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behind the rapid rise of the new tea beverage market are a group of entrepreneurs who dare to innovate and pursue their dreams. shan weijun and zhou rongrong, the founders of shanghai auntie, are among the best. from senior managers of fortune 500 companies to founders of leading brands in the tea beverage industry, their transformation is not only a bold leap in their careers, but also a reflection of their persistent pursuit of their personal dreams.

in 2011, in order to provide a better environment for their children to grow up, shan weijun and his wife decided to move their family from shandong to shanghai. every time he sat in starbucks and saw the store's booming business, shan weijun always lamented the decline of china's tea industry. it was not until 2013 that shan weijun and zhou rongrong discovered a special drink in an alley in shanghai by chance - five-grain milk tea.

with years of market experience, shan weijun discovered the market potential of grain milk tea, which became the starting point of their business. soon, the first shanghai auntie opened in shanghai people's square, and the turnover in the first month exceeded 400,000.

with its unique product innovation and marketing strategy, shanghai auntie has quickly emerged in the market. as of july 2024, the number of shanghai auntie stores has exceeded 8,000, just one step away from the goal of 10,000 stores.

at the same time, shanghai auntie is also actively exploring overseas markets. at the beginning of 2024, shanghai auntie officially started its journey into the southeast asian market and opened multiple stores in malaysia at the same time, showing its ambition to expand rapidly.

"compared to other sectors, new tea drinks are highly concentrated. with small scale and dense stores, it is very likely that there will be brands with 30,000 to 50,000 stores in this sector." shan weijun revealed his views on new tea drinks. 10,000 stores is the current goal of shanghai auntie. in the future, shanghai auntie will continue to move forward and move closer to brands with 30,000 to 50,000 stores at the pace of a pioneer.

"shanghai auntie's vision: to become a respected century-old tea brand." this is the goal set by shan weijun when he founded shanghai auntie. i believe that under their leadership, shanghai auntie will embrace new challenges and opportunities with a more open attitude and write its own legend.