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 international expansion of tea beverage companies, particularly Tea Baidao, is seen as a crucial strategy for growth, with a focus on cultural dissemination and brand establishment in overseas markets [2][3][7]. Group 1: International Expansion Strategy - As of June 2025, Tea Baidao plans to operate stores in eight countries and regions, including Hong Kong, Macau, Malaysia, Thailand, Spain, Australia, South Korea, and Singapore [2]. - The company emphasizes that internationalization must be built on mature capabilities across multiple dimensions, including brand, product, supply chain, and organizational structure [3][5]. - Tea Baidao adopts a "cross-border + local" strategy, sourcing fresh milk and fruits locally while relying on cross-border transport for packaging and core materials, leveraging cost advantages from its extensive domestic supply chain [3][4]. Group 2: Market Adaptation and Consumer Engagement - In South Korea, over 80% of Tea Baidao's customers are local, with a 45% repurchase rate, indicating strong acceptance of the brand [5]. - The company customizes its product offerings based on local consumer preferences, such as introducing Jasmine Coconut Latte and Mousse Black Tea Latte in Malaysia [6]. - Tea Baidao integrates local culture into its marketing, packaging, and store design to resonate with local consumers [5][6]. Group 3: Cultural Dissemination and Brand Image - The company aims to promote Eastern tea culture while establishing a new image for "New Chinese Tea Drinks" globally, driven by cultural confidence and the rise of domestic brands [7]. - The successful launch of its first European store in Barcelona featured localized products like Matcha Brown Sugar Pearl Milk Tea, which received positive feedback from local consumers [7].