Core Insights - Heytea is expanding rapidly in overseas markets, particularly in North America, with over 100 stores opened, marking a growth of more than six times in the past year [2][3] - The pricing strategy of Heytea in North America is comparable to Starbucks, with drinks priced between $5 to $7, positioning itself in premium market segments [1][3] - The company is leveraging local tastes and cultural collaborations to enhance its product offerings and brand presence in international markets [7][8] Expansion Strategy - Heytea has recently opened a store in Cupertino, near Apple's headquarters, and has plans to target high-traffic, affluent shopping districts in major cities [2][4] - The company has entered multiple international markets, including the UK, Australia, and Canada, and has established a presence in eight countries and 28 cities [7][8] - The launch of the LAB store in New York signifies a shift towards innovative product offerings, with a focus on limited-edition drinks that cater to local preferences [3][4] Product Development - Heytea has introduced over 20 original drinks tailored for overseas markets, such as the "抹云椰蓝" (Matcha Coconut Blue) which has gained popularity in the UK and US [7] - Collaborations with local brands and artists, such as Alexander Wang and Yayoi Kusama, have been part of Heytea's strategy to enhance brand visibility and cultural relevance [7] - The company has also launched a self-operated delivery service in the US, indicating a move towards a more integrated operational model [8] Operational Infrastructure - Heytea has established specialized local teams in the US to manage brand marketing, product development, and supply chain logistics, ensuring consistent customer experience [8] - The company has set up multiple warehousing centers in key locations, partnering with major suppliers for localized sourcing of essential ingredients [8]