界面新闻记者 | 卢奕贝

界面新闻编辑 | 牙韩翔

meiguoniuyueshidaiguangchangyongyuanxuanlideguanggaopaizhongbufazhongguopinpaideshenying，danzhongguochayinpinpailiangxiangyucihaishidiyici。

dangdishijian12yue8ri，xichaweiyuniuyuebailaohuidadaodemendianjiangzhengshiyingye——zheishiyanxiazhongguoxianzhichayinchuhaichaozhong，shougejinrumeiguoniuyuedeneidipinpai。weizaoshengshi，tahuizaijulidianpuyue300mideniuyueshidaiguangchangzhongchengjinrongdapingdachuguanggao，xichabiaozhixingdehecharenxiangbiaozhizaizheilixunhuanbofang。

xichaniuyuemendianbaochileyiguandejianyueshejifengge，yibaisediaodapeijinshuweizhu，mianjibuda，bushezuowei。chanpinfangmian，niuyuediancaidanmuqianyigongyou3dalei16kuanchanpin，fenbieweishuiguocha、niuruchajimingchaxilie。qijiagequjianzai3.99-7.49meiyuan/bei，yueherenminbi28.5-53.6yuan/bei，yudangditongleipinpaidebutea、laohutangdengxiangdang，shenzhilvediyumachi machide8.45meiyuan/bei。

2018nian，xichashoucichuhaizaixinjiapokaichu5jiamendian，shige5nian，xichazaijinnian3yuezhengshikaifanghaiwaijiameng，zhongqichuhai。zhijin，tayizaiyingguolundun、aodaliyamoerben、meiguoniuyue、malaixiyajilongpo、jianadabennabigekaishe1jiamendian。ciwai，jinqiyechuanchuxichahanguoshoudiankaishiweidangdexiaoxi。

muqian，xichashisuoyoubujuhaiwaifadaguojiadezhongguochayinpinpaizhong，zuikuaijinxingkuaquyutuodiandepinpai。

yuqitachayinpinpainaizhixiaofeipinpaixiangbi，xichazouleyitiaowanquanbutongdechuhaidaolu。

zaidiyuxuanzeshang，guoqudabufenchayinpinpaizaituozhanhaiwaibantudecelveshang，gengpianxiangyuxianzaixiaoquyushidianzaihuanmanpukai，shouxuandemudediduoweidongnanya。birujinqinaixuedechazhongqichuhaishouzhanbianshitaiguomangu。erconglundundaoaozhouzaidaoniuyue，taxuanzedejunshijingjifadadehaiwaishichang。

xichazaizheixiedifangdekaidiancelveyebutaiyiyang。

如奈雪的茶、霸王茶姬虽然首先进军东南亚，但通过在当地最好购物中心开设大店以建立品牌势能及提升在当地的影响力；名创优品在海外市场也是高举高打，它开设大型门店、进驻中高端购物中心，目标是打造“超级品牌”的形象。

danxichayanxiazaihaiwaikaishede，junshixiaoxingmendian，qizhongdaizheshishuideyiwei。

duiyuxichaeryan，tongguodangdijiamengshangzaizheixiefadachengshikaishemendian，huoxukeyinengbangzhuxichazaiduanshijianneishulichuyitaoguanyuyingduibutongguojishichangdefangfalun，jiweilaizaihaiwaishichangguimotuodiantigongcankao。bijingxichadedandianmoxingyijingpaotong，erchuhaideshouyaotiaozhanzezaiyugegeshichangdeheguixingyaoqiu。

例如名创优品在今年5月开出时代广场店，其美国公司国家总经理李林当时告诉界面新闻，xiangyaozaizheilikaidianxuyaodedaobaokuocitydeguanlifang、shangyedichandequanneiren，shenzhishixiaofang、jingchadengyixiliederenke。

jujiaodaocanyinxingye，kenengyitaishouyinshebeibeihoudouyouyitaoyangedeshenpiliucheng。liruweiyulundunxichadedabufenyuancailiaohezhinenghuashebeidoucongzhongguoyunsong，danzheiyeyaoqiujiamengshangduiyudangdifaguizhengceyouzugoudelejie，yijinenggouquebaozaiheguideqingkuangxiakaidianyunying。

