独家｜对话柠季汪洁：深度剖析出海节奏与东南亚战略

Core Viewpoint - The article discusses the international expansion strategy of the tea brand "柠季" (Ningji), emphasizing a controlled and deliberate approach to entering overseas markets, particularly the United States and Southeast Asia, while adapting to local consumer preferences and operational challenges [7][14][38]. Group 1: International Expansion Strategy - 柠季 has opened 3 overseas stores and signed contracts for 18 more, with a focus on the U.S., Malaysia, Cambodia, Australia, New Zealand, and Singapore [6][21]. - The brand's founder, 汪洁, emphasizes that global expansion is not about replicating domestic success but about understanding and adapting to local markets [7][8]. - The U.S. market is viewed as a "developing country" for tea, with potential for growth, despite the slower pace of store openings compared to domestic expansion [14][19]. Group 2: Market Entry and Adaptation - The first overseas store in the U.S. was opened in July 2023, after extensive research and adaptation of the brand name to "BOBOBABA" to fit local recognition [8][14]. - In contrast to the U.S. market's slow pace, Southeast Asia is characterized by a "speed war," with a higher number of stores planned and opened in a shorter timeframe [20][21]. - 柠季's strategy includes testing models in less central locations to minimize risks and costs before expanding to more prominent areas [23][24]. Group 3: Operational Challenges - The brand faces significant operational challenges in the U.S., including lengthy approval processes and the need for bilingual documentation, which contrasts sharply with the faster pace of operations in China [16][18]. - The team is adapting to local cultures and consumer preferences, such as offering products that cater to the Muslim population in Malaysia [27][28]. - 柠季's internal structure allows for flexibility and adaptation, with a focus on building a strong foundational team before scaling operations [30][31]. Group 4: Future Trends and Goals - The company anticipates a trend towards consolidation and mergers in the tea industry, with larger brands acquiring smaller ones to enhance their market position [32][38]. - Future expansion plans include exploring markets in Brazil and Mexico, leveraging existing infrastructure from platforms like Meituan and Didi [33][38]. - The overarching goal is to ensure that overseas operations not only succeed commercially but also represent Chinese brands positively on the global stage [36][38].