新茶饮出海

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新茶饮们,提速出海
2 1 Shi Ji Jing Ji Bao Dao· 2025-10-04 05:39
记者丨易佳颖 实习生董国琪 黄诗茹 编辑丨包芳鸣 新茶饮品牌的出海版图正以前所未有的速度在全球铺开。从东南亚的街头巷尾到纽约时代广场,再到加 州苹果总部,新茶饮的门店招牌接连亮起。 近日,霸王茶姬在马来西亚迎来第200家门店,并与泰国本土巨头合资深入东南亚市场; 喜茶海外门店总数已超过100家,一年内激增六倍; 柠季的海外签约门店也达到18家,在北美、东南亚等地均有布局。一场来自东方的茶饮浪潮已清晰可 触。 然而,驶向"深水区"的背后,是远超预期的挑战。柠季创始人汪洁在四次赴美考察后坦言:"虽然是隔 了十多年再去,但美国市场变化不大,整体体验仍无法和国内相比。"若想从单店试水转向规模化布 局,供应链的稳定、本土化人才的积累与组织架构的适配,每一环节都需要与当地团队反复磨合,沟通 确认。出海的复杂程度远超初期预判。 尽管挑战重重,新茶饮品牌的成绩却令人瞩目。其中,霸王茶姬的海外业务表现亮眼,海外GMV(商 品交易总额)为2.35亿元,同比大增77.4%,环比增长31.8%,海外市场已逐渐成为重要的发展引擎。 中国新茶饮品牌正以前所未有的速度和广度驶向深海。它们凭何站稳海外?又将如何重塑世界对茶的味 觉记忆?这些 ...
新茶饮们,提速出海
21世纪经济报道· 2025-10-04 05:33
新茶饮品牌的出海版图正以前所未有的速度在全球铺开。 从东南亚的街头巷尾到纽约时代广 场,再到加州苹果总部,新茶饮的门店招牌接连亮起。 近日,霸王茶姬在马来西亚迎来第200家门店,并与泰国本土巨头合资深入东南亚市场; 喜茶海外门店总数已超过100家,一年内激增六倍; 柠季的海外签约门店也达到18家,在北美、东南亚等地均有布局。一场来自东方的茶饮浪 潮已清晰可触。 然而,驶向"深水区"的背后,是远超预期的挑战。 柠季创始人汪洁在四次赴美考察后坦 言:"虽然是隔了十多年再去,但美国市场变化不大,整体体验仍无法和国内相比。"若想从单 店试水转向规模化布局,供应链的稳定、本土化人才的积累与组织架构的适配,每一环节都需 要与当地团队反复磨合,沟通确认。出海的复杂程度远超初期预判。 2025上半年,以加盟模式为主的五大上市茶饮品牌——蜜雪冰城、古茗、茶百道、沪上阿姨与 霸王茶姬, 合计实现营业收入315.81亿元,较去年同期增长73.11亿元,同比增幅达30.12%。 记者丨易佳颖 实习生董国琪 黄诗茹 编辑丨包芳鸣 在国内外卖市场热闹的同时,今年上半年,各新茶饮品牌也不约而同地加快了出海节奏。随着 东南亚市场布局逐步成熟 ...
从拼产品到拼生态,新茶饮出海走向深水区
2 1 Shi Ji Jing Ji Bao Dao· 2025-09-30 03:53
(原标题:从拼产品到拼生态,新茶饮出海走向深水区) 21世纪经济报道记者易佳颖 实习生董国琪、黄诗茹 新茶饮品牌的出海版图正以前所未有的速度在全球铺开。从东南亚的街头巷尾到纽约时代广场,再到加 州苹果总部,新茶饮的门店招牌接连亮起。 霸王茶姬即将在马来西亚迎来第200家门店,并与泰国本土巨头合资深入东南亚市场;喜茶海外门店总 数已超过100家,一年内激增六倍;柠季的海外签约门店也达到18家,在北美、东南亚等地均有布局。 一场来自东方的茶饮浪潮已清晰可触。 然而,航向"深水区"的背后,是远超预期的挑战。柠季创始人汪洁在四次赴美考察后坦言:"虽然是隔 了十多年再去,但美国市场变化不大,整体体验仍无法和国内相比。"若想从单店试水转向规模化布 局,供应链的稳定、本土化人才的积累与组织架构的适配,每一环节都需要与当地团队反复磨合,沟通 确认。出海的复杂程度远超初期预判。 尽管挑战重重,新茶饮品牌的成绩却令人瞩目。其中,霸王茶姬的海外业务表现亮眼,海外GMV(商 品交易总额)为2.35亿元,同比大增77.4%,环比增长31.8%,海外市场已逐渐成为重要的发展引擎。 中国新茶饮品牌正以前所未有的速度和广度驶向深海。它们凭何 ...
