日前，随着蜜雪冰城美国洛杉矶好莱坞店开业，"雪王"的全球版图已扩展至13个国家，海外门店约4700家。 河南新茶饮的出海故事，从蜜雪冰城开始，但没有止步于单品牌领跑：冰淳茶饮以20国覆盖量拿下行业出海纪录，茶主张走向10余个国家，眷茶、慢茶为 东南亚饮品注入河南风味……这股从河南刮起的新茶饮出海浪潮，正改写全球饮品市场格局。 雪王打头阵 河南为全球做奶茶 12月29日，郑州的蜜雪冰城总部旗舰店，已经换上了新年"新衣"。门店一楼，前来打卡的消费者，为限定口味的奶茶和冰激凌排起了长队；二楼文创区， 年轻的消费者们忙着下单雪王盲盒等周边。 十几个小时后，这样的热闹场景将在地球另一端上演。 日前，蜜雪冰城在美国洛杉矶好莱坞、纽约百老汇连开两店。"雪王"又是走红毯、又是街头快闪，还登上了时代广场大屏，疯狂圈粉。店里，1.19美元的 冰激凌、1.99美元的冰鲜柠檬水、2.99美元的拿铁咖啡，高质平价的产品，吸引了当地消费者纷纷到店品尝。同时，蜜雪冰城结合美国消费者的饮食偏 好，提供多种小料、糖度选项，满足消费者多元化需求。 作为新茶饮出海的"先行者"，2018年，蜜雪冰城在越南河内开出海外首店，品牌全球化迈出第一步。而今 ...

演讲开篇，冯蓝萱立足行业宏观视角，剖析当前市场格局：头部品牌的集中度持续提升，万店品牌门店 规模同比增长21.8%；尽管餐饮行业的整体增速放缓，下沉市场仍保持9.6%的增长率。海外中餐门店总 数持续增长，目前已达到70万家。在她看来，"出海已经不是一道选择题，而是所有追求长远发展的企 业必须面临的必答题。" 与此同时，现制饮品市场正迎来高速增长期。数据显示，预计到2028年，全球市场规模将突破1.1万亿 美元，占全球饮料市场近一半份额。其中，东南亚市场预计以复合年增长率19.8%领先全球所有区域。 人均年消费量也预测将从目前的16杯提升至36杯。"现制新茶饮已经不是一个区域性机会，而是一个全 球级赛道。"冯蓝萱说道。 面对这一趋势，冯蓝萱详解了益禾堂的出海哲学——"全球本土化"，让品牌保持全球标准的基础上，真 正扎根于每一个海外市场。这一战略也始终贯穿产品本地化、供应链本地化、人才本地化三大维度。 来源：环球网 在产品本土化方面，针对东南亚市场对茶饮"浓"与"甜"的偏好，益禾堂在坚守"好山好水好茶"核心理念 的基础上，推出"好茶系列premium tea"，精准契合当地口味需求，在越南、泰国、马来西亚等市场广 ...

2025.12.25 本文字数：2468，阅读时长大约4分钟 作者 |第一财经 揭书宜 在好莱坞的星光大道，蜜雪冰城新店正对中国剧院开业；而在国内任意一家奶茶店，消费者可能正用勺 子品尝一杯"固体杨枝甘露"。这一"外扩"一"内卷"的场景，勾勒出2025年新茶饮行业的两大突围路径。 当国内市场陷入"一条街十家店"的同质化红海，2025年的新茶饮巨头们一边把出海目标从东南亚转向消 费力更强的欧美，寻求品牌全球化；另一边则是将饮品"固体化""甜品化"，以拓宽消费场景。 资本狂热但差异化难寻 2025年可以说是"中国茶饮资本元年"，这一年，有四家茶饮企业陆续上市。从2021年奈雪的茶成为"新 式茶饮第一股"，到2025年蜜雪冰城、霸王茶姬、沪上阿姨等品牌争相登陆资本市场，新茶饮的资本盛 宴仍在上演。 近年来，我国新茶饮消费市场规模不断扩大。中国连锁经营协会新茶饮委员会联合美团新餐饮研究院发 布的研究报告显示，今年国内新茶饮消费市场规模有望突破2000亿元。 然而，资本盛宴下，茶饮市场正从增量竞争转向存量博弈。无论是在一线城市上海的吴江路步行街，还 是在四线小城的核心商圈，"500米一条街10家奶茶店"成为常态，品牌们 ...

