Can milk tea also be marketed? There is also a story behind it.
Many years ago, tea shops had blossomed everywhere, and it was not easy to stand out at that time. However, from 20 18, Naixue tea began to expand to Zhang Zhilu. In the same year, nearly 180 new stores were opened, entering foreign markets for the first time, with more than 8,000 employees. In 20 19, nearly 270 new stores were opened, and the profit rate of the same store reached 25.3%, which was almost the same as the profit rate of 24.9% in the previous year. Even in 2020, affected by the epidemic, more than 200 new stores were opened in Xuecha.
Why can a tea shop be listed? Attractive brand impression is one of the core factors of success. Founder Zhao Lin and Peng Xin met on blind date. Peng Xin, who had just graduated from college at that time, wanted to open his own shop. A friend introduced her to Zhao Lin, who is very experienced in the catering industry, and set up a blind date bureau. After some understanding, Zhao Lin said domineering: If you want to open a shop, there is only one way, and that is to be my girlfriend. Thus, there was milk snow tea, and the name "milk snow" was taken from Peng Xin's screen name. It is precisely because of this story that Naixue's tea has its own romantic color since its birth, which is not only loved by young people, but also favored by capital.
The milk tea market is going downhill, and the puffy Naixue continues its life by going public.
Maybe Naixue could make a lot of money when it went public a few years ago, but now the milk tea market is basically a red sea. It is easy to find more than a dozen tea shops in a slightly larger commercial complex, but the number of consumers has not increased significantly. But influenced by the concept that "no sugar is health", young people are gradually replacing milk tea with sugar-free drinks.
Although Naixue continues to expand and its revenue has hit record highs, revenue does not represent profit. The data shows that Naixue has been in a state of loss. From 20 18 to 2020, the net losses of Naixue tea were 66 million yuan, 39 million yuan and 202 million yuan respectively. Crazy expansion is basically the same as burning money. Anxious listing also shows that Naixue is in a state of extreme lack of money, and listing has become the last resort of "extending life".
Bold words against Starbucks? Naixue is still far from perfect.
The founder of Naixue is committed to building Starbucks in China. The ideal is to cultivate and stimulate Chinese people's tea drinking habits and make Naixue a high-end brand. Indeed, it can be opened from the strategy of opening a store. Basically, where there is Starbucks, there is Naixue. However, whether it is the exquisite decoration of the store, the skill of marketing planning, or the recognition of the brand by users, Naixue is far from comparable to Starbucks, and there are strong rivals like Xicha.
Just like the crazy expansion of Haidilao last year, puffy milk snow can only become more and more puffy by constantly opening stores. There are too many second-and third-tier stores, and many of them have closed down. The average cost of opening a store is as high as 6.5438+0.85 million yuan, and the annual plan to open a store is nearly 65.438+0 billion yuan. Great pressure forced Naixue to make a decision to go public, which also predicted its future struggle fate. Benchmarking Starbucks can only be a joke to deceive investors. Rethinking the future development strategy is the problem that puffiness Naixue should think calmly. A few days ago, Naixue tea, known as the "first share of new tea", was officially listed on the Hong Kong Stock Exchange, with an opening price of 18.86 Hong Kong dollars. The expansion speed of the brand in recent years is obvious to all. The sinking strength in second-and third-tier cities has surpassed that of rivals, so many people are still optimistic about Naixue. However, at the beginning of the opening, Naixue did not wait for its highlight moment, and once fell by more than 14%. At the close, Naixue Tea closed at HK$ 17. 12 per share, down by 13.54%, with a final market value of about HK$ 29.4 billion. Its founder tried to challenge Starbucks, but at that moment, Naixue's tea turned into "embarrassing tea".
Can milk tea also be marketed? There is also a story behind it.
Many years ago, tea shops had blossomed everywhere, and it was not easy to stand out at that time. However, from 20 18, Naixue tea began to expand to Zhang Zhilu. In the same year, nearly 180 new stores were opened, entering foreign markets for the first time, with more than 8,000 employees. In 20 19, nearly 270 new stores were opened, and the profit rate of the same store reached 25.3%, which was almost the same as the profit rate of 24.9% in the previous year. Even in 2020, affected by the epidemic, more than 200 new stores were opened in Xuecha.
Why can a tea shop be listed? Attractive brand impression is one of the core factors of success. Founder Zhao Lin and Peng Xin met on blind date. Peng Xin, who had just graduated from college at that time, wanted to open his own shop. A friend introduced her to Zhao Lin, who is very experienced in the catering industry, and set up a blind date bureau. After some understanding, Zhao Lin said domineering: If you want to open a shop, there is only one way, and that is to be my girlfriend. Thus, there was milk snow tea, and the name "milk snow" was taken from Peng Xin's screen name. It is precisely because of this story that Naixue's tea has its own romantic color since its birth, which is not only loved by young people, but also favored by capital.
The milk tea market is going downhill, and the puffy Naixue continues its life by going public.
Maybe Naixue could make a lot of money when it went public a few years ago, but now the milk tea market is basically a red sea. It is easy to find more than a dozen tea shops in a slightly larger commercial complex, but the number of consumers has not increased significantly. But influenced by the concept that "no sugar is health", young people are gradually replacing milk tea with sugar-free drinks.
Although Naixue continues to expand and its revenue has hit record highs, revenue does not represent profit. The data shows that Naixue has been in a state of loss. From 20 18 to 2020, the net losses of Naixue tea were 66 million yuan, 39 million yuan and 202 million yuan respectively. Crazy expansion is basically the same as burning money. Anxious listing also shows that Naixue is in a state of extreme lack of money, and listing has become the last resort of "extending life".
Bold words against Starbucks? Naixue is still far from perfect.
The founder of Naixue is committed to building Starbucks in China. The ideal is to cultivate and stimulate Chinese people's tea drinking habits and make Naixue a high-end brand. Indeed, it can be opened from the strategy of opening a store. Basically, where there is Starbucks, there is Naixue. However, whether it is the exquisite decoration of the store, the skill of marketing planning, or the recognition of the brand by users, Naixue is far from comparable to Starbucks, and there are strong rivals like Xicha.
Just like the crazy expansion of Haidilao last year, puffy milk snow can only become more and more puffy by constantly opening stores. There are too many second-and third-tier stores, many of which have closed down. The average cost of opening a store is as high as 6.5438+0.85 million yuan, and the annual plan to open a store is nearly 65.438+0 billion yuan. Great pressure forced Naixue to make a decision to go public, which also predicted its future struggle fate. Benchmarking Starbucks can only be a joke to deceive investors. Rethinking the future development strategy is the problem that puffiness Naixue should think calmly.