Core Insights - The article discusses the unique international expansion strategy of the Chinese tea brand, Chayan Yuesheng, which has launched a range of snacks and tea-related products in North America without offering its signature tea drinks [1][2]. Group 1: Market Entry Strategy - Chayan Yuesheng has opted for a "reverse overseas expansion" model, focusing on e-commerce rather than physical stores, which contrasts with competitors like Mixue Ice City and Heytea that are opening numerous overseas locations [1][2]. - The brand acknowledges the challenges of standardizing service and product quality in international markets, leading to its decision to avoid opening physical stores for now [1][2]. Group 2: Supply Chain Considerations - Significant differences in tea inspection systems between China and the U.S. pose challenges for Chayan Yuesheng, as some of its tea suppliers are not yet prepared for overseas operations [2]. - The brand's pragmatic approach helps it avoid the high costs associated with fresh tea drinks, which can be seven times higher in the U.S. compared to domestic prices [2]. Group 3: Product Pricing and Consumer Demand - Chayan Yuesheng's products, such as "Mochi Crispy Strips" and "Crystal Fragrance," are priced at a premium, with some items seeing price increases of up to 300% compared to domestic prices, yet they still attract significant consumer interest [3]. - The cultural value of these products, representing "Chinese flavors," contributes to their appeal among overseas consumers [3]. Group 4: Multi-Platform Strategy - The brand has launched its products across multiple platforms, including Shopify, Amazon, and TikTok Shop, to diversify its sales channels and reduce reliance on any single platform [4]. - This strategy allows for rapid validation of product-market fit through sales data [4]. Group 5: Asset-Light Model - Chayan Yuesheng's approach of prioritizing e-commerce over physical stores represents a new, asset-light model for international expansion in the beverage industry [5]. - This model allows the brand to minimize costs associated with logistics and local operations while still reaching international consumers [5]. Group 6: Data Utilization and Market Insights - The brand leverages consumer feedback and sales data from e-commerce platforms to gain insights into North American market preferences, which is more effective than traditional market research methods [6]. - The establishment of a self-owned R&D production base is set to enhance the standardization of its products, facilitating future overseas expansion [6]. Group 7: Cultural Integration - The brand's strategy includes fostering cultural recognition among North American consumers by integrating Chinese lifestyle elements into their product offerings [6]. - This approach aligns with successful global strategies seen in brands like Muji and K-beauty, focusing on selling cultural identity rather than just products [6].