听风者，捕光人，最准点的商业节拍 出品｜虎嗅商业消费组 作者｜柳柳 编辑｜苗正卿 以下文章来源于商业弧光 ，作者柳柳 题图｜柠季美国门店 在美国加利福尼亚州西南部的洛杉矶，柠季最新一家门店"BOBOBABA"在7月终于正式挂上了招牌，这家店面积超过100平方米，蓝色为主基调，店内 铺设桌椅空间，主打珍珠奶茶，是柠季首家海外直营门店。 商业弧光 . 截止目前，柠季已是本土手打柠檬茶品牌海外门店量最多的公司。虎嗅独家获悉，柠季在海外已开业3家门店，签约18家门店。其中，已开业3家门店 在美国、马来西亚、柬埔寨，已签约18家门店覆盖澳大利亚、新西兰、马来西亚、新加坡。 "全球化不是复制国内。一句话总结，出海战略凸显的是'节奏至上'。"柠季创始合伙人汪洁这样总结出海逻辑。 值得注意的是，2025年上半年，新茶饮行业在国内开店速度整体放缓，出海目的地已从最早的东南亚趋向美国。出海大战热度更甚。有茶饮品牌为抢 占美国优质店铺位置，甚至不惜支付更高租金。 7月，虎嗅和柠季创始合伙人汪洁进行了独家交流。 柠季创始合伙人汪洁一直形容柠季出海是小马过河。柠季的扩张节奏，国内与海外像拧了反向发条。真正进入海外市场时，柠季将节奏把控 ...

Core Insights - The company, 柠季, has opened its first overseas store "BOBOBABA" in Los Angeles, California, marking its entry into the international market with a focus on bubble tea [1] - The company has a total of 3 operational overseas stores and has signed contracts for 18 additional locations across various countries, including Australia, New Zealand, Malaysia, and Singapore [1][2] - The founder, 汪洁, emphasizes a strategic approach to international expansion, prioritizing a measured pace rather than rapid replication of domestic success [2][3] Expansion Strategy - The company plans to expand internationally with a focus on the U.S. market, which is seen as a "developing country" for bubble tea, while also exploring opportunities in Southeast Asia [7][12] - The initial strategy involved waiting for established brands to test the waters before entering the U.S. market, allowing for a more refined approach [3][6] - The company has adopted a "test model" strategy in Southeast Asia, opening stores in less central locations to minimize risk and gauge local consumer preferences [15][19] Market Challenges - The U.S. market presents unique challenges, including slower operational processes and complex regulations, which require a longer planning and execution timeline compared to domestic operations [9][10] - The company has faced difficulties with local regulations, such as lengthy approval processes for signage and store design, which can take 6 to 12 months [11][10] - In contrast, the Southeast Asian market is characterized by a faster pace of expansion, with a significant number of stores already planned or opened [13][14] Product Localization - The company emphasizes the importance of localizing its product offerings to cater to regional tastes, such as introducing halal-certified products in Malaysia and adapting menu items for the U.S. market [17][19] - The branding and product names have been adjusted to resonate better with local consumers, avoiding direct translations that may confuse [17][9] - The company aims to create a balance between maintaining its brand identity and adapting to local market preferences [20][22] Organizational Structure - The company has a diverse leadership team with backgrounds in technology and operations, which aids in navigating the complexities of international expansion [21][22] - The internal culture promotes flexibility and creativity, allowing teams to adapt to local market conditions without rigid performance metrics in the early stages [22][27] - The company is focused on building a strong foundation before scaling, ensuring that the operational model is sustainable and replicable [31][28] Future Outlook - The company plans to continue exploring new markets, including Brazil and Mexico, while also considering potential acquisitions to enhance its market presence [23][28] - The founder predicts a trend towards consolidation in the industry, with larger brands acquiring smaller ones to strengthen their market position [27][28] - The emphasis will remain on a gradual and thoughtful approach to both international expansion and potential mergers and acquisitions [30][31]