在国内新茶饮市场竞争日趋饱和的背景下，"出海"已成为行业寻求增量的核心方向。今年以来，蜜 雪冰城、喜茶、霸王茶姬等头部品牌纷纷加码海外布局，在持续深耕东南亚市场的同时，进一步向欧美 等成熟消费市场迈进。中式茶饮的全球化进程，正从早期"试水"阶段迈入"深度扎根"的新周期。 蜜雪冰城的最新动向，是行业出海提速的缩影。11月13日，蜜雪冰城合作中心发布公告，宣布"出 海全力加速"，上线海外加盟专属企业微信、开通专属加盟通道，并开放16个国家及区域的加盟权限， 全面推动全球化战略落地。 事实上，蜜雪冰城的海外布局始于2018年，目前已进入越南、印尼、柬埔寨等12个国家和地区。今 年4月，品牌首次进军中亚市场，在哈萨克斯坦阿拉木图开设的首店，首月营业额突破43万元，显示出 海外市场对其产品的高度认可。 本土化运营是蜜雪冰城立足海外的关键。"深入调研了解当地消费者的喜好是实现发展的关键。"蜜 雪冰城相关负责人在接受国际商报记者采访时表示，品牌在马来西亚推出巧克力冰淇淋、玫珑瓜冰淇 淋，在越南打造出爆款薄荷柠檬水，在泰国则为"雪王"IP添加皇冠与金银元素，以契合当地审美。此 外，供应链和团队的全球化同步推进：品牌已建立覆盖 ...

Core Insights - Chinese tea and coffee brands are rapidly expanding into international markets, particularly in Southeast Asia and Western countries, with a focus on differentiation strategies to capture market share [1][2][5] Group 1: Market Expansion - Luckin Coffee has opened multiple stores in New York, marking its entry into the competitive Western market after establishing a presence in Singapore and Malaysia [2] - As of mid-2025, Mixue Ice Cream and Tea has over 53,000 global stores, with significant growth in Southeast Asia, particularly in Indonesia and Vietnam [2][4] - Bawang Tea has also seen rapid growth, with 208 overseas stores and a quarterly GMV increase of 77.4%, indicating strong performance in various international markets [4][6] Group 2: Competitive Landscape - Chinese tea brands face intense competition from local players in Southeast Asia and established giants like Starbucks and Dunkin' in Western markets [10][12] - The pricing strategies differ significantly, with Mixue Ice Cream maintaining aggressive pricing in Southeast Asia, while Luckin Coffee has adopted a more cautious approach in the U.S. market [7][9] Group 3: Localization Strategies - Successful market entry requires brands to adapt their products to local tastes, as seen with Heytea's limited edition inspired by California and Mixue's sweeter offerings in Southeast Asia [13][15] - Supply chain management is crucial for reducing operational costs, with brands like Mixue establishing warehouses in multiple countries to ensure stable raw material supply [13][15] Group 4: Marketing and Brand Positioning - Digital marketing strategies are being employed by brands like Luckin Coffee to enhance brand visibility and consumer engagement through social media platforms [15][16] - The shift from merely selling products to offering cultural experiences is becoming a key strategy for Chinese tea brands to resonate with international consumers [16]