Name: 他辭去銀行工作賣珍奶！如今一年營收破 5 億美元！ (He Quit Banking to Sell Bubble Tea — Now It Makes Over $500 Million A Year)
Uploaded: 2026-02-16T18:08:18.000Z
Duration: 11 min 55 s

I decided to quit the corporate life and a lucrative career in banking to go all in on trying to build gongcha.

我決定辭掉公司生活和一份優渥的銀行業工作，全力投入打造 gongcha。

A funny story was that the CEO asked me to see him and say, which bank are you going to?

有趣的是，執行長叫我去見他，問我說，你要去哪間銀行？

情態副詞

I went, actually, I'm not going to a bank.

This is Martin Barry, founder and chairman of Gongcha Global.

這是 Martin Barry，Gongcha Global 的創辦人兼主席。

He's the brain behind the company's global expansion, growing it from a regional favorite into one of the biggest brewers in the business.

他是公司全球擴張的幕後推手，將它從區域性熱門發展成業界最大的飲品製作商之一。

What started as a small tea shop in Taiwan in 1996 has now become a bubble tea empire with over 2,000 locations across 30 countries.

這家店從 1996 年在臺灣的一間小茶飲店開始，如今已成為一個珍珠奶茶帝國，遍及 30 個國家，擁有超過 2,000 間分店。

When you're struggling to want to start a business, you think you have to invent the next light bulb.

當你猶豫著想創業時，你會覺得自己必須發明下一個燈泡。

If you're waiting for the right time, it's never going to come.

如果你一直在等對的時機，那時機永遠不會到來。

It never feels comfortable to make the step from getting a salary every month to then going and becoming an entrepreneur.

從每個月領薪水，然後變成一個創業者，這個轉變從來都不會讓你感到自在。

And you need to take the leap of faith and you need to just go for it.

你需要信心一躍，然後就放手去做。

There are three numbers to watch out for in Gongcha's story.

Gongcha 的故事中有三個數字值得關注。

1996, the year that Wu Zhenhua, Gong Cha's original founder, opened his first tea shop.

1996 年，這是 Gong Cha 的創辦人吳振華開設第一家茶飲店的年份。

2.5 million the amount spent by Martin to open his first five stores in Korea, expanding the business into its fifth market.

250 萬，這是 Martin 在韓國開設前五家分店所花的金額，將事業拓展到第五個市場。

And 578 million the company's system wide sales in 2024.

以及 5.78 億，這是公司在 2024 年的系統總銷售額。

Martin grew up in the countryside near Melbourne.

Martin 在墨爾本附近一個鄉村長大。

Since childhood he's had the entrepreneurial bug.

We didn't necessarily have a lot of money, so probably one of the funny stories was it was coming Christmas time and we had these trees just that were around the property that we lived.

我們不一定很有錢，所以一個有趣的故事是，那時候快到聖誕節了，我們家院子裡有一些樹。

And so I quickly mocked up a little ad and went to the local grocery store and stuck a sign up saying Christmas trees for sale.

於是我趕快製作了一個小廣告，然後去附近的雜貨店貼了一張說「聖誕樹販售」的牌子。

And some guy turned up and I think was a bit shocked at a 10 year old boy meeting him at this location with a saw in his hand.

然後有個人出現了，我想他有點驚訝，一個 10 歲的小男孩，手上拿著鋸子，在這個地方等著他。

So I think I got $10 for selling him a Christmas tree that was publicly owned on the side of the road.

所以我想我賣他一棵路邊公有的聖誕樹，賺了 10 塊錢。

Martin only became more enterprising with age.

Martin 隨著年齡增長變得更有進取心。

When it came time for university, he didn't have the typical student experience.

到了上大學的時候，他沒有典型的學生經驗。

At just 19, he stepped into his first full time corporate role.

年僅 19 歲，他就進入了他的第一個全職企業職位。

And by graduation he had developed quite the head start.

畢業時，他已經取得了相當大的領先優勢。

A university presentation which was meant to be for graduates.

一個原本是要給畢業生的大學演講。

And I snuck into the auditorium and I was listening to all these companies pitch as to why these graduates should join them.

然後我偷偷溜進禮堂，聽著這些公司在推銷為什麼這些畢業生應該加入他們。

And so at the end of the presentation, I went up to the HR director and said, hey, listen, you know, I would love to work with you.