新茶饮品牌登陆纽约“奶茶一条街” 要征服“世界胃”还需破解本地化难题 丨新消费观察
Sou Hu Cai Jing· 2025-09-22 10:22
Core Insights - The new tea beverage industry is leading the way in expanding Chinese flavors globally, with brands like Nayuki Tea testing the market in New York [2] - Nayuki Tea launched a pop-up store in Flushing, New York, which attracted long lines and significant consumer interest even before its official opening [3] - The strategic location of the pop-up store in Flushing, a hub for the Chinese community, highlights the potential for Chinese tea brands in overseas markets [3] Industry Trends - The Chinese new tea beverage industry is transitioning from domestic competition to global expansion, gaining attention from capital markets [3] - A report predicts that the U.S. ready-to-drink tea market will grow at an annual rate of 9.1%, with significant room for expansion, as no single brand currently holds more than 5% market share [3] Competitive Landscape - Despite the market potential, tea beverages face competition from alternatives like coffee, with Starbucks emphasizing its strong partnerships with tea suppliers [4] - Local adaptation is crucial for brands entering foreign markets, as consumer preferences and cultural factors vary significantly across regions [4] - Balancing localization and standardization is a challenge for brands aiming to penetrate local markets while maintaining a cohesive global brand identity [4]
成都才是真正的奶茶之都
3 6 Ke· 2025-09-12 00:01
Core Insights - Chengdu has emerged as a significant hub for new tea beverage brands, with a competitive landscape where brands vie for dominance in the bustling Chunxi Road commercial area [3][5][6] - The city is characterized by a vibrant consumer market, with a high Engel coefficient of 32.8% for food and beverage spending, indicating a strong preference for dining and leisure activities among its residents [6][8] - Chengdu's tea culture and favorable economic conditions have fostered the growth of numerous local brands, which are now expanding nationally and internationally [11][20][24] Consumer Market Dynamics - Chengdu is one of six cities in China with a retail sales total exceeding 1 trillion yuan, alongside major first-tier cities [6] - The city has over 10,000 new-style shops, including more than 6,000 tea beverage stores, reflecting a diverse and growing market [7][8] - The local population's preference for tea-based drinks has led to a significant demand for new tea beverages, further supported by government initiatives to boost consumption [12][14] Brand Development and Competition - Major brands like ChaBaiDao, Shuyi Shaoxian Cao, and Bawang Chaji have established their headquarters in Chengdu, leveraging the city's resources for expansion [5][8][20] - The competitive landscape is marked by the rapid emergence of local brands such as Li Shanshan Tea and Chen Duoduo, which are gaining traction in the market [24][26] - The supply chain advantages in Chengdu, including lower costs and access to quality raw materials, have enabled brands to establish production bases in the city [19][21] Supply Chain and Logistics - Chengdu's geographical location provides a strategic advantage for supply chain management, facilitating lower costs and efficient distribution networks [15][18] - The city is a key player in the tea supply chain, with significant tea production and processing capabilities, supporting the needs of new tea beverage brands [15][17] - Major brands are investing heavily in local supply chain infrastructure, with ChaBaiDao planning to invest 10 billion yuan in a supply chain headquarters [19] Global Expansion and Future Prospects - Chengdu is positioned as a gateway for brands looking to expand internationally, with established logistics networks supporting global distribution [20][21] - Local brands are not only targeting domestic markets but are also exploring opportunities in international markets, with some already entering countries like South Korea and the United States [21][23] - The ongoing development of Chengdu as a "tea capital" is expected to continue, with local brands aiming to establish a global presence while promoting Chinese tea culture [23][26]
单店月均GMV连降 霸王茶姬探索成长新路径
Xin Lang Cai Jing· 2025-09-11 14:46
