新茶饮们，提速出海

Core Insights - The new tea beverage brands are rapidly expanding their presence globally, with significant growth in Southeast Asia and North America [2][3] - Despite the challenges faced in overseas markets, brands like Bawang Chaji are showing impressive performance, with overseas GMV reaching 235 million yuan, a year-on-year increase of 77.4% [2] Expansion and Revenue Growth - In the first half of 2025, five major listed tea brands achieved a total revenue of 31.581 billion yuan, a year-on-year increase of 30.12% [5] - Heytea opened its first overseas LAB store in Times Square, New York, achieving over 3,500 cups sold on the first day and maintaining an average daily sales of over 2,000 cups [5][6] - Tea Baidao is also expanding, with its first North American store opening in New York and plans for further expansion in Southeast Asia [5][6] Market Challenges and Strategies - Brands are facing challenges in overseas markets, with some, like Mixue Ice City, optimizing existing stores in Indonesia and Vietnam due to operational difficulties [6] - The focus is on quality and long-term brand value rather than just the number of stores, as emphasized by Tea Baidao's strategy [6] Localization Efforts - New tea brands are adapting their products to local tastes, moving away from simply replicating domestic menus [8] - For instance, Heytea has introduced localized products like "California Sunset" and "Matcha Coconut Blue" in the U.S. market, achieving significant social media engagement [8][9] Supply Chain and Operational Efficiency - A robust and flexible supply chain is crucial for success in overseas markets, with brands like Heytea establishing systematic supply chains in Europe and North America [9] - Bawang Chaji has adopted a deep partnership model in Thailand to enhance supply chain efficiency and local market integration [9] Market Selection and Consumer Insights - The choice of market location is critical, with brands like Ningji focusing on areas with favorable climates and logistics, such as Los Angeles [12] - Understanding local consumer behavior and preferences is essential for successful market penetration [14] Future Directions - The new tea beverage industry is transitioning from rapid expansion to a focus on sustainable growth and quality [14] - The ultimate success will depend on how well brands can integrate into local cultures and consumer lifestyles [14]