Guming
Corporate brand
UnclaimedGuming (Good me) is a Chinese franchised freshly prepared beverage chain known for fruit tea, milk tea, and coffee, with a large presence in lower-tier cities.
Last updated October 9, 2026
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Overview
Guming, also known as Guming Tea, is a Chinese beverage brand operating a large network of tea-drink shops. The business is associated with the growth of China's modern freshly prepared tea sector, where chains sell made-to-order milk tea, fruit tea, cheese tea, pure tea, and related snacks through standardized retail outlets. Its core market has historically been in lower-tier and smaller cities, particularly in eastern and southern China, although the brand has expanded its geographic coverage as organized tea chains have grown nationally. The brand's operating model centers on a franchise-led store network supported by centralized product development, ingredient procurement, logistics, training, store standards, and digital ordering. This structure allows individual outlets to operate under a common identity and menu while the broader organization manages supply-chain consistency and marketing. As with other major Chinese tea chains, Guming's customer proposition combines relatively accessible pricing, quick service, frequent menu innovation, and products adapted to regional fruit and tea preferences. Guming's menu is built around freshly brewed tea bases and blended or shaken beverages. Product families commonly associated with the brand include fruit tea, milk tea, fresh-milk tea, lemon and citrus drinks, cheese- or cream-topped tea, seasonal beverages, and traditional tea-based refreshments. The exact menu varies by period and market. Stores typically emphasize takeaway service, compact footprints, mobile ordering, and delivery in addition to walk-in purchases. The brand was established in 2010 in China. Publicly available descriptions generally place its early development in Zhejiang and describe its expansion as being driven by franchise growth and regional supply-chain capabilities. The company has since become one of the recognizable domestic participants in China's highly competitive freshly prepared tea market, alongside larger national and regional chains. Competition in the category is based on store density, product quality and consistency, ingredient sourcing, speed, pricing, digital customer acquisition, and the ability to refresh menus without making operations too complex. Guming should not be confused with unrelated tea companies or with similarly named beverage businesses outside China. Because the supplied record does not identify a reliable, single Wikipedia article or provide verified corporate-registration details, the brand's precise legal entity, headquarters, ownership structure, executive roster, and listing status require further verification. The entry therefore treats Guming as an active Chinese tea-shop brand while leaving uncertain corporate fields blank. Good me, also known by its Chinese name Guming (古茗), is the consumer-facing beverage brand of Guming Holdings Limited, a Chinese teahouse and drink-chain operator. The company was founded in 2010 by Wang Yun'an in Zhejiang and developed from a single shop in Daxi, Taizhou, into one of China's largest bubble-tea and freshly prepared beverage networks. Its business is centered on franchised stores rather than a predominantly company-operated estate, allowing the brand to expand across a broad range of Chinese cities while keeping store formats relatively standardized. The first store opened in Wang Yun'an's hometown of Daxi, a town with a population of fewer than 200,000 people. The early business reportedly experienced weak sales, but Good me gradually refined a model aimed at consumers outside China's largest metropolitan centers. Its expansion strategy emphasized affordable products, relatively cost-effective store construction, recognizable visual presentation, and operational consistency. Brightly lit stores and standardized branding became recurring features of the chain's retail identity. Good me's menu is built around freshly prepared tea beverages, including fruit tea and milk tea, with coffee also included in its beverage range. As with other major Chinese tea chains, its proposition combines prepared drinks, customizable sweetness and ice levels, and flavors built around tea bases, dairy or milk ingredients, fruit, and toppings. The brand's value proposition is closely tied to convenience and affordability, making it particularly suited to high-frequency consumption in regional and lower-tier markets. A significant part of the company's competitive infrastructure is its cold-chain logistics system. This system supports the frequent delivery of fresh ingredients to franchise stores and helps the chain maintain product availability and consistency over a geographically dispersed network. The combination of franchise expansion, centralized supply support, and standardized store operations enabled Good me to grow rapidly without limiting its presence to major urban centers. By the end of 2023, Good me had nearly 10,000 stores and was described as the second-largest participant among major Chinese tea and beverage peers by store count and total sales, behind Mixue Ice Cream & Tea. By late 2024, its network had reached nearly 9,800 outlets nationwide according to the cited reference material. The chain's scale placed it among China's most significant freshly prepared beverage brands, alongside businesses such as ChaPanda, Hey Tea, and Nayuki. The brand faced negative public attention in September 2024 after a social-media video showed staff members with their heads lowered, their hands apparently bound with mock handcuffs made from cardboard cup holders, and placards describing alleged workplace offenses. The post was criticized as humiliating and inappropriate. Good me removed the video and apologized publicly on September 18, 2024. Media coverage reported that a staff member characterized the recording as a joke rather than a depiction of ordinary workplace practice, but the episode nevertheless became a reputational issue for the company. Guming Holdings completed an initial public offering on the Hong Kong Stock Exchange in February 2025, raising approximately US$233 million according to the cited Wikipedia reference. The listing marked a major corporate milestone and gave public-market investors exposure to one of China's largest franchised tea-drink networks. On its first trading day, the shares reportedly fell 6.4 percent. The company remains active and primarily focused on China's domestic beverage market. By the end of 2023, Guming had nearly 10,000 stores and was described as the second-largest participant among major Chinese tea-and-beverage peers by store count and total sales, behind Mixue Ice Cream & Tea. By late 2024, its network covered nearly 9,800 stores across China. The chain's scale places it among China's most prominent freshly prepared beverage brands, alongside peers such as ChaPanda, Heytea, and Nayuki.
