Lumi Tea
Lumi Tea is a premium tea brand with mature offline operations and over 30 stores across Shanghai. As the brand embarked on international expansion with its first flagship store in New York, it faced a critical digital upgrade challenge. Its original digital ecosystem, ordering process and brand communication logic were fully tailored to Chinese consumer habits, which could not adapt to the consumption demands of the U.S. market. Nexoura collaborated with the brand to reshape the end-to-end digital experience, focusing on cross-border localization while inheriting the brand’s original premium tonality.
The brand’s overseas expansion was restricted by multiple localized experience pain points. The existing product and service system highly adapted to the domestic digital environment, with obvious differences in user habits covering ordering operations, payment methods and brand interaction. Simple language translation failed to meet in-depth cultural adaptation needs, resulting in disjointed brand expression for American users. In addition, the brand lacked a standardized and scalable design framework, which could not support long-term multi-region and multilingual global market expansion.
To help the brand complete its U.S. market launch smoothly, we delivered targeted cross-border digital localization solutions. We conducted in-depth user research and market analysis for American consumers to accurately capture localized experience demands. We completely redesigned the brand’s official website and mobile ordering experience, and comprehensively localized core links including membership mechanisms, payment processes and user communication modes. Meanwhile, we built a standardized multilingual and scalable design system to lay a unified foundation for subsequent global iteration and expansion.
The localized digital system fully empowers Lumi Tea’s overseas market layout. The optimized cross-border user experience eliminates cultural and operational barriers, greatly enhances local user trust and brand recognition, and accelerates the brand’s official launch and market landing in the United States. The reusable and scalable design framework not only solves the localized adaptation problems for the New York flagship store, but also provides a complete standardized system for the brand’s future global market expansion, realizing sustainable iteration of cross-border digital business.