Core Insights - The report by Lisi Strategic Consulting focuses on the outbound market for ready-to-drink beverages, particularly in Southeast Asia, highlighting the rapid growth of Chinese tea and coffee brands since 2017 [1] Ready-to-Drink Tea Segment - The outbound expansion of Chinese tea brands began in 1999 with ShareTea in Malaysia, and the period from 2017 to 2021 is identified as a golden era for these brands [2] - Key players like Heytea, Mixue Ice City, and Bawang Tea have accelerated their overseas presence, with Mixue Ice City having over 1,300 stores in Vietnam and over 2,600 in Indonesia [2] - Southeast Asia is seen as the best initial market for Chinese tea brands due to geographical advantages and cultural similarities, although market entry strategies vary by brand [2] - The report predicts a competitive era for Chinese tea brands globally, with significant challenges in adapting to diverse Southeast Asian markets [3] - Five major predictions for the future of the Southeast Asian tea market include the decline of Taiwanese milk tea, the rise of Chinese tea brands, and the importance of continuous product innovation [3][4] Ready-to-Drink Coffee Segment - Unlike tea, coffee is considered a foreign product in China, making the competitive landscape in Southeast Asia more complex for Chinese coffee brands [5] - The report identifies Luckin Coffee and Kudi as the leading Chinese coffee brands currently entering the Southeast Asian market [5] - Southeast Asia is viewed as a critical market for Chinese coffee brands, not only for its size but also as a testing ground for global brand strategies [5] - The report highlights the unique characteristics of coffee markets in different Southeast Asian countries, indicating that local market dynamics mirror those in China [6] - Opportunities for Chinese coffee brands include the potential in the economy segment, faster market differentiation in the high-end segment, and diverse store model innovations [7]