Chagee Holdings Ltd.
Chagee Holdings Ltd. operates a premium tea drinks business centered on freshly made tea beverages sold through a teahouse network and related digital channels. The company is organized around a branded beverage concept that blends tea preparation, retail service, and lifestyle positioning, with a core operating base in China and an expanding overseas presence.
Fiscal year 2025 · change from previous year
Development 2023–2025
Business
Share of revenuePrepared tea beverages sold in teahouses and through delivery channels.
Tea drink outlets operated by franchise partners under the Chagee brand.
Directly operated stores used to present the brand and test formats.
Mobile ordering, loyalty engagement, and platform-enabled sales support.
Products
Reported · share of revenue- Franchised Teahouses88.5 %
- Company Owned Teahouses11.5 %
Source: 20-F FY2025, revenue the company reports per product line (SEC XBRL). Shares are of the lines shown and add up to 100 %.
Customers
Chagee serves consumers who buy premium ready-to-drink tea for everyday refreshment, taste, and convenience. Its customer base includes urban tea drink buyers, younger brand-conscious consumers, and users who order through mobile and third-party delivery platforms. The company also relies on franchise partners who open and operate teahouses under its brand system.
Buy freshly made tea drinks for personal consumption and daily refreshment.
Order through the company app, mini program, or delivery platforms for convenience.
Open and run teahouses under the Chagee brand and business format.
Choose Chagee for premium positioning, design, and lifestyle appeal.
Strategy
Chagee’s strategy is built around expanding its premium tea brand through store network growth, franchise-led scale, and stronger consumer engagement. It also emphasizes technology-enabled ordering and member tracking to deepen repeat usage and improve visibility into customer activity across channels. International expansion is an important part of the long-term brand strategy.
Allows the brand to scale faster while extending market coverage with lower direct capital intensity.
Improves repeat purchase visibility and supports targeted marketing across owned and third-party channels.
Supports pricing power and differentiation in a crowded beverage market.
Diversifies the business beyond China and broadens the addressable market for the concept.
Geography
Chagee’s operating footprint is centered in Greater China, where most of its teahouse network is located and where brand awareness is deepest. The company also operates overseas markets, reflecting a broader international rollout of its tea drink concept. Geography matters because store density, local consumer tastes, and platform adoption shape how the business scales across regions.
Risks
Chagee is exposed to competition in the beverage and café segment, where product imitation, pricing pressure, and shifting consumer preferences can quickly affect traffic. Its business also depends on franchise execution, supply consistency, and the strength of its brand in China and overseas, while digital channel measurement and member activity tracking add operational complexity. Foreign expansion introduces additional execution, regulatory, and localization risks.
- Competitive beverage marketImpact: HighLikelihood: High
Consumers can switch quickly among tea, coffee, and other beverage brands, pressuring traffic and differentiation.
Exposure: Premium tea drinks retail
- Franchise quality controlImpact: HighLikelihood: High
A franchised model depends on operators following brand, product, and service standards.
Exposure: Franchised teahouses
- Consumer preference shiftsImpact: MediumLikelihood: Medium
The product category is trend-driven and can be affected by changing tastes and health perceptions.
Exposure: Tea drinks and lifestyle branding
- Overseas execution riskImpact: MediumLikelihood: Medium
International markets require local adaptation, compliance, and supply-chain coordination.
Exposure: Overseas markets
- Platform and membership measurement riskImpact: LowLikelihood: Medium
Customer activity now spans multiple third-party platforms, making engagement measurement less uniform.
Exposure: Digital ordering and loyalty
Accounting
Judgemental itemsManagement adds back share-based compensation, so investors should reconcile adjusted and reported earnings.
Impact: Can affect perceived profitability and trend analysis
Store traffic and digital ordering can vary by quarter and platform mix.
Impact: Can distort quarter-to-quarter growth comparisons
Sales may be recognized differently for in-store, delivery, and platform-based transactions.
Impact: Affects timing of revenue and gross activity measures
The company reports in RMB but operates internationally and prepares U.S. reporting materials.
Impact: Can move reported results and cash balances
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Last updated: 28/09/2026