霸王茶姬 (CHA) 2026年第二季度业绩电话会：随着海外GMV翻倍，利润率有所提升

霸王茶姬（CHA）公布2026年第二季度营收录得小幅增长，同时组织架构调整与更严格的成本控制推动GAAP盈利能力大幅提升。海外市场依然是最明确的增长引擎，抵消了大中华区放缓的势头。

核心要点

• 二季度净营收同比增长2.5%至34.15亿元人民币，但环比下降3.7%。总GMV环比下降3.3%至76.63亿元人民币。
• GAAP净利润达4.648亿元人民币，净利润率由去年同期的2.3%提升至13.6%。Non-GAAP净利润为4.887亿元人民币，净利润率为14.3%，环比持平。
• 海外GMV同比增长114.3%、环比增长18.2%至5.040亿元人民币。大中华区GMV环比下降4.5%至71.56亿元人民币。
• 截至6月底，霸王茶姬茶饮店总数达7639家，同比增长8.5%，较一季度净增加108家门店。门店网络包括7240家大中华区门店和399家海外门店。
• 管理层表示，7月同店销售额同比录得低单位数下滑，但在新品、季节性需求及服务提升的支撑下，预计8月同店销售额将转正。
• 截至8月24日，霸王茶姬已在其获批的1.5亿美元股票回购计划中执行了约3000万美元。管理层还在评估包括定期股息在内的选项，但须经董事会批准。

核心财务业绩

霸王茶姬在GAAP和Non-GAAP基准下均连续第14个季度实现盈利。Non-GAAP一般及行政费用占营收的比例从上年同期的13.2%和一季度的11.6%降至9.1%。Non-GAAP销售及营销费用占营收的8.8%，上年同期为10.6%，一季度为8.6%。

业务与运营表现

产品拓展助力客户拓展

霸王茶姬在该季度推出了17款产品，创下季度新高。公司从原叶鲜奶茶扩展至特色饮品、柠檬茶拿铁、抹茶拿铁及冰淇淋。

回归的马里诺茶在上市首周单店日均销量达110杯，杯量占比接近20%。龙井拿铁的重新上线在相关上市期间推动整体GMV环比增长近25%。

特色饮品在上市前三天单店日均销量达124杯，并带动周末GMV实现两位数增长。柠檬茶拿铁在新品推广期间使首买会员获取量增加了45%。

截至8月，冰淇淋产品已覆盖超过190家门店。管理层透露，试点门店录得线下GMV平均增长超20%，同时门店客流量增加，休眠会员被重新激活。

海外市场仍是主要增长引擎

截至季度末，霸王茶姬在8个海外市场展开运营。公司在该季度进入韩国市场，其前3家门店在开业前三天售出超16000杯。5月单店日均杯量达到1648杯。

伯牙绝弦系列上市前15天内，推动亚太地区单店日均杯销量提升52%。在越南、泰国和印度尼西亚，该系列占总销量比重超过30%。

门店网络与会员体系

全球门店网络包含6756家加盟店和883家自营店。自营门店收入同比增长222.2%至9.406亿元人民币，反映了大中华区及海外门店网络的持续扩张。

大中华区单店月均GMV从一季度的356080元人民币降至338259元人民币。不过管理层表示，大中华区同店GMV增速较上年同期改善了7个百分点，环比大体稳定。

截至6月底，注册会员数达到2.57亿。活跃会员复购率保持在43%以上，购买两次及以上的会员贡献了总订单量的78%以上。

管理层展望

管理层将2026年定性为调整与稳定之年，而非快速扩张之年。下半年，霸王茶姬计划总结上半年组织重组与产品试水的经验，同时强调产品质量、会员互动和客户体验。

公司计划保持产品上新节奏，拓展更多品类，并升级糖分和奶基底等原料。公司将优先推进大中华区的高质量扩张和海外市场的理性增长，同时升级门店设备与设计。

管理层预计，继7月出现低单位数下滑后，8月同店销售额将同比转正。该预估基于电话会议召开时的观察趋势，仍受外部市场不确定性的影响。

风险与关注点

• 管理层指出，宏观经济背景相对疲软，茶饮市场竞争日趋激烈。
• 二季度大中华区GMV及单店月均GMV出现环比下滑。
• 外卖平台之间的竞争正在改变消费者行为，而流量分布正趋于多元化和碎片化。
• 尽管GAAP盈利能力及运营效率大幅提升，但Non-GAAP净利润率仍低于上年同期水平。
• 在讨论预期的同店销售复苏时，管理层承认外部环境仍存在不确定性。

