As China’s second-largest catering brand expanding overseas, BINGXUE has been steadily exploring the global market since launching its international strategy in 2022. In just three years, the brand has successfully entered 14 countries and regions across Asia, Europe, and the Americas, including key markets such as Indonesia, Malaysia, Vietnam, Cambodia, Singapore, Myanmar, Laos, Kazakhstan, the Philippines, the United States, the Netherlands, Brunei, and Canada. This fully demonstrates the strong vitality and competitiveness of Chinese new-style tea beverage brands.

As of October 2025, the number of BINGXUE’s signed overseas stores has exceeded 1,500, a figure that highlights the brand’s wide recognition in overseas markets. Notably, the brand achieved a major breakthrough in its Hong Kong market layout in 2025: its first store in Mong Kok opened in April and received an enthusiastic market response, setting a new daily sales record; in August, it followed up by opening a second store on Matheson Street in Kwun Tong. It only took 100 days to complete the strategic layout in core business districts, and this efficient expansion speed is regarded as a model in the industry.

The key to the brand’s global success lies in its forward-looking supply chain layout. As early as 2018, BINGXUE launched its self-built supply chain plan. After seven years of continuous investment and improvement, it has now built an industry-leading supply chain system. Currently, the brand has achieved around 80% self-production rate of raw materials, forming a complete industrial chain closed loop from tea planting and raw material processing to product R&D and quality inspection. In each overseas country where it operates, BINGXUE has established a logistics network consisting of main warehouses and forward warehouses, and set up localized production bases in key markets to ensure the freshness of products and supply efficiency.

What is more noteworthy is that BINGXUE has established a professional international quality control team, and all export qualifications and testing certifications for raw materials are handled by its own factories and R&D teams. This vertically integrated model not only ensures the stability of product quality but also significantly improves the efficiency of cross-border operations. Statistics show that this self-built supply chain model has reduced the brand’s product quality complaint rate to less than 30% of the industry average, while customer satisfaction has remained consistently high at over 95%.

BINGXUE’s successful experience in the Hong Kong market is particularly commendable. Tailoring to the preferences of Hong Kong consumers, the brand has specially developed a number of featured products that integrate local flavors, while maintaining the standardized output of its core products. After the Kwun Tong store opened, the brand quickly ranked among the top in sales of tea beverages on local food delivery platforms, with stable daily sales of over 800 cups on workdays and over 1,500 cups on weekends. This performance fully proves the success of the brand’s localization strategy.

With the expansion of its global store network, BINGXUE has also established an intelligent global management system. By analyzing sales data from various markets through big data, the headquarters can promptly adjust product strategies and supply chain configurations, ensuring that each regional market receives the most suitable product portfolio and sufficient raw material supply. This refined operation and management enable the brand to maintain stable service quality while achieving rapid expansion.

Looking ahead, BINGXUE will continue to deepen its supply chain strategy of "global procurement, local production, and regional distribution," and plans to expand its overseas market scale to 2,000 stores in the near future. The brand will focus on exploring more markets, while continuously optimizing the store density and service quality in existing markets. Through its continuously improved supply chain system and ongoing product innovation, BINGXUE is steadily moving toward its goal of becoming a leading global tea beverage brand.

BINGXUE’s journey of going global is not only a successful example of the internationalization of Chinese brands but also a typical representative of the global operation of Chinese brands. Its development model centered on a self-built supply chain provides valuable experience for the industry and demonstrates the competitiveness and innovation of Chinese brands in the international market.