ChaYanYueSe
茶颜悦色
ChaYanYueSe (茶颜悦色) is a new Chinese-style tea brand founded in 2013 in Changsha, known for blending traditional Chinese tea culture with modern presentation and described by fans as the "ceiling of milk tea." As of late 2022 it operated nearly 500 directly-owned stores across nine cities including Changsha, Wuhan, Chongqing, and Nanjing, with a reputation for product-focused, cautious expansion under founder Lü Liang. The brand has resisted franchising despite repeated speculation and external pressure, prioritizing service quality control and organic growth from within its employee ranks. In early 2023 it partnered with Sobot (智齿科技) to upgrade its customer service and marketing infrastructure across online and call-center channels. Its positioning contrasts with more aggressively national competitors: where rivals like Ba Wang Cha Ji (霸王茶姬) have pursued rapid scale, ChaYanYueSe has remained deliberately regional, a strategic choice that industry observers frame as both a strength and a risk.
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Coverage
The Chagee Funding Story: From a Terrible Hand to Changing Its Fate
More than just good luck.
The Giant Beneath the Fissure: The Rise of Ba Wang Cha Ji
"Do kings and nobles have a special birthright?"
The Only Funding Round Mixue Bingcheng Ever Took: The Fortune of Being Chosen
"Different Money"
AGI in Practice, Innovation Breakthroughs, and Frontier Insights This Spring | Yunqi Capital Quarterly · Spring Issue
New thinking and new practice in AI from Yunqi Capital and its portfolio companies.
"Sobot Partners with New Chinese-Style Tea Brand ChaYanYueSe to Build Integrated Service and Marketing" | Yunqi Capital Industry+
Partnering with the "Milk Tea Benchmark," Upgrading Intelligent Customer Engagement Scenarios
Code Watch | Source Code Capital's Jihong Zhang: How Restaurant Entrepreneurs Can Break Through the Winter and Welcome Spring
Source Code Capital's Chang Kaisi: How Consumer Brands Achieve Cycle-Crossing Growth
Product is king.
Douyin E-commerce and Source Code Capital jointly released the *New Brand Growth Trends White Paper*.
Passion-Driven, Newcomers Rising
Expansion or Store Closures: Reassessing Offline Opportunities | Li Feng Column
From "Store Opening Boom" to "Store Closing Wave": Reassessing Offline Opportunities
Source Code Capital Announces Kaisi Chang as Partner
We're committed to partnering with outstanding founders to build a better life through technology and innovation.
Source Code Capital closes fifth RMB fund, raising over 7 billion yuan to back tech innovation and SMEs
Invest early, invest small, invest in tech
Source Code Capital's Xingshi Wang and Yungang Huang Named MVIP Young Investors of the Year and Best Digital Healthcare Investor
MVIP of the Year, Best Investor in Digital Healthcare.
How Young Consumers Powered This Year's 618 Shopping Festival: A Look at Source Code Capital's New Consumption Bets
Seeking founders who pursue product excellence
Source Code Capital Closes $1 Billion New Fund Raise
Be the investment firm with the most entrepreneurial spirit
9 Source Code Capital Portfolio Companies Named to "China's Most Promising New Consumer Brands" Rankings
Blokees, BlankME, ChaYanYueSe, Kaishan baijiu, Daily Black, moody, PMPM, Usmile, and WANGBAOBAO made the *2020 China Top 100 Most Promising New Consumer Brands* list.
Let's meet today — I'll be waiting for you at the Shenzhen office!
Source Code Capital's Shenzhen office is now officially open, embedding itself at the cutting edge of South China's tech innovation and riding the new wave of smart manufacturing!
Source Code Capital announced that Wei Wang has officially joined as a partner.
After joining, Wang Wei will support Source Code Capital's portfolio companies on capital markets matters, drawing on his years of experience to empower companies with capital markets development needs.
Source Code Capital Closes RMB 3.8 Billion for Fourth RMB Fund
Late-stage investment, qualitative transformation, organizational capability
Strategic Thinking on Douyin Marketing for Consumer Brands | Code Brain No. 12
Guest: Le Kang, Founder & CEO of Buff Technology, former head of Douyin's Brand Studio department, and former Brand Director at NetEase Yanxuan.