问答环节亮点

管理层表示，7月的改善以及8月预期的同店销售正增长，反映了新品推出、夏季需求、冰淇淋和特色饮品的带动，以及出餐效率和店内服务的提升。

在资本回报方面，霸王茶姬指出其在2025年第四季度支付了1.77亿美元的特别股息。董事会与管理层正在评估更加常态化的股东回报框架，包括潜在的定期股息，同时统筹考量扩张资金需求、长期战略及市场状况。任何提议仍需经董事会审议批准。

业绩电话会议完整文字记录

完整财报电话会议逐字稿

管理层陈述

Operator

Good morning and good evening, ladies and gentlemen. Thank you for standing by, and welcome to Chagee's Second Quarter 2026 Earnings Conference Call. [Operator Instructions] Please note that today's event is being recorded. With that, I will now turn the call over to the first speaker today, Ms. Alicia Guo, Investor Relations Director of the company. Please go ahead, ma'am.

Alicia Guo

Thank you. Hello, everyone, and welcome to Chagee's Second Quarter 2026 Earnings Call. With us today are Mr. Junjie Zhang, our CEO, Mr. [indiscernible], our COO; and Mr. Aaron Huang, our CFO.

The company's financial and operating results were released by the Newswire earlier today and are currently available online.

Before we continue, I refer you to our safe harbor statement in the earnings press release, which applies to this call. Any forward-looking statements that we make on this call are based on assumptions as of today and Chagee does not undertake any obligations to update these statements.

Also, this call includes discussions of certain non-GAAP financial measures. Please refer to our earnings release which contains a reconciliation of non-GAAP measures to GAAP measures.

With that, I will turn the call to our CEO, Mr. Junjie Zhang. Please go ahead, sir.

Junjie Zhang

[Interpreted] Hello, everyone. Welcome to Chagee's Second Quarter 2026 Earnings Call. As we enter 2026, our strategy has stayed focused on the fundamentals of the business centered on doing well by the things our consumers truly care about. In the first quarter, we completed a systematic review of our organization, product and marketing road map, laying the foundation for high-quality growth.

While the external environment saw some volatility in the second quarter, these changes have only reinforced our conviction. The ability to navigate cycles ultimately comes down to genuine consumer recognition. The more complex the market, the more important it is to return to the fundamentals. The more intense competition, the more important it is to perfect every consumer touch point. All of our work in the second quarter was built around this logic, not as reactive response, but as a more focused commitment to our proven path.

The tea beverage industry is going through a structural change. On the supply side, the fresh milk tea category is now quoted with more players and a competitive landscape has shaped from shared growth in an expanding market to competition over a fixed base, raising the intensity of competition. On demand side, shifting generational value require brands to find new ways of telling their story. The old playbook built on high-profile positioning and loud marketing has lost its effectiveness. While customers are looking for today, it is individual self-expression and a genuine sense of comfort. Brands need to become a gentle touch points that resonates with the individual, connecting through sincerity and responding to consumers with care.

On the channel side, intensified competition among delivering platforms is reshaping consumer behavior. The public domain has expanded meaningfully and become a key competitive arena for brands. Meanwhile, traffic distribution has become increasingly the diversified and fragmented. Brands must closely track where consumers are moving and allocate resources efficiently.

In response to these changes, we're building our capabilities across 4 dimensions: First, strengthening our core capabilities. At the front end, we're enhancing our innovation capabilities, striving for excellence, embracing new directions and fully unlocking the creativity of our branding and product teams. In the middle office, we're reinforcing our support infrastructure. Innovation alone is not enough. We also need strong capabilities to mobilize resources and deliver our goals. We're therefore continuing to upgrading our operating system channel capabilities, consumer operations and IT infrastructure to support our growing scale.

