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]