霸王茶姬也曾在新加坡失败！

从12家门店一夜消失，到44家门店重新崛起，霸王茶姬做对了什么？

今天，霸王茶姬在新加坡拥有官网列出的44家门店，成为备受瞩目的茶饮品牌。

但你知道吗？

2024年，霸王茶姬曾经在新加坡遭遇重大挫折，原有的12家门店全部退出品牌体系！

第一幕：12家门店突然消失

霸王茶姬最初通过本地总代理，以加盟模式进军新加坡。然而，2024年初，双方发生纠纷，最终分道扬镳。原本的12家霸王茶姬门店突然停止以该品牌营业，并被原加盟商改造成另一个本土茶饮品牌: Amps Tea。

辛苦建立的12家门店，就这样全部失去了！

这不仅是经营上的挫折，更暴露了加盟模式在品牌控制权、合作伙伴管理和企业治理方面的风险。

但霸王茶姬没有放弃新加坡市场。

第二幕：卷土重来，改变游戏规则！

2024年8月，霸王茶姬正式重返新加坡。这一次，它作出了一个关键决定：

不再依赖本地加盟商，而是采用直营模式！品牌、产品、服务、门店管理及扩张策略，全部由公司直接掌控。

结果呢？

短短约两年，从失去12家门店，到重新发展出44家门店！

最值得学习的是什么？

产品没有根本改变，改变的是经营模式和治理方式！

这说明：

企业遇到失败，未必需要换产品、换行业。很多时候，需要改变的是战略和管理模式。

第三幕：44家门店，能永续经营吗？

逆袭成功，不代表从此高枕无忧。

新加坡租金高、人工贵、经营成本不断上涨。而消费者也越来越精打细算。

以我最喜欢的霸王茶姬伯牙绝弦为例：店里一杯卖S$5.60。但我买一包S$1.80的伯牙茶包，可以冲泡三次，平均每杯茶只需S$0.60，单计茶叶成本就省下约90%！

但这也提出了一个问题：

当消费者越来越重视性价比，霸王茶姬如何持续吸引顾客？

更重要的是，直营模式虽然加强控制，却也意味着公司必须直接承担租金、人工及经营风险。

真正的成功，是让成功永续！

霸王茶姬的故事，给企业家和董事会三个启示：

第一，失败不可怕，不改变才可怕。

第二，好的企业治理，可以成为企业逆袭的关键。

第三，快速扩张不等于永续成功，持续盈利才是考验。

这正是我所提倡的：

人才 × 绩效 × 治理 = 永续价值

霸王茶姬已经证明，它有能力从挫折中重新站起来。

但未来真正的挑战，不是再开多少家店，而是如何让现有门店持续创造利润、赢得顾客、留住人才。

从12家门店归零，到44家门店重新崛起，是逆袭！

让44家门店持续创造价值，才是真正的永续！

企业最了不起的本事，不是永远不失败，而是失败后懂得改变，并且越做越好！

吴林朔 Andy Ng

财务治理与战略顾问

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