Tianlala's Overseas Journey: Anhui Beverage Brand Crosses Oceans

From Local Hit to Global Name: Tianlala's Rapid International Growth

Huang Manyi, the head of Tianlala's Southeast Asia expansion, is busy in the Philippines preparing for another new store opening.

On August 27th, Tianlala opened its 13th store in the Philippines, located in Cavite. "The trial opening is going better than expected, with daily sales already exceeding 500 cups per day," Huang said in a phone interview.

Starting in the small city of Bengbu, Anhui, Tianlala has taken its signature "Chinese sweet taste" global. Since opening its first overseas store in Indonesia on October 1, 2023, the brand has launched over 200 international stores in less than two years, expanding across Southeast Asia, Central Asia, and West Asia.

So, what is Tianlala's secret to going global? It's a strategy built on smart planning, local innovation, and a touch of Chinese culture.

Why Go Global? Seizing a New Opportunity

While the move seems fast, Tianlala has been planning its international expansion since 2018.

With over 8,000 stores in China, Tianlala is known as a "hidden giant" in smaller Chinese cities. To keep growing, the company looked overseas. "The international market offers much greater opportunities for growth," Huang explains. Today, many Chinese food and beverage brands are expanding globally to find new customers as the domestic market becomes more competitive.

Tianlala’s journey started in Jakarta, Indonesia, and quickly expanded. The brand now has over 130 signed stores in the country. Since then, it has opened stores in the Philippines, Cambodia, Uzbekistan, and Saudi Arabia. Huang added, "We have researched 72 countries and have successfully registered the Tianlala trademark in 52 of them."

A "Three-Year Plan" for Southeast Asia aims to establish a presence in every country in the region with a population of over 30 million.

Smart and Flexible: A "1+3" Partnership Model

To manage its global growth, Tianlala created a flexible "1+3" franchise model. This includes:

• 1 Global Foundation: A standard single-store franchise system.
• 3 Flexible Modules: Options for City-level agents, Country-level partners, and Capital collaborations to suit different market needs.

This model allows the brand to adapt quickly to different business environments and local regulations.

Taste The Difference: Winning Over Local Palates

Winning over foreign customers is the biggest challenge for any brand going overseas. For Tianlala, innovation is the key.

"We succeed by understanding and meeting local customer needs," says Huang.

For example, he noted that customers in Southeast Asia have a strong sweet tooth. "We worked with our R&D team to create milk teas with a sweeter, richer milky flavor. They have been a huge hit!"

The strategy is working. During a recent holiday, Tianlala opened 10 stores at once in North Sumatra, Indonesia. Some of these stores earned nearly RMB 30,000 in their first three days. The top-selling items? Signature drinks like Gentle Breeze Jasmine Fresh Milk Tea, Yogurt Ice Cream, and Oreo Sundaes.

The company also noticed the local love for coffee. It developed a new line of "coffee + fruit" drinks, which quickly became a bestseller, jumping from a top 20 rank to the top 6.

More Than a Drink: Sharing Chinese Culture

Beyond great taste, Tianlala uses its brand to share Chinese culture.

"Consumers in Southeast Asia love Chinese style," Huang says. The Gentle Breeze Jasmine Fresh Milk Tea, which features a Chinese ink wash painting on the cup, is a top-five-selling product.

"Young people love taking photos of the cup and airdropping them. They see Chinese art as fashionable and cool," he explained.

On August 3rd, Tianlala opened three new stores in the popular tourist destination of Bali, Indonesia, proving that its unique blend of taste and culture has a bright future on the world stage.