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一个了不起的故事
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一个了不起的故事
06-19 01:00
$京东(JD)$
这么多利好,怎么就跌了?
一个了不起的故事
06-12
$波音(BA)$
神秘的力量在托底不让跌……不愧是美利坚之子[喷血]
一个了不起的故事
06-12
$波音(BA)$
要往180跌
一个了不起的故事
06-10
$METALIGHT(02605)$
真希望有大资金趁着今天大跌疯狂收集筹码,然后来个暴力拉升500%的剧本[捂脸]
一个了不起的故事
06-10
$METALIGHT(02605)$
不管了,准备做股东
一个了不起的故事
06-02
$霸王茶姬(CHA)$
今天这么涨,把我搞不会了。不都是冲高回落的吗?今天怎么回事?吃错药了?
一个了不起的故事
06-02
中国电信信息发霸王茶姬这里来干啥
中国电信(CHA.US)获大摩首次覆盖,给予增持评级, 目标价37.50美元。
一个了不起的故事
06-02
但是股价还是跌了[捂脸]
霸王茶姬,想成为“人心品牌”
一个了不起的故事
05-29
$霸王茶姬(CHA)$
盘前财报了,忐忑
一个了不起的故事
05-27
$霸王茶姬(CHA)$
妈的,每天冲高回落
一个了不起的故事
05-22
$宁德时代(03750)$
还不出货?今天有恒瑞医药暗盘,come-on 压盘吧!!!
一个了不起的故事
05-21
$霸王茶姬(CHA)$
有人在做T 吗? 每天冲高回落
一个了不起的故事
05-20
$哔哩哔哩(BILI)$
业绩符合预期,但是股价大跌!
一个了不起的故事
05-16
$哔哩哔哩(BILI)$
财报出不来了?
一个了不起的故事
05-12
$霸王茶姬(CHA)$
犯天条了?这么跌😓
一个了不起的故事
05-12
$文远知行(WRD)$
小马智行拉完了,开始拉文远知行了
一个了不起的故事
05-08
$钧达股份(02865)$
想哭[捂脸]
一个了不起的故事
05-07
$云学堂(YXT)$
底部放量,主力筑基完成,坐等起飞[财迷]
一个了不起的故事
04-30
$霸王茶姬(CHA)$
又是冲高回落的一天,32块见
一个了不起的故事
04-30
$法拉第未来(FFAI)$
纽约车行JC Auto是纽约市较为知名的汽车经销商,以下是关于它的详细介绍: 业务范围 • 汽车销售:提供多种品牌的新车和二手车销售,如雪佛兰、本田、日产等常见品牌。 • 汽车维修:拥有专业的维修团队,可进行各类汽车维修服务,包括刹车、悬挂、变速器等部件的维修。 • 轮胎服务:销售多种品牌轮胎,并提供轮胎安装、平衡、修补和换位等服务。 • 拖车服务:提供道路救援拖车服务,包括故障车辆拖运、事故车辆救援等。 • 车队服务:为商业车队提供定期保养、检查和维修服务。 车行优势 • 经验丰富:在纽约拥有多年车辆租赁与销售历史,积累了丰富的行业经验和良好的口碑。 • 服务全面:涵盖了从车辆销售到售后维修、保养、救援等一系列服务,能满足客户多样化的需求。 • 客户至上:以客户满意度为宗旨,致力于为客户提供优质、贴心的服务,让客户在购车和用车过程中感到满意和放心。 近期合作 2025年4月30日,法拉第未来(FF)宣布与JC Auto签订了1000台FX Super One的具有法律约束力的大客户付费预订单合同,JC Auto计划在纽约地区建立高端车队,用于Uber Black车队运营、高端酒店和机场VIP客户接送等业务。
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Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{},"source_url":"https://24h.jrj.com.cn/2025/06/02205750812176.shtml","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2540793612","content_text":"中国电信(CHA.US)获大摩首次覆盖,给予增持评级, 