【脚本】霸王茶姬品牌手册

April

2023,

Version

3.0霸王茶姬品牌⼿册

The

Brand

Manual

ofCHAGEE01品牌简介/全球版图/发展⾥程碑/品牌画像Catalog⽬录品牌介绍BrandIntroduction02研发理念/产品系列/明星产品TOP榜/产品视觉/零售周边品牌产品BrandProducts03LOGO/VI/空间视觉品牌视觉BrandVision04年度关键数据呈现/品牌案例/产品案例/市场案例/传播声量/媒介投放/品牌荣誉品牌策略BrandStrategyTheBrand

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CHAGEE

V3.0Brand

IntroductionTheBrand

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CHAGEE

V3.001品牌介绍Brand

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CHAGEE霸王茶姬是来⾃中国·云南的新中式国⻛茶饮品牌，以原叶鲜奶茶为主打，将东⽅⽂化与茶事传承、创新结合⼀体，打造东⽅新茶铺。第⼀家⻔店于2017年11⽉17⽇诞⽣于云南昆明五⼀路。五年时间，霸王茶姬从中国西南地区走向国内⼤陆超过30个省市（⾃治区），并在东南亚的⻢来西亚、新加坡、泰国开店，成⻓为“中国⼗⼤茶饮品牌”。霸王茶姬全球总⻔店数已突破1400家，其中海外⻔店超过70家，成为当地消费者⼼⽬中的“奶茶之光”。公司概况Brand

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CHAGEE

V3.0原叶鲜奶茶喝出真茶味以东⽅茶会世界友成为中国茶企的世界代表以⽤⼾价值为导向员⼯第⼀客⼾第⼆股东第三-品牌使命--核⼼价值观-Brand

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V3.0-愿景--

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Introduction全球版图1400+全球⻔店数量国内海外河南Henan浙江Zhejiang四川Sichuan云南Yunnan安徽Anhui⼴西Guangxi⼴东Guangdong⼭西Shanxi⼭东Shandong⻢来西亚Malaysia新加坡Singapore泰国Thailand河北Hebei上海Shanghai陕西Shaanxi湖北Hubei宁夏Ningxia福建Fujian贵州Guizhou江苏Jiangsu海南Hainan吉林Jilin⻘海Qinghai江西Jiangxi重庆Chongqing辽宁Liaoning⽢肃Gansu⿊⻰江Heilongjiang内蒙古Inner

Mongolia北京Beijing新疆Xinjiang西藏Tibet天津TianjinTheBrand

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CHAGEE

V3.0*数据来源:GeoHey|极海品牌监测·国⻛茶饮规模排⾏榜TheBrand

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CHAGEE

V3.0Brand

Introduction发展历程6⽉，新中式茶饮品牌霸王茶姬正式成⽴；11⽉17⽇，⾸店在世界茶叶之乡中国云南·昆明市五⼀路亮相；20172018201920202021202220231⽉，霸王茶姬获得A轮XVC和复星集团联合领投，投资⾦额1.6亿5⽉，霸王茶姬获得B轮琮碧秋实领投，XVC跟投，投资⾦额1.4亿9⽉，成都春熙路旗舰店开业，⾸⽇售出超过3600杯，单⽉GMV突破百万⼈⺠币；完成品牌2.0升级11⽉，亚洲地区店铺达240家，⽉销售200万杯，成为西南地区头部品牌霸王茶姬全球总⻔店数已突破1400家，其中海外⻔店超过70家。4⽉，霸王茶姬全球⻔店突破500家，安徽、河南、重庆、浙江、陕西5省⾸店/旗舰店相继开业，开业⽇均出杯2000+成为新常态；霸王茶姬启动海外⻢来西亚品牌2.0升级，站稳当地⾼端茶饮市场；6⽉，霸王茶姬深圳旗舰店开业，⾸⽇出杯6500+，刷新品牌销售新纪录；10⽉，霸王茶姬南京旗舰店开业，⾸次开业启动小程序点单+⾸次商⽤⾃动化设备，实时在线等单⼈数达700⼈+；12⽉，全球⻔店规模突破1000家，成为中国⼗⼤茶饮品牌，⻢来西亚TOP5品牌；单品「伯⽛绝弦」全球累计年销量超过2000万杯；8⽉，⻢来西亚⾸店Petaling

Jaya

店正式开业，同年进⼊新加坡、泰国市场；6⽉，霸王茶姬发起抖⾳全⽹“撕杯”⻛潮，播放量达到上亿次，创造了巨⼤的产品曝光；10⽉，霸王茶姬海外事业部成⽴，并成⽴⻢来西亚合资公司，在⻢来西亚推⼴新中式茶饮；02品牌产品Brand

