CHALI

About CHALI

Founded in August 2013 by Tan Qiong, CHALI is a Chinese tea brand headquartered in Guangzhou that has positioned itself as a modern fast-moving consumer goods (FMCG) tea company. Tan Qiong, who has a background in marketing, identified a gap in the market for a consumer-centric tea brand after a four-month-long investigation into China's tea industry. This research, initially for a potential B2B tea trading platform, revealed to her that the traditional tea market was highly non-standardized and not meeting the demands of younger consumers.

CHALI's business model encompasses a multi-channel strategy, combining online and offline sales to reach a broad customer base. The company's products are available on major e-commerce platforms like Tmall and JD.com, and it has also established a significant B2B presence. This B2B segment serves over 7,000 high-end hotels, including major chains like Hyatt and InterContinental, more than 5,000 corporate clients, and 2,000 restaurant chains. Revenue is generated through direct-to-consumer sales online, B2B sales to corporate clients, and sales through retail partners such as OLE, HEMA, and MINISO. The company also operates its own retail experience stores.

The core of CHALI's product line is its premium triangular tea bags, which feature whole-leaf tea, differentiating them from the broken-leaf tea often found in traditional tea bags. This approach was a deliberate move to appeal to Chinese consumers' preference for visible, high-quality tea leaves while offering the convenience of a tea bag. The company offers a diverse range of products, including original teas, and innovative blends with flowers and fruits, such as their popular Peach Oolong tea. Beyond tea bags, CHALI has expanded its product line to include tea powder, instant milk tea, and ready-to-drink (RTD) bottled teas. To support its product development and ensure quality, CHALI has invested significantly in its supply chain, including building a headquarters in Nansha that integrates a production center, an R&D center, and an international tea academy.