新茶饮出海

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新茶饮出海发力美国市场 茶百道北美首店落地纽约
Xin Jing Bao· 2025-08-19 19:47
Group 1 - The new tea beverage company Cha Bai Dao is set to open its first store in North America in Flushing, Queens, New York, which is the largest Chinese community in the U.S. [2] - Cha Bai Dao has accelerated its international expansion this year, having entered the Singapore market in July with a successful launch of two stores, and opened its first store in Paris in May [2] - The CEO of Cha Bai Dao expressed the goal of introducing fresh, made-to-order tea products to global consumers and showcasing the potential of Chinese tea beverages [2] Group 2 - The new tea beverage industry is increasingly focusing on international markets, with the U.S. emerging as a key target after initial expansions in Southeast Asia [3] - The company Ning Ji has chosen the U.S. for its expansion due to favorable demographics, consumer spending power, and mature business environment, contrasting with the lower price levels and regulatory differences in Southeast Asia [3] - The company Heytea has rapidly expanded in the U.S., growing from 2 to over 30 stores within a year, making it the fastest-growing new tea brand in the country, with total overseas stores surpassing 100 and a growth rate of over 600% in the past year [3]
我国新茶饮走好出海路
Zhong Guo Chan Ye Jing Ji Xin Xi Wang· 2025-08-19 00:10
Core Insights - The rapid development of new tea beverages in China has created a consumption boom domestically and positioned it as an emerging force in the global beverage market [1] - The expansion of Chinese new tea beverage brands globally has shifted from a trial phase to a strategic upgrade, focusing on Southeast Asia and beyond [1] Market Expansion - Chinese new tea beverage brands began international expansion in 2010, with significant growth noted between 2018 and 2019, marking 2018 as the year of overseas expansion [1] - Southeast Asia has emerged as the primary target market due to its youthful population, cultural compatibility with Chinese tea, and enhanced trade liberalization under the RCEP framework [1] Product Trends - Green tea has gained a competitive edge in the new tea beverage sector due to its scalable supply and compatibility with other ingredients, driving cross-border trade [2] - In Indonesia, the number of stores for brands like Mixue Ice City has surged, with Chinese green tea exports to Indonesia increasing by 67.8% and 77.2% in 2022 and 2023 respectively [2] Challenges - The supply chain for Chinese new tea beverages remains fragile, heavily reliant on imports for key materials, leading to high costs and instability [2] - Compliance costs are rising in target markets, with new regulations on packaging and agricultural standards increasing operational expenses [2][3] Cultural Adaptation and Competition - There are significant cultural differences in consumer preferences across regions, with Western markets favoring organic health products while Southeast Asia prefers sweeter flavors [3] - The brand recognition and acceptance of Chinese new tea beverages in international markets require time and effort to build [3] Strategic Recommendations - To enhance supply chain resilience, companies should establish local production bases and regional supply chain centers to reduce dependency on imports [3] - Emphasizing cultural integration through localized product development and hosting cultural events can help break down barriers in international markets [3] - Government support in compliance services and regulatory tracking is essential to mitigate trade barriers and reduce certification costs for companies [3] Future Outlook - The deepening of RCEP economic integration and the Belt and Road Initiative may allow Chinese new tea beverages to expand beyond mere store openings to include raw material trade, technology transfer, and cultural licensing [4] - The vision is to create a global community around tea that blends Eastern wisdom with global flavors, fostering connections between different cultures [4]
新茶饮出海发力美国市场,茶百道北美首店落地纽约
Bei Ke Cai Jing· 2025-08-18 11:44
