“秋天的第一杯奶茶”，流行到海外了

Core Viewpoint - The article discusses the globalization of new tea beverage brands, highlighting their strategies to adapt to local markets while maintaining their unique identity. The success of these brands is attributed to innovative product offerings, effective supply chain management, and cultural integration with local preferences [5][27][35]. Group 1: Product Innovation and Market Adaptation - The introduction of unique products like "抹云椰蓝" and "三倍厚抹" demonstrates how brands are leveraging local ingredients and preferences to create appealing offerings in international markets [5][7][14]. - New tea beverage brands are not merely replicating their domestic menus abroad but are instead creating localized versions that resonate with local tastes, such as using local fruits and flavors [9][10][12]. - The success of limited-time offerings and seasonal flavors has been noted, with brands like 喜茶 and 蜜雪冰城 effectively utilizing these strategies to attract consumers [9][10][22]. Group 2: Supply Chain and Operational Efficiency - The article emphasizes the challenges of establishing a supply chain in unfamiliar markets, including compliance with local regulations and sourcing quality ingredients [19][21]. - Companies are increasingly adopting digital tools and refined processes to enhance their product development and supply chain efficiency, significantly reducing the time required to launch new products [21][22]. - The establishment of local warehouses and logistics centers by brands like 喜茶 ensures consistent product quality across different regions [22][24]. Group 3: Cultural Integration and Marketing Strategies - The integration of local culture into product offerings and marketing strategies is crucial for success in international markets, as seen with 喜茶's culturally inspired products [27][29][33]. - Collaborations with local influencers and cultural figures help brands build a connection with consumers, enhancing their market presence [33][34]. - The article highlights the importance of visual appeal and social media engagement in attracting younger consumers, particularly the Z generation, who value aesthetic and shareable experiences [17][35]. Group 4: Market Growth and Future Prospects - The global ready-to-drink beverage market is experiencing significant growth, with projections indicating a compound annual growth rate of 7.2% from 2023 to 2028 [28]. - The article notes the regional differentiation in market opportunities, with Southeast Asia presenting unique challenges and opportunities due to its demographic and climatic characteristics [28][29]. - The ongoing cultural exchange facilitated by these brands is reshaping consumer habits and preferences, indicating a shift towards a more integrated global beverage culture [35].