Core Viewpoint - Bawang Chaji is transitioning from a strategy of rapid store openings to focusing on improving store quality and operational efficiency, amidst challenges in revenue growth and profitability [3][5][7]. Financial Performance - For the first half of 2025, Bawang Chaji reported revenue of 6.725 billion yuan, a year-on-year increase of 21.61%, while net profit was 755 million yuan, down 38.32% [3][4]. - Adjusted net profit (non-GAAP) was 1.307 billion yuan, up 6.78% year-on-year, but GAAP net profit for Q2 was only 77.238 million yuan, a decrease of 87.7% [3][4]. - The company’s operating expenses increased by 41.5% to 3.224 billion yuan, significantly outpacing revenue growth [5][6]. Market Dynamics - Bawang Chaji's average monthly GMV per store has been declining for six consecutive quarters, with Q2 2025 showing a 20% year-on-year drop to 404,400 yuan [5][6]. - The competitive landscape has intensified due to aggressive price wars among delivery platforms, impacting sales and customer traffic [8][9]. Strategic Focus - The company is shifting its focus towards enhancing store quality and operational efficiency rather than merely expanding the number of stores [7][8]. - Bawang Chaji aims to maintain a high-value brand positioning and avoid price wars, emphasizing product quality and customer experience [9][22]. International Expansion - Bawang Chaji's overseas GMV grew by 77.37% to 235 million yuan in Q2 2025, with a total of 208 international stores, primarily in Southeast Asia [22][26]. - The company is exploring partnerships with local firms to strengthen its supply chain and enhance market penetration in international markets [25][26]. Customer Experience and Brand Loyalty - The company faces challenges related to customer complaints, with 2,827 complaints reported, primarily concerning product quality and service [11][21]. - Maintaining customer loyalty is critical, as price-sensitive customers may easily switch to competitors offering lower prices [9][21].
北美接棒东南亚,成新茶饮出海新热土
Hu Xiu· 2025-09-08 00:14
Core Insights - The article discusses the rapid expansion of Chinese new tea brands into the North American market, highlighting the potential for growth and the shift from Southeast Asia to North America as a new target for these brands [1][11][10]. Market Expansion - Since 2025, many new tea brands have entered the North American market, with Heytea leading the way by opening its 35th store in the U.S. [1][2]. - The U.S. new tea market is experiencing significant changes, with multiple brands entering the space, including Jasmine Milk White and Bawang Tea Ji [3][4]. - The rapid expansion of brands like Heytea, which had only 2 stores a year ago, indicates a notable acceleration in market penetration [2][5]. Sales Performance - Heytea's New York store achieved over 3,500 cups sold on its opening day, with daily sales stabilizing above 2,000 cups [5]. - Jasmine Milk White's New York store reported monthly revenue exceeding $570,000, setting a record for overseas stores [6]. - Bawang Tea Ji and Hu Shang A Yi also saw impressive sales, with Bawang Tea Ji selling over 5,000 cups on its opening day [7]. Market Dynamics - The North American market is seen as a blue ocean opportunity for new tea brands, especially as Southeast Asian markets show signs of saturation [11][12]. - The average price per cup in the U.S. ranges from $6 to $10, significantly higher than in China, providing a lucrative revenue opportunity [13]. - Consumer acceptance of new tea drinks in the U.S. is growing, with many local consumers showing interest in fresh and healthy options [14][16]. Competitive Landscape - The U.S. market currently has around 8,000 bubble tea shops, with no single brand holding more than 5% market share, indicating a fragmented market ripe for new entrants [18]. - The lack of dominant brands allows Chinese tea companies to compete on a more level playing field, emphasizing local marketing and product quality [19]. Challenges and Strategies - High operational costs in the U.S. pose a significant challenge, with initial investments for small stores reaching $500,000 and larger stores nearing $1 million [23]. - Many brands are opting for a franchise model to mitigate risks and leverage local expertise for quicker market entry [25][26]. - Initial market entry often focuses on areas with high Chinese populations, which serve as testing grounds for broader market acceptance [27][32]. Future Outlook - The current market window for new tea brands in North America is seen as critical, with potential saturation expected within the next two to three years [20][21]. - Brands are encouraged to develop localized products to better cater to American consumers, moving beyond a simple replication of their domestic offerings [30][33].