目标价37.50美元。","news_type":1,"symbols_score_info":{"601728":1,"00728":1,"CHA":1}},"isVote":1,"tweetType":1,"viewCount":408,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":441480285573216,"gmtCreate":1748821471073,"gmtModify":1748821472621,"author":{"id":"4120360017010400","authorId":"4120360017010400","name":"一个了不起的故事","avatar":"https://static.tigerbbs.com/9ee8ea6bdd1c0b0dad01fd85a077f35e","crmLevel":7,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4120360017010400","authorIdStr":"4120360017010400"},"themes":[],"htmlText":"但是股价还是跌了[捂脸] ","listText":"但是股价还是跌了[捂脸] ","text":"但是股价还是跌了[捂脸]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/441480285573216","repostId":"2540736012","repostType":2,"repost":{"id":"2540736012","kind":"news","pubTimestamp":1748767571,"share":"https://www.laohu8.com/m/news/2540736012?lang=&edition=full","pubTime":"2025-06-01 16:46","market":"us","language":"zh","title":"霸王茶姬,想成为“人心品牌”","url":"https://stock-news.laohu8.com/highlight/detail?id=2540736012","media":"财经无忌","summary":"从这一点来说,所有的茶饮品牌,在下半场,都要成为“人心品牌”。外界曾经将霸王茶姬评价为“东方星巴克”。截至今年4月,该计划已覆盖霸王茶姬60个城市的1100多家门店,有1.6万名门店员工实现了“按时下班,顺利开早”。长期来看,成为人心品牌,把人的价值最大化,既是霸王茶姬的增长砝码,也成为了所有茶饮品牌新一轮竞争的关键。","content":"<html><body><article><img src=\"https://mmbiz.qpic.cn/sz_mmbiz_png/QPAn9ic1pIlibGWdHOOb24L5WAffYTGGSNkibjreicX89ZnFyqdqIicmKrcyaef1fzMpKQTGHoMNx9vpzBYhZ7eq08g/640?wx_fmt=png&from=appmsg\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164750459v20694r7oa29hj1\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164753098v2062jbpgpss5y8\"/><p>2025,在被投资人视作“茶饮IPO元年”里,这个热闹赛道上的残酷商业竞争仍在继续。</p><p>短短半年来,<a href=\"https://laohu8.com/S/CHA\">霸王茶姬</a>、<a href=\"https://laohu8.com/S/01364\">古茗</a>、蜜雪冰城和<a href=\"https://laohu8.com/S/02589\">沪上阿姨</a>掀起新茶饮的上市热潮,不同于“前辈”喜茶、奈雪,“后茶饮时代四小龙”的上市伴随着的是中国茶饮行业的一场深刻变化——</p><p>向外看,消费者对茶饮品牌的观感正在经历一场祛魅,价格战、新品、遍地的奶茶店和层出不穷的联名让新茶饮已摘掉了“新”的帽子;向内看,从过去的拼规模到拼质量,正如业内人士所提到的那样,新茶饮已从“规模狂欢”转向“效率战争”。</p><p>在这场效率战争的开端,被称为“新茶饮美股第一股”的霸王茶姬(NASDAQ: CHA)近期率先披露了开年来的季度成绩单,这也是这家茶饮企业赴美上市的首份财报。</p><p>结合这份财报和中国茶饮的2025,我们发现了三个明显的新变化。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164754655v206o851kf3j921\"/><p>分化,是中国茶饮市场竞争的新特点,新茶饮,曾经是一个“全力求快”的市场:</p><p>用户需要新鲜感,市场需要新供给,资本需要新故事,行业期待新模式。</p><p>多重要素叠加下,跑马圈地的上半场里,茶饮玩家们以规模化为入场券,拼门店数、上新数、GMV增长,互相抄作业,无尽内卷竞争下,回过头来,同质化的菜单、遍地开满的门店,高增长的背后是惨痛的代价——什么都要做,追求没有短板,但难免面对“规模、成本与品牌调性”的失衡。