记者丨易佳颖 实习生董国琪 黄诗茹 编辑丨包芳鸣 新茶饮品牌的出海版图正以前所未有的速度在全球铺开。从东南亚的街头巷尾到纽约时代广场，再到加 州苹果总部，新茶饮的门店招牌接连亮起。 近日，霸王茶姬在马来西亚迎来第200家门店，并与泰国本土巨头合资深入东南亚市场； 喜茶海外门店总数已超过100家，一年内激增六倍； 柠季的海外签约门店也达到18家，在北美、东南亚等地均有布局。一场来自东方的茶饮浪潮已清晰可 触。 然而，驶向"深水区"的背后，是远超预期的挑战。柠季创始人汪洁在四次赴美考察后坦言："虽然是隔 了十多年再去，但美国市场变化不大，整体体验仍无法和国内相比。"若想从单店试水转向规模化布 局，供应链的稳定、本土化人才的积累与组织架构的适配，每一环节都需要与当地团队反复磨合，沟通 确认。出海的复杂程度远超初期预判。 尽管挑战重重，新茶饮品牌的成绩却令人瞩目。其中，霸王茶姬的海外业务表现亮眼，海外GMV（商 品交易总额）为2.35亿元，同比大增77.4%，环比增长31.8%，海外市场已逐渐成为重要的发展引擎。 中国新茶饮品牌正以前所未有的速度和广度驶向深海。它们凭何站稳海外？又将如何重塑世界对茶的味 觉记忆？这些 ...

新茶饮品牌的出海版图正以前所未有的速度在全球铺开。 从东南亚的街头巷尾到纽约时代广 场，再到加州苹果总部，新茶饮的门店招牌接连亮起。 近日，霸王茶姬在马来西亚迎来第200家门店，并与泰国本土巨头合资深入东南亚市场； 喜茶海外门店总数已超过100家，一年内激增六倍； 柠季的海外签约门店也达到18家，在北美、东南亚等地均有布局。一场来自东方的茶饮浪 潮已清晰可触。 然而，驶向"深水区"的背后，是远超预期的挑战。 柠季创始人汪洁在四次赴美考察后坦 言："虽然是隔了十多年再去，但美国市场变化不大，整体体验仍无法和国内相比。"若想从单 店试水转向规模化布局，供应链的稳定、本土化人才的积累与组织架构的适配，每一环节都需 要与当地团队反复磨合，沟通确认。出海的复杂程度远超初期预判。 2025上半年，以加盟模式为主的五大上市茶饮品牌——蜜雪冰城、古茗、茶百道、沪上阿姨与 霸王茶姬， 合计实现营业收入315.81亿元，较去年同期增长73.11亿元，同比增幅达30.12%。 记者丨易佳颖 实习生董国琪 黄诗茹 编辑丨包芳鸣 在国内外卖市场热闹的同时，今年上半年，各新茶饮品牌也不约而同地加快了出海节奏。随着 东南亚市场布局逐步成熟 ...

（原标题：从拼产品到拼生态，新茶饮出海走向深水区） 21世纪经济报道记者易佳颖 实习生董国琪、黄诗茹 新茶饮品牌的出海版图正以前所未有的速度在全球铺开。从东南亚的街头巷尾到纽约时代广场，再到加 州苹果总部，新茶饮的门店招牌接连亮起。 霸王茶姬即将在马来西亚迎来第200家门店，并与泰国本土巨头合资深入东南亚市场；喜茶海外门店总 数已超过100家，一年内激增六倍；柠季的海外签约门店也达到18家，在北美、东南亚等地均有布局。 一场来自东方的茶饮浪潮已清晰可触。 然而，航向"深水区"的背后，是远超预期的挑战。柠季创始人汪洁在四次赴美考察后坦言："虽然是隔 了十多年再去，但美国市场变化不大，整体体验仍无法和国内相比。"若想从单店试水转向规模化布 局，供应链的稳定、本土化人才的积累与组织架构的适配，每一环节都需要与当地团队反复磨合，沟通 确认。出海的复杂程度远超初期预判。 尽管挑战重重，新茶饮品牌的成绩却令人瞩目。其中，霸王茶姬的海外业务表现亮眼，海外GMV（商 品交易总额）为2.35亿元，同比大增77.4%，环比增长31.8%，海外市场已逐渐成为重要的发展引擎。 中国新茶饮品牌正以前所未有的速度和广度驶向深海。它们凭何 ...