“秋天的第一杯奶茶”,流行到海外了
创业邦· 2025-09-04 10:43
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].
“秋天的第一杯奶茶”,流行到海外了
3 6 Ke· 2025-09-01 09:09
Core Insights - The article highlights the successful overseas expansion of Chinese tea brands, particularly focusing on the innovative product offerings and localized strategies that resonate with international consumers [1][26][36] Group 1: Product Innovation and Market Strategy - The introduction of the "抹云椰蓝" drink by Heytea, which combines blue spirulina, coconut water, and matcha, has led to over 700,000 cups sold in overseas markets, showcasing the brand's ability to create visually appealing and health-oriented products [1][9] - The trend of leveraging local ingredients and flavors is evident, with brands like Mixue and Bawang Tea integrating local tastes into their menus, such as using local spices in Malaysia and tropical fruits in Vietnam [5][6][21] - The success of products like "Triple Supreme Matcha Latte" is attributed to thorough market research and the ability to create buzz through social media, particularly influenced by celebrity endorsements [2][4] Group 2: Supply Chain and Operational Challenges - Establishing a supply chain that meets local regulations and consumer preferences is a significant challenge for tea brands entering foreign markets, with varying standards for food safety and ingredient sourcing [15][16] - Companies like Heytea have set up multiple warehousing centers in key regions to ensure consistent product quality and efficient logistics, which is crucial for maintaining brand integrity across different markets [23][21] Group 3: Cultural Integration and Brand Positioning - The article emphasizes the importance of cultural integration, where brands adapt their offerings to align with local customs and preferences, thus creating a "resonance" with consumers [33][36] - The global market for ready-to-drink beverages is projected to grow significantly, with a compound annual growth rate of 7.2% from 2023 to 2028, indicating a ripe opportunity for Chinese tea brands to expand their footprint [26][28] - The branding strategies employed by these companies often include collaborations with local influencers and culturally relevant marketing campaigns, enhancing their appeal to diverse consumer bases [31][32]
美国奶茶要变天,江西老板占上风
创业邦· 2025-08-27 03:24
Core Insights - The core viewpoint of the article is that Heytea has rapidly expanded its presence in the U.S. market, becoming the Chinese tea brand with the most stores in the country, while facing various challenges and competition in a complex market environment [3][4][11]. Group 1: Expansion and Market Position - Heytea has opened over 30 stores in the U.S. within two years, making it the Chinese tea brand with the most locations in the country [3][4]. - The brand's first store in New York opened at the end of 2023, marking its entry into a significant market [3][4]. - As of 2023, Heytea has over 100 overseas stores, with one-third located in the U.S., indicating a strong international presence [4][11]. Group 2: Challenges in the U.S. Market - Opening a tea shop in the U.S. is significantly more challenging than in China, with complexities in site selection, franchising, supply chain, and marketing [4][18]. - The first store took Heytea eight months to open, highlighting the lengthy process involved in establishing a presence in the U.S. [4][11]. - The average time to open a store in the U.S. is 9-12 months, with high costs associated with rent and renovations [18][19]. Group 3: Financial Considerations - The initial investment for a franchise ranges from $400,000 to $800,000, with substantial costs for renovations and rent [18][19]. - Monthly rent for prime locations can reach around $20,000, translating to $240,000 annually [18]. - The average daily sales needed to cover costs are significant, with new stores initially selling between 2,000 to 3,000 cups, but stabilizing around 500 cups per day [19][20]. Group 4: Competitive Landscape - The U.S. tea market is fragmented, with no single brand holding more than 5% market share, indicating a lack of a dominant player like Starbucks [25]. - Other brands such as Kungfu Tea and Gong Cha are currently leading the market, but they primarily use traditional ingredients, while Heytea focuses on innovative offerings [25][26]. - The entry of various new tea brands into the U.S. market has intensified competition, with some brands quickly gaining traction [14][15][23]. Group 5: Localization and Product Development - Heytea is working on localizing its product offerings to appeal to American consumers, which includes sourcing some ingredients locally [27][28]. - The brand faces challenges in maintaining product consistency and meeting local taste preferences, which may differ significantly from its offerings in China [28][29]. - Developing complementary products, such as snacks, has proven beneficial for some competitors, suggesting a potential strategy for Heytea [28].