</p><p>但到了下半场,几乎所有茶饮玩家都手握规模化的牌,反倒是专心打磨“长板”的茶饮玩家显露出新潜能。比如蜜雪冰城坚持的极致低价,古茗深耕的供应链能力,以及霸王茶姬——它聚焦到奶和茶本身,打透一个超级大单品,占据“原叶鲜奶茶”品类心智,再以极强的效率,把产品做透、市场做大。</p><p>从最新季报财报数据来看,在奶茶传统淡季,霸王茶姬的“增收增利”势头并未放缓。2025年Q1,霸王茶姬季度总GMV达82.3亿元,同比增长38%,总净收入达33.9亿元,同比增长35.4%;<span>净利润</span>达6.77亿元,同比增长13.8%。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164757358v206g3itkw3ed1z\"/><p>在餐饮淡季,行业玩家在加速拓店下,一般利润率会相对承压,特别是对茶饮行业而言,季节性波动影响更大,但霸王茶姬盈利能力依旧坚挺,本季度净利润率达20%,与2024年全年净利润率(20.3%)基本持平。</p><p>霸王茶姬“增收增利”背后,是“把长板做透”溢出价值的体现。</p><p>这些长板中的第一道,是超级大单品效应。和其他茶饮玩家分散的品类结构结构不同,霸王茶姬创造了“原叶鲜奶茶”这一品类,其单品创新也只围绕两大成分——茶汤和牛乳,卖出6亿杯的超级大单品“伯牙绝弦”作为霸王茶姬增长的基本盘,复购率高,不易被复制的同时,具备极强的心智价值。</p><p>我们也观察到,今年以来,包括喜茶在内越来越多的茶饮品牌开始重提“大单品战略”,做好差异化产品,通过更集中的品类结构和简单化的菜单,帮用户省去决策成本,逃出只比拼上新数的“数字游戏”。</p><p>与此同时,极致的经营效率则构成了品牌的第二道长板。不是用“营销优先”的新消费思维做奶茶,霸王茶姬而是用制造业的“效率逻辑”去撬动增长,你可以将霸王茶姬的奶茶出品理解为一条标准化的流水线——自动化制茶设备可实现了8秒/杯,从制作到被打包,最快40秒,极致的效率既保证了产能,也提升了人效,确保利润。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164808213v206w296i5k3cb3\"/><p>霸王茶姬还在这块长板上不断投入。季报显示,霸王茶姬一季度“一般及行政费用”达3.5亿元,同比上涨62.1%,其中,成本支出的重要一环就是用于提效的IT服务。</p><p>经营侧的优势之外,霸王茶姬的第三道长板,则是认真听劝,真诚回应消费者的需求。</p><p>“听劝”本质上是对消费者需求的敏锐洞察,霸王茶姬则将听劝融入了经营日常。</p><p>比如,面对网友“喝万里木兰,享失眠人生”的声音,霸王茶姬在今年3月就上线了轻因系列产品,用更安全、保留风味更完善的二氧化碳超临界萃取的脱因技术,满足消费者对饮品低因化的需求;比如消费者想喝哪款限定饮品,霸王茶姬就宣布哪款回归,3月初“醒时春山”的回归就引发不少网友的好评。</p><p>不仅如此,面对年轻消费者的情绪价值诉求,霸王茶姬还积极合作故宫博物院、苏州博物馆等历史馆藏,以及贵州苗绣、广西壮锦、潍坊非遗风筝等地方民俗特色,推出创意周边,让历史风土通过茶饮场景走近年轻群体,变得更加鲜活。</p><p>从这一点来说,霸王茶姬的增长其实没什么秘密,超级大单品、极致的经营效率和认真听劝,是其经营长板的体现,如今也成为了所有新茶饮玩家开始关注的焦点。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164813858v2064sgvwcqu3l8\"/><p>热潮退去,茶饮行业下半场的另一个关键命题也逐渐变得清晰——如何放大和激活人的价值?</p><p>回归需求本身,放大人的价值,才能激活创新,这在每一个行业都经历过,归根到底,消费最高的门槛就是人的需求,在人的需求里发现趋势并加以满足,把握人心,才能收获回报。</p><p>从这一点来说,所有的茶饮品牌,在下半场,都要成为“人心品牌”。</p><p>外界曾经将霸王茶姬评价为“东方<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>”。星巴克创始人霍华德·舒尔茨在自传《将心注入》写到:“一个公司做大做强的关键是人心,我把心交给了每一杯咖啡,还有星巴克的合作伙伴,当他们感受到这些,也会给予相应的回报”。</p><p>霸王茶姬也正在做这样的事。</p><p>一边是面对霸王茶姬的会员,也就是“茶友”,提升会员价值。</p><p>今年5月21日,在联合国大会设立的“国际茶日”上,霸王茶姬宣布了围绕会员的两项重要动作:一是内测全新的会员权益体系CHAGEE TOWN,包括茶友权益升级、积分兑换多元化、与茶友共创新品、为茶友打造数字娱乐会友空间、举办线下茶友会等;二是启动LTC项目(Listening To Consumer,倾听消费者),官宣全新IP形象“茶小象”,以首席倾听官的身份,计划在全国近百城启动“CHAGEE茶话会”,在线下直面消费者的意见。