Second, broadening our product mix beyond [indiscernible] fresh milk tea, we're actively exploring additional categories, including the special deals and gelato recently launched in the second quarter. We want to test more product formats to meet our consumers' increasingly diverse needs. This requires us to continue reforming our supply chain capabilities and operating system to provide a solid foundation for category expansion.

Third, enhancing consumer reach. On one hand, we're using flexible and diverse content marketing to connect with consumers and expand our traffic funnel. On the other hand, we are expanding our reach through penetration across more consumer scenarios.

Fourth, we're evolving our value proposition. As consumer needs evolve, our brand value proposition also needs to iterate with the times. Through emotional resonance and experience-driven retention, we aim to turn new customers into loyal long-term Chagee friends.

Connecting through tea is our [indiscernible], bringing Chagee to the world and building a premium brand with exceptional user experiences. This is our unwavering direction and standard. We continue to build our capabilities towards fiscal with every step deliberate and grounded. We believe that the more complex the environment, the more important it is to return to the fundamentals, making great products serving our consumers well and refining every teahouse. As we continue to deepen our capabilities across product innovation, marketing innovation, organizational efficiency, consumer operations and overseas expansion, we're confident in achieving high-quality sustainable growth in any market environment.

Last quarter, we announced a share repurchase program of up to USD 150 million. As of August 24, we have executed approximately USD 30 million in repurchases. Through continued action, we want to demonstrate the company's firm confidence in its long-term value and deliver a tangible return on our shareholders' trust.

Next, I will hand the call over to our COO, Eden, who will walk you through the execution during the quarter. Thank you.

Unknown Executive

[Interpreted] Thank you, Junjie Zhang, and thank you all for joining our earnings call today. Let me begin by sharing our overall performance for the second quarter. Total revenue reached RMB 3,415 million representing a 2.5% increase year-over-year and a 3.7% decrease quarter-over-quarter. GAAP net income was RMB 465 million, representing a net income margin of 13.6%, a substantial improvement from 2.3% in the same period last year. Non-GAAP net income was RMB 489 million. Non-GAAP net margin was 14.3%, stable on a sequential basis.

Total GMV for the second quarter was RMB 7,660 million, down 3.3% sequentially. Greater China GMV was RMB 7,156 million, down 4.5% sequentially. Overseas markets stood out with GMV reaching RMB 504 million, up 18.2% sequentially and 114.3% year-over-year, continuing to serve an important growth engine for us.

This quarter, we continued to advance our high-quality growth strategy across 4 key dimensions. First, we accelerated new product launches. We launched a total of 17 new products this quarter, the highest number in a single quarter in our history. Our offerings have expanded from loose leaf fresh milk tea to include special deals, lemon tea latte, Matcho latte, gelato and other series. Within loose tea fresh milk tea, we successfully brought back 2 classic products, Malino tea reached an average of 110 cups per teahouse per day in its first week with a cap share of nearly 20% and the highest first-time member penetration of any new product this year. The return of Long Jing tea latte drove overall GMV up nearly 25% sequentially during the [indiscernible] day period, outperforming last year.

On category expansion, the special deals designed for weekend leisure occasions averaged 124 cups per teahouse per day during its first 3 days and contributed to double-digit weakened GMV growth. The launch of the lemon tea latte also increased the first-time member acquisition by 45% during the launch period underscoring for its effectiveness in attracting new customers.

In addition, we piloted gelato in selected teahouses, combining loose tea leaves with Italian gelato craftsmanship. As of August, gelato has been introduced in more than 190 teahouses and have been well received by our Chagee friends. Great and pilot store performance indicates meaningful improvement with average offline channel GMV increasing by more than 20%. Gelato has also demonstrated a strong ability to attract new customers, reactivate dormant members and increased in-store traffic.

