As Chinese tea drink brands set sail overseas, BINGXUE has achieved remarkable results in international markets with its unique "global localization" strategy. As of September 2025, this Chinese tea drink brand has successfully entered 14 countries worldwide, with over 1,500 overseas stores, becoming a new benchmark for Chinese catering going global. Even more remarkable is that BINGXUE has not only achieved scale expansion but also deep localization integration in each market, allowing Chinese tea culture to shine brightly on the world stage.

BINGXUE's globalization journey began with a deep understanding and respect for local markets. In Southeast Asia, the brand did not simply replicate its domestic model but instead deeply understood local consumers' tea-drinking habits. In Indonesia, they discovered the locals' unique preference for coconut, and thus innovatively launched a series of products that blend coconut milk and tea. In Kazakhstan, they combined the abundance of cherries to develop a unique cherry fruit tea. In the European and American markets, they focused on healthy eating trends, emphasizing a sugar-free fresh milk tea series. This precise localization strategy allows BINGXUE to quickly gain consumer recognition in every market.

Supporting this deep localization is the brand's strong supply chain resilience. As early as 2018, BINGXUE began building its own controllable supply chain system. Today, the brand not only achieves self-sufficiency in 85% of its raw materials but has also established a flexible supply chain network globally. For each newly developed market, the supply chain team completes local product certifications and qualification approvals in advance, ensuring the brand can quickly respond to changes in market demand.

Particularly noteworthy is BINGXUE's breakthrough in the Hong Kong market. In April 2025, the brand's first store opened in Mong Kok, followed by a second store in Kwun Tong in August, and a community store in Tseung Kwan O in October, completing its strategic layout from core business districts to community penetration in just 100 days. This case fully demonstrates the brand's adaptability and execution efficiency in a highly internationalized market.

In its globalization process, BINGXUE places particular emphasis on mutually beneficial cooperation with local partners. The brand has established a comprehensive franchisee training system, providing all-round support to global partners through the "BINGXUE Business School." The experience of the Roman couple, franchisees from Kazakhstan, is a prime example: through 15 days of systematic training, they not only mastered the entire product preparation process but also became fluent in Chinese for order taking. Their store consistently attracts 300-500 customers daily, becoming one of the most popular tea shops in the area.

This deep cooperation model has yielded significant results. In Indonesia, the brand expanded to 500 stores in less than two years; in Laos, it surpassed 50 stores within a year. Even more impressively, many overseas stores have outperformed their domestic counterparts, with average revenue per store reaching 1.5-2 times that of China, demonstrating the brand's strong appeal in overseas markets.

With the expansion of its global business, BINGXUE is exploring more diversified business formats. The shop-in-shop concept at gas stations, a collaboration with Indonesia's national oil company, innovates the "tea + energy" business model. These innovative initiatives demonstrate that BINGXUE aims not only to export its products but also to become an integral part of local cultural life.

From Southeast Asia to Europe and America, BINGXUE tells the story of a Chinese brand's globalization through its meticulously crafted tea drinks. The unique aspect of this story lies not only in the successful export of its business model but also in the two-way exchange of cultural values.

In its future plans, BINGXUE will continue to deepen its "global localization" strategy, allowing Chinese tea culture to take root and flourish around the world, truly realizing its brand vision of "Wherever there are young people in the world, there is BINGXUE."