Group 1 - The new tea beverage company Cha Bai Dao is set to open its first store in North America in Flushing, Queens, New York, which is the largest Chinese community in the U.S. [1] - Cha Bai Dao has accelerated its international expansion this year, having entered the Singapore market in July with a successful launch, and opened its first store in Paris in May [1] - The CEO of Cha Bai Dao expressed the goal of introducing fresh tea products to global consumers and showcasing the potential of Chinese tea beverages [1] Group 2 - The new tea beverage industry is increasingly focusing on international markets, with the U.S. emerging as a key target after initial expansions in Southeast Asia [2] - The company Ning Ji decided to enter the U.S. market due to its favorable population, consumer spending power, and mature business environment, contrasting with the lower price levels and regulatory differences in Southeast Asia [2] - The company Heytea has rapidly expanded in the U.S., growing from 2 to over 30 stores within a year, making it the fastest-growing new tea brand in the country [2] - Heytea's total overseas store count has surpassed 100, with a growth of over 6 times in the past year [2] - The new tea brand Ba Wang Cha Ji opened its first U.S. store on May 9 in a popular shopping mall in Los Angeles, near Beverly Hills and West Los Angeles [2]
观察:从快速拓店到精细化运营,新茶饮公司出海渐入收获期
Zheng Quan Shi Bao Wang· 2025-08-11 12:59
近年来,随着国内新茶饮市场竞争日趋激烈,头部品牌纷纷将目光投向海外市场,寻求新的增长点。奈 雪的茶、茶百道、喜茶、霸王茶姬、蜜雪冰城等品牌加速海外扩张,从东南亚到北美,新茶饮的全球化 布局已初见成效,并渐入收获期。 当地时间8月1日,喜茶位于美国加利福尼亚州库比蒂诺(Cupertino)Main Street的门店正式营业,这里是 苹果等世界级科技公司总部所在地,开业当日也受到本地消费者的追捧。 过去一年,喜茶海外门店数量增长超过6倍,在美国市场更是实现了从2家到30余家的快速增长,成为在 美发展最快、门店最多的新茶饮品牌。 从目前的发展态势来看,新茶饮品牌的出海已从试水阶段进入规模化扩张期。东南亚市场的成功,初步 验证了中国新茶饮品牌的标准化运营体系和复制能力,也为其向欧美市场渗透创造了条件。 奈雪的茶创始人赵林在业绩会上透露,接下来会快速用更健康的店型去布局已经开辟出来的东南亚市 场,预计今年在泰国或将开20家门店。 最新数据显示,喜茶海外市场门店总数已超过100家;截至2024年年底,蜜雪冰城在海外市场有4895家 门店;霸王茶姬海外市场去年销售总额1.78亿元,同比增长超八成。 毫无疑问,出海作为新茶 ...
60元一杯仍排长队!新茶饮品牌集体闯关美国
Guo Ji Jin Rong Bao· 2025-08-11 05:24
Core Insights - The article highlights the rapid expansion of Chinese tea brands in the U.S. market, with a notable increase in overseas store openings, particularly in high-demand areas like Silicon Valley and New York [1][7][19] - The shift from Southeast Asia to the U.S. as a primary target for expansion reflects a strategic move by brands to establish long-term brand influence and product recognition in a mature market [7][19] Expansion Trends - Chinese tea brands have seen a sixfold increase in overseas store numbers over the past year, with over 100 stores now in the U.S., making it the fastest-growing market for new tea brands [1][19] - Brands like Heytea, Nayuki, and Bawang Chaji are entering the U.S. market, indicating a trend towards higher-tier market challenges after gaining experience in Southeast Asia [6][19] Market Dynamics - The U.S. ready-to-drink tea market is expanding rapidly, with a projected annual growth rate of 9.1%, and the market size expected to exceed $8 billion by 2030 [9][19] - Brands are targeting young consumers aged 18-35, focusing on high-traffic areas for store locations, such as shopping centers and university neighborhoods [8][19] Sales Performance - Notable sales figures include Heytea's first-day sales of 3,500 cups in New York, translating to approximately 210,000 RMB, and Bawang Chaji's opening day sales exceeding 5,000 cups in Los Angeles [10][19] Cultural and Supply Chain Considerations - The expansion into the U.S. market involves cultural adaptation and supply chain challenges, with brands needing to localize products and establish efficient supply chains [17][18] - Heytea has partnered with local suppliers in the U.S. to ensure quality and consistency in its offerings, becoming the first tea brand to build a systematic supply chain overseas [18][19] Future Outlook - Despite challenges, the overseas market presents significant growth opportunities for tea brands, as the domestic market faces saturation [19]
着眼年轻化发展 新茶饮亟待转型突破
Sou Hu Cai Jing· 2025-08-08 04:06
Core Insights - The new tea beverage industry is experiencing a structural explosion this year, driven by consumption upgrades and innovative marketing strategies [3][4][9] Market Overview - The Chinese ready-to-drink tea market is expected to exceed 368.9 billion yuan by 2025, with the Chinese-style new tea segment surpassing 200 billion yuan and a compound annual growth rate of 15% [4] - As of now, there are over 304,000 new tea-related enterprises in China, with more than 15,000 newly registered this year [4] - The market is gradually saturating, with a projected market size of 354.72 billion yuan in 2024 and a potential to exceed 400 billion yuan by 2028 [4] Consumer Trends - New tea consumers are numerous and highly engaged, with a significant portion of young people gaining awareness of traditional Chinese tea culture through new tea beverages [5][10] - The trend towards healthier options is evident, with an increasing number of middle-aged consumers trying low-sugar and low-fat products [4][5] Innovation and Development - Innovation is the core driving force of the new tea beverage industry, encompassing product, technology, and cultural dimensions [7][8] - Product innovation includes the incorporation of diverse ingredients like fresh fruits and low-calorie options, catering to health-conscious consumers [7][8] - Technological advancements such as automated tea-making equipment and digital supply chain management are enhancing production efficiency and product quality [8] Competitive Landscape - The industry is witnessing a wave of IPOs, with several brands like Nayuki and Heytea going public to fund expansion and digital upgrades [9][10] - The competition is intensifying, with brands facing pressure to maintain growth amidst a crowded market [9][11] International Expansion - Many new tea brands are looking to expand overseas, with significant growth in Southeast Asia and other international markets [10] - For instance, Mixue has over 4,800 stores abroad, while other brands are also establishing a presence in countries like South Korea, Thailand, and Australia [10] Challenges Ahead - The industry faces challenges such as price wars and quality control issues, which could impact brand reputation and consumer trust [11] - Some brands are actively rejecting price competition and focusing on quality and innovation to sustain their market position [11]
新茶饮出海瞄准美国市场 时代广场日均卖出两千杯喜茶
Shen Zhen Shang Bao· 2025-08-05 17:30
Group 1 - The core point of the article highlights the rapid expansion of Chinese tea brands, particularly Heytea, in the U.S. market, with a significant increase in overseas store numbers and consumer demand [1][2][4] - Heytea has seen its overseas store count grow over six times in the past year, reaching over 100 locations globally, with more than 30 stores in the U.S. alone [2][3] - The U.S. tea market is projected to grow at an annual rate of 9.1%, with potential for 5 to 10 times the current store count, indicating a lucrative opportunity for new tea brands [3][4] Group 2 - Other tea brands such as Nayuki, Bawang Chaji, and others are also targeting the U.S. market, with strategic locations in major cities like New York and Los Angeles [1][3] - The U.S. consumer base shows a high acceptance of sweet and creamy beverages, providing a natural market for new tea drinks, while the tea segment lacks a dominant national player, creating an entry opportunity for Chinese brands [4] - The competitive landscape in the domestic market is intense, prompting tea brands to explore overseas markets as a critical growth strategy [4]
上半年新茶饮:门店增长停滞,集体看向美国
3 6 Ke· 2025-07-29 10:59
Core Insights - The new tea beverage industry is experiencing a slowdown in store opening speed, with a total of 116,978 stores as of June 2025, reflecting a growth of only 0.74% compared to the end of 2024 [1][2] - The brand landscape is undergoing significant changes, with leading brands expanding steadily while many mid-tier brands face closures, indicating an accelerated process of "survival of the fittest" [1][3] Brand Expansion and Performance - Among the 26 tracked brands, 11 showed positive growth in store numbers, with leading brands like Mixue Ice City and Gu Ming showing robust expansion rates of 4.69% and 9.69% respectively [2][3] - Notable closures were observed in mid-tier brands, with Shuyi Burned Grass experiencing the highest net loss of 1,049 stores, a decline of 18.32% [3][4] - The overall trend indicates that the industry is shifting from quantity-focused expansion to quality-driven strategies, with brands like Mixue Ice City and Gu Ming emphasizing deeper market penetration and operational efficiency [6][8] Market Dynamics and Strategy Adjustments - The number of new cities entered by brands has decreased compared to the previous year, with only 11 brands expanding their city presence while 14 brands exited certain cities [6][8] - Brands are increasingly focusing on optimizing their business models, with stricter franchise management and a shift towards enhancing product offerings and customer experiences [7][8] - The industry is moving towards a "tea + " model, integrating elements like baking, light meals, and retail into their store concepts to meet evolving consumer demands [11][12] International Expansion - The U.S. has become a primary target for international expansion, with brands adapting their business models to fit local markets rather than replicating domestic success [14][21] - Key brands like Heytea and Bawang Chaji are establishing a presence in major U.S. cities, focusing on high-end positioning and localized product offerings [18][19] - The U.S. market for ready-to-drink tea is projected to grow significantly, with a potential market size increase of 5 to 10 times by 2030, driven by favorable consumer preferences [21]
新茶饮加速出海:高投入之下 盈利曙光何时现?
