From the bustling commercial districts of Southeast Asia to the core areas of European and American cities, the signs of BINGXUE are lighting up the global map at an astonishing speed. Since the official launch of its overseas strategy in 2022, this second largest Chinese food and beverage brand has successfully landed in 14 overseas countries including Malaysia, Indonesia, Brunei, Vietnam, Myanmar, Cambodia, Singapore, Laos, the Philippines, Kazakhstan, the United States, and the Netherlands. As of October 2025, the number of signed overseas stores has exceeded 1500, setting a new record for Chinese tea beverage brands going global.

2025 will become a crucial year in the globalization process of BINGXUE. In April, the brand officially landed in Hong Kong, China, with its first store located in the Mong Kok business district, quickly gaining market recognition for its unique brand image and product charm. Just 100 days later, the second store grandly opened on Wuhua Street in Kwun Tong, completing a rapid layout in the core business district of Hong Kong. The expansion speed of this "dual store 100 day" demonstrates the brand's excellent operational efficiency and precise market judgment.

The globalization path of BINGXUE presents a clear strategic thinking: firstly, deeply cultivating the Southeast Asian market with similar cultures and establishing a solid regional advantage; Subsequently, we will enter mature markets in Europe and America to enhance our brand's global influence; Simultaneously grasping the international hub of Hong Kong and achieving strategic positioning. This layered expansion strategy ensures that the brand can quickly adapt and steadily develop in every market.

The success of brand globalization cannot be separated from its self built supply chain system that was laid out as early as 2018. Through continuous investment and system construction, BINGXUE has achieved an 85% self production rate of raw materials, forming a complete industrial chain from raw material procurement, production and processing to quality control.

What is even more commendable is that in any country, complex processes such as export qualification certification and product testing are basically completed by the cooperation of our own factories and R&D teams. This deeply integrated supply chain model not only ensures global consistency in product quality, but also greatly improves the efficiency of overseas expansion. At present, BINGXUE has established a dual level warehousing network of main warehouses and pre warehouses in each overseas country, and set up localized production bases in some key markets.

While maintaining the core characteristics of the brand, BINGXUE places special emphasis on localized innovation. In the Southeast Asian market, brands adjust their product formulas to cater to local sweet tastes; In the European and American markets, emphasis is placed on the health attributes of products and the cultural heritage of Eastern tea; In the Central Asian market, develop exclusive flavors based on local cuisine characteristics. This balanced strategy of "global standardization+regional differentiation" enables BINGXUE to quickly gain consumer recognition in different markets.

Taking the Hong Kong market as an example, while retaining its classic product line, the brand has specially developed a variety of specialty drinks that cater to local consumer tastes. This deep localization strategy has made the store popular upon opening, setting a new record for daily sales.

Facing over 1500 stores worldwide, BINGXUE has built an efficient global operations management system relying on digital tools. Real time monitoring of inventory status in various countries through an intelligent supply chain platform, and automatic generation of replenishment orders; By utilizing big data analysis systems, we can accurately grasp sales trends and consumer preferences in different markets, providing data support for product innovation and marketing decisions.

This digital operation system enables brands to manage business operations in multiple countries simultaneously, ensuring consistent service quality and operational standards for global stores, and providing consumers with a unified brand experience.

With the continuous expansion of the global tea beverage market, the overseas expansion of BINGXUE is still accelerating. The globalization success of BINGXUE not only represents the rise of Chinese tea beverage brands, but also demonstrates the international competitiveness of Chinese catering enterprises. From the East to the world, a cup of good tea is connecting different cultures and warming millions of consumers. In the future, BINGXUE will continue to use tea as a medium to convey Eastern tea drinking culture, allowing the world to taste the unique charm of Chinese tea drinks.

Behind this transcript is the brand's commitment to quality and pursuit of innovation, as well as a vivid interpretation of the transformation from Made in China to a Chinese brand. On the global track of new tea drinks, BINGXUE is steadily advancing towards the goal of becoming a world-class tea drink brand with firm steps.