年度复盘：2025年零售圈十大出海事件发布

Core Insights - In 2025, the globalization of China's retail industry entered a deeper development stage, with various Chinese brands successfully entering overseas markets, showcasing a shift from "Made in China" to "Chinese brands" [1] - The trend of going global is no longer exclusive to leading brands but has become a strategic choice for mid-tier companies seeking growth, expanding their reach from traditional Southeast Asian markets to core business districts in Europe and North America, as well as emerging markets in South America and high-potential regions in the Middle East [1] Group 1: Key Events in Retail Expansion - Bawang Chaji opened its first North American store in Los Angeles, achieving a monthly GMV of $800,000, with an average customer spend of $6.5, surpassing local competitors [2][3] - Mixue Ice Cream and Tea launched its first store in Hollywood, Los Angeles, marking a significant step in its global strategy, with plans for further expansion in the Americas [4][5] - Meituan's Keemart launched in Doha, Qatar, as part of its international strategy, leveraging its existing delivery network to enter the instant retail market [6][7] Group 2: Brand Strategies and Market Adaptation - Ningji adopted a new brand "BOBOBABA" for its U.S. entry, focusing on bubble tea and adjusting its product offerings to cater to local tastes, while also expanding rapidly in Southeast Asia [8][9] - Chen Xianggui opened its first overseas store in Berlin, maintaining its original flavor profile and leveraging a high-standard supply chain to ensure product consistency [10][11] - Miniso expanded its presence in the UK, surpassing 50 stores, with overseas revenue contributing significantly to its overall growth [12][13] Group 3: Innovative Approaches to Market Entry - Chayan Yuese announced an online e-commerce strategy for its overseas expansion, focusing on retail products rather than its signature tea, to mitigate risks associated with physical store operations [14][15] - Yuanji Yun Jiao opened its first overseas store in Singapore and is now expanding through a franchise model, supported by its established supply chain and operational experience [16][17] - Genki Forest successfully entered the UK mainstream retail market by launching its products in Tesco, marking a significant milestone in its global strategy [18][19] Group 4: Overall Trends and Future Outlook - The year 2025 witnessed a transformation in Chinese consumer brands' approach to globalization, moving from simple product exports to localized operations and supply chain integration [23] - The success of various brands illustrates the adaptability and flexibility of Chinese retail models in addressing diverse market needs and challenges [23][24]