10 月 20 日，新茶饮品牌霸王茶姬在东南亚市场迎来双重里程碑：全球 "最高" 门店于泰国曼谷王权大 京都大厦正式开业，与此同时马来西亚第200家门店，也是霸王茶姬在马来西亚最大门店同步亮相核心 商圈。两大地标级门店的落地，标志着这个源自中国的茶饮品牌在海外市场的布局从 "单点探索" 迈入 "规模化深耕" 的新阶段。 作为中国新茶饮出海的代表性企业，霸王茶姬的全球化版图已覆盖马来西亚、泰国、新加坡等 7 个海外 国家，海外门店总数突破 200 家，今年更成功进军美国市场，洛杉矶首店开业首日售出超 5000 杯。这 种跨越式发展，印证了中国茶饮文化的国际吸引力。 中国农业科学院茶叶研究所副研究员陈富桥指出，新茶饮的兴起折射出人们对健康饮品和情感寄托的追 求，尤其是年轻群体。他进一步强调，这种创新茶饮方式已成为人们接触和了解中国传统茶文化的重要 桥梁。 据悉，未来霸王茶姬将持续加码包括东南亚在内的海外市场，推动中式茶饮成为国际文化交流的新名 片。随着地标店形成的示范效应，霸王茶姬正从 "门店出海" 向 "品牌扎根" 蜕变，为中国消费品牌的全 球化探索提供新范式。 扬子晚报/紫牛新闻记者 姜天圣 校对 盛媛媛 此 ...

财报电话会上，公司高管透露今年4月，霸王茶姬在东南亚推出的"谷香焙茶"(Hojicha Genmai Milk Tea) 成为现象级爆款，不仅获得消费者热烈反响，更助力品牌登上东南亚茶饮品牌声量榜榜首。特别是在马 来西亚市场，产品上市两周内主要城市即告售罄。 本报讯(记者李静)9月18日，记者获悉，霸王茶姬即将迎来其在马来西亚的第200家门店。从马来半岛南 部(西马)的吉隆坡、马六甲，到加里曼丹岛北部(东马)的亚庇、古晋，霸王茶姬已经在马来西亚的主要 城市有所布局。 2025年8月底公布的霸王茶姬第二季度财报显示，其海外市场GMV达到人民币2.352亿元，同比增长 77.4%，环比增长31.8%。其海外市场展现出强劲增长动能，已逐步成为驱动公司整体增长的重要引 擎。 东南亚是霸王茶姬重点布局的海外市场。根据公开信息，霸王茶姬已进入马来西亚、新加坡、泰国、印 度尼西亚、越南和菲律宾市场。另外，公司还在今年5月首次进入北美市场，在美国洛杉矶开出了首 店。近期，美国第二家门店也在洛杉矶县托伦斯市开业，选址全美前十大商场——德尔阿莫时尚中心 (Del Amo Fashion Center)。 ...

Core Viewpoint - The financial report of Bawang Tea Ji for Q2 2025 shows strong growth in both domestic and overseas markets, with a significant increase in global store count and GMV, highlighting the company's resilience and strategic focus on value over price competition [1][7]. Financial Performance - As of June 30, 2025, Bawang Tea Ji's total GMV reached 8.1031 billion yuan, a year-on-year increase of 15.5% [1][7]. - The net revenue for Q2 was 3.3319 billion yuan, reflecting a year-on-year growth of 10.2% [1][7]. - Adjusted net profit for the quarter was 629.8 million yuan, with an adjusted net profit margin of 18.9% [1][8]. - Cumulatively, the adjusted net profit for the first half of the year was 1.31 billion yuan, up 6.8% year-on-year [7]. Store Expansion and Overseas Growth - The total number of global stores reached 7,038, including 208 overseas locations [3][7]. - Overseas GMV was 235.2 million yuan, showing a remarkable year-on-year increase of 77.4% and a quarter-on-quarter growth of 31.8% [2][3]. - The company successfully entered the Indonesian market, opening 8 new stores, and has plans for further expansion in North America [3][5]. Product Innovation and Marketing - Bawang Tea Ji launched region-specific products that have gained popularity, such as the Hojicha Genmai Milk Tea in Southeast Asia and the Earl Grey series in collaboration with the British Library [4][9]. - The company has introduced new products in its classic category, which have received positive market feedback [7][11]. Membership Growth and User Engagement - The registered membership count surpassed 200 million, reaching 206.9 million, with a year-on-year increase of 42.7% [6][8]. - The company emphasizes user engagement through initiatives like the CHAGEE TOWN membership system and offline communication events [8]. Strategic Focus - Bawang Tea Ji adheres to a "value-first" strategy, opting not to engage in price wars during the recent "takeout war" among internet platforms, which has helped maintain stable growth in GMV and net revenue [1][7][8].