Company Profile: Naixue Tea is a direct chain brand mainly based on tea. 20 15, Naixue's first tea shop opened in Shenzhen, Guangdong. In 20 16, Naixue received an investment of over 100 million yuan from Tiantu Capital. In 20 17, Naixue began to expand nationwide, with more than 200 stores nationwide. 202 1, Naixue is listed on the Hong Kong Stock Exchange. In 2022, Naixue invested 525 million yuan in Lele Tea, becoming its largest shareholder.
Commercial license plate
★ In the first half of 2022, the company achieved an operating income of 2.045 billion yuan, down 3.8 1% year-on-year, and a net profit of-254 million yuan, up 9.4 12% year-on-year.
★ By product, the income of fresh tea is 65.438+0.472 billion yuan, that of baked products is 38.65438+0 billion yuan, and that of other products is 65.438+0.92 billion yuan.
★ The number of stores is divided by region. By the end of 2022, there were 373 stores in first-tier cities, 357 new first-tier cities, 242 second-tier cities and 96 other cities.
Product introduction
★ Milk Snow Tea is a direct chain milk tea brand, and the operation of the store is the core indicator of the company. By the end of 2022, Naixue Tea had 1068 stores in China. By the first half of 2022, the unit price of customers will be 36.7 yuan, the average daily order volume of each store will be 346.2 orders, and the number of registered members will be about 49 million. The number of active members who bought at least once in this quarter is about 7.2 million, and the repurchase rate of members is about 33.6%.
★ In all products, ready-made tea refers to all kinds of fruit tea, milk tea, cheese tea, coffee and so on. In the first half of 2022, the revenue was 65.438+0.472 billion yuan, down 7.26% year-on-year, accounting for 72% of the total revenue.
The second piece is baked goods, that is, bread and dessert. In the first half of 2022, the revenue was 476 million yuan, a year-on-year decrease of 18.8%, accounting for 19%.
★ Finally, there are other products, mainly retail business, including fruit tea, bubble water, tea gift boxes, snacks and so on. In the first half of 2022, the revenue was 65.438+92 billion yuan. Year-on-year growth 176%.
★ At present, most of the company's products and revenue are contributed by Naixue's main tea brand, and the sub-brand table cover is still in the development stage, accounting for 2.2% of the revenue.
business model
★ Naixue's tea can be listed and successfully listed, which is inseparable from a good business model.
★ On the product side, Naixue is different from the traditional milk tea shop, focusing on the dual product combination of tea and soft continental bags. More than 30 flavors of tea have been developed, and 10 kinds of soft-packed European package products have been developed. Most of the prices are set between 10 yuan and -30 yuan, realizing1+1> The effect of 2.
★ In terms of shops, Naixue was originally dominated by online celebrity shops of more than 200 square meters, and there were also many first-and second-tier cities. However, since 2022, all new stores are PRO stores with 100 square meters, with lower operating costs.
★ In terms of channels, the proportion of take-away orders increased from 34.3% in the first half of 2002/KLOC-0 to 44.6% in the first half of 2022. The self-decompression ratio of applets decreased from 37.9% to 35.5%. The increase in the proportion of third-party channels such as take-out will lead to higher channel fees and increase operating costs to some extent.
★ In terms of marketing, Naixue United with People's Daily and the glory of the king. , in order to improve its popularity.
Core executives
Zhao Lin: 1979 was born in Jingzhou, Hubei Province, and graduated from Urumqi Vocational University on 200 1. He is now the chairman and CEO of Naixue. 20 10 worked for Burger King Food Shenzhen Co., Ltd. From 20 1 1 to 20 16, he was the development manager of Maxim Food Shenzhen Co., Ltd. 20 14 Zhao Lin and Peng Xin co-founded Naixue. On 20/0/6, after leaving Maxim's, he joined Naixue Company in an all-round way, taking charge of the overall strategy and business direction.
Peng Xin: 1987 was born in Jingzhou, Hubei province, and received a bachelor's degree in business administration from Jiangxi University of Finance and Economics on October 20. He is currently the executive director and general manager of Naixue. 2065 438+00-2065 438+02 Deputy Secretary-General of Pearl Club of Kingdee Software China Co., Ltd., and founded Naixue Company with Zhao Lin on October 20. Responsible for the company's product research and development, quality control and overall marketing strategy. 202 1 Lead the company to go public in Hong Kong. In 2022, it ranked 3207th in Hurun's global rich list with 6.3 billion wealth.
Ownership structure: The ownership structure of the company is clear, and the actual controllers are co-founders Zhao Lin and Peng Xin, who are husband and wife. Shenzhen Tiantu Investment Management is an investment company, and ForthWsidomLimited is Naixue's equity incentive platform to motivate employees. PAGAC is also an investment company.
financial target
★ The company's revenue declined in the first half of 2022, mainly due to the epidemic situation.
★ The latest gross profit margin of the company is 68.3 1%, and the net interest rate is negative, mainly due to the income during the epidemic period, and the labor cost and rental cost account for a relatively high proportion.
★ The company expanded rapidly 202 1 year ago, with the debt ratio exceeding 100% and the latest debt ratio of 3 1.26%.
★ The company was affected by the epidemic in the first half of 2022, and its operating cash flow declined to some extent.
Environmental society and governance: green operation.
★ Energy management: strictly control the use time of disinfection cabinets and other equipment in the store, and choose energy-saving LED lights. In the central factory, fast induction doors and efficient exhaust fans are used to save energy. In 202 1 year * *, the annual electricity consumption was 8.439 million kwh, and the per capita electricity consumption was 790.8 kwh.
★ Water resources management: adopt water-saving equipment and recycle water to reduce water waste. 202 1 year total water consumption 179700 tons, per capita water consumption 16.84 tons.
★ Disposable materials: reduce the use of disposable products. Since 2020, the packaged cup holder has been replaced with "recycled pulp" and the straw has been replaced with a paper straw. Packaging bags, bread inner bags, snow-resistant tableware bags and other materials have all been changed to environmentally friendly materials. At the same time, the environmental protection straw made of PLA was added, and the use of PLA straw reached 90% in 202 1.
Create social value
★ Food: Control the quality of store food and take-away food. The central factory detected food microorganisms 1205 times throughout the year, and the qualified rate was 99.9%. Each store conducts production quality inspection and self-inspection once a month. In the supply chain, 98% of food and food suppliers who have direct contact with packaging materials were audited, and 9 of them were included in the elimination list.
★ Health: Pay attention to product diversification and nutrition collocation. Use high-quality tea instead of tea powder, fresh milk instead of creamer, fresh fruit instead of syrup, select low-sugar formula, and add new healthy ingredients such as 0 calories and bacteria explosion.
★ Public welfare: 202 1, which is the "Bee Warming Action" organized by Xuecha and the Organization Department of Futian District Committee, to send 1200 cups of tea to the courier brother, takeaway brother and online car driver who are fighting in the front line.
Staff management
★ Talent attraction: By the end of 20021,the total number of employees of Naixue Tea was 1067 1, and the proportion of female employees was 53.8%. The staff turnover rate is 82%.
★ Salary and benefits: annual leave, quarterly bonus, anniversary, high temperature subsidy and other benefits are provided. The social insurance coverage rate of employees is 100%, and the per capita paid annual leave of employees is 5 days.
★ Employee growth: create online and offline training courses for employees, with cumulative learning tasks of 3 12, employee coverage of 100%, cumulative learning hours of 3 1 1667, and per capita learning hours of 20.78.