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164814690v206d504e14d0ko\"/><p>打好会员牌,此前一直是“星巴克们”的护城河,而霸王茶姬针对用户端的动作,既是其“听劝意识”的延续,也表明它在围绕其核心消费群体,通过提供更多差异化的服务,卷价值,而非卷价格。</p><p>霸王茶姬也有足够的用户运营空间。财报显示,截至今年3月31日,霸王茶姬小程序注册会员数达1.9亿,同比增长109.6%,在今年一季度新增了约1500万名新会员,季度活跃用户数达4490万名,在茶饮流量内卷下,新客规模和用户粘性均持续提升。</p><p>另一边,霸王茶姬还在试水一项茶饮行业的新工程——在保持稳健扩张的基础上,自上而下为门店员工减负。</p><p>这一品牌意识到,“人”是决定一切服务品质上下限的关键,唯有用技术、流程提效,将员工从琐碎劳动中解放出来,才能真正聚焦品牌服务体验提升。</p><p>为此,霸王茶姬从2023年开始在内部推行“夜洁计划”,通过聘用外包团队,代替门店员工完成打烊工作,门店员工只需负责验收。截至今年4月,该计划已覆盖霸王茶姬60个城市的1100多家门店,有1.6万名门店员工实现了“按时下班,顺利开早”。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164825842v206noninus987e\"/><p>这背后,正如霸王茶姬创始人张俊杰所提到的那样:</p><p>“霸王茶姬永远不去创造需求,而是去洞察全球最大公约数人群的需求并加以满足。”</p><p>长期来看,成为人心品牌,把人的价值最大化,既是霸王茶姬的增长砝码,也成为了所有茶饮品牌新一轮竞争的关键。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164839475v2066swy268ag41\"/><p>眺望未来,一个共同的趋势是,中国茶饮品牌,都是有野心的品牌,它们都是“生而全球化”的公司。</p><p>蜜雪在招股书中多次提到自己的愿景,想要做一家受人尊敬的百年品牌,古茗创始人也曾说“致力于成为长期陪伴消费者的品牌”。</p><p>霸王茶姬的野心更大,张俊杰曾说,要把这杯“东方茶”带向世界,未来霸王茶姬将服务 100 个国家和地区的消费者,每年向他们奉上150亿杯现代茶。</p><p>一众有志于全球化的茶饮中,品牌靠什么做出差异化?</p><p>不论是放大供应链优势的蜜雪冰城;还是卡位全球一线城市重点街区的奈雪;亦或是发力“水果茶”品类的<a href=\"https://laohu8.com/S/02555\">茶百道</a>和追求差异化形象的古茗。“千帆竞逐”的出海盛况背后,抛开浅层的模式、决策差异,供应链体系和文化适配才是左右战局的核心价值。</p><p>正如业内人士所指出的那样:</p><p>“海外市场的尽头,是供应链体系和文化话语权的双重掌控。”</p><p>这也是为什么,不同于国内扩张时代的快节奏,出海的霸王茶姬选择讲述一个“慢故事”。</p><p>相较于成熟的国内市场,国外的市场教育尚未完成,品牌需要的不是扩张速度,而是用品质立稳脚跟。</p><p>为此,霸王茶姬左手真金白银投向海外供应链网络,打造全球化“茶香高速公路”,右手聚焦文化输出,以茶文化为锚点,将一杯中国茶同韩流k-pop、民间故事、体育竞技相融合,借势文化融合破解认知壁垒。</p><p>在东南亚,霸王茶姬在新加坡的VivoCity落地的第二家旗舰店,在开业典礼邀请了韩国偶像团体(G)I-DLE(现更名为 i-dle*)中的成员MINNIE出席;在马来西亚,霸王茶姬则选择与酒店业巨头联大集团(Magma)达成战略合作,强强联合,加速本土化落地。</p><p>与地缘相近的东南亚市场不同,在北美市场,霸王茶姬选择稳扎稳打,通过长远充足的准备,实现在地化。今年5月,霸王茶姬北美首店开业,门店位于美国洛杉矶人气商场 Westfield Century City,开业当天销售杯数超过5000杯,以“东方茶”独具特色的生活方式,融入当地商业生态。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164840215v2069m54tl742zw\"/><p>回顾这一品牌的出海之路,标准化设备与规模化制作确保了霸王茶姬的全球品控,“CHA”代码强化了品牌的文化标识,双管加持之下,铸就了品牌亮眼的营收及利润表现。</p><p>财报数据显示,本季度霸王茶姬海外市场总GMV达到1.78亿元,同比增长85.3%。