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V3.02.1Brand

Products产品策略Product

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V3.0菜单TheBrand

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V3.0Brand

Products必喝榜TheBrand

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ProductsBrand

Products春宴·樱花乌⻰Cherry

BlossomOolong

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CHAGEE

V3.0去云南·玫瑰普洱Rose

Pu’erMilk

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CHAGEE

V3.0夏梦玫珑MelonOolong

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CHAGEE

V3.0⻘⻘糯⼭Glutinous

GreenMilk

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V3.0寻⾹⼭茶Camellia

OolongMilk

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V3.02.2Brand

Products零售周边Retail

MerchandiseBrand

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CHAGEE

V3.0去云南·玫瑰普洱系列周边TheBrand

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V3.0玫珑⽠⾹⾼⼭乌⻰系列周边去云南·玫瑰普洱系列周边玫珑⽠⾹⾼⼭乌⻰系列周边Brand

Products游园惊梦伯⽛绝弦袋泡茶戏出东⽅·中国玩具之⽪影体验套装TheBrand

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V3.0Brand

Products03品牌视觉Brand

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V3.0LogoBrand

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V3.0产品包材Brand

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V3.0标准店设计Brand

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V3.0形象店设计陕西西安小寨原⼒场店TheBrand

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Vision形象店设计江苏扬州京华城店TheBrand

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Vision形象店设计陕西西安曲江创意⾕店TheBrand

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Vision形象店设计浙江杭州来福⼠店TheBrand

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V3.0Brand

Vision04品牌策略Brand

StrategyTheBrand

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V3.04.1Brand

Strategy品牌视觉Brand

VisionBrand

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V3.0Brand

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V3.04.2Brand

Strategy联名合作Brand

CollaborationBrand

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CHAGEE

V3.0×Brand

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CHAGEE

V3.0×STRAWBERRYMUSIC

FESTIVAL草莓⾳乐节TheBrand

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V3.0Brand

Strategy×Brand

StrategyTheBrand

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CHAGEE

V3.0×三星堆乐队TheBrand

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V3.0Brand

Strategy×辣⽬洋⼦Brand

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V3.0×Brand

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CHAGEE

V3.04.3⻔店概况Outlet

OverviewBrand

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CHAGEE

V3.0Brand

Strategy四川成都春熙路店TheBrand

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CHAGEE

V3.0Brand

Strategy四川成都⼤悦城店TheBrand

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V3.0Brand

Strategy重庆渝中

解放碑协信星光⼴场店TheBrand

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V3.0Brand

Strategy⼴东⼴州

正佳⼴场店TheBrand

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V3.0Brand

Strategy⼴东深圳益⽥假⽇⼴场店TheBrand

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V3.0Brand

Strategy⼴东⼴州

乐峰⼴场店TheBrand

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V3.0Brand

Strategy浙江杭州来福⼠店TheBrand

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CHAGEE

V3.0Brand

Strategy浙江杭州来福⼠店TheBrand

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V3.0Brand

Strategy开业⻔店清单省店名⾯积/㎡楼层状态浙江浙江杭州湖滨银泰C区店vww-v已开业⼴东⼴东⼴州正佳⼴场店vywv已开业河南河南郑州⼤卫城店}~-v已开业⼴东⼴东深圳益⽥假⽇⼴场店Ç5v已开业江苏江苏南京新街口⾦鹰店y5-v已开业重庆重庆渝中时代天街店5}-v已开业浙江浙江杭州城西银泰店5äã已开业江苏江苏南京新街口新百旗舰店å5-v已开业天津天津南开⼤悦城店5v-v已开业⼴东⼴东深圳壹⽅天地店~vv已开业浙江浙江杭州西溪印象城店}w-v已开业四川四川成都⼤悦城店åw-v已开业江苏江苏南京建邺万达⼴场店~åv已开业重庆重庆九⻰坡万象城⼆期店åå-v已签约上海上海杨浦五⻆场万达店y}-v已签约⼭西⼭西太原万象城店vwäy已签约江苏江苏南京江宁万达店åvv已签约四川四川成都银泰inÇÇ店vwåv已签约Brand

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CHAGEE

V3.04.4全⽹声量Online

ResponseProduct

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CHAGEE

V3.0Brand

Strategy14亿TheBrand

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CHAGEE

V3.0Product

Strategy全⽹曝光上百亿抖⾳话题曝光量超小红书笔记50,000+新美⼤平台好评如潮，引发⼤量顾客⾃发打卡Product

StrategyTheBrand

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CHAGEE

V3.0央媒党媒集中报道2022.01.14

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