History
Guming was established in China in 2010 as the freshly prepared tea market was beginning to develop from a collection of local beverage shops into a more standardized chain sector. Its early growth is generally associated with Zhejiang and with an expansion approach centered on franchise stores rather than a purely company-operated network. This model required the brand to develop repeatable recipes, store procedures, procurement arrangements, employee training, and distribution capabilities that could support outlets across multiple cities. During the following years, Guming participated in the rapid professionalization of China's tea-drink industry. Consumer demand shifted toward drinks prepared at the point of sale, recognizable chain brands, mobile ordering, and combinations of tea with fresh fruit, dairy, milk, cream, and other toppings. Guming's menu and store format evolved within this environment. The brand's principal competitive tools were a relatively broad beverage range, accessible pricing, regional store density, and the ability to introduce seasonal products while maintaining a standardized operating system. Franchising became central to Guming's expansion. A franchise network can accelerate market coverage, but it also creates operational challenges: ingredients must be supplied consistently, food-safety and preparation rules must be communicated across independently operated outlets, and the brand must monitor service and store presentation at scale. Guming's development therefore reflects not only retail branding but also the creation of a supporting supply chain and management system for tea-shop operators. The brand expanded beyond its initial regional base as China's modern tea sector became increasingly competitive. National and regional competitors introduced overlapping categories such as fruit tea, cheese tea, fresh-milk tea, lemon tea, and limited-time drinks. This made brand recognition, product development, digital ordering, delivery integration, and store productivity increasingly important. Guming's market identity remained associated with everyday, freshly made beverages rather than premium loose-leaf tea retail or packaged tea products. In the available source material, Guming is described as an active China-based chain, but a reliable single Wikipedia article was not supplied and the input contains no verified legal-entity or executive information. Consequently, details such as the exact headquarters, founder identity, current parent company, ownership structure, store count, revenue, and public-listing status are not asserted here. Further work should rely on the company's corporate disclosures, official announcements, regulatory filings, and authoritative reporting before adding those details. Good me was founded in 2010 by Wang Yun'an after he graduated from Zhejiang Sci-Tech University. The first outlet opened in Daxi, Wang's hometown in Taizhou, Zhejiang, where the local population was below 200,000. This starting point shaped the company's later focus: rather than concentrating only on China's largest commercial centers, Good me pursued a network model capable of serving smaller cities and regional communities. The business reportedly experienced low sales during its early period. It subsequently developed a franchising strategy that enabled expansion with investment and operating responsibility distributed among franchisees. The company supported this model through standardized store design, consistent signage and branding, and an emphasis on operational repeatability. Bright lighting and relatively economical store formats helped the chain establish a recognizable presence while keeping expansion costs under control. Good me's core offer developed around freshly prepared tea beverages, especially fruit tea and milk tea. Coffee and other prepared drinks also became part of its product scope. The brand competed in a rapidly expanding Chinese beverage market in which consumers increasingly sought convenient, customizable, and relatively inexpensive drinks. Good me's emphasis on value and broad geographic reach differentiated it from brands with a stronger focus on premium positioning or first-tier-city locations. The company also built a cold-chain logistics system to deliver fresh ingredients frequently to franchise stores. This infrastructure was important because the chain's network was geographically dispersed and its products depended on ingredients requiring controlled handling. Supply-chain coordination helped Good me support product consistency and store replenishment as the franchise base expanded. By the end of 2023, Good me had nearly 10,000 stores and was reported as second among relevant Chinese tea-and-beverage peers in both total sales and store count, behind Mixue Ice Cream & Tea. The network remained close to 9,800 stores in late 2024. Its growth made it