Neixue's tea to create "tea + soft pouches" new category model, tea as raw materials, tea drinks as the "protagonist", unlike other bakeries "supporting role" positioning, Neixue's tea as the "main character", the "supporting role" is different from other bakeries. "Positioning, Nexus will tea, bread to do 1 +1>2 effect.
Brand concept
Neshe wants to create a lifestyle. Between the product and nature then always consider yourself as a participant, with tea, fruits and vegetables, etc. to present a beautiful life experience.
Brand Positioning
Neixue's tea promotes two kinds of goodness, a cup of good tea and a mouthful of soft omelet. Nethersole's main customer group is between 20-35 years old, of which 70% are women, hoping to bring a wonderful enjoyment for young white-collar women in the city.
Brand Vision
Tea has 5,000 years of cultural deposits in China, and Naixue hopes to bring good tea to everyone through a simple way that meets the modern life, and to become a promoter of Chinese tea to the world.
Brand Story
The origin of "Naixue's Tea": Because Peng Xin's Internet name is "Naixue". Peng Xin from their own experience, with their own hand grip size prototyping, after eighteen times of molding, designed to meet the women's slim and easy to grip the sense of "Nai Xue Cup". Even the stopper of the cup is subdivided into a heart stopper for girls and a sun pattern for boys. A groove in the lid has been specially tested to prevent lipstick from sticking to the cup.
Branded products
Tea
Neixue has launched different product series, there are overbearing fresh fruit tea, cheese milk cover tea, freshly brewed tea, cold brew tea, freshly brewed high-end tea, etc., in addition to the seasonal fruits will be used every month to launch new products in a limited period of time, and the corresponding products will be taken off the market when the fruits are out of season.
Buns
Neixue's tea chooses "soft buns", after a long time of fermentation and waiting, so that the bread is fully cooked to emit the aroma of wheat, and then add nuts, dried fruits and a variety of grains.
Tea Gift Box
In 2018, Nachee will focus on the development of new retail. We will gather teas from all over the world, select every tea leaf for combination, match with innovative tea cups, and design the outer packaging to make tea gift boxes according to different holiday styles.
Cake
Neshe Cake uses New Zealand natural buttercream
Spatial Characteristics
Neshe's tea takes the timeline of the four seasons as the main line, and conveys four spatial concepts and styles through the four figurative carriers of "Mirror, Flower, Snow, and Moon", which are: "Spring-Mirror", "Summer-Flower", "Autumn-Moon", and "Winter-Snow". The spatial design concepts condense the oriental culture, and at the same time, echo the core of the product "Chinese tea".
Trademark services
Advertising design; advertising planning; advertising; personnel management consulting; business organization consulting; business research; business management of franchises; outdoor advertising; restaurant business management; marketing for others
Disputed events
November 29, 2018, Naixue No Tea's founder, Pang Xin, said that she wanted to launch a new vehicle. said that he had wanted to put on a new Cheerios tea drink but it didn't work out, and said that Cheerios tea drink was nothing more than ordinary fruit juice. And the Chelsea tea drink is exactly Naixue once products, and will soon return to the market:
Peng Xin wrote in a circle of friends: new tea industry has just started, the need for more product thinking and creativity, plagiarism is the easiest, but continuous innovation and have their own clear positioning, is the brand's long-term way, and also we should work together to bring to the industry.
Hi Tea founder Nie Yunchen replied directly: if so we can put all the world's fruit or materials are put together first out, and then accuse the future are "copying" themselves, if only so that innovation is really simple and childish.