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 tea beverage industry is experiencing a significant slowdown after a period of rapid expansion, with market saturation and declining profitability for franchisees becoming evident [1][2][5]. Industry Overview - The tea beverage market has seen an unprecedented acceleration over the past five years, with major brands rapidly expanding in both first and second-tier cities, as well as in lower-tier markets [1]. - As of September, the total number of tea beverage outlets in China has surpassed 131,000, with projections indicating that the total number of related enterprises will exceed 1.1 million by 2025 [5]. Franchisee Challenges - Franchisees like Zhang Lixia, an early investor in Bawang Tea, are facing declining profits due to increased competition and a significant drop in net profit margins, which have fallen by over 50% [2]. - The growth rate of new store openings for Bawang Tea has drastically decreased from 20%-49% to single digits, indicating a slowdown in expansion [2]. Market Dynamics - The competitive landscape has shifted, with many brands experiencing a decline in new product innovation and consumer interest, leading to a saturation of similar offerings in the market [11][18]. - The introduction of new products has become less frequent, with Bawang Tea launching only eight new items this year, failing to replicate the success of previous hits [11][12]. Financial Performance - Financial reports indicate a decline in revenue and profit margins across major brands, with Bawang Tea's third-quarter net income down 9.4% year-over-year and adjusted net profit down 22.3% [26]. - The overall profitability of the industry is under pressure due to intensified competition and the impact of delivery service subsidies, which have altered consumer price perceptions [27][21]. Strategic Responses - In response to these challenges, brands are focusing on optimizing supply chains and enhancing product differentiation to stabilize franchisee operations [32][33]. - Bawang Tea is implementing a new cooperative model that reduces fees for franchisees and aims to improve their profit margins by 1.1% [35]. International Expansion - While the domestic market faces challenges, Bawang Tea and other brands are successfully expanding overseas, with Bawang Tea's international growth rate increasing from 8.3% in Q1 to 26% in Q3 [36]. - The international market presents a new growth opportunity for tea beverage brands, as they leverage their established business models to compete against local brands [39].

智通财经记者 | 李烨 智通财经编辑 | 牙韩翔 茶饮从未像今天这样拥挤。 在过去五年里，这个行业经历了一场罕见的加速。一二线城市的主干商圈占满招牌，下沉市场也在迅速 跑马圈地。各品牌从设计到供应链都彻底地连锁化，速度、规模成为关键词，也让加盟商都误以为，增 长会一直持续。但好景不长。 张丽霞是第一批体会到寒意的人。 霸王茶姬位于上海白玉兰广场一楼的门店 门店趋于饱和显露疲态的不仅仅是霸王茶姬。 消费行业数据追踪平台壹览商业发布的《2025现制茶饮行业研究报告》显示，2025年为止国内现制茶饮 相关企业累计总数已超110万家，截至9月，全国30个代表性现制茶饮品牌门店总量已突破13.1万家。 茶饮市场的供给平衡正在被打破，最为直接的表现是扩张失速。 古茗在今年上半年营收、利润及门店总GMV均实现同比增长，可首席执行官王云安仍在财报会上表达 了对补贴退潮的忧虑与谨慎——财报数据上，上半年古茗单加盟商开店数从2.2锐减到1.9，这代表着老 加盟商再开店的意愿下降明显。 茶百道2025年上半年财报也显示，中国市场的门店数量增速也到了近年最低，同比仅增加0.7%。喜茶 方面，据极海品牌监测的数据，截至2025年10月 ...

Core Viewpoint - The company BaWang Tea Ji, which made headlines as the first new tea beverage company to go public in the U.S., is facing multiple crises including rumors, stock price volatility, slowing growth, and quality control issues within just six months of its IPO [2] Group 1: Rumors and Legal Issues - A wedding invitation linked to the founder of BaWang Tea Ji has sparked widespread rumors about his personal life, including false claims about his marriage and business dealings [3][5] - The rumors have proliferated on social media, with fabricated stories about the founder's background and business success, leading to significant public confusion [6] - The company's stock price reacted negatively to the rumors, with a notable drop of 8.09% on November 20, 2025, resulting in a market value loss of approximately $2.1 billion [8] Group 2: Financial Performance and Challenges - BaWang Tea Ji has experienced a decline in single-store profitability, with the average monthly GMV for Q2 2025 at 404,350 yuan, representing a 23% year-over-year decrease [16] - The company has faced operational efficiency challenges, with single-store GMV declining for six consecutive quarters [16] - As of Q2 2025, the company had over 7,038 global stores and 200 million registered members, but rapid expansion has led to concerns about sustainability and profitability [14] Group 3: Quality Control Issues - The company has been criticized for quality control problems, including a recent incident where a customer found a foreign object in their drink, raising serious concerns about food safety [18][23] - Complaints on consumer platforms have reached 2,927, highlighting issues such as incorrect sugar levels and product cancellations [21] - Experts emphasize the importance of addressing food safety issues to maintain brand reputation and consumer trust, suggesting that the company must improve internal management and quality control measures [23]

