Core Insights - Beneunder, a brand under Shenzhen Jianzi Technology Co., Ltd., opened its first store in Thailand on June 5, 2023, at the CentralWorld shopping center in Bangkok, generating significant consumer interest and trending on social media [1] - The brand, established in 2013, began its international expansion in late 2023 with its first overseas store in Singapore, followed by further openings in Southeast Asia [1] - The opening in Thailand marks a crucial step in Beneunder's overseas journey, aiming to set a benchmark for Chinese brands in the Southeast Asian market [1] Company Expansion - Beneunder plans to exceed 1,000 stores in the domestic market by the end of 2023 [2] - The brand has already established a presence in several Southeast Asian countries, including Singapore, Laos, Thailand, Indonesia, Vietnam, Cambodia, and the Philippines [2] - Future expansion plans include targeting broader markets in Europe, the Middle East, and beyond after completing its Southeast Asian layout [2] Market Positioning - The choice of CentralWorld, the second-largest shopping center in Asia, for the Thai store is strategic, aiming to attract a large number of tourists and local consumers [1] - The brand emphasizes the advantages of Chinese manufacturing, including a complete industrial chain, efficient production capabilities, and strict quality control, which provide a solid quality assurance for its products [1]