Second, our marketing continues to build a high-value brand core deepening brand capture and cultural residents through a series of high-impact collaborations, exploring upgrades at the intersection of culture and tea. In June, we formed a strategic partnership with the [indiscernible] Theater Festival and opened our first Chagee imaging teaspace in July. We also partnered with the Hubei Provincial Museum to launch the country's first museum teahouse drawing on traditional culture and intangible cultural heritage to position tea as a meaningful cultural medium. By clearly communicating with our brand values and philosophy, we have strengthened emotional connections with consumers and translated that engagement into consumer acquisition and loyalty. As of the end of June, our total registered members reached 257 million. The repurchase rate among active members remain above 43%, while members who made 2 or more purchases accounted for more than 78% of total orders.

Third, we continue to benefit from our more streamlined and efficient organizational structure. In the second quarter, our non-GAAP G&A expense ratio declined to 9.1% compared with 13.2% in the prior year and down 2.5 percentage points sequentially. Our non-GAAP sales and marketing expense ratio narrowed down to 8.8% from 10.6% a year ago, remaining within a healthy single-digit range and broadly in line with the 8.6% level reported in the first quarter. These improvements are not simply cutting spending, they reflect a more disciplined and efficient approach to resource allocation. We're executing faster with greater precision and stronger coordination while focusing our resources on initiatives that creates the most value for consumers.

Fourth, we continue to prioritize high-quality growth across our tea health network while advancing our teahouse expansion. As of the end of June, our global network totaled 7,639 teahouses, representing a net increase of 108 locations from the prior quarter. This includes 7,240 teahouses in Greater China and 399 overseas. We're now present in 8 overseas markets, including Singapore, Malaysia, Thailand, Indonesia, the Philippines, Vietnam and the United States and South Korea.

This quarter marked our first entry into South Korean market. Our 3 teahouses sold over 16,000 cuts combined in their first 3 days, with preopening app downloads exceeding 46,000. Average daily cup volume per teahouse reached 1,648 in May, demonstrating the strong regional appeal and competitiveness of the Chagee brand. During World Tea Day, we introduced new offerings under the BOYA Tea Latte series across the Asia Pacific region. The series has increased average caps sold per teahouse across the region by 52% during its first 15 days. In Vietnam, Thailand and Indonesia, the BOYA Tea Latte series accounted for more than 30% of cup volume, underscoring the cross-market appeal of our core product offerings.

Looking ahead, we remain focused on a clear set of priorities. On products, we will maintain a consistent launch cadence, expand into new categories and continue enhancing ingredients, including sugar and dairy bases to lead the development of healthier tea beverages. On service, we will further optimize our membership program and overall consumer experience. Across our teahouses network, we will prioritize high-quality growth in Greater China while expanding overseas in a disciplined manner.

We will also upgrade equipment to help ensure product consistency and improve operating efficiency.

On experience, we will continue to differentiate our teahouses through thoughtful design, creating a third space where consumers generally want to spend time. Finally, on brand. we will stay closely aligned with market trends and continue elevating the key experience through brand enhancements, consistent product quality and improved consumer experience and an involving training system.

That concludes my remarks. Now let me turn the call over to our CFO, Aaron, who will walk you through the detailed financials. Thank you.

Hongfei Huang

Thank you, Edan, and hello, everyone. Thank you for joining our earnings call. Before we begin, please note that all amounts are in RMB and all comparisons are on a year-over-year basis, unless otherwise stated.

as Junjie Zhang and Edan outlined, the second quarter presented a softer macro backdrop and a more challenging competitive landscape across the industry, and our results reflect the that environment. What I want to emphasize is that even as top line growth moderated, we maintained our operating discipline, we established earlier this year, and our profitability has largely intact. We view this as evidence that our cost structure and organizational efficiency gains are durable, not a onetime and that they give us a stable foundation to keep executing our strategy priority regardless of the external environment.

With that context, let me walk through the quarter in detail. Total GMV was RMB 7,663 million in the second quarter, down 3.3% sequentially from RMB 7,917.8 million in the first quarter. As of June 30, 2026, our teahouse network totaled 7,639 locations across the Greater China and overseas, up 8.5% from 7,038 a year ago. Of this 6,756 were franchise teahouses and 883 were company-owned teahouses.

In Greater China, average monthly GMV per teahouses was RMB 338,259 in the second quarter compared to RMB 356,080 in the first quarter. Meanwhile, overseas total GMV grew 114.3% year-over-year and 18.2% quarter-over-quarter from RMB 426.4 million in the first quarter to RMB 504.0 million in this quarter.