在电话会上,霸王茶姬管理层又披露了更多细节——今年4月11日,霸王茶姬在印尼雅加达开设的首家门店,前三天的累计销量突破1万杯,首周就获得5000多位注册用户,4月份日均销量超2000杯;新加坡足月门店单店GMV达到人民币180万元,高于中国市场门店的平均水平。</p><p>可控的开店速度,叠加高质量的单店营收,正印证了霸王茶姬全球CFO黄鸿飞所说的那样:</p><p>“在开设海外新店方面,我们更关注质量与关键绩效指标,而非单纯追求扩张速度。”</p><p>从这个角度来说,无论环境如何波动,霸王茶姬围绕“文化引领、品质落地”所架构的双轮驱动模式,都在重新定义中国茶品牌的出海路径,也帮助着中国企业走得更稳更远。</p><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164843099v206vrq9grm3h12\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164854042v206p3f2zk2jsqc\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164859595v206e5uvj8oby98\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164859999v206o5e3qm7jq93\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164900473v206xukzf1w2bsq\"/><img src=\"https://fid-75186.picgzc.qpic.cn/20250601164901050v206n4y93qwru8p\"/></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>霸王茶姬,想成为“人心品牌”</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n霸王茶姬,想成为“人心品牌”\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-06-01 16:46 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250601164913a6f597dd&s=b><strong>财经无忌</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>2025,在被投资人视作“茶饮IPO元年”里,这个热闹赛道上的残酷商业竞争仍在继续。短短半年来,霸王茶姬、古茗、蜜雪冰城和沪上阿姨掀起新茶饮的上市热潮,不同于“前辈”喜茶、奈雪,“后茶饮时代四小龙”的上市伴随着的是中国茶饮行业的一场深刻变化——向外看,消费者对茶饮品牌的观感正在经历一场祛魅,价格战、新品、遍地的奶茶店和层出不穷的联名让新茶饮已摘掉了“新”的帽子;向内看,从过去的拼规模到拼质量,正如...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250601164913a6f597dd&s=b\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20250601164913a6f597dd&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2540736012","content_text":"2025,在被投资人视作“茶饮IPO元年”里,这个热闹赛道上的残酷商业竞争仍在继续。短短半年来,霸王茶姬、古茗、蜜雪冰城和沪上阿姨掀起新茶饮的上市热潮,不同于“前辈”喜茶、奈雪,“后茶饮时代四小龙”的上市伴随着的是中国茶饮行业的一场深刻变化——向外看,消费者对茶饮品牌的观感正在经历一场祛魅,价格战、新品、遍地的奶茶店和层出不穷的联名让新茶饮已摘掉了“新”的帽子;向内看,从过去的拼规模到拼质量,正如业内人士所提到的那样,新茶饮已从“规模狂欢”转向“效率战争”。在这场效率战争的开端,被称为“新茶饮美股第一股”的霸王茶姬(NASDAQ: CHA)近期率先披露了开年来的季度成绩单,这也是这家茶饮企业赴美上市的首份财报。结合这份财报和中国茶饮的2025,我们发现了三个明显的新变化。分化,是中国茶饮市场竞争的新特点,新茶饮,曾经是一个“全力求快”的市场:用户需要新鲜感,市场需要新供给,资本需要新故事,行业期待新模式。多重要素叠加下,跑马圈地的上半场里,茶饮玩家们以规模化为入场券,拼门店数、上新数、GMV增长,互相抄作业,无尽内卷竞争下,回过头来,同质化的菜单、遍地开满的门店,高增长的背后是惨痛的代价——什么都要做,追求没有短板,但难免面对“规模、成本与品牌调性”的失衡。