来源：环球网 摘要 面对新茶饮出海从粗放扩张到精细化深耕的行业变局，中国新茶饮品牌甜啦啦以"平衡全球标准与本土 活性"为核心策略，在不到两年内实现海外门店超200家的稳健突破。品牌通过坚守核心产品与统一品质 筑牢全球化根基，依托供应链双轨布局与深度本土化运营精准适配多元市场需求，并以东方美学为载体 传递文化价值，为中国消费品牌从"产品出海"向"价值出海"的跨越，提供了兼具商业韧性、运营深度与 文化内涵的实践范本。 关键词： 新茶饮出海、价值输出、全球化平衡、本土化运营、供应链韧性、东方美学 案例正文： 中国新茶饮的出海征程，正经历一场从"规模扩张"到"价值深耕"的深刻范式迁移。早年，凭借国内成熟 的供应链成本优势，一批品牌扎堆涌入东南亚市场，以快速开店实现规模增长。然而，伴随本土品牌崛 起与中国品牌密集入局，同质化竞争、文化隔阂与运营适配不足等问题逐渐显现，门店可持续盈利困境 提示着旧有模式的瓶颈。出海的核心命题，已从"如何快速抢占市场"转变为"如何持续扎根市场"， 从"国内模式平移"升级为"核心价值坚守与本土需求适配"并重的深度运营。在此背景下，甜啦啦海外事 业部CEO谢观海所阐释的"平衡全球标准化与本土需 ...

Core Insights - The article highlights the successful entry of the Chinese tea brand Jasmine Milk White into the Indonesian market, achieving significant sales within a short period, indicating a strong demand for high-quality tea beverages in Southeast Asia [1][2] - The brand's strategy focuses on a "high-quality overseas expansion" approach, differentiating itself from competitors by emphasizing value over scale in a rapidly evolving market [1][3] Market Potential - Indonesia, with a population of 280 million and a median age below 30, presents a vast young consumer market that is open to new experiences and has a high frequency of small purchases [2][3] - The Indonesian tea market is undergoing a consumption upgrade, moving away from low-quality, sugary drinks to a demand for premium tea experiences, with a projected 87% growth in the mid-to-high-end tea market in 2024 [3][9] Competitive Landscape - The entry of Jasmine Milk White into Indonesia disrupts the existing low-price competition dominated by brands like Mixue Ice City, which has over 2,500 stores in the country [1][9] - The brand's pricing strategy positions it in the mid-to-high-end market, with an average customer price of 12-18 RMB, three times that of competitors, demonstrating the potential for premium offerings [9][10] Expansion Strategy - Jasmine Milk White employs a "global standard + local integration" model, ensuring quality through a dual supply chain that combines global sourcing with local partnerships [4][5] - The brand's operational model includes a thorough preparation phase of 6-12 months before entering new markets, focusing on supply chain efficiency and local market adaptation [4][11] Product Adaptation - The brand retains its core product offerings while making localized adjustments to cater to Indonesian tastes, such as increasing sweetness and introducing limited edition flavors [6][10] - This strategy of "classic base + local fine-tuning" allows the brand to maintain its identity while appealing to local preferences, enhancing acceptance among diverse consumer groups [6][10] Cultural Marketing - Jasmine Milk White emphasizes cultural resonance in its marketing, creating immersive experiences that connect consumers with Eastern tea culture, rather than relying solely on product promotion [7][12] - The brand's collaboration with local influencers and cultural events has significantly boosted its visibility and consumer engagement in the Indonesian market [7][12] Long-term Vision - The company plans to establish a local processing facility in Indonesia by 2026 to enhance supply chain localization and reduce dependency on imports [11][12] - The overall strategy reflects a shift in the tea industry from price competition to a focus on quality, culture, and sustainable growth in international markets [11][12]

