记者丨 易佳颖 编辑丨高梦阳 12月20日，蜜雪冰城洛杉矶好莱坞店正式营业。该店位于星光大道"中国剧院"正对面，所在商 圈消费成熟。这也是蜜雪冰城在美洲市场开出的首家门店，标志着其全球化战略再迈出关键一 步。 值得一提的是，为了贴合当地消费者的口味，在选择饮品糖度时， 除了常规的正常糖、七分 糖、五分糖、三分糖、不另外加糖的选项外，蜜雪冰城还额外提供了120%糖度、150%糖度、 200%糖度可选。 图源：蜜雪冰城 无独有偶，仅在今年，霸王茶姬美国首店选址洛杉矶，沪上阿姨美国首店落地纽约。而喜茶早 在2023年就在纽约百老汇开出美国第一家门店，茉莉奶白也将海外首店开在美国纽约。 "随着越来越多的新茶饮品牌进入美国市场，我们也发现确实有更多的当地消费者开始接受这 类饮品。"某新茶饮品牌海外市场负责人在接受21世纪经济报道记者采访时表示，"但这条道路 在我看来依然相当漫长，需要整个行业共同努力。" 有行业分析指出，当前美国茶饮市场仍处发展初期，品牌竞争格局未定，蕴藏巨大增长潜力。 柠檬水售价1 . 9 9美元 此次美国首店，蜜雪冰城同样延续品牌经典菜单设计，涵盖冰激凌、纯茶、果茶、奶茶、现磨 咖啡等多个产品系列， ...

值得一提的是，为了贴合当地消费者的口味，在选择饮品糖度时，除了常规的正常糖、七分糖、五分糖、三分糖、不另外加糖 的选项外，蜜雪冰城还额外提供了120%糖度、150%糖度、200%糖度可选。 21世纪经济报道记者易佳颖 12月20日，蜜雪冰城洛杉矶好莱坞店正式营业。该店位于星光大道"中国剧院"正对面，所在商圈消费成熟。这也是蜜雪冰城在 美洲市场开出的首家门店，标志着其全球化战略再迈出关键一步。 无独有偶，仅在今年，霸王茶姬美国首店选址洛杉矶，沪上阿姨美国首店落地纽约。而喜茶早在2023年就在纽约百老汇开出美 国第一家门店，茉莉奶白也将海外首店开在美国纽约。 "随着越来越多的新茶饮品牌进入美国市场，我们也发现确实有更多的当地消费者开始接受这类饮品。"某新茶饮品牌海外市场 负责人在接受21世纪经济报道记者采访时表示，"但这条道路在我看来依然相当漫长，需要整个行业共同努力。" 有行业分析指出，当前美国茶饮市场仍处发展初期，品牌竞争格局未定，蕴藏巨大增长潜力。 柠檬水售价1.99美元 此次美国首店，蜜雪冰城同样延续品牌经典菜单设计，涵盖冰激凌、纯茶、果茶、奶茶、现磨咖啡等多个产品系列，同时结合 美国消费者的饮食偏好，提 ...

沪上阿姨(02589)再涨超7%，截至发稿，涨7.08%，报102.8港元，成交额6157.99万港元。 消息面上，近期，伴随奈雪的茶在美国开店，标志着该品牌开启海外市场新征程，而奈雪的茶布局美国 市场，让中国新茶饮品牌的出海阵营更加壮大。国泰海通指出，沪上阿姨实施"一体两翼"战略，其 中"一体"为"沪上阿姨"主品牌，该行测算国内开店空间1.8万家；"两翼"分别为"茶瀑布"和海外市场，测 算出"茶瀑布"国内开店空间超5000家，海外目前进军马来西亚和美国，处于发展初期，成长潜力较大。 此外，咖啡业务经历调整升级，目前整合进沪上阿姨主品牌，有望贡献单店增量。 ...

消息面上，近期，伴随奈雪的茶在美国开店，标志着该品牌开启海外市场新征程，而奈雪的茶布局美国 市场，让中国新茶饮品牌的出海阵营更加壮大。国泰海通指出，沪上阿姨实施"一体两翼"战略，其 中"一体"为"沪上阿姨"主品牌，该行测算国内开店空间1.8万家；"两翼"分别为"茶瀑布"和海外市场，测 算出"茶瀑布"国内开店空间超5000家，海外目前进军马来西亚和美国，处于发展初期，成长潜力较大。 此外，咖啡业务经历调整升级，目前整合进沪上阿姨主品牌，有望贡献单店增量。 智通财经APP获悉，沪上阿姨(02589)再涨超7%，截至发稿，涨7.08%，报102.8港元，成交额6157.99万 港元。 ...

