It was exposed to 30% layoffs. Xicha responded that it was false information. On February 9, Xicha was exposed to mass layoffs, involving 30% employees and some departments were completely laid off. The new tea track, which was originally favored by the market, seems to be getting harder and harder to go. It was exposed to 30% layoffs, and Xicha responded that it was false information.
30% of employees were laid off, and Xicha responded:1February 9, Sina Finance reported that Xicha was implementing large-scale layoffs, and said that layoffs had begun years ago, and some will be laid off after the year, generally involving 30% of employees. It is also reported that the information security department of Xicha has laid off employees in an all-round way, while the store development department has laid off employees by 50%. The report also revealed that employees of Youxi Tea said that all employees had no year-end bonus or were "deferred".
However, the above news was quickly denied by Xicha.
"Related rumors are false information. There is no such thing as big layoffs in the company. A small number of personnel are adjusted to normal personnel adjustment and optimization based on year-end assessment. " On the same day, the relevant person in charge of Xicha told the Times Weekly reporter that the year-end bonus of employees has also been distributed to employees normally before the Spring Festival according to their performance.
At present, the topic of "Xicha will lay off 30% of its employees" has rushed to Weibo for hot search. "The craze has passed and young people are tired of sweetness." For a time, the rumors of layoffs in Xicha sparked heated discussions.
Fall into a storm of layoffs
The rumors of layoffs in Xicha are not groundless.
Sina Finance reported that at the end of 20021,the news of layoffs in Xicha had spread internally, and some departments silently laid off employees. The annual meeting became the last straw that overwhelmed the hopes of many employees.
"There is no food and little welfare. Everyone is forced to stay at 10 in the evening and attend 12 in the middle of the night. On the live screen of the annual meeting, news such as salary increase and year-end award are full of screens. " In the above report, employees of Youxi Tea revealed.
On the workplace communication platform, some tea-drinking employees anonymously confirmed and discussed the layoffs.
A person certified as an employee of Xicha revealed that the layoffs of Xicha are not rumors, but real layoffs. More than 50% employees in our department have been laid off, and some colleagues have just joined the company for a month.
Another employee of Xicha said that he had been employed for less than half a year and was rated as excellent at the end of the year. As a result, the company had to lay off a large number of employees on the grounds of poor performance, and the whole department laid off half. "I just joined the company soon, and my salary is not much. It is better to tell me earlier and quit. " The above employees said.
From the perspective of social platforms, the mentality of some employees has also changed. An anonymous tea-loving employee told the Times Weekly reporter, "It is true that most people want to get compensation for layoffs." Another anonymous tea-loving employee said on the pulse, "Everyone is scrambling to be laid off, and there are not enough places. Now I am' rotten' every day, for fear that others will not know that I am going to be laid off. "
A considerable number of employees of Xicha revealed on the Internet that not only layoffs and year-end bonuses are delayed, but also problems such as excessive overtime and infighting at the top of the company are consuming employees' enthusiasm.
Sina's financial report also revealed that some employees were forced to leave voluntarily. "The pressure was too great and I finally decided to change careers." Since 20021,there have been many food safety problems in Xicha, and the internal hygiene inspection of the company has become more and more strict.
Store expansion and investment spare no effort.
The news of layoffs broke out that Xicha was facing operational pressure, but before the Lunar New Year in 2022, Xicha had taken the lead in "retrograde" price reduction in the industry.
In 2022, tea brands such as Tea White Road, Diandian, Yihetang and Modern China Tea Shop all joined the price increase queue. Among them, the modern China tea shop, which was caught in the dispute of closing the shop and reducing salary, raised most products by 1 yuan.
At the same time that the prices of peers are constantly increasing, in June of this year, 5438+ 10, Xicha silently lowered the price of products, and reduced the price of some drinks and ingredients such as Zhi Zhi Mangmang, Chunqingyan and cheese by 3 ~ 5 yuan, which is called "normal adjustment action".
The price reduction of hi-tea has aroused the appreciation of the industry. Most analysts say that the quality and cost of raw materials can be controlled based on the advantages of Hickory's self-built supply chain.