one of China's most prominent bubble-tea and freshly prepared beverage chains. In September 2024, the company encountered a reputational controversy after a video circulated online showing employees with lowered heads, mock cardboard-cup-holder handcuffs, and placards listing workplace offenses. The presentation was widely criticized as degrading. Good me deleted the video and apologized on September 18. A staff member cited in media reports said that the recording was intended as a joke and did not represent normal workplace practice, but the incident still prompted scrutiny of the chain's internal management culture. In February 2025, Guming Holdings completed its initial public offering on the Hong Kong Stock Exchange. The offering reportedly raised approximately US$233 million, making the listing a significant financing and institutional milestone for the brand's corporate owner. The shares declined by 6.4 percent on the first trading day. The public listing marked Good me's transition from a large privately developed franchise network into a publicly traded consumer-beverage business, while its operational focus remained concentrated in China. Guming was founded in 2010 by Wang Yun'an after he graduated from Zhejiang Sci-Tech University. The first outlet opened in Daxi, Wang's hometown in Taizhou, Zhejiang, where the local population was below 200,000. This starting point shaped the company's later focus: rather than concentrating only on China's largest commercial centers, Guming pursued a network model capable of serving smaller cities and regional communities. Its early growth is generally associated with Zhejiang and with an expansion approach centered on franchise stores rather than a purely company-operated network. This model required the brand to develop repeatable recipes, store procedures, procurement arrangements, employee training, and distribution capabilities that could support outlets across multiple cities. During the following years, Guming participated in the rapid professionalization of China's tea-drink industry. Consumer demand shifted toward drinks prepared at the point of sale, recognizable chain brands, mobile ordering, and combinations of tea with fresh fruit, dairy, milk, cream, and other toppings. Guming's menu and store format evolved within this environment. Its core offer developed around freshly prepared tea beverages, especially fruit tea and milk tea, with coffee and other prepared drinks also becoming part of its product scope. The brand's principal competitive tools were a relatively broad beverage range, accessible pricing, regional store density, and the ability to introduce seasonal products while maintaining a standardized operating system. Its emphasis on value and broad geographic reach differentiated it from brands with a stronger focus on premium positioning or first-tier-city locations.
- 2025
Guming Holdings lists in Hong Kong
[2]The company behind Good me completed its Hong Kong Stock Exchange IPO in February 2025.
- 2024
Store network reaches nearly 9,800 outlets
[2]By late 2024, the brand had expanded to nearly 9,800 outlets across China.
- 2023
The chain approaches 10,000 stores
[2]By the end of 2023, Good me had nearly 10,000 outlets and ranked behind Mixue Ice Cream & Tea among major peers by reported store count and total sales.
- 2010
Brand established in Zhejiang
[1]Wang Yun'an founded the business and opened its first store in Daxi, Taizhou, Zhejiang, beginning the freshly prepared tea-shop business.
Products and positioning
An affordable, standardized, franchised Chinese freshly prepared tea-and-beverage chain focused on high-frequency consumption, broad coverage of lower-tier cities, and frequent fruit- and tea-based menu innovation.
Freshly prepared tea beverage
Fruit tea
Tea-based drinks combined with fresh or fruit-flavored ingredients. Fruit tea is a central category in China's modern tea-shop market and allows the brand to offer lighter, more seasonal options alongside milk-based beverages. Recipes and fruit availability may vary by market and season. Fruit tea is one of Good me's principal beverage categories. These freshly prepared drinks combine tea bases with fruit flavors or fruit ingredients and are designed for cold, convenient, high-frequency consumption. The category fits the chain's value-oriented positioning and broad franchise distribution. Tea-based drinks combined with fresh or fruit-flavored ingredients. Fruit tea is a central category in China's modern tea-shop market and one of Guming's principal beverage categories, allowing the brand to offer lighter, more seasonal options alongside milk-based beverages. These freshly prepared drinks are designed for cold, convenient, high-frequency consumption and fit the chain's value-oriented positioning and broad franchise distribution. Recipes and fruit availability may vary by market and season.