但到了下半场,几乎所有茶饮玩家都手握规模化的牌,反倒是专心打磨“长板”的茶饮玩家显露出新潜能。比如蜜雪冰城坚持的极致低价,古茗深耕的供应链能力,以及霸王茶姬——它聚焦到奶和茶本身,打透一个超级大单品,占据“原叶鲜奶茶”品类心智,再以极强的效率,把产品做透、市场做大。从最新季报财报数据来看,在奶茶传统淡季,霸王茶姬的“增收增利”势头并未放缓。2025年Q1,霸王茶姬季度总GMV达82.3亿元,同比增长38%,总净收入达33.9亿元,同比增长35.4%;净利润达6.77亿元,同比增长13.8%。在餐饮淡季,行业玩家在加速拓店下,一般利润率会相对承压,特别是对茶饮行业而言,季节性波动影响更大,但霸王茶姬盈利能力依旧坚挺,本季度净利润率达20%,与2024年全年净利润率(20.3%)基本持平。霸王茶姬“增收增利”背后,是“把长板做透”溢出价值的体现。这些长板中的第一道,是超级大单品效应。和其他茶饮玩家分散的品类结构结构不同,霸王茶姬创造了“原叶鲜奶茶”这一品类,其单品创新也只围绕两大成分——茶汤和牛乳,卖出6亿杯的超级大单品“伯牙绝弦”作为霸王茶姬增长的基本盘,复购率高,不易被复制的同时,具备极强的心智价值。我们也观察到,今年以来,包括喜茶在内越来越多的茶饮品牌开始重提“大单品战略”,做好差异化产品,通过更集中的品类结构和简单化的菜单,帮用户省去决策成本,逃出只比拼上新数的“数字游戏”。与此同时,极致的经营效率则构成了品牌的第二道长板。不是用“营销优先”的新消费思维做奶茶,霸王茶姬而是用制造业的“效率逻辑”去撬动增长,你可以将霸王茶姬的奶茶出品理解为一条标准化的流水线——自动化制茶设备可实现了8秒/杯,从制作到被打包,最快40秒,极致的效率既保证了产能,也提升了人效,确保利润。霸王茶姬还在这块长板上不断投入。季报显示,霸王茶姬一季度“一般及行政费用”达3.5亿元,同比上涨62.1%,其中,成本支出的重要一环就是用于提效的IT服务。经营侧的优势之外,霸王茶姬的第三道长板,则是认真听劝,真诚回应消费者的需求。“听劝”本质上是对消费者需求的敏锐洞察,霸王茶姬则将听劝融入了经营日常。比如,面对网友“喝万里木兰,享失眠人生”的声音,霸王茶姬在今年3月就上线了轻因系列产品,用更安全、保留风味更完善的二氧化碳超临界萃取的脱因技术,满足消费者对饮品低因化的需求;比如消费者想喝哪款限定饮品,霸王茶姬就宣布哪款回归,3月初“醒时春山”的回归就引发不少网友的好评。不仅如此,面对年轻消费者的情绪价值诉求,霸王茶姬还积极合作故宫博物院、苏州博物馆等历史馆藏,以及贵州苗绣、广西壮锦、潍坊非遗风筝等地方民俗特色,推出创意周边,让历史风土通过茶饮场景走近年轻群体,变得更加鲜活。从这一点来说,霸王茶姬的增长其实没什么秘密,超级大单品、极致的经营效率和认真听劝,是其经营长板的体现,如今也成为了所有新茶饮玩家开始关注的焦点。热潮退去,茶饮行业下半场的另一个关键命题也逐渐变得清晰——如何放大和激活人的价值?回归需求本身,放大人的价值,才能激活创新,这在每一个行业都经历过,归根到底,消费最高的门槛就是人的需求,在人的需求里发现趋势并加以满足,把握人心,才能收获回报。从这一点来说,所有的茶饮品牌,在下半场,都要成为“人心品牌”。外界曾经将霸王茶姬评价为“东方星巴克”。星巴克创始人霍华德·舒尔茨在自传《将心注入》写到:“一个公司做大做强的关键是人心,我把心交给了每一杯咖啡,还有星巴克的合作伙伴,当他们感受到这些,也会给予相应的回报”。霸王茶姬也正在做这样的事。一边是面对霸王茶姬的会员,也就是“茶友”,提升会员价值。今年5月21日,在联合国大会设立的“国际茶日”上,霸王茶姬宣布了围绕会员的两项重要动作:一是内测全新的会员权益体系CHAGEE TOWN,包括茶友权益升级、积分兑换多元化、与茶友共创新品、为茶友打造数字娱乐会友空间、举办线下茶友会等;二是启动LTC项目(Listening To Consumer,倾听消费者),官宣全新IP形象“茶小象”,以首席倾听官的身份,计划在全国近百城启动“CHAGEE茶话会”,在线下直面消费者的意见。打好会员牌,此前一直是“星巴克们”的护城河,而霸王茶姬针对用户端的动作,既是其“听劝意识”的延续,也表明它在围绕其核心消费群体,通过提供更多差异化的服务,卷价值,而非卷价格。霸王茶姬也有足够的用户运营空间。财报显示,截至今年3月31日,霸王茶姬小程序注册会员数达1.9亿,同比增长109.6%,在今年一季度新增了约1500万名新会员,季度活跃用户数达4490万名,在茶饮流量内卷下,新客规模和用户粘性均持续提升。另一边,霸王茶姬还在试水一项茶饮行业的新工程——在保持稳健扩张的基础上,自上而下为门店员工减负。这一品牌意识到,“人”是决定一切服务品质上下限的关键,唯有用技术、流程提效,将员工从琐碎劳动中解放出来,才能真正聚焦品牌服务体验提升。