This document mainly focuses on the overseas expansion of Chinese tea beverage brands in 2025, covering multiple aspects:
Firstly, it mentions quite a few Chinese tea beverage brands going abroad, such as Mixue Bingcheng, Auntea Jenny, Nayuki Tea, Heytea, Chabaidao (chagee), Gong Cha, etc.
Secondly, it covers the situation in overseas markets, including tea beverage market data from Southeast Asian countries such as Singapore, the Philippines, and Vietnam, for example, growth rates in different regions, consumer-related data, etc.; it also divides tea beverage products into price ranges such as <$2, $2–5, >$5.
In terms of target consumers, the main groups are students, urban white-collar workers, people who value health and quality of life, especially women aged 20-30 and people aged 18-35, who account for a high proportion.
In addition, it includes strategies for brands going overseas, such as Mixue Bingcheng leveraging the Snow King IP image, many brands promoting on social media like Facebook and TikTok, and adjustments made to adapt to local markets (such as meeting Halal certification).
At the same time, it mentions some market trends, such as the popularity of categories like brown sugar milk tea and boba milk tea, the use of delivery platforms (such as deliveroo), and also covers aspects like the supply chain and digital operations of some brands, for example, Mixue Bingcheng's store scale and supply chain management, as well as the use of e-commerce platforms like Shopify.