After years of development, hi tea has grown into a new brand of head tea, both in scale and share. According to public information, as of June 65438+February 3, 20201,Xicha has opened 695 stores in 6 1 cities around the world, and the total number of employees worldwide exceeds 15000.
In July of 20021year, some media revealed that Xicha had completed the D round of financing of 500 million US dollars, with a valuation of 60 billion RMB. Xicha, which is favored by capital, has been spread to the upcoming IPO since its establishment. In August, 20021,it was reported by wired Insight that Xicha may choose to go public in Hong Kong in 2022, with a target valuation of150 billion Hong Kong dollars (equivalent to about120 billion yuan).
However, the development of Xi tea shop seems to be in a state of fatigue. According to the data of 9000 consulting, since July of 20021year, the efficiency of hi-tea and the average income of stores began to decline nationwide. In the two months of 202 1 and 10, the average income and sales efficiency of Xi tea shop decreased by 19% and 18% respectively compared with July. Compared with the same period in 2020, both decreased by more than 30%.
Xicha is still an investment shop that spares no effort. Since 20021,Xicha has successively opened stores in Beijing, Shanghai, Xi, Shenzhen and other cities focusing on the concept of space. From September to June, 2002 10, Xicha launched more than five new concept stores. Among them, Xicha launched the world's first handmade shop in Nantou Ancient City, Shenzhen, with three floors.
In addition, the investment layout of Xicha moves frequently. In 20021year, Xicha successively took shares and won about 5% ~ 15% of the shares of coffee brand seesaw, wild plant brand YePlant, Hetao peach and pre-mixed wine brand WAT. In June165438+1October of the same year, Yecuishan, a new fruit juice brand acquired by Xicha, completed its fifth investment in half a year.
After being exposed to 30% layoffs, Xicha responded: "Many people are looking forward to being laid off, at least they can get compensation of N+ 1."
On February 9, Xicha was exposed to mass layoffs, involving 30% employees and some departments were completely laid off.
Xicha responded by saying that all rumors are false information and there is no so-called big layoffs in the company. A small number of personnel are adjusted to normal personnel adjustment and optimization based on year-end assessment.
On February 8, the "first share of new tea" was a profit warning issued by Xuexue's tea. It is estimated that as of 200211February 3 1 day, the group's revenue will be about 4.28 billion-4.32 billion yuan, up over 40% year-on-year, and the adjusted net loss (not measured by international financial reporting standards) will be about 65,438+.
The' new tea ceremony', which was originally favored by the market, seems to be more and more difficult to do under the multiple pressures of epidemic situation, industry involution and frequent chaos.
Some market participants believe that 2022 will be the "big year" for the listing of new tea brands, and it will also be a year of more intense competition among brands below the waist.
Expose 30% annual bonus for layoffs 188 yuan.
On February 9th, according to Sina Finance, Xicha was laying off employees on a large scale. According to reports, it has been confirmed by many employees of Xicha that the overall layoffs involve 30% employees. Among them, the information security department has all laid off employees, and the store development department has laid off 50%; The laid-off trade union will receive normal compensation of N+ 1, or it can choose to transfer internally to other departments, such as technical posts to business posts.
In response to the news of layoffs, Xicha responded that the relevant rumors are false information and there is no so-called big layoffs in the company. A small number of personnel are adjusted to normal personnel adjustment and optimization based on year-end assessment. At the same time, the year-end bonus of employees has also been distributed to employees normally before the Spring Festival according to their performance.
However, on the social platform in the workplace, the topic of "love tea and layoffs" was once on the hot search list, and the discussion heat exceeded10.48 million.
Pulse APP hot search list/pulse
Employees of Yixi Tea Company said that all their business support departments were fired. Another internal employee said that his team was optimized by 30%, and the news that the year-end bonus was not sent was only conveyed orally by the team leader at first, and there was no formal document notice, but some employees still did not get the year-end bonus.
It is worth noting that the topic of "Happy Tea Year-end Award" in the previous two years has also caused discussion on the pulse. The programmer of Yixi Tea said that HR verbally promised 13- 15 salary and guaranteed 13 salary, but only 12 salary was written in the employment contract. In 2020, the programmer's year-end bonus is 0.8 months' salary, which is his "lowest year-end bonus after five years' work".
