Group 1: Chinese Beverage Brands - Chinese beverage brands such as Bawang Chaji, Mixue Ice City, Nayuki, and Heytea are expanding internationally, leveraging a "culture + product" model to stand out in overseas markets [2] - Bawang Chaji's stores in Malaysia feature design elements like wooden furniture and ink wash wall decorations, creating a "Chinese aesthetic" ambiance [2] - The popularity of Chinese milk tea in Malaysia is attributed not only to taste but also to brand image, aesthetic representation, and cultural innovation [2] Group 2: Chinese Cultural Influence in Vietnam - Chinese historical dramas have gained significant popularity in Vietnam, with many young viewers actively discussing and engaging with the content [3] - Vietnamese youth are increasingly interested in Chinese culture, as evidenced by the formation of clubs dedicated to watching Chinese historical dramas [3] - The themes of loyalty, filial piety, and national sentiment in Chinese dramas resonate deeply with Vietnamese audiences [3] Group 3: Chinese Toy Brands - Chinese toy brand Pop Mart has opened 10 stores in major UK cities and plans to add 12 more by the end of 2026, indicating strong market expansion [4] - The brand Miniso has seen a significant increase in sales in the UK, with one blind box selling every three minutes, leading to a 63% sales growth over the past year [5] - Chinese toys are increasingly incorporating cultural elements, with brands like 52TOYS achieving success in Thailand through unique designs based on Chinese cultural symbols [5] Group 4: Market Trends and Consumer Engagement - The rise of Chinese trendy toys has created a fashion wave, appealing to emotional needs of consumers, which is a departure from traditional Chinese brands focused on electronics and automobiles [5] - The success of these brands in international markets highlights a new trend in cultural exchange and consumer engagement through innovative product offerings [5]

Core Insights - Heytea has opened a new store at Apple's headquarters in Cupertino, California, becoming the first new tea brand to enter the core area of Silicon Valley [2][3] - Over the past year, Heytea's overseas store count has increased more than sixfold, surpassing 100 stores globally, with its U.S. presence expanding from 2 to 30 stores [3][4] - Heytea's main product is priced at $7.99, with daily sales reaching several thousand cups [4] Group 1: Market Expansion - Many new tea brands are focusing on overseas markets, with Mixue Ice Cream and Tea leading the way, boasting over 4,800 stores primarily in Southeast Asia [8][9] - Other brands like Bawang Chaji are targeting high-end markets in Malaysia and Singapore, with 169 overseas stores [10][11] - Tea Baidao has entered seven countries, including South Korea and Australia, with 20 stores [15][16] Group 2: Strategic Approaches - Heytea adopts an "innovative experience + landmark location" strategy, focusing on core business districts and high-net-worth individuals, with single-store investments exceeding $1 million [20][21] - Mixue emphasizes extreme cost performance, rapidly expanding in Southeast Asia with a low-price strategy of $1-2 [21][22] - Bawang Chaji focuses on cultural storytelling and high-end positioning, with a price range of $5.95-$6.95 [24] Group 3: Supply Chain Development - Heytea is the first new tea brand to establish a systematic supply chain overseas, ensuring consistent product quality across global stores [29][34] - Mixue replicates its domestic supply chain model in Southeast Asia, with plans for local factories and logistics centers [35][38] - Bawang Chaji and Tea Baidao are still in the early stages of supply chain exploration, which may impact their competitiveness as market competition intensifies [42][43] Group 4: Competitive Landscape - The overseas expansion strategies of new tea brands are shaped by their brand positioning, resource advantages, and market assessments [44] - As more brands enter the overseas market, balancing localization, cost control, and brand building will be crucial for success [46][47]

文丨徐煜萌 编辑丨钱杨 《晚点 LatePost》获悉，霸王茶姬今年净利润预计超过 20 亿元。去年，这一数字是 8 亿多元。据一位接 近茶颜悦色的人士，茶颜悦色去年净利润超过 6 亿元，今年净利润略高于去年。据喜茶投资方，喜茶今年 净利润约 6 亿-8 亿元。 "茶饮最好的五年过去了。" 四年前，霸王茶姬将总部从昆明迁向成都，后逐步开放加盟。今年增长也主要来自门店扩张。霸王茶姬去年 底门店数为 3511 家，近日突破 6000 家，排进茶饮品牌前五。 仍坚持全部直营的茶颜悦色，门店数从去年底的 500 多家增加至现在的 710 家，目前在古风景点密集的南京 已有近 50 家。门店数量增长没有带来等比例的利润增长。 我们从业内了解到，喜茶今年二季度同店销售额下滑 30%。下滑一定程度受到疫情开放带来的高基数和前年 底开放加盟的影响。 多位市场人士估计，霸王茶姬今年同店下滑 30% 以上。在快速扩张带来的利润飙升之下，我们访谈的几位不 同城市加盟商说，他们的霸王茶姬门店销售额不及去年同期六成。 行业整体同店下滑是奶茶店加密和价格战等原因共同导致。 "2019 年到 2023 年很热闹，" 一位投行人士对我们说， ...