LELECHA

About LELECHA

LELECHA is a Chinese tea-drink brand founded in Shanghai in 2016 by Mr. Wang Jian. The company has established itself in the high-end tea market by pairing premium tea drinks with soft European-style buns, a business model that has proven successful. LELECHA's target demographic consists of young, trend-conscious consumers with strong purchasing power, primarily in first and second-tier cities across China.

The company's history is marked by rapid growth and product development. After opening its first store in Shanghai, LELECHA pioneered fresh cheese fruit tea in 2016. A significant milestone occurred in 2017 with the launch of the "Dirty Bun," which created a viral trend. This was followed by the introduction of their popular "Cheesy Cream Peach Jasmine Tea" and the first "Dirty Tea" in 2018. By 2019, LELECHA had expanded to over ten cities, including major hubs like Beijing and Guangzhou. The company has continued to innovate, opening its 100th store and an eco-friendly location in 2022, and officially launching a franchise model in April 2023.

LELECHA’s business model revolves around directly operated boutique chain stores located in prime urban areas. Revenue is generated through the sale of a wide range of products, including their signature cheese fruit teas, brown sugar milk tea, and a variety of freshly baked buns. The brand emphasizes an in-store experience, with products made on-site using high-quality ingredients like original leaf tea, fresh fruit, and imported cheese and flour. To further engage customers, LELECHA has experimented with "tea labs" where consumers can observe the tea-making process and has developed a mini-app for delivery services. In December 2022, competitor Naixue acquired a 43.6% stake in LELECHA, becoming its largest shareholder, with the goal of providing support in expansion, supply chain, and digitalization while LELECHA continues to operate independently.

The product strategy focuses on a "drink + dessert" combination, cultivating a customer habit of pairing beverages with baked goods. This approach not only provides more choice but also increases the average transaction value. The brand is known for its product development, analyzing market trends and taste preferences to create unique and memorable flavors. The store design is also a key element, often featuring natural colors, wooden furniture, and unique lighting to create a cozy and shareable atmosphere, encouraging customers to post on social media.