a passive to an active approach in its marketing and product development strategies [55].

Core Viewpoint - Baima Tea, a high-end tea brand known for its Tieguanyin, is struggling to maintain its market position and has faced multiple failed IPO attempts over the past 12 years, raising questions about its viability in the capital market [3][4][6]. Group 1: IPO Journey - Baima Tea has made four attempts to go public since 2019, with its latest application submitted to the Hong Kong Stock Exchange after previous failures in various markets [4][5]. - The company has faced significant challenges in the capital market, with traditional tea companies generally receiving a cold reception from investors [6][8]. Group 2: Business Model Challenges - Over 50% of Baima Tea's products are produced through a private label model, raising concerns about the authenticity of its "ancient method" branding [9][15]. - The company relies heavily on franchise stores, which account for 93% of its retail outlets, leading to quality control issues and a slowdown in revenue growth [10][26]. - Baima Tea's revenue declined by 4.2% year-on-year, with net profit dropping by 17.8% as of mid-2025 [10]. Group 3: Market Position and Consumer Trends - The high-end positioning of Baima Tea is becoming problematic in a consumer environment marked by downgrading spending habits, particularly among middle-class consumers [11][48]. - Membership data shows a decline in average annual spending among Baima Tea's customers, indicating weakening purchasing power [49]. Group 4: Competition and Consumer Preferences - Baima Tea's traditional tea offerings are facing stiff competition from new-style tea brands that attract younger consumers, highlighting a disconnect with the target demographic [50][58]. - The company's attempts to innovate and appeal to younger consumers through new sub-brands have not yielded significant results, as these products lack differentiation in a saturated market [60][62]. Group 5: Strategic Recommendations - To regain market traction, Baima Tea should focus on improving franchise management and product quality control, ensuring alignment with brand values [39][38]. - A shift from a passive to an active approach in engaging younger consumers is necessary, moving beyond traditional marketing strategies to embrace innovative and experiential offerings [68].