From the bustling night markets of Southeast Asia to the vibrant shopping malls of North America, a tea drink brand originating from China is quietly connecting palates around the world with its unique warmth and flavor. Since officially embarking on its global journey in 2022, BINGXUE has left its mark on 14 countries and regions, including Malaysia, Indonesia, the United States, Canada, and Hong Kong. As of October 2024, its number of overseas signed stores exceeded 1,500. This not only reflects its scale but also signifies that, as the second largest Chinese catering brand to go global, it has successfully explored a systematic globalization path. This global journey of a cup of tea tells a story far beyond the migration of flavors; it is a business story about in-depth development, precise adaptation, and long-termism.

Global ambitions must be built on a solid foundation. For new-style tea drinks, the biggest challenge lies in ensuring that a beverage's core freshness, stability, and high cost-effectiveness remain undiminished after crossing different continents. BINGXUE 's answer is: to take control of its own destiny. As early as 2018, the brand proactively launched its core strategy of building its own supply chain. Through continuous heavy investment, it established a complete proprietary system from tea raw material processing and core ingredient R&D to standardized production. Today, over 85% of its raw materials are self-produced, and even the most complex export qualifications and food safety certifications in various countries are mainly completed through efficient collaboration between internal factories and R&D teams. This means that a highly controllable and standardized quality lifeline has been formed from the R&D department at its China headquarters to the production counters in overseas stores, forming the most fundamental ballast for its global expansion.

However, having an excellent central kitchen is only the first step. To efficiently deliver this standardized flavor to a globally distributed store network, a matching global logistics neural network needs to be built. To this end,BINGXUE has undertaken solid infrastructure construction in every market it enters: establishing a central warehouse to ensure stable regional supply, setting up city forward warehouses to achieve agile last-mile delivery response, and further investing in the construction of local factories in some key countries to achieve flexible combinations of core ingredient packages and local fresh ingredients. This comprehensive model, integrating a global core supply chain, regional warehousing hubs, and localized adaptations, acts like a sophisticated circulatory system. It ensures brand consistency while significantly improving logistics efficiency and reducing operational losses, allowing its value proposition of "delicious yet affordable" to truly take root in overseas markets and strongly supporting its high-quality expansion across 14 countries.

True globalization is not a one-way export, but a two-way integration.BINGXUE understands that for a brand to take root and thrive in foreign lands, it must transcend the product itself and become part of the local culture and lifestyle. Therefore, its globalization process is accompanied by deep localized innovation. This is not merely about subtle flavor adjustments—such as launching a more refreshing fruit tea series in tropical regions and emphasizing a zero-trans-fat health concept in the North American market—but rather a comprehensive cultural integration. From incorporating local aesthetic elements into store design to marketing activities closely aligned with local festivals and social trends, and collaborations with well-known regional IPs,BINGXUE strives to position itself as a global brand and a local friend. This respect for differences and proactive integration has enabled it to quickly overcome cultural barriers and win the recognition and affection of local consumers.

From a single tea leaf in the East to a trendy beverage worldwide,BINGXUE's global journey provides a valuable model for the globalization of Chinese consumer brands. It proves that successful overseas expansion is not simply a matter of copying a model, but a systematic project requiring robust support from a self-built supply chain, deep localization of infrastructure, and the flexible integration of brand culture. Each of these more than 1,500 overseas stores serves as a node connecting Chinese manufacturing with global consumption, telling a modern business story about quality, efficiency, and respect. Looking ahead, as this system continues to mature and evolve,BINGXUE's global journey will undoubtedly win a broader world stage for Chinese new-style tea drinks.