所以演講結束後，我走到人資總監面前說，嘿，聽著，我真的很想跟你們一起工作。

She's yep, put in your graduate application, said, actually

她說，嗯，請填寫你們的畢業生申請表，我說，其實

I'm not a graduate, I'm a first year, but I'll work for free.

我不是畢業生，我才大一，但我願意免費工作。

And they said, okay, when you graduate, come back and we'll give you a job.

他們說，好的，等你畢業回來，我們會給你一份工作。

And I was like, no, no, why don't you give me a job now and I'll sort out the university.

我說，不，不，為什麼你們現在不給我一份工作，然後我自己去處理大學的事。

And I just managed to make it work by studying night school and weekends to complete the degree.

我靠著夜間部和週末學習，終於完成了學位。

And so I think starting early, you know, that really helped me a lot that by 21 I had a degree and a couple of years experience that got me off to a nice start.

所以我覺得很早就開始，這真的幫助我很多，到 21 歲我就有了學位和幾年的經驗，這讓我有一個不錯的開始。

By his late 20s, Martin's banking career had skyrocketed.

到了 20 多歲後期，Martin 的銀行事業一飛沖天。

He had managed multi trillion dollar balance sheets and worked in offices around the world for companies like Citi, Barclays and Standard Chartered.

他管理過數兆美元的資產負債表，並在花旗、巴克萊和渣打等公司的世界各地辦事處工作。

And yet, despite his early success, Martin's entrepreneurial itch came back.

然而，儘管他早期就成功了，Martin 的創業熱情又回來了。

Times got a bit difficult for me in financial services.

我在金融業待了一段時間，日子變得有點難熬。

I realized after working hard for quite a long period of time that I didn't really like the corporate system.

我花了很多時間努力工作，才發現自己其實不太喜歡企業體系。

I didn't like its lack of entrepreneurialism.

I started to then look around for opportunities to build a business.

Martin experimented with a few business ideas, but

it was in January 2011 here at Singapore's VivoCity Shop shopping center.

那是在 2011 年一月，就在新加坡的 VivoCity 購物中心。

But he discovered the next chapter of his life.

但他發現了他生命的下一個篇章。

One day we were living in Singapore and I was going for a haircut.

有一天我們住在新加坡，我正要去剪頭髮。

I passed past this store and there's this huge queue of people.

我經過一家店，外面排了超長的隊伍。

Tick number one was, okay, this queue's moving quite quickly, so velocity and turnover.

第一點是，這隊伍移動得很快，所以速度和周轉率很高。

Tick two, I get through the queen queue and I was quite surprised to see that actually the store is quite small.

第二點，我排到隊伍前面，很驚訝地發現店面其實很小。

So tick number two was, from a capital expenditure perspective, this mustn't require a lot of money to actually build one.

所以第二點是，從資本支出的角度來看，開設一家店應該不需要花很多錢。

然後我開始看到他們在做什麼。

I thought, okay, water plus tea leaves and some ice.

我心想，好吧，就是水加上茶葉和一些冰塊。

From a unit economic standpoint, tick this must be quite popular and quite profitable.

從單位的經濟學角度來看，這肯定非常受歡迎且利潤豐厚。

So then I eventually get to the front of the queue, I ask them for what their best selling drinks are.

接著我終於排到隊伍前面，我問他們賣最好的飲品是什麼。

See, there's only two people working in the store and I was just completely blown away by the business model.

看看，店裡只有兩個人在工作，我對這個商業模式感到非常驚訝。

I just thought from a financial engineering standpoint, it was incredible.

我覺得從財務工程的角度來看，這真是太不可思議了。

From there, Martin dove into due diligence and visited several other Gongcha stores to sample their drinks and observe foot traffic.

從那裡開始，Martin 深入進行盡職調查，並拜訪了幾家其他的 Gongcha 分店，品嚐他們的飲品並觀察人潮。

He brought the idea to his wife, who ultimately became the co founder of Gongcha Korea.

他把這個想法帶給他的妻子，她最終成為 Gongcha Korea 的共同創辦人。

I went back to my wife and said, are you familiar with this brand?