shishishang，zhongguopinpaijinruruniuyuezheiyangdeshichangbingburongyi。

2018nianxichachuhaixinjiaposhi，caiyongdeshihaiwaizhiyingshengeng，erfeidailimoshi。weici，xichazaichuhaiqianqizuochulefeichangduodenuli。biruzaigongyinglianfangmian，xichayanfarenyuantiqianhualeshuyuedeshijianjinxingshichangdiaoyan、ceshi，zaidangdizhaodaoshihedeshuiguo、naizhipin；zaiyuangongpeixunshang，tiqian2geyuejianghaiwaizhenggetuanduidaidaoshenzhenzongbujinxingpeixun，congguangzhoudiaolelianggezishendianzhangchangzhuxinjiapoyinian。danzuizhongxinjiapomendianyejinxianyumuqiande5jia。

zaijiamengmoshixia，zaidangdiyongyoushenhouziyuanjileidedajiamengshang，keyibangzhuxichazaihaiwaishixiangaoxiaoluodi。ercongjinniantuozhanliugehaiwaishichang，bingqiedaduoweifadaguojiashichangdexiaolvlaikan，zhongduodajiamengshangbangzhuzheixiehuanjieshixianjiasuluodi。

erkaidianzhihou，xichaxuyaokuaisujileidejingyanshiruhejianggongyingliandatong。

muqian，xichaniuyuedianshoupichanpindecaidanjiegouyuguoneixiangbijianhualebushao。chuzhenzhunaichaxiliewai，xianguochazhongjinshiyongleputao、mangguo、xiyou、ningmengdengchangjianshuiguodechanpin。

zheiyeshixianzhichayinchuhaisuomianlindeyidawenti，tamennanyibaochiyuguoneixiangdangdechanpinjishangxinpinlv。

不仅是水果，一位业内人士曾告诉界面新闻，新茶饮的产品其实定制化程度非常高，“congxiannaidaoruzhenzhudengxiaoliaodouxuyaofanxiangdingzhi，dangdicaigoubingbuxianshi。”

xichasihuyezhengyindizhiyidijinxingshiying，xunzhaodangdicaigougengweifangbiandeshuiguojinxingcaidandiaozheng。

biruaodaliyamoerbendianhuishangxinshilingdeqiyiguochanpin，lundunjijilongpohuishangjiabaohansangshencaomeidechanpin。zainiuyue，qijingdianchanpinduorouputao，shenzhiyouguoneidexiaheiputaogaiweihongti，zheizhongqingkuangyechuxianzailundunmendian。

suirankeyizhaodaotihuan，danxicharengxubuduanwanshanqiquanpanyunyingjigongyinglianzhenghenengli。

zaihaiwaishichang，dabufennaichapinpairengtingliuzaishangyige“zhenzhunaicha”shidai，buyongruzhongguoshichangyiyangzaixiannai、shuiguodapei、shangxinpinlv、yingxiaolianmingdengfangmianjingzhengneijuan，buguodangdiyeyijingyouyuelaiyueduohouqizhixiuyongxian。liruzainiuyue，youhuarenchuangshiyu2018niandedebuteayeshizhudazhenshuiguo、zhennaidepinpai，yenengzuochuyuguoneipinpaiyiyangdeniuyouguonaixi、guihuaqingtidengkouwei，bingqieshejiaomeitishangpojuredu。

xichazainiuyuedengchengshinenggoukaichushoupimendianzhihou，ruhezaigongyinglianwendingdejichushangjinxingchuangxinzeshixiayijieduandetiaozhan。

除了菜单创新之外，喜茶或许可以和名创优品学习。名创优品很看重IP内容所能带来的跨国别穿透力，以及带动兴趣消费的能力。该品牌创始人叶国富曾表示，全球范围内，第一IP消费国是美国，第二是日本。若要成为一个全球化的公司，借力IPsuandeshangyigecongmingdesilu。

zaizheiyifangmian，xichayexiangdangyoujingzhengli。zaizhongguoshichang，tajihuyizhoudepinlvshangxiniplianmingchanpin，ruguojiangzheiyangdejingyanfuzhidaohaiwaishichang，yenenggoubangzhuxichaxiyinchuledangdihuarenzhiwaidekequn。