元气森林联合创始人王璞：出海之路从中国味道到全球品牌的6年探索

Core Insights - The article discusses the "2025 'From Craftsmanship to the World' Outbound Conference" held in Hangzhou, focusing on global expansion opportunities for Chinese companies, particularly in sectors like consumption, technology, e-commerce, finance, and new energy [1] - Wang Pu, co-founder of Yuanqi Forest, shared insights on the company's journey of internationalization, emphasizing the shift from product export to brand value and cultural transmission [3][4] Group 1: Company Development - Yuanqi Forest has been on its international journey for six years, entering over 40 countries and regions, with significant presence in mainstream channels like Costco in the U.S. [5][6] - The company has successfully adapted its products to local tastes, with flavors like white peach and lychee gaining popularity among overseas consumers [5][6] Group 2: Challenges in Globalization - Companies face various challenges when expanding internationally, including consumer perception differences and compliance with local regulations [6][7] - Detailed user research is essential to understand local market definitions of "good products," as demonstrated by Yuanqi Forest's success in the U.S. market [6][7] - Cultural representation in product design is crucial, as seen in Yuanqi Forest's branding that incorporates Chinese cultural symbols [6][7] Group 3: Compliance and Standards - Entering markets like North America requires meeting strict compliance standards, including rigorous supplier qualifications and food safety audits [7][8] - Yuanqi Forest's successful entry into Costco involved passing a three-month food safety review, highlighting the importance of operational standards [8] Group 4: Engagement with Consumers - The company actively engages with young consumers through cultural initiatives, such as sponsoring a dragon boat team at the University of California, Irvine, to strengthen brand recognition [10] - Yuanqi Forest has introduced new products like white peach jasmine and grapefruit green tea in Indonesia, continuing its commitment to bringing quality products to global markets [10] Group 5: Industry Outlook - The article concludes with a strong belief in the potential of the Chinese food and beverage industry, suggesting that more renowned Chinese brands will emerge globally [11]