2024茶饮出海篇，国内竞争加剧，海外市场成第二增长曲线

Core Viewpoint - The Chinese tea beverage industry is facing intensified domestic competition and is increasingly looking to international markets for growth opportunities, particularly in Southeast Asia, while also exploring potential in Europe, America, and Japan [1][2]. Group 1: Domestic Challenges - The new tea beverage market in China has grown from 42.2 billion yuan in 2017 to 193.3 billion yuan in 2023, with a compound annual growth rate (CAGR) of 28.87% [2]. - The industry is entering a "ten-thousand store era," with the chain rate rising from 41.2% in 2020 to 55.2% in 2022, leading to increased market saturation and homogenization [2][3]. - Price wars and innovation fatigue are prevalent, with over 2,000 new products launched from the second half of 2023 to July 2024, but the average shelf life of new products is only about half a month [2][3]. - Major brands are experiencing performance pressure, with companies like Cha Bai Dao reporting a 10% revenue decline and a 59.7% drop in net profit in the first half of 2024 [2][3]. Group 2: Opportunities and Challenges in International Markets - Chinese tea brands face multiple challenges when expanding overseas, including high operational costs due to reliance on domestic supply chains and competition from established coffee brands like Starbucks [3][4]. - Cultural differences in consumer preferences are significant, especially in the U.S. where tea shops account for only 5% of beverage outlets, compared to coffee shops [3][4]. - However, favorable policies such as the Regional Comprehensive Economic Partnership (RCEP) and local government support are creating opportunities for expansion [4][5]. Group 3: Global Strategy and Market Focus - Southeast Asia is identified as the primary market for expansion due to its strong Chinese community and favorable climate for cold beverages, with Indonesia leading with a market size of 1.6 billion USD [5][6]. - Brands like Mixue Ice City are aggressively expanding in Southeast Asia, with nearly 4,000 stores as of September 2023, while facing competition from local brands [5][6]. - The U.S. market presents high costs and significant cultural barriers, but key coastal areas like California and New York are seen as critical entry points for new tea brands [7][8]. - The Japanese and Korean markets are slower to penetrate, dominated by Taiwanese brands, but there is potential due to a young consumer base [8][10]. Group 4: Future Trends - The global trend towards health-conscious consumption is driving demand for transparent ingredient sourcing and healthier options, with 40% of overseas consumers prioritizing food safety [11][12]. - Brands must balance localization and differentiation, adapting products to local tastes while maintaining their unique identity [11][12]. - Digital transformation is essential for reducing operational costs and enhancing efficiency across the supply chain [11][12]. Group 5: Collaborative Expansion and Standards - The industry is exploring a "group expansion" model, where leading companies collaborate with government and associations to facilitate international growth [13]. - The establishment of industry standards, such as food safety guidelines, is crucial for ensuring safe and compliant international operations [13].