我回到我太太身邊問她，妳熟悉這個品牌嗎？

And again I was like, do you think this would work in Korea?

我又問，妳覺得這在韓國會成功嗎？

I went and obviously sampled all the other brands that existed, which largely all came from Taiwan.

我回去當然也試了所有其他現有的品牌，而這些品牌大多都來自臺灣。

So I had a huge amount of conviction that Gongcha was the best tasting and had the best ingredients.

所以我非常有信心，Gongcha 的味道和原料都是最好的。

In June 2011, Martin flew out to Taiwan where he met Gongcha's original founder and landed the master franchise rights.

2011 年 6 月，Martin 飛往臺灣，在那裡他見到了 Gongcha 的創辦人，並取得了總代理權。

At the time, Gongcha was just in Florida.

當時，Gongcha 只在佛羅裡達有分店。

Taiwan, Singapore, Hong Kong and the Philippines.

臺灣、新加坡、香港和菲律賓。

Martin expanded the bubble tea business into its fifth South Korea.

Martin 將這個珍珠奶茶事業擴展到第五個市場：韓國。

By April 2012, Martin and his wife opened their first Gongcha store in Hongdae, Korea.

到了 2012 年 4 月，Martin 和他的妻子在韓國弘大開設了他們的第一家 Gongcha 分店。

And within a few months, they opened four other locations across Korea, using a total of about 2.5 million in life savings that the couple had amassed through their banking careers.

幾個月內，他們又在韓國各地開設了另外四家分店，總共動用了這對夫妻透過銀行業生涯累積的約 250 萬美元的畢生積蓄。

We opened the first store and if you build it, they will come.

我們開了第一家店，心想「只要蓋好了，人潮就會自己來」。

So my strategy was, I'm going to put a Gongcha, the first five stores next to Starbucks, and

所以我的策略是，我要把 Gongcha 的前五家店開在 Starbucks 旁邊，

if I can get one in a hundred people that are going into Starbucks to come and try a Gongcha, then I've got a business.

然後，如果我能讓進 Starbucks 的人裡面，每百個人有一個願意來試試 Gongcha，那我就有生意了。

Thankfully, social media was just starting to sort of kick off then.

幸好，那時候社群媒體剛開始有點起色。

So people would post it on Facebook, post it on Instagram.

所以大家就會發布在 Facebook、發布在 Instagram 上。

Come three months into it, we were getting queues on a weekend that sometimes were like 250 people deep.

三個月後，週末的時候我們竟然排起了長龍，有時候長達 250 人。

Then, ironically, I was working behind the counter of one of the stores and I said to my wife, I said, why is there two older guys in suits sitting in the front of our store?

然後，諷刺的是，我在其中一家店的櫃檯後面工作，就跟我太太說，我說，為什麼有兩個穿西裝的長輩坐在我們店前面？

Eventually they came up and introduced themselves and they were representing one of the top three department stores in Korea.

最後他們走過來介紹自己，他們代表著韓國三大百貨公司之一。

And next thing you know, they offered us like 30 locations.

接著，他們就提供我們大約 30 家分店的機會。

In June 2012, Martin signed a deal with Hyundai, which allowed him to open Gongcha locations within their department stores across Korea.

2012 年 6 月，Martin 和 Hyundai 簽訂了一份合約，這讓他能在韓國的 Hyundai 百貨公司內開設 Gongcha 分店。

This deal was Martin's first big break in expanding the business.

這份合約是 Martin 在拓展事業上的第一個大突破。

It was literally just over 12 months from launching once we'd got to to 50 stores.

從剛開始營運到 50 家分店，總共不到 12 個月。

So we decided to open up franchising and that's when the business just absolutely boomed.

所以我們決定開放加盟，而這也是生意開始爆炸性成長的時候。

At one point, we almost became more like a property real estate company.

有一段時間，我們幾乎變得比較像房地產公司。

Helping people find great locations and helping them develop the stores.

協助人們找到很棒的地點，並協助他們開發店面。

So literally, from first store to three years later, we had 300 stores.

所以，從第一家店到三年後，我們總共有 300 家分店。

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他辭去銀行工作賣珍奶！如今一年營收破 5 億美元！ (He Quit Banking to Sell Bubble Tea — Now It Makes Over $500 Million A Year)

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