财报会说话：真实的茶饮出海现状

Core Insights - The tea beverage industry is experiencing a significant trend of international expansion, with Chinese brands making their presence felt globally, particularly in Southeast Asia and other regions [1][2][3] - The global ready-to-drink beverage market is projected to exceed $1.1 trillion by 2028, with a compound annual growth rate (CAGR) of 7.2% from 2023 to 2028. Southeast Asia's market is expected to grow from $20.1 billion in 2023 to $49.5 billion by 2028, with a CAGR of 19.8% [1] Group 1: Company Strategies - Several new tea beverage companies are at different stages of international expansion: Mixue Ice Cream and Tea (scale), Nayuki (premium), Cha Bai Dao (differentiation), and Gu Ming (regional focus) [3] - Mixue is leveraging its supply chain advantages to build a tea empire, while Nayuki is focusing on high-end urban areas for expansion [3] - Cha Bai Dao is using fruit tea to attract coffee drinkers in Korea, and Gu Ming is relying on a differentiated image and positioning [3] Group 2: Mixue Ice Cream and Tea - As of December 31, 2024, Mixue had 4,895 stores outside mainland China, an increase of 564 stores from the previous year, averaging 10 new openings per week [4][5] - The company maintains a competitive pricing strategy, with prices in Vietnam ranging from 3-6 RMB and in Indonesia from 3.7-4.6 RMB, significantly lower than mid-to-high-end brands [6] - Mixue's gross profit margin increased from 28.8% in 2023 to 31.6% in 2024, surpassing the industry average of 25% [7] Group 3: Nayuki - Nayuki is positioning itself as a luxury tea brand, with average order values in Thailand reaching 26.7 RMB and daily orders per store at 270.5 [13] - Despite its high-end positioning, Nayuki reported a revenue decline of 4.7% year-on-year, with a net loss of 919 million RMB in 2024 [11][16] - The company plans to adjust its strategy to focus on profitability and product line adjustments for 2025 [16] Group 4: Cha Bai Dao and Gu Ming - Cha Bai Dao opened its first store in Malaysia in November 2023, adapting its product offerings to local tastes and establishing a local operational team [17][18] - The company has developed a training system for tea drinkers in Korea and has tailored its product offerings to local preferences [19] - Gu Ming remains focused on domestic markets, with 80% of its stores in lower-tier cities, and is cautious about international expansion [22][23] Group 5: Market Challenges - The tea beverage industry faces challenges from new environmental regulations in various countries, increasing operational costs [25][26] - Local brands in Southeast Asia are responding aggressively to Chinese brands, often undercutting prices [26] - The competition is expected to intensify as companies must establish robust supply chains and adapt to local cultures to succeed in international markets [27][28]