北京吴裕泰茶业股份有限公司

What 北京吴裕泰茶业股份有限公司 does

Beijing Wuyutai Tea Industry Co., Ltd. (北京吴裕泰茶业股份有限公司) is a privately held, 137-year-old Chinese tea company headquartered in Beijing's Dongcheng District, founded in 1887 and formally incorporated as a joint-stock company in 2005. It is among the first batch of "China Time-honored Brands" designated by the Ministry of Commerce (2006), and its proprietary nine-step jasmine flower tea scenting technique has been listed on China's National Intangible Cultural Heritage register (2011) and on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity (November 2022).

The company sells seven categories of tea (flower, green, Dahongpao, black, oolong, dark, white) anchored by jasmine flower tea, alongside tea ware, tea-based foods (mooncakes, biscuits, gum), tea-flavored ice cream, and ready-to-drink beverages. Production follows a self-pick, self-scent, self-blend model with raw-material bases in Guangxi (横县 jasmine supply), Fujian (jasmine and black tea), and Zhejiang, supported by modern processing equipment, food-grade canning lines, and the tea industry's first fully implemented "five-standards-in-one" management system (quality, environment, food safety, occupational health, HACCP).

Wuyutai makes money through one-time retail purchases of tea and tea-related products across 650+ chain stores and online storefronts (Tmall, JD, Douyin, WeChat Commerce, Youzan), supplemented by franchise fees/wholesale supply to franchisees, B2B group purchase and gift-box custom orders (hotline 400-108-1887), and high-profile event supply contracts (Beijing Olympics 2008, 70th anniversary 2019, Beijing 2022 Winter Olympics, Three Sessions, Belt and Road summits). 2023 revenue surpassed 1 billion CNY for the first time, with brand value of 1.87 billion CNY in 2024 (#1 on China tea brand value list for six consecutive years). The customer base spans Northern Chinese household consumers, post-90s/00s young consumers, gift buyers, government and large-event procurement, and partner schools for tea-culture education.

Name

北京吴裕泰茶业股份有限公司

Legal name

北京吴裕泰茶业股份有限公司

Website

https://wuyutai.com

Company type

Private

Founded year

1887

Operating status

Operating

Headcount range

11–50 employees

Short description

Beijing Wuyutai is a 137-year-old, privately held Chinese tea company operating 650+ chain stores across 16 provinces, anchored on a UNESCO-listed jasmine flower tea technique and serving Northern Chinese households, government/event clients, and younger consumers via retail, e-commerce, and gift-box channels.

Ownership category

akta.pro rank

Product category

Specialty Tea Retail

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Other Specialty Food Retailers (44529)

akta.pro primary industry

Tea Blending & Flavoring (AFAFADAG)

akta.pro secondary industries

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), RTD Iced Tea Production (AFAFABAD)

Keywords

• Jasmine flower tea
• Tea retail chain
• Tea ware accessories
• Tea-based foods
• Chinese heritage tea

Headquarters

HQ city

北京市, 北京市

HQ country

China

HQ region

Asia

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 茶叶及茶具零售: 通过全国650余家线下连锁门店及天猫、京东、抖音等线上平台销售自采、自窨、自拼的茉莉花茶及绿茶、红茶、乌龙茶、黑茶、白茶等七大茶类产品，以及茶具、茶食品、茶饮料等茶衍生品。
2. 特许加盟: 通过发展全国加盟商开设吴裕泰连锁门店，向加盟商提供统一品牌形象、统一管理、统一配送等支持，收取加盟费用或通过批发供货实现收入。
3. 茶衍生品销售: 销售茶月饼、茶粽子、茶饼干、茶冰激凌、茶爽无胶口香糖、抹茶拿铁等茶叶深加工产品，实现茶产业多元化发展。
4. 团购及定制服务: 提供团购热线服务，承接各类团购订单及定制礼盒。

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels12 records

Core offering

Beijing Wuyutai Tea Industry Co., Ltd. is a 137-year-old Chinese heritage tea company that produces and sells premium jasmine flower tea, six other major tea categories (green, Dahongpao, black, Oolong, dark, white), tea ware/accessories, and tea-derived products (tea ice cream, tea mooncakes, tea beverages, herbal flower teas). It operates a nationwide franchise retail chain of 650+ stores across 16 Chinese provinces supplemented by proprietary e-commerce storefronts, with proprietary nine-step jasmine scenting technique listed as national intangible cultural heritage.

Product overview

北京吴裕泰茶业股份有限公司 is a 137-year-old tea company (founded 1887) offering a diversified product portfolio centered on premium jasmine flower tea (非物质文化遗产). The company operates a multi-tier product architecture: core flower tea products (御泰壹香, 贡毫 series), four major sub-brands (御泰壹香 for flower tea, 春和景茗 for green tea, 夷岩九鼎 for rock tea, 京粹红韵 for black tea), complemented by tea accessories, tea-based foods (ice cream, mooncakes, biscuits), and ready-to-drink beverages. The flagship jasmine flower tea utilizes proprietary 9-step scenting technique (国家级非物质文化遗产). Product strategy follows 'focus on flower tea, refine quality' while expanding into innovative tea foods and modern tea experiences to attract younger consumers.

