Unraveling Tianlala's Growth: How a Dual-Engine Strategy Fueled 8,000 Franchise Locations.

How a $1.50 Fruit Tea Built an 8,000-Store Global Empire: The Tianlala Story

How can a fruit tea that sells for around ¥10 (approx. $1.50 USD) fuel a global beverage empire with 8,000 locations? Meet Tianlala, a brand that has turned a simple philosophy of “low price, high value” and a unique franchise model into a dominant force in the global tea market.

The brand’s power was on full display in August 2025 during its “First Cup of Autumn” promotion, where it shattered records with delivery GMV surpassing ¥20 million and daily sales skyrocketing over 500%.

At the same time, Tianlala’s international footprint is expanding rapidly, with over 200 signed stores overseas, including 127 in Indonesia alone. This is how a brand from the small city of Bengbu in Anhui province is quietly taking over the world.

1. Market Strategy: Dominating Uncontested Spaces

While most tea brands fought fiercely in hyper-competitive Tier-1 cities, Tianlala pursued a different path: mastering underserved markets. Over 80% of its stores are in Tier-2, Tier-3, and smaller towns.

This brilliant strategy allowed Tianlala to avoid direct conflict with premium brands. By understanding that consumers in these high-growth regional markets are price-sensitive but open to new brands, Tianlala quickly captured market share by offering high-quality products at an unbeatable price point.

2. Franchise Model: A Low-Risk, High-Support Partnership

Tianlala is famous for its accessible franchise model. The initial franchise fee is just ¥30,000-¥60,000 (approx.

4,000−4,000−8,000 USD), with a total initial investment of ¥150,000-¥300,000 (approx.

21,000−21,000−42,000 USD). This is a fraction of the cost required by competing brands.

This affordability, combined with robust support, led to over 1,200 new franchise signings in the first half of 2025 alone. Key to this success is the brand’s support policies, which include:

Tiered product subsidies ranging from ¥20,000 to ¥50,000 based on the city level.

A ¥5,000 referral bonus for existing franchisees who bring in new partners.

This model makes entrepreneurship accessible and creates a powerful network effect where successful franchisees drive further growth.

3. Product Strategy: Creating Viral "Hero" Drinks

At the heart of Tianlala’s success is its killer product lineup. Its iconic "Bucket Tea" series became a viral sensation thanks to its massive size, generous toppings, and refreshing taste.

Another hero product, the "Jasmine White Fresh Milk Tea," uses a seven-step scenting process to infuse premium tea leaves with a delicate jasmine aroma. It has sold over 80 million cups to date. During the recent autumn campaign, the classic Bucket Tea series sold over one million units in a single day.

Looking ahead, Co-founder Xu Zhou states, "We will continue to launch more 'zero-additive' healthy drinks to meet the growing consumer demand for clean-label products."

4. Supply Chain: An ESG-Driven Powerhouse

Tianlala has built a sophisticated, ESG-driven supply chain that ensures quality, efficiency, and sustainability. Through partnerships with leading cold-chain and ambient logistics firms, the company guarantees reliable and fresh delivery to its thousands of stores.

Quality control is managed from end-to-end, starting with sourcing ingredients from core production regions and using advanced HPP technology to ensure food safety naturally. Furthermore, the company leverages top-tier software like SAP and an SRM system to create a smart, digitized supply chain that enables automated intelligent restocking for every store.

5. A Proven Success Story: From Near-Failure to a 200-Store Enterprise

Tianlala's commitment to its franchisees is best told through the story of Li Lei. In 2020, Li became a regional agent for Tianlala. When the pandemic hit, his stores were losing money.

At his lowest point, Tianlala's corporate headquarters stepped in directly. The Director of Marketing personally visited Li’s city to help him develop promotions and business strategies. This hands-on support, combined with a "buy one, get one free" campaign for the Bucket Tea launch, turned his business around. In May 2021, his store’s revenue broke ¥150,000.

Today, Li Lei manages over 200 Tianlala stores in multiple regions, employing more than 1,000 people.

6. Global Expansion: A Smart, Phased Approach

Tianlala takes a cautious and strategic approach to international expansion. Before opening a market to franchisees, the company first opens and operates its own corporate stores to prove the business model is viable and profitable.

This "test first, then franchise" method minimizes risk and provides future partners with a proven, turnkey solution. The brand has already opened stores in Indonesia, Cambodia, the Philippines, and Uzbekistan, with plans to add over 200 new international locations in 2025 and expand into Europe and the Middle East in the next three years.

The Tianlala Blueprint for Success

Tianlala’s rapid rise is not an accident. It is the result of a powerful "dual-engine" strategy built on an industry-leading supply chain and an unbeatable franchise model. By combining social media marketing, celebrity endorsements, and cause marketing campaigns, the brand has built a deep connection with its audience.

Powered by a robust digital infrastructure that uses proprietary apps and AI to standardize operations and ensure quality control, Tianlala has created a scalable, low-risk, high-support platform for entrepreneurs worldwide. It stands as a powerful testament to how a clear vision can turn a simple cup of tea into a global phenomenon.