Overseas markets remains our clearest growth engine.

Same-store GMV growth in Greater China improved by 7 percentage points year-over-year and was broadly flat sequentially. Overall, same-store GMV growth improved by 6.9% points from a year ago remained relatively stable compared with the prior quarter.

On the revenue line, our net revenues increased by 2.5% year-over-year to RMB 3,414.6 million in the second quarter. Net revenue from franchisee teahouses were RMB 2,474 million, representing 72.5% of total net revenue compared to RMB 3,020.7 million a year ago. Net revenue from company-owned teahouses were RMB 940.6 million, up 222.2% from RMB 311.2 million a year ago, mainly as a result of continued development of the company-owned tea houses network across Greater China and overseas markets.

Turning to margin. Our gross profit calculated by excluding cost of material, storage and logistics from net revenue reached RMB 1,843.4 million this quarter, resulting in a gross margin of 54%, flat year-over-year. Our organizational enhancements drove a meaningful year-over-year decline in operating expenses.

Share-based compensation expenses totaled RMB 23.9 million in the quarter, and it reflects our focus on retaining and motivating employees while aligning their interest with those of shareholders. To provide a greater clarity of our underlying operational performance. We will continue to reference non-GAAP operating results with full reconciliations available in our earnings release and the Form 6-K.

Operating income was RMB 524.7 million, representing an operating income margin of 15.4%, increased significantly from 3.2% in the same period of a year ago, benefiting from our strategic organizational adjustment and a continued disciplined cost management. Excluding share-based compensation expenses, non-GAAP operating income was RMB 548.6 million, representing a 16.1% margin compared to a 17.1% margin in the first quarter of 2026.

Operating costs for company-owned teahouses were RMB 566.8 million, up 207.8% from RMB 184.1 million a year ago, consistent with the continued buildout of our company-owned network.

Other operating costs decreased by 33.3% to RMB 115.8 million, largely due to a decrease of RMB 30.2 million in payroll expenses driven by organizational structure enhancement and headcount optimization.

On a GAAP basis, other operating costs accounts for 3.4% of revenues compared to 4.7% a year ago and 4.3% in the first quarter.

Sales and marketing expenses for the quarter were RMB 301.5 million, down 21.7% from RMB 385 million a year ago, mainly due to a more streamlined branding and marketing team, together with improved efficiency in advertising placement and precision marketing.

On a non-GAAP basis, sales and marketing expenses represented 8.8% of revenue compared to 10.6% a year ago and 8.6% in the previous quarter.

General and administrative expenses reached RMB 334.5 million, down 64.6% year-over-year from RMB 944.6 million. The decrease primarily reflected lower share-based compensation expenses, reduced payroll facility and the professional service costs and [indiscernible] of IPO-related expenses incurred in the prior year period.

On a non-GAAP basis, G&A expenses represented 9.1% of revenues compared to 13.2% in the same period a year ago and 11.6% in the first quarter.

Income tax expenses represented 20% of income before income tax compared to 62.1% a year ago and 21.2% in the first quarter, the year-over-year normalization primarily reflecting a reduced impact from share-based compensation expenses.

Notably, we continue to deliver profitability on both GAAP and a non-GAAP basis, extending our track record to 14 consecutive quarters of positive net income.

GAAP net income was RMB 464.8 million. Non-GAAP net income, excluding RMB 23.9 million of share-based compensation expenses was RMB 488.7 million, with a non-GAAP net margin of 14.3% compared to 18.9% a year ago and flat sequentially.

For the second quarter, basic and diluted net income per ordinary share was RMB 2.44 and RMB 2.42 respectively. On a non-GAAP basis, basic and diluted net income per ordinary share was RMB 2.57 and RMB 2.54, respectively.

Turning to liquidity. We ended the quarter with RMB 6,795.5 million in cash and cash equivalents, restricted cash and time deposits. This reflects the impact of our share repurchase program commencing on June 1, 2026, alongside our continued investment in teahouse network. We maintain a healthy balance sheet that gives us flexibility to keep executing our strategic priorities while returning capital to shareholders.

