On August 8, the "first autumn milk tea" consumption trend drove a surge in both online delivery and in-store orders for Chagee Holdings Limited, with nationwide sales skyrocketing more than 200% compared to the previous day. Stores in cities such as Dongguan, Shenzhen, Nanning, Shenyang, and Lhasa all set new single-day performance records, with some locations surpassing 5,000 cups in volume.

Facing a concentrated surge in orders, stores across the country prepared in advance and responded efficiently. For example, at the Jinan Parc 66 store, the team increased tea ingredient and packaging material stock by 80% and temporarily added three extra staff members to optimize the order fulfillment process, ensuring high efficiency and quality during peak hours. At the Shanghai Hexinli store, staff prepared iced lemon water for delivery riders waiting for orders and sorted orders to facilitate quick pickup.

The success of the "first autumn milk tea" craze is also tied to the brand's recent strategic efforts. On August 5, Chagee launched its third annual "Pet Season," introducing oil-painting-style pet packaging, and offering limited "sugar-free cream" for pets at select stores, allowing pet lovers and their companions to enjoy a cozy tea-drinking experience together. Additionally, the brand's recent collaboration with the national-level gaming IP Honor of Kings and Honor of Kings World to launch the new product "Qingmo Guanyin" and limited-edition merchandise has been trending on social media topics.