为此,霸王茶姬从2023年开始在内部推行“夜洁计划”,通过聘用外包团队,代替门店员工完成打烊工作,门店员工只需负责验收。截至今年4月,该计划已覆盖霸王茶姬60个城市的1100多家门店,有1.6万名门店员工实现了“按时下班,顺利开早”。这背后,正如霸王茶姬创始人张俊杰所提到的那样:“霸王茶姬永远不去创造需求,而是去洞察全球最大公约数人群的需求并加以满足。”长期来看,成为人心品牌,把人的价值最大化,既是霸王茶姬的增长砝码,也成为了所有茶饮品牌新一轮竞争的关键。眺望未来,一个共同的趋势是,中国茶饮品牌,都是有野心的品牌,它们都是“生而全球化”的公司。蜜雪在招股书中多次提到自己的愿景,想要做一家受人尊敬的百年品牌,古茗创始人也曾说“致力于成为长期陪伴消费者的品牌”。霸王茶姬的野心更大,张俊杰曾说,要把这杯“东方茶”带向世界,未来霸王茶姬将服务 100 个国家和地区的消费者,每年向他们奉上150亿杯现代茶。一众有志于全球化的茶饮中,品牌靠什么做出差异化?不论是放大供应链优势的蜜雪冰城;还是卡位全球一线城市重点街区的奈雪;亦或是发力“水果茶”品类的茶百道和追求差异化形象的古茗。“千帆竞逐”的出海盛况背后,抛开浅层的模式、决策差异,供应链体系和文化适配才是左右战局的核心价值。正如业内人士所指出的那样:“海外市场的尽头,是供应链体系和文化话语权的双重掌控。”这也是为什么,不同于国内扩张时代的快节奏,出海的霸王茶姬选择讲述一个“慢故事”。相较于成熟的国内市场,国外的市场教育尚未完成,品牌需要的不是扩张速度,而是用品质立稳脚跟。为此,霸王茶姬左手真金白银投向海外供应链网络,打造全球化“茶香高速公路”,右手聚焦文化输出,以茶文化为锚点,将一杯中国茶同韩流k-pop、民间故事、体育竞技相融合,借势文化融合破解认知壁垒。在东南亚,霸王茶姬在新加坡的VivoCity落地的第二家旗舰店,在开业典礼邀请了韩国偶像团体(G)I-DLE(现更名为 i-dle*)中的成员MINNIE出席;在马来西亚,霸王茶姬则选择与酒店业巨头联大集团(Magma)达成战略合作,强强联合,加速本土化落地。与地缘相近的东南亚市场不同,在北美市场,霸王茶姬选择稳扎稳打,通过长远充足的准备,实现在地化。今年5月,霸王茶姬北美首店开业,门店位于美国洛杉矶人气商场 Westfield Century City,开业当天销售杯数超过5000杯,以“东方茶”独具特色的生活方式,融入当地商业生态。回顾这一品牌的出海之路,标准化设备与规模化制作确保了霸王茶姬的全球品控,“CHA”代码强化了品牌的文化标识,双管加持之下,铸就了品牌亮眼的营收及利润表现。财报数据显示,本季度霸王茶姬海外市场总GMV达到1.78亿元,同比增长85.3%。在电话会上,霸王茶姬管理层又披露了更多细节——今年4月11日,霸王茶姬在印尼雅加达开设的首家门店,前三天的累计销量突破1万杯,首周就获得5000多位注册用户,4月份日均销量超2000杯;新加坡足月门店单店GMV达到人民币180万元,高于中国市场门店的平均水平。可控的开店速度,叠加高质量的单店营收,正印证了霸王茶姬全球CFO黄鸿飞所说的那样:“在开设海外新店方面,我们更关注质量与关键绩效指标,而非单纯追求扩张速度。”从这个角度来说,无论环境如何波动,霸王茶姬围绕“文化引领、品质落地”所架构的双轮驱动模式,都在重新定义中国茶品牌的出海路径,也帮助着中国企业走得更稳更远。","news_type":1,"symbols_score_info":{"CHA":1}},"isVote":1,"tweetType":1,"viewCount":126,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":440301082780032,"gmtCreate":1748534290288,"gmtModify":1748534291495,"author":{"id":"4120360017010400","authorId":"4120360017010400","name":"一个了不起的故事","avatar":"https://static.tigerbbs.com/9ee8ea6bdd1c0b0dad01fd85a077f35e","crmLevel":7,"crmLevelSwitch":0,"followedFlag":false,"idStr":"4120360017010400","authorIdStr":"4120360017010400"},"themes":[],"htmlText":"<a 