在马来西亚，霸王茶姬接二连三推出社交互动，以增强年轻人的参与感。在美国洛杉矶街头，茉莉奶白 以招牌茶饮为名，推出粉色"赛博皮卡"快闪车，在城市中巡游派样，用花香、茶香与奶香打造移动的浪 漫氛围。在越南，有本土品牌模仿中国奶茶的经营方式，这在一定程度上倒逼出海品牌思考如何建立差 异化特色。 中国企业正在实现从单一产品出海到品牌文化出海，再到产业生态出海。背后是多年积累所带来的势能 质变——当产品能力转化为品牌影响力，品牌影响力又反过来牵引供应链全球化布局，中国消费产业正 在经历一次深层次的系统跃迁。 当我们谈论奶茶出海时，讨论的不只是品牌自身，还有它在全球文化交流中所扮演的角色。曾经，奶茶 是留学生活中抚慰思乡情绪的美味，而今，它作为媒介穿梭于世界各地，逐渐承担起一种文化桥梁的角 《奶茶出海》：张璇著；东方出版中心出版。 如果你问一个英国的年轻人，"Made in China"意味着什么，也许他会想到Shein上眼花缭乱的时尚服 饰，想到Temu上琳琅满目的创意商品，抑或是亚马逊网站上高性价比的中国产小家电。而今天，中国 品牌不仅仅意味着廉价好用的商品，更扩展到口味、审美、文化和体验。中国奶茶出海，就是其中的缩 ...

Core Insights - The narrative of Chinese enterprises' globalization has evolved from merely exporting products to offering culturally rich experiences and identities [1][9] - The recent event hosted by 36Kr focused on the theme of cultural export, gathering representatives from various sectors to discuss new paths, challenges, and opportunities for Chinese culture in the global market [1] Group 1: Globalization Trends - Chinese companies are increasingly seeking to expand into emerging markets like Southeast Asia and the Middle East to find a "second growth curve" amid domestic market saturation [3][4] - The food export from China to Southeast Asia is significant, with an estimated value of approximately 20 billion RMB in 2023, while the Southeast Asian restaurant market is projected to grow from 190 billion USD to 349 billion USD by 2029 [5] Group 2: Key Success Factors - Successful internationalization requires companies to "go out" and address localization challenges to thrive in foreign markets [4] - A pyramid model outlines the key elements for globalization: strategic reasons for expansion, differentiated operational models, and three supporting systems: global processes, adaptable organizational structures, and capable teams [5][6] Group 3: Case Studies and Models - Notable brands like Haidilao and Bawang Tea have successfully expanded overseas, with Haidilao establishing Singapore as its second-largest market after the U.S. [6] - The rapid growth of brands like Pop Mart and TCL in international markets is attributed to strategic location choices and sponsorship of major events [6][7] Group 4: Cultural and Market Adaptation - The ASEAN region serves as a crucial launchpad for Chinese companies due to cultural similarities and the rise of digital platforms like TikTok, which facilitate cultural influence [7] - The standardization of local delicacies, such as Liuzhou snail noodles, is essential for successful globalization, supported by government initiatives to enhance the industry [8]