Coffee chain expansion overseas via loca Diagram

Strengths

• Mature high cost-performance product model
• Leading digital operation capabilities
• Centralized supply chain output forming cost advantages

Weaknesses

• High upfront investment for localized supply chain
• Overseas brand awareness yet to be established
• Shortage of cross-cultural operation talent

Opportunities

• Southeast Asian and Middle Eastern markets still in coffee consumption enlightenment stage
• Scarcity of overseas Chinese-style tea and coffee brands
• Digital membership system can replicate domestic success experience

Threats

• Solid market position of international giants such as Starbucks
• Local beverage culture differences and policy risks
• Exchange rate and cross-border supply chain fluctuations