Core Viewpoint - The article discusses the globalization of new tea beverage brands, highlighting their strategies to adapt to local markets while maintaining their unique identity. The success of these brands is attributed to innovative product offerings, effective supply chain management, and cultural integration with local preferences [5][27][35]. Group 1: Product Innovation and Market Adaptation - The introduction of unique products like "抹云椰蓝" and "三倍厚抹" demonstrates how brands are leveraging local ingredients and preferences to create appealing offerings in international markets [5][7][14]. - New tea beverage brands are not merely replicating their domestic menus abroad but are instead creating localized versions that resonate with local tastes, such as using local fruits and flavors [9][10][12]. - The success of limited-time offerings and seasonal flavors has been noted, with brands like 喜茶 and 蜜雪冰城 effectively utilizing these strategies to attract consumers [9][10][22]. Group 2: Supply Chain and Operational Efficiency - The article emphasizes the challenges of establishing a supply chain in unfamiliar markets, including compliance with local regulations and sourcing quality ingredients [19][21]. - Companies are increasingly adopting digital tools and refined processes to enhance their product development and supply chain efficiency, significantly reducing the time required to launch new products [21][22]. - The establishment of local warehouses and logistics centers by brands like 喜茶 ensures consistent product quality across different regions [22][24]. Group 3: Cultural Integration and Marketing Strategies - The integration of local culture into product offerings and marketing strategies is crucial for success in international markets, as seen with 喜茶's culturally inspired products [27][29][33]. - Collaborations with local influencers and cultural figures help brands build a connection with consumers, enhancing their market presence [33][34]. - The article highlights the importance of visual appeal and social media engagement in attracting younger consumers, particularly the Z generation, who value aesthetic and shareable experiences [17][35]. Group 4: Market Growth and Future Prospects - The global ready-to-drink beverage market is experiencing significant growth, with projections indicating a compound annual growth rate of 7.2% from 2023 to 2028 [28]. - The article notes the regional differentiation in market opportunities, with Southeast Asia presenting unique challenges and opportunities due to its demographic and climatic characteristics [28][29]. - The ongoing cultural exchange facilitated by these brands is reshaping consumer habits and preferences, indicating a shift towards a more integrated global beverage culture [35].

Core Insights - The article highlights the successful overseas expansion of Chinese tea brands, particularly focusing on the innovative product offerings and localized strategies that resonate with international consumers [1][26][36] Group 1: Product Innovation and Market Strategy - The introduction of the "抹云椰蓝" drink by Heytea, which combines blue spirulina, coconut water, and matcha, has led to over 700,000 cups sold in overseas markets, showcasing the brand's ability to create visually appealing and health-oriented products [1][9] - The trend of leveraging local ingredients and flavors is evident, with brands like Mixue and Bawang Tea integrating local tastes into their menus, such as using local spices in Malaysia and tropical fruits in Vietnam [5][6][21] - The success of products like "Triple Supreme Matcha Latte" is attributed to thorough market research and the ability to create buzz through social media, particularly influenced by celebrity endorsements [2][4] Group 2: Supply Chain and Operational Challenges - Establishing a supply chain that meets local regulations and consumer preferences is a significant challenge for tea brands entering foreign markets, with varying standards for food safety and ingredient sourcing [15][16] - Companies like Heytea have set up multiple warehousing centers in key regions to ensure consistent product quality and efficient logistics, which is crucial for maintaining brand integrity across different markets [23][21] Group 3: Cultural Integration and Brand Positioning - The article emphasizes the importance of cultural integration, where brands adapt their offerings to align with local customs and preferences, thus creating a "resonance" with consumers [33][36] - The global market for ready-to-drink beverages is projected to grow significantly, with a compound annual growth rate of 7.2% from 2023 to 2028, indicating a ripe opportunity for Chinese tea brands to expand their footprint [26][28] - The branding strategies employed by these companies often include collaborations with local influencers and culturally relevant marketing campaigns, enhancing their appeal to diverse consumer bases [31][32]

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]

Core Insights - Heytea has officially opened its first store in Cupertino, California, marking its entry into the headquarters of Apple and launching a new limited drink called "iYerba" [1] - The company has seen significant growth in its overseas market, with the number of international stores exceeding 100 and a sixfold increase in the past year, particularly in the U.S. market where it grew from 2 to over 30 stores [1][3] Expansion and Market Presence - Heytea has entered eight overseas markets including Singapore, the UK, Canada, Australia, Malaysia, the U.S., South Korea, and Japan, covering 28 cities in total [3] - The classic product "Coconut Mango" has sold nearly 2.5 million cups overseas, with over 1 million cups sold in the U.S. alone [3] - Since 2025, over 10 popular products from China have been launched in international markets, with the "Refreshing Guava" series quickly gaining popularity after its release [3] Product Innovation and Collaborations - Heytea has developed over 20 original drinks tailored to local tastes and cultures, with products like "Matcha Coconut Blue" selling out upon launch in the U.S., UK, and Canada [3] - The company has engaged in collaborations with renowned artists and brands, hosting pop-up events and launching exclusive drinks like "California Sunset" [4] - Heytea has established multiple warehouses on both coasts of the U.S. and partnered with major suppliers like Sysco to ensure a steady supply of core ingredients [4] Digital Initiatives - In January 2025, Heytea launched its self-operated delivery service in the U.S., becoming the first new tea brand to implement such a system [4]