Freshly prepared tea beverage
Milk tea and fresh-milk tea
Tea drinks blended with milk, fresh milk, or dairy-style ingredients. These products form a core part of the everyday beverage range, with variations created through different tea bases, sweetness levels, temperatures, and toppings. Milk tea is a core part of the Good me menu and connects the brand with China's large bubble-tea and freshly prepared beverage market. Products in this category use tea and dairy or milk ingredients, with preparation and customization handled at individual franchised outlets under standardized operating procedures. Tea drinks blended with milk, fresh milk, or dairy-style ingredients. Milk tea is a core part of the Guming menu and connects the brand with China's large bubble-tea and freshly prepared beverage market. These products form a core part of the everyday beverage range, with variations created through different tea bases, sweetness levels, temperatures, and toppings. Preparation and customization are handled at individual franchised outlets under standardized operating procedures.
Freshly prepared tea beverage
Lemon and citrus tea
Refreshing tea beverages using lemon or other citrus flavors. Citrus drinks are suited to seasonal promotions and provide a non-milk alternative within the chain's menu.
Freshly prepared tea beverage
Cheese- or cream-topped tea
Tea beverages finished with a creamy or cheese-style topping. This format became an important innovation in China's contemporary tea-drink category by adding contrasting texture and flavor to fruit or brewed tea bases.
Tea beverage
Pure tea and brewed tea
Tea-forward drinks that emphasize the brewed tea base with limited additions. They provide a simpler option for customers seeking less sweetness or a more traditional tea profile.
Coffee beverage
Coffee
Coffee is included within Good me's broader beverage offering. Its presence broadens the chain beyond tea-based drinks and allows stores to serve customers seeking an alternative prepared beverage while using the same franchise retail and supply infrastructure.
Controversies
2024
Workplace-discipline video controversy
In September 2024, a video showed staff members with lowered heads, mock handcuffs made from cardboard cup holders, and placards describing alleged workplace offenses. The content was criticized online as humiliating. Good me removed the video and apologized on September 18; a staff member reportedly said it was intended as a joke and did not reflect ordinary workplace practice.
2022
Affiliated company fined about 11.61 million yuan for underpaid taxes
In March 2022, reports disclosed that a Guming-affiliated Zhejiang company underpaid taxes by more than 23.22 million yuan through failure to declare, underreporting income, and other acts, and was fined by tax authorities at a 50% rate, amounting to more than 11.61 million yuan; there was also a penalty for underpaid stamp duty. The underpaid tax amount and the fine amount are calculated separately.
Brand decisions
2025
Initial public offering in Hong KongM&ABackground
After building one of China's largest franchised beverage networks, Guming Holdings pursued a public listing.
Action taken
The company completed an IPO on the Hong Kong Stock Exchange in February 2025.
Aftermath
The offering reportedly raised approximately US$233 million, while the shares fell 6.4 percent on their first trading day.
IPO proceeds. Approximately US$233 million raised (February 2025 IPO)
2024
Removal and apology over staff videoOtherBackground
A social-media video depicting employees in mock disciplinary conditions generated criticism and raised concerns about workplace treatment.
Action taken
Good me removed the video and issued a public apology on September 18, 2024.
Aftermath
The incident became a reputational controversy, although media coverage also reported that a staff member described the video as a joke rather than a depiction of normal workplace practice.
2010
Adoption of a lower-tier-city expansion focusStrategyBackground
The first store was opened in a small hometown market, and early sales were reportedly weak. The company later oriented its expansion toward lower-tier Chinese cities rather than limiting the brand to major metropolitan areas.
Action taken
Good me developed an affordable, standardized store format and used franchising to establish a broad regional network.
Aftermath
The approach supported expansion to nearly 10,000 outlets by the end of 2023 and nearly 9,800 outlets by late 2024.
Recent events
Reported
Guming reports 2026 interim results with 31.9% revenue growth[4]
Guming released its 2026 interim results, reporting total revenue of RMB 7.47 billion, up 31.9% year on year, and adjusted profit of RMB 1.57 billion, up 44.4% year on year. As of June 30, 2026, the company operated 24 warehouses with about 277,000 square meters of total floor area, including over 82,000 cubic meters of cold storage capacity.
Sources4 sources
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