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谁在帮“喜茶们”落地美国?
虎嗅APP· 2025-06-08 03:58
以下文章来源于智象出海 ,作者王玮 智象出海 . 深度研究新经济出海。 题图来自:视觉中国 中餐出海正在美国掀起新一波高潮。 4月,霸王茶姬和茉莉奶白在洛杉矶的门店开启试营业,紫燕百味鸡在纽约法拉盛、唐人街连开两 店。5月,沪上阿姨在美国法拉盛的美东首店完成装修,开始试营业,库迪咖啡也在纽约布鲁克林正 式开启了美东首家门店的试营业。而奈雪的茶在法拉盛的门店及瑞幸在曼哈顿的两家门店,开业时间 也已提上了日程。 看起来,中国餐饮出海美国已经度过了漫长的准备期和基础建设时期,2025年和2026年将进入门店 扩张期,成为落地关键年。 那么,是谁在帮助"喜茶们"在远隔重洋的美国站稳脚跟?随着中餐品牌出海,越来越多的在美华人开 始从下游服务这些品牌。 智象出海从选址、装修、营销等多个环节与中餐出海美国的参与者们交流,他们服务过瑞幸、紫燕百 味鸡、袁记云饺等多个中餐品牌在美国的落地,从他们的口述中,还原中餐落地美国的细节。 胡北辰,32岁:选址是一件很 Local的事 wefood餐饮咨询平台高级顾问、易升资本创始合伙人 我们团队在美国深耕餐饮行业多年,中西餐都做,基本上都是大体量门店,80%做主流市场,我们在 美东、美 ...
上市首秀后,霸王茶姬能睡个好觉了
虎嗅APP· 2025-06-01 08:55
Core Viewpoint - The article highlights the strong financial performance and growth potential of the tea brand "霸王茶姬" (Chagee) following its recent IPO, despite challenges in the new tea beverage industry and increasing competition in both domestic and overseas markets [1][3][17]. Financial Performance - In the first quarter of 2025, Chagee reported a GMV of 82.3 billion RMB, a year-on-year increase of 38%, total net revenue of 33.9 billion RMB, up 35.4%, and a net profit of 6.77 billion RMB, reflecting a growth of 13.8% [3]. - From 2022 to 2024, Chagee's revenue is projected to grow from 4.92 billion RMB to 124 billion RMB, with net profit increasing from a loss of 48 million RMB to 2.5 billion RMB [3]. - The company maintains a low store closure rate of 1.5%, which is better than many other publicly listed tea brands [3]. Market Strategy - Chagee focuses on high-end urban locations with larger store spaces, maintaining a price range of 15-20 RMB, avoiding both high-end and overly budget-friendly strategies [4]. - The product line is simplified, offering only a few types of tea, which helps in standardizing supply and reducing costs [6]. Supply Chain and Operations - The company employs a supply chain strategy that minimizes inventory turnover days and logistics costs, allowing for efficient operations [6]. - Chagee's operational model is inspired by successful coffee chains, aiming to create a lifestyle and social concept around tea [6]. International Expansion - Chagee has cautiously expanded into overseas markets, particularly in Southeast Asia, with 169 overseas stores as of the first quarter of 2025, including 157 in Malaysia and 10 in Singapore [9]. - The company emphasizes building local teams and understanding market dynamics rather than aggressive expansion [11][12]. Product Innovation - Chagee's product development focuses on consumer preferences, with recent launches like the "轻因" series targeting specific consumer needs, such as reduced caffeine content [14]. - The company has initiated a new consumer feedback system to enhance product offerings based on user input [15]. Industry Context - The new tea beverage market is facing saturation and intense competition, with many brands struggling to maintain growth [17]. - Despite these challenges, Chagee's strong profitability and strategic focus on global expansion and product innovation position it well within the industry [17].
「新消费观察」新茶饮下半场激战正酣,规模短板下,茉莉奶白陷食安争议“雪上加霜”
Hua Xia Shi Bao· 2025-03-25 14:04
陷入食安争议 近日,有网友发帖爆料称,在茉莉奶白奶茶中喝出了一整个透明塑料袋,3月23日晚间,茉莉奶白 官方微博发布道歉声明表示,此次问题源于门店在操作流程中的疏忽,导致异物未能被及时发现;在事 件发生后,立即联系受影响的相关消费者,诚恳道歉并给到处理方案;目前已对涉事门店进行闭店整改 处理,后续将加强对所有门店规范流程的日常监督和检查力度,杜绝类似问题再次发生,同时强化员工 培训。 需要注意的是,在黑猫投诉平台上,2025年至今,已有不少消费者反映在茉莉奶白中发现异物。对 于茉莉奶白此次食安问题,凌雁管理咨询首席咨询师、餐饮及食品行业分析师林岳对《华夏时报》记者 分析认为,"茉莉奶白出现的这个食品安全事故是很少见的,但凡运营管理有监督机制,但凡操作台员 工上点心,都不至于出现这样明显的异物,这个对其品牌口碑的影响不小,而且从网上的投诉平台来 看,茉莉奶白产品中出现异物已经不是一次两次,甚至还有服务态度等问题,这个事件会进一步削弱其 品牌形象,对后续拓店会有一定的影响。" 茉莉奶白算是新茶饮领域的新手,公开资料显示,其创立时间是2020年,于2021年在深圳开出首家 门店,主打以茉莉花等花香为茶底的鲜奶茶,此 ...