Differentiator

Problem solved

Functional benefit

Brands

• 御泰壹香: 茉莉花茶子品牌，名称出自宋代诗人江奎《茉莉》——"他年我若修花史，列作人间第一香"，体现国风国韵，为百年老店发展赋能。
• 春和景茗
• 夷岩九鼎
• 京粹红韵
• 贡毫
• 只此青裕
• 吉时巧裕
• 花语茶言

Products and services

• 御泰壹香 (Yutai Yixiang) Jasmine Flower Tea Sub-Brand
• 春和景茗 (Chunhe Jingming) Green Tea Sub-Brand
• 峑岩九鼎 (Yayan Jiuding) Rock Tea Sub-Brand
• 京粹红韵 (Jingcui Hongyun) Black Tea Sub-Brand

Quantifiable outcome

• 2023年经营业绩突破10亿元
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered minor and core.

• 伊利金典minorStrategic or Co-development Partner · 22 December 20242024年冬至，吴裕泰携手伊利金典以围炉煮茶沙龙的形式，传递高品质、慢享受的有机生活理念，合作推出"有机生活 慢煮茶香"主题活动。
• 中国国家博物馆coreStrategic or Co-development Partner · 1 January 20212021年到2024年，吴裕泰和国家博物馆三度联手跨界合作，开发了"花语茶言"花茶礼盒、"四季美裕"四季茶礼盒、"吉时巧裕"时尚袋泡茶等"文""质"兼备的文化创意产品。"花语茶言"包装设计采用国博馆藏《百花图》的图样与清代乾隆皇帝所提诗句，赋予产品文化内涵与收藏意义。
• 贵州贵茶有限公司coreStrategic or Co-development Partner · 24 April 20142014年4月24日，贵州贵茶有限公司与北京吴裕泰茶业股份有限公司在北京王府井吴裕泰店启动战略合作，共同推动春茶节活动。贵茶为吴裕泰提供优质绿茶原料，双方在茶叶采购、供应链方面展开合作。
• 清华大学美术学院minorImplementation/ SI/ Consulting Partner吴裕泰特别邀请清华大学美术学院的老师潜心创作了陆羽雕像，赠予雍和宫小学，用于茶文化教育。
• 北京市东城区少年宫及多所中小学校coreImplementation/ SI/ Consulting Partner与东城区少年宫、雍和宫小学、史家小学、史家小学分校、育才小学、北京市六十五中、朝阳区实验小学等建立长期校企合作，开展茶文化普及教育，组建少儿茶艺队，进行校本课程开发、举办茶文化讲座和比赛等活动。

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• 天福茗茶 (Tenfu Tea): Tenfu is China's largest traditional tea chain retailer, operating over 1,300 stores selling packaged teas, tea ware, and tea derivatives — directly comparable to Wuyutai's 650+ chain store, multi-category tea business model. Both target mainstream Chinese consumers with branded packaged teas and cultural tea experiences.
• 竹叶青茶业 (Zhuyeqing Tea): Zhuyeqing is a premium Chinese green tea specialist with national chain store distribution and a brand-led, premium pricing strategy — closely analogous to Wuyutai's positioning of premium single-origin teas (贡毫 jasmine, West Lake Longjing) via branded chain stores.
• 八马茶业 (Bama Tea): Bama is a leading Chinese premium tea brand with a similar chain store distribution model and seven-category tea portfolio including its core Wuyutai-comparable Anxi Tieguanyin oolong teas. It shares Wuyutai's positioning as a national, multi-category, chain-retail-focused tea enterprise.

Emerging players

• 霸王茶姬 (Chagee): Chagee is a fast-growing modern Chinese tea beverage chain with global expansion ambitions. It overlaps with Wuyutai's tea category and younger consumer targeting, but competes via freshly brewed modern tea beverages rather than packaged loose-leaf teas — representing the next-generation competitive threat to Wuyutai's younger consumer strategy.
• 茶颜悦色 (Cha Yan Yue Se): Cha Yan Yue Se is a Chinese tea beverage brand known for its strong cultural branding and Chinese aesthetic positioning — directly aligned with Wuyutai's '老字号+文化+体验' approach. It represents an emerging player competing for the cultural tea occasion among younger consumers.
• 小罐茶 (Xiaoguancha): Xiaoguancha is a modern premium Chinese tea brand that disrupted the category with designer small-can packaging and category-focused SKUs (comparable to Wuyutai's four-sub-brand 2024 strategy). It targets similar premium occasion-based consumption but with a younger, more contemporary brand narrative.

Broad incumbents

• 大益茶业集团 (Dayi Tea Group): Dayi is a leading Chinese tea group focused on pu'er and dark tea with extensive chain store distribution and tea derivative products. While its category emphasis differs, its scale, multi-tier retail network, and CPG tea manufacturing footprint make it a comparable broad incumbent.
• 奈雪的茶 (Nayuki): Nayuki is a major Chinese tea beverage chain (publicly listed in Hong Kong) with a national footprint, capturing share among younger consumers with modern tea beverages and tea-based food pairings. Comparable to Wuyutai as a broader player in the Chinese tea consumption space targeting younger demographics.
• 喜茶 (HEYTEA): HEYTEA pioneered the modern freshly brewed tea beverage category in China and has scaled to a national/international footprint. While a beverage rather than packaged-tea company, it competes for the same younger consumer occasions Wuyutai is pursuing via tea drinks and ice cream.
• 中国茶叶股份有限公司 (China Tea Co., Ltd.): China Tea is a state-owned full-spectrum tea enterprise (under COFCO) covering cultivation, processing, and branded packaged teas across all major categories. It is a broad incumbent that overlaps with Wuyutai's product portfolio but operates at larger scale with institutional rather than chain-store focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E5%8C%97%E4%BA%AC%E5%90%B4%E8%A3%95%E6%B3%B0%E8%8C%B6%E4%B8%9A%E8%82%A1%E4%BB%BD%E6%9C%89%E9%99%90%E5%85%AC%E5%8F%B8

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

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