中国品牌全球化，谁才是出海模式“最优解”？

Core Viewpoint - The article emphasizes the successful globalization of Chinese tea brands, particularly in Southeast Asia, with Mixue Ice City as a leading example of this trend [1][5][13]. Group 1: Market Dynamics - Southeast Asia is identified as the primary market for Chinese brands, with a natural affinity for Chinese tea culture, significantly reducing market education costs [4][5]. - The region's climate and youthful population create a strong demand for cold beverages, making it an ideal market for tea drinks [4][5]. - The Southeast Asian ready-to-drink beverage market is projected to grow at a compound annual growth rate (CAGR) of 19.8% from 2023 to 2028, outpacing other regions [4][5]. Group 2: Mixue Ice City's Performance - Mixue Group reported a revenue of 14.87 billion yuan in the first half of 2025, a year-on-year increase of 39.3%, and a net profit of 2.72 billion yuan, up 44.1% [1]. - The number of global stores reached 53,014, with nearly 10,000 new stores opened within a year, covering China and 12 overseas countries [1][5]. - Mixue Ice City has become the leading ready-to-drink tea brand in Southeast Asia within five years, with over 4,000 stores planned by 2025 [5][13]. Group 3: Localization Strategies - Successful market entry is attributed to a comprehensive localization strategy, including adapting flavors and operational models to meet local preferences [7][8]. - Mixue Ice City has established a global supply chain that supports local operations, ensuring cost control and product quality [7][9]. - The "Snow King" IP has been effectively localized through cultural adaptations and interactive marketing, enhancing brand connection with local consumers [8][9]. Group 4: Future Prospects - The experience gained in Southeast Asia is seen as a blueprint for further expansion into markets like Japan, South Korea, and Europe, indicating a scalable growth model [13][14]. - The launch of the coffee brand Lucky Coffee in Malaysia marks the next phase of Mixue Group's global strategy, leveraging the established supply chain and localization methods [12][14]. - The article concludes that the journey of Chinese brands in global markets is just beginning, with significant potential for further innovation and expansion [15].