Abstract
In today's rapidly changing consumer market, the tea beverage industry has captivated a wide audience with its unique charm, becoming a focal point for numerous investors. Among these, CHAGEE has swiftly captured the market with its distinct brand positioning, extensive product line, and superior quality control, quickly becoming a favorite among consumers. Recently, CHAGEE has been particularly prominent. On April 26, 2024, Zheng Qinwen was signed as the "Health Ambassador," and shortly after, Zheng won a gold medal at the Olympics, bringing honor to the country. This remarkable synergy has thrust CHAGEE into the spotlight. As a dark horse in the new-style tea beverage track, CHAGEE has garnered significant attention from younger consumers. By September 2024, CHAGEE had expanded to over 5,500 stores. In 2024, CHAGEE aims to surpass Starbucks China in sales volume. Thus, maintaining a leading position in fierce market competition and further increasing market share are crucial challenges for CHAGEE.
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