Bawang Tea Princess, a tea beverage brand characterized by “original leaf tea + fresh milk,” has achieved success in the domestic market with its unique positioning and innovative marketing. After this success, it has actively expanded into the overseas market, especially in the Southeast Asian region, where it has achieved remarkable results. This article analyzes its successful experience, including four aspects: product, price, channel, and marketing strategies.

Product Strategy: Bawang Tea Princess maintains a consistent product strategy in the overseas market as in the domestic market, focusing on the differentiated category of “original leaf tea + fresh milk.” At the same time, it innovates according to local market demand for localization, such as launching limited edition products like the Melon Honeydew. This strategy ensures the consistency of product quality while meeting the special needs of consumers.

Pricing Strategy: Bawang Tea Princess maintains a mid-to-low price positioning in the overseas market, attracting young consumers with affordable prices and enhancing competitiveness. For example, the price of the medium cup of Boya’s Broken String in Malaysia and Thailand is 18 yuan and 19 yuan respectively, close to the domestic price of 16 yuan.

Channel Strategy: Bawang Tea Princess uses the franchise model to expand the overseas market, quickly increasing the number of stores and increasing brand exposure, while reducing operational risks and obtaining stable franchise fees.

Marketing Strategy: Combining “national style + local trend,” Bawang Tea Princess sets up stores with national style characteristics in the overseas market, hires local celebrities as spokespersons, and carries out trendy co-branding activities to enhance consumer identification and improve brand awareness.

The key to Bawang Tea Princess’s success lies in a unified product system, a people-friendly price positioning, a rapidly expanding franchise model, and a marketing strategy that combines local trends. These strategies have not only helped it achieve success in the domestic market but also won widespread recognition in the overseas market. Looking forward to the future, Bawang Tea Princess can continue to optimize these strategies to consolidate and expand its global market influence.