新茶饮们，提速出海

Core Insights - The new tea beverage brands are rapidly expanding their presence globally, with significant growth in Southeast Asia and North America, as evidenced by the opening of numerous stores and partnerships with local giants [1][4][11] - Despite the impressive growth, these brands face substantial challenges in adapting to local markets, including supply chain stability and local talent acquisition [1][5][12] Group 1: Market Expansion - Bawang Chaji has opened its 200th store in Malaysia and formed a joint venture to deepen its presence in Southeast Asia [1] - Heytea has surpassed 100 overseas stores, increasing sixfold within a year, and has established a LAB store in New York with impressive sales [4][12] - Cha Bai Dao has opened its first North American store in New York and is actively expanding in Southeast Asia [4][5] Group 2: Financial Performance - In the first half of 2025, five major listed tea brands achieved a total revenue of 31.581 billion yuan, marking a year-on-year increase of 30.12% [2] Group 3: Localization Strategies - New tea brands are adapting their product offerings to local tastes, emphasizing the importance of local consumer preferences [7][8] - For instance, Heytea has launched products that blend local flavors with traditional tea elements, achieving significant social media engagement [7][8] Group 4: Supply Chain and Operational Challenges - The brands are focusing on building flexible supply chains to ensure product availability and compliance with local regulations [8][10] - Bawang Chaji has adopted a deep partnership model in Thailand to enhance operational efficiency and resource access [8][10] Group 5: Market Selection and Consumer Engagement - The choice of market locations is critical, with brands prioritizing areas with strong consumer demand and favorable logistics [10][11] - The brands are also rethinking their marketing strategies to align with local consumer behaviors, such as the preference for larger store formats in North America [10] Group 6: Future Outlook - The new tea beverage industry is transitioning from rapid expansion to a focus on sustainable growth and quality [12] - The success of these brands will depend on their ability to integrate into local cultures and consumer lifestyles [12]