In addition, employees of Xicha said that in Xicha's 2022 global live broadcast conference, the highest amount of red packets in the live broadcast rooms opened in a limited time was 188 yuan, and the lowest was 8.8 yuan.
The news of large-scale layoffs and the delay of year-end bonus have caused problems such as excessive overtime, infighting in the company and chaotic management, and many employees are also negative.
Some employees even said that "many people are looking forward to being laid off, and at least they can get N+ 1 compensation".
Gather star capital or prepare for listing
Xicha was founded by the founder Nie Yunchen in Jiangmen City, Guangdong Province. 20 12 hi-tea originated from an alley named Jiangbianli, and a cup of original cheese tea opened a new era of tea drinking.
Official website shows that as of February 9, 2022, Xicha has 896 stores in more than 55 cities including Chinese mainland, China, Hongkong and Singapore.
For the reason of this large-scale layoffs, some employees think that the poor performance last year reduced the labor cost. According to the data of 9000 consulting, since July of 20021year, the efficiency of hi-tea and the average income of stores began to decline nationwide. Taking June data of 202 1 as an example, the average revenue and sales efficiency of stores decreased by 19% and 18% respectively compared with July. Compared with the same period last year, it decreased by 35% and 32%.
An industry insider close to the top of Xicha analyzed that the layoffs of Xicha may also be to prepare for the financial data before listing.
In 20021year, "the first share of new tea" was the tea of Xue. At the same time, Xicha completed the D round of financing of 500 million US dollars, and the post-investment valuation soared from 65.438+06 billion yuan in the previous round to 60 billion yuan.
However, Naixue's tea broke on the first day of listing, which became a lesson for tea lovers. Although Nie Yunchen, the founder, said that 20021has no listing plan, the market is still rumored to like tea in 2022 or seek listing in Hong Kong, with a valuation of about150 billion yuan.
According to the data, after the D round of financing, the valuation of Xicha set a new record for the financing valuation of the new tea market. The investor lineup is also very strong, including Sequoia, Tencent, Black Ant, Gaochun and Temasek. Xicha, which has completed five rounds of investment in five years, has gathered a lot of star capital in the consumption field.
Hi Tea Financing Flowchart/Panorama Network
Market growth slowed down and the head brand started VC.
Interestingly, Xicha, which is popular with capital, has also started VC. After completing the D round of financing, Xicha accelerated the pace of foreign investment.
In July, 20021,Xicha took a stake in the coffee brand seesaw, and then successively invested in YePlant, an oat milk supplier, WAT, Wang Ning, Taowei Tea and Juglans mandshurica, and Ye Cuishan, a brand of freshly squeezed juice. Recently, Tianyan Tea APP showed that Xicha also invested in Suge fresh tea.
It is reported that the founder Yun Nie Zhen personally invested in KUDDO COFFEE and The Raven Raven Coffee and other beverage brands.
According to "20021New Tea Research Report" issued by China Chain Store & Franchise Association, the income of new tea market in China will increase from 42.2 billion yuan to 8.31000 million yuan in 2065438-2020, and it is expected to reach142.8 billion yuan in 2023. However, in the next 2-3 years, the growth rate of new tea will slow down in stages and be adjusted to 10%- 15%.
The expansion speed of Xicha itself is also slowing down. According to the data of China catering industry database, the store growth rate of Xicha in 20 19 and 2020 was 139% and 78% respectively, but in 20021year, the store growth rate dropped to 26.3%.
Absorbing brands from different sub-tracks to make up for their own business gaps has also become a self-help way under the slowdown of market growth. In addition to tea, other head brands are also pondering the possibility of external expansion.
For example, in July, 20021year, Modern China Tea Shop announced that it would invest in the tea brand "Fruit Fruit" of local network celebrities in Changsha. On 202 1, 10, Mi Xue Bing Cheng invested in a tea shop called Huicha in Guangdong.
The share price of tea with a pre-loss of over 1 100 million Naixue is halved.