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","listText":"啥时候重新上市[生气] ","text":"啥时候重新上市[生气]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":2,"repostSize":0,"link":"https://laohu8.com/post/184001305841816","repostId":"2341018319","repostType":2,"repost":{"id":"2341018319","kind":"highlight","pubTimestamp":1685934201,"share":"https://www.laohu8.com/m/news/2341018319?lang=&edition=full","pubTime":"2023-06-05 11:03","market":"us","language":"zh","title":"瑞幸门店达万家 郭谨一:我们用三年时间打了场漂亮翻身仗","url":"https://stock-news.laohu8.com/highlight/detail?id=2341018319","media":"雷递网","summary":"瑞幸咖啡今日宣布在中国的门店达到1万家,成为全国首个达成万店规模的连锁咖啡品牌。","content":"<html><body><p><img image_type=\"1\" img_=\"\" mime_type=\"image/jpeg\" src=\"https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/f420a4a6f4ab44999a8e97b2a0804c9a~noop.image?_iz=58558&from=article.pc_detail&x-expires=1686538884&x-signature=nKVC2Kny2AxQLgLydOyt7fKPAwk%3D\" web_uri=\"tos-cn-i-qvj2lq49k0/f420a4a6f4ab44999a8e97b2a0804c9a\"/></p><p><span>雷递网 乐天 6月5日</span></p><p>瑞幸咖啡今日宣布在中国的门店达到1万家,成为全国首个达成万店规模的连锁咖啡品牌。</p><p>瑞幸咖啡董事长兼CEO郭谨一说,从财务暴雷的生死边缘到出海新加坡、第一万家门店落地,新瑞幸用三年时间打了一场漂亮的翻身仗。过去三年,是生椰拿铁、生酪拿铁、碧螺知春拿铁等瑞幸爆款饮品闯入消费者生活的三年,也是瑞幸咖啡新一任管理层带领公司脱胎换骨、涅槃重生的三年。</p><p>“从至暗时刻到革新鼎新、全面新生、瑞幸取得的成绩离不开5万名合作伙伴的辛苦付出。”郭谨一说,风雨同路的日子,每一份努力和坚守都值得铭记,今日的辉煌与成就,都将化成明天继续努力向前的动力。</p><p>郭谨一还表示,“万店”是瑞幸的里程碑,也是新起点,要全力以赴把瑞幸咖啡打造成一个基业长青的百年品牌,努力实现公司业绩的长期、健康、高速可持续发展。</p><p>财报显示,截至2023年3月31日,瑞幸咖啡第一季度总净收入为44.367亿元,较上年同期的24亿元增长84.5%。</p><p>瑞幸咖啡2023年第一季度净利为5.65亿元,上年同期的净利为1980万元;Non-GAAP下净利为6.17亿元,Non-GAAP下净利率为13.9%。</p><p><img image_type=\"1\" img_=\"\" mime_type=\"image/jpeg\" src=\"https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/dacc5a77199d4afdb4d1952425dc1813~noop.image?_iz=58558&from=article.pc_detail&x-expires=1686538884&x-signature=DejRJrbxqbcLsEphW22CZV%2BB3MA%3D\" web_uri=\"tos-cn-i-qvj2lq49k0/dacc5a77199d4afdb4d1952425dc1813\"/></p><p>截至2023年3月31日,瑞幸咖啡持有的现金、现金等价物、受限制现金、短期投资为43.86亿元(约6.39亿美元)。</p><p><span><span>———————————————</span></span></p><p><span><span>雷递由媒体人雷建平创办,若转载请写明来源。</span></span></p></body></html>","source":"leinews_highlight","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>瑞幸门店达万家 郭谨一:我们用三年时间打了场漂亮翻身仗</title>\n<style 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