Chagee (NASDAQ: CHA) is a China-based beverage company specializing in the development, operation and franchising of premium tea-based drinks and related products. The company operates a rapidly expanding network of self-owned stores and licensed outlets under the Chagee brand, offering a portfolio that spans traditional milk teas, fruit teas, innovative blends and cold-brew tea beverages. By integrating modern “new retail” concepts with tea-growing heritage, Chagee aims to deliver a consistent, high-quality customer experience across all its retail touchpoints.
Central to Chagee’s operations is its vertically integrated supply chain, which sources tea leaves from select plantations in China’s major tea-producing regions, including Yunnan, Fujian and Zhejiang provinces. The company employs a proprietary processing and quality-control system to ensure freshness and flavor consistency in every cup. In addition to in-store consumption, Chagee has developed a line of ready-to-drink canned and bottled tea products, enabling the brand to reach consumers through convenience stores, supermarkets and e-commerce channels nationwide.
Since its founding in 2011, Chagee has pursued dual growth strategies of organic store expansion and selective franchising, allowing it to establish a presence in over 60 cities across Mainland China. Key urban markets include Chengdu, Shanghai, Beijing and Shenzhen, where Chagee locations leverage digital ordering platforms, mobile apps and social-media marketing to drive foot traffic and enhance customer engagement. The company has also explored cross-border e-commerce initiatives, tapping into growing demand for premium Chinese tea beverages overseas.
Chagee’s leadership team combines seasoned beverage-industry professionals with specialists in retail operations, supply-chain management and digital marketing. Under the guidance of its chief executive officer and board of directors, the company continues to refine its product portfolio, optimize store layouts and invest in data-driven customer-loyalty programs. These efforts reflect Chagee’s commitment to maintaining its position as a leading innovator in China’s premium tea-drinking segment.
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