The dynamics of the tea industry have always been the focus of attention, especially because of the addition of new shareholders, which has once again caused heated discussions in the market. According to Tianyancha, the latest shareholder to join Chayan Yuese is a Hong Kong-registered private share named Rose Xanadu HK Limited***, which has once again sparked rumors about whether Chayan Yuese will be listed in Hong Kong. In this regard, Chayan Yuese told the reporter of Nandu: "At present, we do not have a clear listing plan. ”
According to a reporter from Nandu, the new shareholder will be established in 2023, and Chayan Yuese is its only foreign investment target. It is worth mentioning that the enterprise type of the parent company of Chayan Yuese has also changed simultaneously after the new shareholders have taken shares, from other limited liability companies to limited liability companies (Hong Kong, Macao and Taiwan investment, non-sole proprietorship).
In recent years, there have been frequent news of listings, and in October last year, there were rumors that it planned to go public in Hong Kong. At that time, Hong Kong** reported that Chayan Yuese had begun to contact investment banks about ** listing in Hong Kong, although it was still in the preliminary stage, but the specific time was not clear. However, Cha Yan Yue Se also denied this at the time.
Judging from its financing history, Chayan Yuese has carried out four rounds of financing, the most recent of which was Series B financing around December 2021, and the investor is Wuyuan Capital, but the specific financing amount has not been disclosed.
An analyst who understands the operation of the capital market told the reporter that from the point of view of time, although the introduction of new shareholders in Hong Kong may not start listing immediately, it does pave the way for future listing. The addition of new shareholders will lead to transaction pricing that will support the anchoring of future IPOs**.
At the beginning of this year, the two industry giants, Mixue Bingcheng and Gu Ming, submitted their prospectuses to the Hong Kong Stock Exchange on the same day. In addition, there is also news in the market that Aunt Shanghai and Bawang Chaji are also planning to go public. The long-dormant tea industry may set off a wave of listings.
The biggest difference between Chayan Yuese and other brands is that it has always insisted on not doing franchise stores, which has brought certain challenges to its large-scale expansion. It is understood that at present, the number of directly operated stores under Chayan Yuese is about 700, but its store expansion speed is far less than that of other peers.
The current strategy of Chayan Yuese is to further increase the construction of sub-brands and physical stores in different scenarios. According to the content of Chayan Yuese***, in addition to the main brand of milk tea, Chayan Yuese also has an independent coffee sub-brand "Yuanyang Coffee" and a lemon tea sub-brand "Goodmo Lemon", in addition to the "Chayan Yuese Tea Shop" that specializes in selling tea bags and snacks, the full-category hypermarket "Chayan Yuese Garden Party" around the Chayan family, the takeaway-based "Chayan Yuese Takeaway Dart Bureau", the theme concept milk tea shop "Chayan Yuese Concept Store", and the "Xiaoshenxian Teahouse" that provides tea sales wine and tea food 。
At present, tea and joy have been positioned in the medium zone, and this zone is the focus of competition in the tea and coffee industry. Even high-end tea brands like Hey Tea and Nai Xue's tea, which were positioned at more than 30 yuan in the early days, have begun to reduce prices and "sink". In the face of an increasingly cautious capital market and an increasingly fierce industry competition landscape, Chayan Yuese may eventually move towards the road to listing, but it is expected that this process will not be easy. Kunpeng Project