从快速拓店到品牌扎根：益禾堂以情人节本土化营销深耕东南亚市场

Core Insights - Yihetang is transitioning from rapid store expansion to a focus on localized operational capabilities as it enters a new phase in the Southeast Asian market, marked by a dual strategy of "scale expansion + brand building" [1] Group 1: Marketing Strategy - The core of Yihetang's overseas marketing is "cultural empathy," utilizing local culture as a foundation for engagement through youthful language and actions [3] - During Valentine's Day, the "Tang Tang" IP mascot engaged in a large-scale parade in Kuala Lumpur, attracting young consumers and generating significant social media buzz [3] - The brand launched a "Valentine's Day Limited Cup Sleeve Check-in Challenge," encouraging social media participation with prizes, enhancing consumer interaction [5] Group 2: Product Offerings - Yihetang's introduction of dual cup packages reflects its scene-based operational strategy, effectively driving sales in stores with popular products [7] - The combination pricing of RM9.90 for specific drink pairings has proven successful in meeting diverse consumer needs [7] Group 3: Strategic Framework - Yihetang's marketing success is attributed to a long-term strategy of "cultural first, systematic support, and deep cultivation," focusing on quality over quantity in its Southeast Asian expansion [8] - The brand's operational model emphasizes "headquarters empowerment + local decision-making," allowing local teams to tailor strategies to fit local emotional and consumption trends [12] Group 4: Brand Narrative - Yihetang's overseas narrative has evolved from merely exporting products to systematically delivering brand philosophy and a mature localized operational framework [14] - The Valentine's Day marketing campaign exemplifies the brand's ability to convey the charm of modern Eastern tea culture through localized expressions [14] - The company aims to transition from "going out" to "taking root" in Southeast Asia, building brand competitiveness through localization as a strategic key [14]