Core Insights - The focus of discussions around overseas business for consumer brands has shifted from product and channel strategies to user demographics and team organization [1] - Successful overseas expansion requires understanding local mainstream markets and building culturally empathetic teams [1][11] - Companies should adopt a long-term perspective on overseas business, akin to planting fruit trees rather than vegetables, emphasizing sustainable growth [1] Group 1: Market Entry Strategies - New brands entering overseas markets are increasingly collaborating to expand their category presence [2] - Popular tea brands like Bawang Chaji and Jasmine Milk Tea have opened stores in Los Angeles, indicating a trend of clustering in high-traffic areas [2] - The selection of store locations is critical, as evidenced by the high rental prices in areas with multiple competing tea brands [2] Group 2: Challenges and Adaptations - Some tea brands have faced closures in markets like the UK and Australia due to poor site selection and internal management issues [3] - Companies must recognize that beverage categories may not be the primary market driver; understanding local consumer needs is essential [3] - Fly By Jing has successfully penetrated the U.S. market by diversifying its product applications beyond traditional uses [3][4] Group 3: Cultural Integration and Team Dynamics - Companies like Yili emphasize the importance of local market research and adapting products to meet local tastes [7] - The integration of cross-cultural teams poses challenges, as seen in the experiences of Yili and Dongpeng [8] - Dongpeng's strategy involves a mix of local and Chinese employees to enhance operational effectiveness in overseas markets [8] Group 4: Logistics and Supply Chain Management - Companies are adapting their logistics strategies to minimize losses during transportation, as demonstrated by Yuanqi Forest's testing of shipping methods [9] - Dingdong Maicai focuses on providing fresh produce solutions in overseas markets, leveraging local partnerships for efficient distribution [6] Group 5: Long-term Vision and Cultural Sensitivity - Companies are advised to maintain a zero-based mindset when entering new markets, avoiding reliance on past successes [10][11] - The importance of cultural empathy in team dynamics is highlighted, as companies must respect and integrate diverse cultural backgrounds [13] - Successful overseas operations require a balance of risk-taking and cautious management, fostering an environment where diverse talents can thrive [13]

以下文章来源于剁椒Spicy ，作者剁椒团队 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 继游戏、短视频掀起出海浪潮后，食品饮料企业正接棒成为中国品牌全球化的新主角。 纽约曼哈顿的Costco货架上，标着"Century Egg"的中国皮蛋与墨西哥辣椒、日本抹茶并列陈列；伦 敦的Whole Foods里，印着"Fly By Jing"的四川辣酱成为Z世代厨房的网红调料之一；在香港市场， 叮咚买菜通过跨境供应链将300克净菜价格控制在4.5元人民币左右，仅为当地商超同类产品价格的一 半...... | 品牌 | 类别 | 出海进度 | | --- | --- | --- | | 旭日食品 | 食品 | 出口已30年,布局北美加拿大、美国、 | | | | 墨西哥、中南美洲等十几个国家 | | 卫龙 | 食品 | 2015年登陆海外市场,2023年3月3日 | | | | 成立海外事业发展中心 | | 治治 | 食品 | 2001年将出海作为重点工作,2008年 | | | | 正式设置办事处启动全球化布局 | | Fly By Jing | 调味品 | 2018年创立于美国, ...