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2025 年，中国零售行业的全球化征程迈入纵深发展阶段。 这一年，从新茶饮到即时零售，从中式快餐到生活潮品，一批兼具本土根基与国际视野的中国品牌，以 多元路径敲开海外市场大门，书写出中国制造向中国品牌跨越的鲜活样本。 这一年，出海不再是头部品牌的专属探索，而是成为中腰部企业寻求增长突破的战略选择；目的地也从 传统的东南亚市场，拓展至欧美核心商圈、南美新兴蓝海与中东高潜力区域，形成全域覆盖的格局。 《零售圈》收录的10大出海事件，正是这股全球化浪潮中的典型缩影，展现了中国消费零售品牌在产品 力、供应链与品牌力上的综合进阶。 01 霸王茶姬北美首店落地洛杉矶月均GMV 达 80 万美元 当地时间2025年5月9日，霸王茶姬在美国的首家门店在洛杉矶Westfield Century City购物中心正式开 业。 这家门店位于洛杉矶人气商场，紧邻比佛利山庄和西洛杉矶等重要区域。开业期间，门店采取了邀请明 星站台、社交媒体预热等营销组合拳，成功在当地制造了消费热潮。霸王茶姬北美首店开业首周，这家 面积约30平方米的门店就取得了令人瞩目的业绩，日均出杯量突破1200杯。 门店设计延续了品牌一贯的风格，将中国风与现代元素相 ...

7.9元买雪王早餐套餐，2.5元吃茶颜悦色零食，5元喝喜茶气泡水，当消费者在茶饮店的点单界面，频繁刷到奶茶之外的选项时，一场关于增长的焦虑突围 战，已在新茶饮行业全面铺开。 当雪王开始卖早餐，"穷鬼"开始闹了。 5元的早餐奶，2.9元的袋装面包，这份不到8元的早餐套餐目前只在大连、西安、南宁、杭州四座城市做业务试点，第一批尝鲜的消费者已经开始吐槽毫 无性价比。 "这么说吧，雪王早餐在武汉肯定没市场，武汉人过早绝不会花7.9元买预制冷面包加勾兑早餐奶，热干面加蛋酒更香" "看着不贵，但细想一下这类预制的小面包和早餐奶根本没有街边的豆浆加包子吃着好" "雪王，喝奶茶可以选你，但早餐我另有选择" 其实单论价格，雪王的早餐套餐已经颇具诚意，想要和其他茶饮、咖饮类同行正面刚的心思也很明确。瑞幸咖啡、库迪咖啡、M Stand、奈雪的茶等品牌 都早已推出过早餐套餐，并且一度把价格打到9.9元起，雪王入局，仍然首先从价格上拉开了距离。 但相较于茶饮品类，早餐对于国人的重要性不言而喻，选择面也更广，所以对于雪王早餐套餐的审视自然也有更高的要求，这或许就是雪王早餐套餐推出 后没能收获好评的重要原因。 从喜茶的"百货化"试水，到奈 ...

Group 1 - Tea Yan Yue Se faced allegations of plagiarizing the album cover of Fang Datong's "Dreamer" for its snack packaging, leading to the product's removal and an apology for oversight in the creative review process [1] - Naixue's Tea launched a "Slim Green Bottle" that misled consumers into thinking it was a weight-loss drink, while the actual product has a calorie count comparable to a bowl of rice, raising concerns about potential false advertising [2] - Cha Bai Dao opened its first two stores in Singapore, offering 18 drink options with prices ranging from 2.5 to 6.9 Singapore dollars (approximately 14 to 38.6 RMB) [3] Group 2 - Hu Shang A Yi celebrated its 12th anniversary with new product launches and promotional activities, emphasizing the theme of "Eastern Her Power" through collaborations with various female representatives [4] - The brand has expanded significantly since its inception in 2013, now operating over 9,000 stores across more than 300 cities [4] - Hu Shang A Yi plans to continue leveraging tea as a medium for product development, brand building, and social responsibility, aiming to empower consumers, particularly women [5]

Group 1: Consumer Complaints and Issues - In May, the Black Cat Complaints platform reported that consumers frequently found foreign objects in snacks purchased from Tea Yan Yue Se, leading to unresolved complaints despite customer service inquiries [1] - The Black Cat Complaints platform received nearly 26.42 million effective complaints from consumers by the end of May 2025, with over 790,000 complaints recorded in May alone [1] Group 2: Business Operations and Partnerships - The "Jasmine Milk White Partner" mini-program was suspended due to allegations of fraud, impacting potential franchisees seeking information about joining the brand [2][4] - Nova Coffee has partnered with Zhongshang Lawson to enter convenience stores, launching its first batch of cooperative stores in Hefei, enhancing its market presence [8] Group 3: Market Performance and Growth - During the 2025 Lemon Season Festival, Lemon Season reported a total GMV exceeding 60 million, marking a 30.2% increase compared to the same period in 2024, with a significant rise in membership and Z-generation consumer engagement [6] - Lemon Season plans to expand its store footprint in Singapore and Australia, following successful openings in Malaysia and Cambodia [7] Group 4: Stock Market Developments - The Shenzhen Stock Exchange announced the inclusion of brands like Buluco, Guming, and Mixue Group in the Hong Kong Stock Connect list, allowing southbound funds to invest in these new consumer stocks [5] - Analysts suggest that while this is a short-term positive for stock prices, high valuations and upcoming lock-up expirations may pose challenges in the medium term [5]