Xi Niu Cai Jing· 2025-06-23 08:55
近年来,新茶饮行业掀起出海浪潮,众多品牌积极拓展海外市场,试图在全球饮品版图上占据一席之地。不过,海外市场虽充满机遇,却也荆棘丛生,品牌 在探索过程中面临着诸多考验。 今年2月23日,喜茶首家海外LAB店在美国纽约时代广场开业,并打造全球首个TEA LAB创新实验空间,还单独设立TEA LAB系列产品线,部分高端产品价 格接近10美元。自进驻美国市场以来,喜茶已在美国开出逾20家门店。 今年4月26日,霸王茶姬首家北美门店正式对外试运营,选址位于美国洛杉矶人气商场Westfield Century City,紧邻比佛利山庄和西洛杉矶等重要区域。 瑞幸今年首家门店选址则位于纽约东村东八街,据"剁椒Spicy"援引业内人士的话报道称,瑞幸在曼哈顿的两家店也马上就要开业,前十家店采用直营模 式,冰美式定价2美元至3美元,与星巴克6美元形成价格错位。 除了在美国开始发力以外,东南亚依旧是茶饮品牌出海的关键区域。蜜雪冰城凭借亲民价格和灵活多样的店型,迅速在东南亚下沉市场铺开。 霸王茶姬和奈雪的茶则走高端路线。霸王茶姬聚焦马来西亚和新加坡,以星巴克为参照选址核心商圈。据其财报披露,2025年一季度霸王茶姬海外市场总 GM ...
新茶饮决战美国:喜茶纽约开LAB、霸王瞄准比佛利、瑞幸2美元搅局
创业邦· 2025-06-21 10:10
Core Viewpoint - The article discusses the rapid expansion of Chinese tea brands into international markets, particularly focusing on the strategies and challenges faced by these brands in developed countries like the United States and South Korea. The competition is intensifying as brands adopt different approaches to capture market share, with a notable shift from Southeast Asia to more mature markets in the West [4][20][23]. Group 1: Brand Expansion Strategies - Heytea has opened over 20 stores in the U.S., testing high-ticket markets with its LAB store model [5][25]. - Bawang Chaji targets affluent areas like Beverly Hills, with single-store investment costs several times higher than in China [7][27]. - Cha Baidao is boldly challenging the coffee-dominated South Korean market with a differentiated strategy [9][30]. Group 2: Market Performance and Financials - Bawang Chaji's overseas stores generated a GMV of 178 million yuan in Q1 2025, marking an 85.3% year-on-year increase [13][36]. - Despite rapid expansion, overseas revenue for brands like Mixue Ice City remains low, accounting for less than 5% of total revenue [22][50]. - Bawang Chaji's marketing expenses surged from 73.6 million yuan in 2022 to 1.1 billion yuan in 2024, indicating a high-cost strategy [52][53]. Group 3: Market Challenges - The U.S. market presents unique challenges, including high investment costs and lengthy approval processes for store openings, which can take 9-12 months [33][34]. - Compliance with local regulations significantly increases operational costs, as seen with the requirements for seating and restroom facilities in California [56]. - Local competition and imitation brands pose significant threats, complicating market entry and brand protection efforts [56][57]. Group 4: Supply Chain and Operational Efficiency - Bawang Chaji's simplified supply chain focuses on tea, milk, and packaging, resulting in lower logistics costs compared to fruit-based brands [49]. - The complexity of the supply chain for fruit tea brands creates challenges in overseas expansion, with some opting for local sourcing to mitigate costs [49][54]. - The article highlights that over 80% of restaurant brands face failure when expanding internationally, emphasizing the difficulties in establishing a sustainable presence abroad [50].