我国新茶饮走好出海路

Core Insights - The rapid development of new tea beverages in China has created a consumption boom domestically and positioned it as an emerging force in the global beverage market [1] - The expansion of Chinese new tea beverage brands globally has shifted from a trial phase to a strategic upgrade, focusing on Southeast Asia and beyond [1] Market Expansion - Chinese new tea beverage brands began international expansion in 2010, with significant growth noted between 2018 and 2019, marking 2018 as the year of overseas expansion [1] - Southeast Asia has emerged as the primary target market due to its youthful population, cultural compatibility with Chinese tea, and enhanced trade liberalization under the RCEP framework [1] Product Trends - Green tea has gained a competitive edge in the new tea beverage sector due to its scalable supply and compatibility with other ingredients, driving cross-border trade [2] - In Indonesia, the number of stores for brands like Mixue Ice City has surged, with Chinese green tea exports to Indonesia increasing by 67.8% and 77.2% in 2022 and 2023 respectively [2] Challenges - The supply chain for Chinese new tea beverages remains fragile, heavily reliant on imports for key materials, leading to high costs and instability [2] - Compliance costs are rising in target markets, with new regulations on packaging and agricultural standards increasing operational expenses [2][3] Cultural Adaptation and Competition - There are significant cultural differences in consumer preferences across regions, with Western markets favoring organic health products while Southeast Asia prefers sweeter flavors [3] - The brand recognition and acceptance of Chinese new tea beverages in international markets require time and effort to build [3] Strategic Recommendations - To enhance supply chain resilience, companies should establish local production bases and regional supply chain centers to reduce dependency on imports [3] - Emphasizing cultural integration through localized product development and hosting cultural events can help break down barriers in international markets [3] - Government support in compliance services and regulatory tracking is essential to mitigate trade barriers and reduce certification costs for companies [3] Future Outlook - The deepening of RCEP economic integration and the Belt and Road Initiative may allow Chinese new tea beverages to expand beyond mere store openings to include raw material trade, technology transfer, and cultural licensing [4] - The vision is to create a global community around tea that blends Eastern wisdom with global flavors, fostering connections between different cultures [4]