As we move through the remainder of 2026, we will execute against our new product pipelines, enhancement memberships and the service experience and maintain a focus on quality as we expand our teahouses network in Greater China and overseas.

Our confidence in the company's long-term value remains firm, and we are committed to return value to our shareholders in a meaningful way. With that, we are ready to begin Q&A.

Alicia Guo

[Operator Instructions] We received some questions ahead of today's call. We will now address some of the key topics raised. Our first question relates to the outlook of the second half of the year. How does management view the second half of the year amid the current competitive market environment? Our CEO, Junjie Zhang will address this question.

Junjie Zhang

[Interpreted] Thanks for the question. As we just shared, the market environment has changed significantly and competition in the industry has become more intense, but we have always believed that the more complex the market becomes, the more important high-quality growth is. We see 2026 as a year of adjustment and stabilization. In Q1, we completed the organizational restructuring and conducted a systematic review of our growth strategy. In Q2, we have started to explore areas such as new product category expansion and user experience upgrades. Our core objective this year is not to pursue rapid expansion in scale, but to build a stronger foundation for sustainable growth in the next stage.

In the second half, our work will become more focused and practical along the direction of adjustment and exploration will put into execution the results and learnings from the first half one by one. No matter how external environment changes, we will stay focused on the fundamentals making good products and doing things that matter most to our members. We remain confident in steady development in the second half.

Alicia Guo

Our next question relates to same-store trends. Could you share how same-store have trended so far in the third quarter? Our COO, Aden, will address this question.

Unknown Executive

[Interpreted] Thanks for the question. Since the start of Q3, we have seen positive signs of recovery. Same-store sales in July showed a low single-digit decline, representing a meaningful improvement from the first half. Based on trends so far, we expect same-store sales in August to turn positive year-over-year. We believe the improvement reflects that the benefit of our earlier strategic adjustments are gradually coming through.

There are a few drivers behind this trend. First, our new product strategy continues to contribute. In Q3, we maintained the pace of new launches from Q2, introducing several new products, including Guava Peach Ice tea and Limon tea Latte while also relaunching papular bestsellers, such as leachate black and milk tea and [indiscernible] milk tea. At the same time, since Q3 forth and peak season for tea consumption, recently launched products such as gelato and special deals are also better suited to the summer heat, effectively driving in-store traffic and overall performance.

Second, we continue to refine in-store service and customer experience. We have consistently emphasized a return to fundamentals. And throughout this year, we have continued to refine service details at the teahouse level, improving preparation efficiency and strengthening customer experience. We're translating these seemingly small details into real tangible outcomes in the form of repeat purchases and word of mouth.

Overall, the improved trends in July and August gave us greater confidence in same-store performance for the second half of the year while uncertainty remains in the external environment. Our product pipeline is stronger and our strategic direction is clearer, and we believe this recovery is sustainable.

Alicia Guo

The last question relates to payout. Does the company have any further payout plans. Our CFO, Aaron will address this question.

Hongfei Huang

[Interpreted] Thanks for the question. Shareholder returns have always been one of the key considerations in our capital allocation strategy. In the fourth quarter of last year, we paid a special dividend of USD 177 million, which reflects our commitment to returning value to shareholders.

Entering 2026, with the organizational optimization and continued improvement in operating efficiency, our free cash flow has remained healthy. This provides a solid foundation for us to explore a more regular and sustainable shareholder return mechanism. Currently, the Board and management are actively and prudently reviewing different options, including regular dividends, while considering our medium- to long-term strategy, funding needs for teahouse development and changes in the market environment.

We fully understand that it is important for shareholders to share in the results of the company where we maintain high-quality growth, therefore, continuously enhancing shareholder returns remain a firm direction for us. Management team is currently evaluating the specific details. We will bring a proposal to the Board at the appropriate time, subject to the Board's review and approval, provide an upgrade to the market.

Alicia Guo

That concludes today's Q&A session. If you have any further questions, please feel free to contact us or request us through our IR website. Thank you all for your time today. We look forward to reconnecting on our next call. Have a wonderful day.

Operator

This concludes today's event. Thank you for participating. You may now disconnect.