在国内新茶饮市场竞争日趋饱和的背景下，"出海"已成为行业寻求增量的核心方向。今年以来，蜜 雪冰城、喜茶、霸王茶姬等头部品牌纷纷加码海外布局，在持续深耕东南亚市场的同时，进一步向欧美 等成熟消费市场迈进。中式茶饮的全球化进程，正从早期"试水"阶段迈入"深度扎根"的新周期。 蜜雪冰城的最新动向，是行业出海提速的缩影。11月13日，蜜雪冰城合作中心发布公告，宣布"出 海全力加速"，上线海外加盟专属企业微信、开通专属加盟通道，并开放16个国家及区域的加盟权限， 全面推动全球化战略落地。 事实上，蜜雪冰城的海外布局始于2018年，目前已进入越南、印尼、柬埔寨等12个国家和地区。今 年4月，品牌首次进军中亚市场，在哈萨克斯坦阿拉木图开设的首店，首月营业额突破43万元，显示出 海外市场对其产品的高度认可。 本土化运营是蜜雪冰城立足海外的关键。"深入调研了解当地消费者的喜好是实现发展的关键。"蜜 雪冰城相关负责人在接受国际商报记者采访时表示，品牌在马来西亚推出巧克力冰淇淋、玫珑瓜冰淇 淋，在越南打造出爆款薄荷柠檬水，在泰国则为"雪王"IP添加皇冠与金银元素，以契合当地审美。此 外，供应链和团队的全球化同步推进：品牌已建立覆盖 ...

Core Insights - The new tea beverage brands are rapidly expanding their presence globally, with significant growth in Southeast Asia and North America [2][3] - Despite the challenges faced in overseas markets, brands like Bawang Chaji are showing impressive performance, with overseas GMV reaching 235 million yuan, a year-on-year increase of 77.4% [2] Expansion and Revenue Growth - In the first half of 2025, five major listed tea brands achieved a total revenue of 31.581 billion yuan, a year-on-year increase of 30.12% [5] - Heytea opened its first overseas LAB store in Times Square, New York, achieving over 3,500 cups sold on the first day and maintaining an average daily sales of over 2,000 cups [5][6] - Tea Baidao is also expanding, with its first North American store opening in New York and plans for further expansion in Southeast Asia [5][6] Market Challenges and Strategies - Brands are facing challenges in overseas markets, with some, like Mixue Ice City, optimizing existing stores in Indonesia and Vietnam due to operational difficulties [6] - The focus is on quality and long-term brand value rather than just the number of stores, as emphasized by Tea Baidao's strategy [6] Localization Efforts - New tea brands are adapting their products to local tastes, moving away from simply replicating domestic menus [8] - For instance, Heytea has introduced localized products like "California Sunset" and "Matcha Coconut Blue" in the U.S. market, achieving significant social media engagement [8][9] Supply Chain and Operational Efficiency - A robust and flexible supply chain is crucial for success in overseas markets, with brands like Heytea establishing systematic supply chains in Europe and North America [9] - Bawang Chaji has adopted a deep partnership model in Thailand to enhance supply chain efficiency and local market integration [9] Market Selection and Consumer Insights - The choice of market location is critical, with brands like Ningji focusing on areas with favorable climates and logistics, such as Los Angeles [12] - Understanding local consumer behavior and preferences is essential for successful market penetration [14] Future Directions - The new tea beverage industry is transitioning from rapid expansion to a focus on sustainable growth and quality [14] - The ultimate success will depend on how well brands can integrate into local cultures and consumer lifestyles [14]

Core Insights - The new tea beverage brands are rapidly expanding their presence globally, with significant growth in Southeast Asia and North America, as evidenced by the opening of numerous stores and partnerships with local giants [1][4][11] - Despite the impressive growth, these brands face substantial challenges in adapting to local markets, including supply chain stability and local talent acquisition [1][5][12] Group 1: Market Expansion - Bawang Chaji has opened its 200th store in Malaysia and formed a joint venture to deepen its presence in Southeast Asia [1] - Heytea has surpassed 100 overseas stores, increasing sixfold within a year, and has established a LAB store in New York with impressive sales [4][12] - Cha Bai Dao has opened its first North American store in New York and is actively expanding in Southeast Asia [4][5] Group 2: Financial Performance - In the first half of 2025, five major listed tea brands achieved a total revenue of 31.581 billion yuan, marking a year-on-year increase of 30.12% [2] Group 3: Localization Strategies - New tea brands are adapting their product offerings to local tastes, emphasizing the importance of local consumer preferences [7][8] - For instance, Heytea has launched products that blend local flavors with traditional tea elements, achieving significant social media engagement [7][8] Group 4: Supply Chain and Operational Challenges - The brands are focusing on building flexible supply chains to ensure product availability and compliance with local regulations [8][10] - Bawang Chaji has adopted a deep partnership model in Thailand to enhance operational efficiency and resource access [8][10] Group 5: Market Selection and Consumer Engagement - The choice of market locations is critical, with brands prioritizing areas with strong consumer demand and favorable logistics [10][11] - The brands are also rethinking their marketing strategies to align with local consumer behaviors, such as the preference for larger store formats in North America [10] Group 6: Future Outlook - The new tea beverage industry is transitioning from rapid expansion to a focus on sustainable growth and quality [12] - The success of these brands will depend on their ability to integrate into local cultures and consumer lifestyles [12]

Core Insights - The new tea beverage brands are rapidly expanding their presence globally, with significant growth in Southeast Asia and North America [1][2][3] - Despite the challenges of entering foreign markets, these brands are achieving impressive sales figures and establishing a foothold in various regions [1][2][3] Group 1: Market Expansion - New tea beverage brands are opening stores at an unprecedented rate, with Bawang Chaji set to open its 200th store in Malaysia and Heytea surpassing 100 overseas locations [1][2] - The combined revenue of five major listed tea brands reached 31.581 billion yuan in the first half of 2025, marking a year-on-year increase of 30.12% [2] - Heytea's first LAB store in New York sold over 3,500 cups on its opening day, with daily sales stabilizing above 2,000 cups [2] Group 2: Challenges in Overseas Markets - Founders emphasize the complexities of scaling operations in foreign markets, including supply chain stability and local talent acquisition [1][3] - Even leading brands like Mixue Ice City have had to optimize existing stores in Indonesia and Vietnam due to operational challenges [3] Group 3: Localization Strategies - Brands are adapting their menus to local tastes, with products like Heytea's "California Sunset" and Tea Baidao's customized offerings in Malaysia [5][6] - The importance of a flexible supply chain is highlighted, with companies establishing local sourcing to reduce reliance on cross-border logistics [6] Group 4: Market Selection and Positioning - The choice of market location is critical, with brands focusing on areas with high consumer potential, such as Los Angeles for its favorable climate and logistics [7][8] - The fragmented nature of the Southeast Asian market presents both opportunities and challenges for brands looking to expand [8] Group 5: Future Directions - The industry is moving towards a phase of deepening market penetration rather than rapid expansion, with a focus on quality and brand integration into local lifestyles [9][10] - The success of these brands will depend on their ability to innovate while maintaining their core identity, as well as understanding local consumer preferences [10]

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]