In the vast global catering market, Chinese catering brands are gradually emerging and demonstrating strong competitiveness. Among them, BINGXUE, as the second largest overseas catering brand in China, has written its own brilliant chapter in the overseas market with its unique development strategy and unremitting efforts since going global.
BINGXUE's overseas journey can be described as a journey of great success. After going global, the brand quickly expanded its territory in the international market and successfully opened up markets in multiple countries in a short period of time. At present, its footprint has spread to 11 overseas countries including Malaysia, Indonesia, Vietnam, Myanmar, Cambodia, Singapore, Laos, the Philippines, Kazakhstan, the United States, and the Netherlands. In these countries, BINGXUE stores have sprung up like mushrooms after rain, attracting the attention of local consumers.
Every time BINGXUE enters a new country, it faces many challenges. Different countries have different dietary habits, cultural backgrounds, and market environments. But BINGXUE has successfully overcome these difficulties with its keen market insight and flexible market strategy. In Southeast Asia, the local climate is hot, and consumers have a strong demand for refreshing drinks. BINGXUE has launched a series of refreshing and delicious specialty drinks, such as fruit tea, ice cream, etc., which are deeply loved by local consumers. In European and American countries such as the United States and the Netherlands, BINGXUE focuses on integrating local cultural elements and innovating in store decoration and product design to better meet the aesthetic and consumption habits of local consumers.
BINGXUE's remarkable achievements in overseas markets are inseparable from its deep construction and optimization of the supply chain. As early as 2018, BINGXUE began to build its own supply chain with great foresight. The process of building a self built supply chain is not smooth sailing and requires a significant investment of manpower, material resources, and financial resources. But BINGXUE firmly believes in it, continuously increases investment, and gradually establishes a complete supply chain system.
At present, BINGXUE has achieved self-produced production of most of its raw materials. Control the quality of raw materials from the source to ensure that every drink uses high-quality and safe ingredients. BINGXUE has also done an excellent job in export qualifications, testing and certification. Most of them are completed through close collaboration between their own factories and R&D teams. This not only improves work efficiency, but also ensures the quality and safety of the product.
In order to better serve overseas markets, BINGXUE has established general warehouses and pre warehouses in each overseas country. As the center of material reserves and allocation, the general warehouse can centrally manage various raw materials and commodities. The front warehouse is closer to the store, able to quickly respond to the store's needs, shorten delivery time, and ensure the normal operation of the store. In some countries, BINGXUE has also established factories to achieve localized production. This not only reduces transportation costs, but also better adapts to the needs of the local market, adjusting the types and flavors of products in a timely manner.
BINGXUE's industrial park also plays an important role in the entire supply chain system. The efficient operation of the industrial park not only provides strong support for domestic stores, but also provides a solid guarantee for the development of overseas business. Through centralized production and distribution in industrial parks, economies of scale can be achieved, costs can be reduced, and product competitiveness can be improved.
The success of BINGXUE has provided valuable experience for Chinese catering brands to go global. It proves that with clear strategic planning, strong supply chain support, and a spirit of continuous innovation, Chinese catering brands are fully capable of achieving excellent results in the international market. I believe that in the future, BINGXUE will continue to expand in overseas markets, bringing delicious drinks and high-quality services to more consumers, and also driving more Chinese catering brands to go global.
