观察：从快速拓店到精细化运营，新茶饮公司出海渐入收获期

Core Insights - The new tea beverage market in China is increasingly competitive, prompting leading brands to expand overseas for growth opportunities [1][2] - Brands like Heytea, Bawang Chaji, and Nayuki are rapidly increasing their international presence, particularly in Southeast Asia and North America [1][2] - The overseas expansion of these brands has transitioned from initial testing phases to large-scale operations, indicating a successful validation of their standardized operational models [2][3] Group 1: Brand Expansion - Heytea opened a store in Cupertino, California, on August 1, attracting significant local consumer interest, and has seen its overseas store count grow over sixfold in the past year [1] - Bawang Chaji, established in 2017, has expanded its global footprint with 6,681 total stores, including 169 overseas, primarily in Malaysia and Singapore [1] - Tea Baidao has also entered the Malaysian market with a larger store format to cater to local consumer preferences [2] Group 2: Market Potential - The overseas market, especially in Southeast Asia and North America, presents substantial growth potential due to low penetration rates of new tea beverages [2] - Nayuki plans to open 20 stores in Thailand this year, reflecting its commitment to expanding in the Southeast Asian market [2] - The overseas sales revenue for Bawang Chaji reached 178 million yuan last year, marking an over 80% year-on-year increase [2] Group 3: Operational Strategy - The industry is shifting from rapid store expansion to refined operational strategies, focusing on local supply chains, product customization, and professional teams [3] - Brands need to balance globalization and localization to maintain growth, emphasizing supply chain optimization, digital marketing, and product innovation [3]