Core Insights - The global潮玩 (trendy toys) market is experiencing significant growth, driven by the Z generation's shift towards personalized consumption and the rise of social media as a marketing tool [2][5][20] - Chinese brands are leveraging their robust supply chain, original design capabilities, and cultural adaptability to become key players in the global潮玩 market [3][4][5] Market Overview - The潮玩 market is evolving from a niche segment to a mainstream cultural consumption phenomenon, with a projected market size of $41.8 billion by 2024, up from $8.7 billion in 2015 [20][21] - The blind box segment is expected to grow at a compound annual growth rate (CAGR) of 5.5% from 2024 to 2031, with online sales increasing from 7% in 2015 to 32.2% in 2022 in China [2][20] Consumer Insights - The unique appeal of潮玩 lies in its emotional, social, and collectible value, allowing consumers to express individuality and build social connections [1][14][15] - The healing economy is driving adult emotional consumption, with the global healing economy market expected to grow from $5.61 billion in 2022 to $8.47 billion by 2027 [18][19] Competitive Landscape - Leading brands like泡泡玛特 (Pop Mart) have successfully entered international markets, focusing on brand and cultural integration through social media and local partnerships [4][5] - The card game segment, particularly through collaborations with popular IPs, has shown strong profitability, with a gross margin of 71.3% in 2024 [4] Strategic Recommendations - Brands should focus on localized and refined operations, understanding regional consumer preferences and leveraging social media for marketing [5] - The integration of online and offline channels is crucial for enhancing brand loyalty and expanding market reach, especially in categories like plush toys where offline sales are significant [5]

Core Insights - The article discusses the transformation of Chinese industrial products from "trade export" to "brand export" in the context of global supply chain restructuring, highlighting the challenges faced and the solutions provided by the "Industrial Products Going Abroad Partner Program" launched by Yuan Dian Think Tank and Yuexin Chain [2] Group 1: Challenges in Industrial Products Going Abroad - Market decision-making blind spots exist due to a lack of systematic screening capabilities for 233 countries, leading to missed opportunities and significant costs [4] - There is a brand recognition gap as Chinese companies often lack a brand visual system that aligns with local aesthetics and culture, resulting in poor value communication [5] - Channel construction is hindered by long setup times of 6-12 months and inefficiencies in identifying downstream decision-makers, leading to ineffective promotion [6] - Barriers to large-scale projects arise from the need for deep understanding of local policies and bidding rules, which many companies lack [6] Group 2: Systematic Solutions Offered - The program offers core analysis to transition from "blindly going abroad" to "precise navigation," utilizing AI to streamline the preparation of standardized materials and reduce research time from 6 months to 1.5 months [8] - Localization of digital infrastructure aims to bridge the brand recognition gap by reconstructing brand visuals and enhancing technical document translation, reducing brand recognition time by 30% [9] - A product trade initiative focuses on precise customer targeting, shortening the customer identification process from 3-6 months to 1-2 weeks and increasing order conversion rates by over 25% [9] - The program provides specialized services for large-scale projects, including feasibility reports and resource integration, improving the chances of winning bids by over 30% [10] Group 3: Innovative Model for Collaboration - The program shifts from "single-point solutions" to "full lifecycle support," combining AI technology with ecosystem operations to drive three major transformations: from experience-driven to data-driven decision-making, from product export to value output, and from solitary efforts to collaborative ventures [12] - This innovative approach addresses real pain points in going abroad and redefines the value positioning of Chinese manufacturing in the global supply chain, paving new paths for "Chinese intelligence" to enter the world market [13]

Core Insights - The battery industry is experiencing a paradox of growth and loss, with unprecedented market demand juxtaposed against a brutal price war that is eroding profitability [2][3] - There is a significant focus on technological advancements, yet many innovations appear to be more about marketing than solving real user problems [2][4] Industry Challenges - The industry faces a dilemma between standardization, which offers scale and cost advantages, and differentiation, which carries high investment risks and market education costs [3][4] - A "value-price inversion" has occurred due to irrational capacity expansion driven by capital influx, leading to a vicious cycle of price wars and profit erosion [5][6] Technological Perspectives - Companies are advised to avoid "technical gimmicks" and focus on practical innovations that can be widely applied and create real user value [6][7] - The "impossible triangle" of safety, cost, and performance in battery technology suggests that safety should always be the top priority, with innovative engineering solutions needed to ensure safety while enhancing performance [8][9] Strategic Directions - Companies should build a competitive moat through both unique technologies and efficient platform capabilities, allowing for rapid adaptation to market needs while maintaining cost efficiency [10] - The future growth of the battery industry is expected to come from the re-segmentation of application scenarios, such as off-road electric vehicles and hybrid electric vehicles (HEVs) in emerging markets [11][12] Market Dynamics - The competition between lithium iron phosphate (LFP) and ternary batteries is characterized by a division of labor based on application scenarios, with LFP dominating lower-end markets and ternary batteries focusing on high-end applications [14] - The next phase of globalization for Chinese battery companies will require a shift from product output to system and value output, emphasizing the need for comprehensive local operations and understanding of market dynamics [15][16]