Core Viewpoint - Chayan Yuese, a popular tea brand, is expanding internationally by adopting an online-only model, focusing on the North American market rather than traditional physical store openings [5][6][28]. Group 1: Company Strategy - Chayan Yuese has chosen to enter the North American market without physical stores, utilizing e-commerce platforms such as Shopify, Amazon, TikTok Shop, Walmart, Weee, and Yami [6][18]. - The brand is launching over 40 products, primarily snacks and cultural items, rather than its signature milk tea, which reflects a strategic shift to cater to the online market [3][7][28]. - The company has been cautious in its expansion, previously focusing on regional growth in China before venturing abroad [13][17]. Group 2: Market Positioning - Chayan Yuese's decision to sell snacks instead of tea is influenced by the complexities of exporting tea products to the U.S., including regulatory challenges and the need for FDA certification [12][28]. - The brand has established a certain level of brand recognition among the Chinese community in North America, which may facilitate its entry into the market [22][28]. - The competitive landscape for Asian snacks in North America is intense, with many established brands, which may challenge Chayan Yuese's market position [28]. Group 3: Financial Performance - The company's online sales exceeded 100 million yuan in 2024, indicating a successful transition to e-commerce and retail products [18]. - Popular items like the "bread cubes" have shown strong sales, with some products selling out quickly on their Shopify store [9][18]. Group 4: Future Considerations - The absence of tea products in the initial launch may hinder Chayan Yuese's ability to establish itself as a "new tea drink" brand in the North American market [31]. - The brand's approach may signify a shift in the new tea drink sector towards more refined operations, as companies seek unique paths for international expansion [28].

Core Viewpoint - The article discusses the rapid rise of Chinese new tea brands in the Southeast Asian market, highlighting their innovative products and business models, while also addressing the challenges they face in global supply chain construction and achieving long-term profitability in overseas markets [1]. Group 1: Market Trends - Chinese new tea brands are accelerating their listings, attracting significant attention in the capital market [1]. - These brands have quickly gained popularity among local consumers in Southeast Asia [1]. Group 2: Challenges and Strategies - The article raises questions about how brands can tackle challenges related to global supply chain construction [1]. - It also explores strategies for achieving long-term stable profitability in overseas markets [1]. - The potential for expansion into mature markets in Europe and America is discussed [1].

Core Viewpoint - The article discusses the growth and expansion strategy of the new tea beverage brand TIANLALA, highlighting its rapid store openings and plans for international expansion, while noting its lower brand recognition compared to competitors like MIXUE BINGCHENG and TEA BAIDAO [1][4]. Group 1: Domestic Expansion - TIANLALA has over 8,000 signed stores across 31 provinces, with more than 40% located in towns and schools [1]. - The brand has a significant presence in lower-tier cities, with 81.15% of its stores in third-tier cities and below, compared to MIXUE BINGCHENG's 57.13% [1]. - The average customer spending at TIANLALA is around 10 yuan, with a popular product priced at 8 yuan achieving sales of over 20 million cups within five months [1][2]. Group 2: Business Model and Supply Chain - TIANLALA's founder, Wang Wei, initially drew inspiration from MIXUE BINGCHENG, particularly in product offerings and supply chain management [2]. - The company began building its own orchards and factories in its third year to ensure low-cost raw material supply, which is crucial for its pricing strategy [2]. - TIANLALA's product gross margin is approximately 55%, lower than the 60%+ margins of other brands, leading to a preference for smaller store formats to reduce costs [2]. Group 3: International Expansion - TIANLALA has opened 60 stores in Indonesia and has plans to expand to Cambodia, the Philippines, and Uzbekistan, with a goal of adding over 200 new stores in Southeast Asia, Europe, North America, and the Middle East by 2025 [3][4]. - The company aims to achieve over 10 billion yuan in revenue by 2025, supported by significant investment in building a centralized system for overseas operations [4]. Group 4: Brand Development and Market Position - TIANLALA plans to invest 20% of its revenue in brand building by 2025, a significant increase from less than 5% in 2024, to enhance its brand image and recognition [4]. - The company is currently behind competitors in terms of brand awareness despite having a comparable number of stores [4]. - TIANLALA's IPO plans have been delayed, with a focus on improving supply chain, information technology, and brand recognition before going public [5].