茶颜悦色以电商形式“出海” 布局北美零售业务

Core Insights - The company, Cha Yan Yue Se, officially announced its entry into the overseas retail market through e-commerce on July 9, 2023, establishing independent online stores on platforms like Shopify, Amazon, TikTok Shop, Walmart, Weee, and Yami [1][2] Group 1: E-commerce Expansion - The decision to expand into overseas e-commerce was influenced by customer feedback indicating the presence of Cha Yan Yue Se products in international markets, particularly in the United States [2] - As of July 9, 2023, the company has launched its e-commerce stores, marking its first step into the U.S. market [1][2] Group 2: Retail Strategy - Cha Yan Yue Se operates nearly 1,000 offline stores across Hunan, Hubei, Jiangsu, and Chongqing, focusing on high-frequency repurchase categories like tea and snacks [2] - The company has developed a "beverage + retail" model to drive customer traffic to physical stores, creating a brand ecosystem that integrates beverages and retail products [2][3] Group 3: Product Development and Sales Performance - By May 2025, Cha Yan Yue Se plans to launch over 500 SKUs, including tea, snacks, stationery, and daily necessities, supported by a new R&D production base [3] - The company has seen significant growth in its online sales, with its Tmall flagship store ranking among the top three in its category and retail e-commerce sales exceeding 100 million yuan in 2024, a 12-fold increase year-on-year [3][4] Group 4: Consumer Engagement and Brand Positioning - The company has attracted over 2.272 million followers across various e-commerce platforms, with specific snack products achieving monthly sales exceeding one million [4] - Cha Yan Yue Se aims to enhance consumer interaction and convey its brand values through product quality and flavor, positioning itself as a significant player in the overseas market [4][6]