茉莉奶白出海再提速：东方摩登茶如何触达全球消费者的心？

Core Insights - The core viewpoint of the article emphasizes that the globalization of Chinese consumer brands, particularly in the tea beverage sector, is not merely about store expansion but involves a comprehensive capability that includes product strength, operational efficiency, and cultural expression [3][4][10]. Group 1: Global Expansion - The tea brand Jasmine Milk White has officially entered Indonesia, marking its expansion into the sixth country globally [1][4]. - In its first three days of operation in Indonesia, the two new stores generated over 7 billion Indonesian Rupiah (approximately 280,000 RMB) in revenue, selling nearly 17,000 cups, indicating high operational efficiency [4][5]. - Indonesia's non-alcoholic beverage market is projected to grow from $15.0167 billion in 2023 to $28.3949 billion by 2033, with tea expected to reach a market size of $10.7242 billion at a compound annual growth rate of 6.28% over the next decade [4]. Group 2: Market Strategy - Jasmine Milk White's success in Indonesia is attributed to its localized strategy, incorporating local cultural elements into its branding and product offerings [7]. - The brand has engaged in various offline activities, such as flash events and giveaways, to connect with young consumers who value lifestyle and experience [7]. - The brand's approach in the U.S. market includes a gradual expansion strategy, focusing on core areas with concentrated target demographics before broadening its reach [10][11]. Group 3: Brand Identity and Aesthetics - Jasmine Milk White aims to convey modern interpretations of Eastern culture through its product offerings and brand aesthetics [14][18]. - The brand's name, which includes "Jasmine," resonates with both Eastern and Western cultural perceptions, enhancing its global recognition [16]. - Collaborations with global cultural and sports IPs, such as becoming an official partner of the NBA's Brooklyn Nets, have significantly boosted the brand's visibility [18]. Group 4: Operational Excellence - The brand has established a dual-track supply chain model, combining cross-border and local sourcing to ensure product quality and consistency across its global outlets [10]. - In the U.S., Jasmine Milk White has achieved a monthly average GMV of approximately $500,000, with a record single-day sales of $35,000 and over 5,000 cups sold at its Salt Lake City location [11][13].