Core Viewpoint - Bawang Chaji reported significant growth in overseas GMV, with a 75% increase, while facing challenges in the domestic market, leading to a mixed financial performance in Q3 2025 [1][31]. Financial Performance - As of September 30, 2025, Bawang Chaji's total GMV reached 79.30 billion yuan, with net revenue of 32.08 billion yuan and an adjusted net profit of 5.03 billion yuan [3][12]. - The company has achieved profitability for 11 consecutive quarters [5]. - Revenue increased from 4.92 billion yuan in 2022 to 46.4 billion yuan in 2023, and is projected to grow by 167% to 124.06 billion yuan in 2024 [6]. - Net profit turned positive in 2023, reaching 8 billion yuan, and is expected to rise to 25.15 billion yuan in 2024, a year-on-year increase of over 213% [7][8]. - For the first three quarters of 2025, total revenue reached 99.33 billion yuan, accounting for 80% of the projected full-year revenue for 2024, with net profit at 18.01 billion yuan, representing 71.6% of the expected annual figure [9][10]. Market Challenges - Despite the overall profitability, Q3 revenue declined by 9.4% year-on-year, and net profit fell by 22.3% [12][13]. - Domestic GMV decreased by 6.16% to 76.29 billion yuan, with franchise store revenue down 14.77% to 28.12 billion yuan [18][19]. - Active membership dropped by 21.26% to 35.2 million [19]. Competitive Landscape - The decline in domestic performance is attributed to intensified competition from food delivery platforms, leading to price wars in the market [21][22]. - Bawang Chaji maintained its pricing strategy, with core products priced starting at 16 yuan, which may have led to a temporary loss of price-sensitive customers [23][24]. Product Development - The slow pace of new product launches has further contributed to the decline in GMV, with fewer than 10 new products introduced this year compared to over 30 by competitors [26][28]. Overseas Expansion - In contrast to domestic challenges, Bawang Chaji's overseas GMV surged by 75.3% to over 3 billion yuan, marking a significant growth engine for the company [31][33]. - The company opened 54 new overseas stores in Q3, expanding into the Philippines and Vietnam, bringing the total overseas store count to 262 [34][35]. - The overseas market is becoming increasingly competitive, with other brands also expanding into the U.S. market, indicating a broader trend of Chinese tea brands seeking international growth [38][41].

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 article highlights the rapid international expansion of Cha Bai Dao, positioning it as one of the fastest-growing brands in the tea beverage industry since its official overseas launch in 2024 [3][4] - The company's strategy focuses on "precise sowing" and "deep cultivation," emphasizing a tailored approach to different markets rather than a one-size-fits-all strategy [13][21] Expansion Strategy - Cha Bai Dao's overseas journey began in South Korea, a choice that diverged from the common trend of entering Southeast Asia first, aiming for quicker localization [5][6] - Within two years, the brand has signed over 20 stores in South Korea, with plans to open 50 more by next year [6][9] - The company has also successfully opened its first store in France, achieving sales exceeding 1 million yuan in the first month [11][12] Market Adaptation - The brand's customer base in South Korea consists of over 70% local consumers, with a high repurchase rate of 45%, indicating successful localization efforts [9][10] - Cha Bai Dao employs a "one location, one strategy" approach, customizing its product offerings based on local preferences and market conditions [15][16] Product Innovation - The company has developed a three-tier product structure for international markets, including classic domestic favorites, differentiated products, and localized offerings tailored to specific regions [16][17] - The supply chain strategy combines local sourcing for fresh ingredients with established domestic supply chains for other materials, ensuring efficient operations [17][18] Long-term Vision - Cha Bai Dao aims for global brand and supply chain integration, aspiring to leverage experiences and influence across different international markets [23] - The company emphasizes the importance of educating consumers about Chinese tea culture as part of its long-term strategy for global brand establishment [22]