新茶饮成出海新势力，益禾堂深度解析中式茶饮的出海哲学

Core Insights - The article discusses the global expansion strategy of Chinese tea beverage brands, particularly focusing on Yihotang's approach to localizing its products and operations in international markets [1][2]. Market Overview - The concentration of leading brands in the tea beverage market is increasing, with a 21.8% year-on-year growth in the number of stores for top brands [1]. - Despite a slowdown in the overall restaurant industry, lower-tier markets are still experiencing a growth rate of 9.6% [1]. - The total number of overseas Chinese restaurant outlets has reached 700,000 [1]. - The ready-to-drink beverage market is projected to exceed $1.1 trillion by 2028, accounting for nearly half of the global beverage market [1]. - Southeast Asia is expected to lead global growth with a compound annual growth rate (CAGR) of 19.8%, with per capita annual consumption predicted to rise from 16 cups to 36 cups [1]. Yihotang's Global Localization Strategy - Yihotang's philosophy for international expansion is centered on "global localization," ensuring that the brand maintains global standards while deeply rooting itself in each overseas market [2]. - The strategy encompasses three dimensions: product localization, supply chain localization, and talent localization [2]. Product Localization - In response to Southeast Asian preferences for stronger and sweeter tea drinks, Yihotang has launched the "Premium Tea" series, which has received positive feedback in markets like Vietnam, Thailand, and Malaysia [2]. - The company emphasizes a long-term product development approach, focusing on continuous co-creation and iteration rather than one-time replication [2]. - Each product introduced overseas undergoes localized adjustments, and new products follow a complete cycle of professional quality control, user evaluation, and scenario testing [2]. Supply Chain Localization - Yihotang has developed a localized supply chain system through "same ingredients, different sources," empowering local suppliers with the latest processes and standards [3]. - The company has established a dual-track supply chain system of "global traceability + local symbiosis," ensuring the preservation of flavor and quality through strict sourcing from certified domestic bases [3]. - A complex export compliance process is in place to maintain the integrity of core ingredients while enhancing responsiveness and reducing costs [3]. Talent Localization - Yihotang is committed to building a local talent pipeline, promoting a three-tier talent structure of "China - cross-cultural - local" to create a "global brand with a local heart" [3]. - The company aims to position itself as a multinational corporation originating from China, rather than merely a Chinese company with international operations [3]. Long-term Commitment - Yihotang's international strategy is characterized by a long-term commitment rather than short-term experimentation, transitioning from opportunity-driven to capability-driven growth [3]. - The focus is on upgrading from product output to system output, achieving a significant leap from merely "going out" to "going far" [3].