On February 8, the "first share of new tea" was a profit warning issued by Xuexue's tea. It is estimated that as of 200211February 3 1 day, the group's revenue will be about 4.28 billion-4.32 billion yuan, up over 40% year-on-year, and the adjusted net loss (not measured by international financial reporting standards) will be about 65,438+.
Naixue's tea has been plagued by losses. According to the prospectus, from 20 18 to 2020, Naixue's tea income was10.87 million yuan, 2.502 billion yuan and 3.057 billion yuan respectively, and the adjusted net profit was-56.6 million yuan,-10.70 million yuan and/kloc.
Naixue Tea Industry said in yesterday's announcement that in June 2022, 5438+ 10, the same-store income of tea shops maintained a recovery trend, and the COVID-19 epidemic in Chinese mainland was alleviated. Among them, Xi 'an's Naixue Tea Shop has completely resumed business. Naixue Tea believes that new products are generally welcomed by consumers and have a positive impact on the Group's operating performance.
On the other hand, as the "first share of new tea", the share price of Naixue's tea has halved in the past six months. As of the close of February 9th, the share price of Naixue Tea was reported at HK$ 7. 13 per share, which has dropped by more than 60% compared with the issue price.
Stock price trend chart of snow-resistant tea since its listing /Wind
In the past, tea with milk snow was exposed to food safety problems. Later, modern China tea shops "made trouble" and closed their stores on a large scale. Under the frequent chaos and multiple pressures, the new tea market, which is popular with capital, seems to be more and more difficult to do.
Some market participants believe that 2022 will be the "big year" for the listing of new tea brands, and it will also be a year of more intense competition among brands below the waist. When will Xicha be on the market? When will Naixue make a profit? How to straighten out the inside of the tea face? It will become a problem faced by new tea brands in 2022.
30% of employees were laid off, and Xicha responded: For false information 3, Xicha was exposed and will start to lay off employees, involving 30% of employees! Problems such as excessive overtime, delayed year-end bonus and infighting broke out in the company, which made employees extremely negative.
In addition to hi-tea, Naixue also suffered a stock price cut, with a pre-loss of over 100 million yuan after listing for half a year! What happened to the new tea?
Happy tea layoffs?
On February 9, according to Sina, Xicha was implementing layoffs. Confirmed with a number of Xicha employees, the main information includes: internal layoffs began years ago, and some will be laid off after the year, generally involving 30% of employees.
Some employees say that all employees have no year-end bonus, while others say "deferred payment". The information security department has all laid off employees, and the store development department has laid off 50% employees.
On the morning of February 9th, Xicha laid-off workers boarded a hot search in Weibo. At that time, netizens talked a lot.
"The expansion is too fast, and we have to return to normal levels."
"The venue is big, there will be a struggle. How high is the quality of officialdom, there are gangs and gangs, and the situation is business. "
"Crazy expansion, good and bad."
Xicha responded: The news is not true, and the year-end award has been issued.
According to Phoenix Net Technology, the person in charge of Youxi Tea told him that the above rumors were false information and the company did not lay off employees. A small number of personnel were adjusted to normal personnel adjustment and optimization based on year-end assessment years ago. Xicha also said that the year-end bonus of employees has also been normally distributed to employees before the Spring Festival according to their performance.
According to previous reports, a number of Xicha employees revealed that Xicha had already laid off employees years ago, and will continue to lay off employees after the year, involving 30% of employees. Some employees also said that all employees have no year-end bonus, the Information Security Department has all laid off employees, and the store development department has laid off 50% employees.
According to the official response, this information is not accurate. However, netizens are not satisfied with this response, thinking that tea is "ambiguous" and there is no "explanation". Perhaps, hi tea can give a more detailed statement.
The enterprise search APP shows that Xicha is a franchise chain with white-collar workers and young people as the mainstream consumer groups, mainly engaged in leisure and drinks. Its affiliated company, Shenzhen Meixixi Catering Management Co., Ltd., was established on 20 16, with the legal representative Nie Yunchen and the registered capital of100000 yuan. Its business scope includes manufacturing and selling hot and cold drinks, snacks, desserts and cakes. The retail of books, newspapers and periodicals is controlled by Xicha (Shenzhen) Enterprise Management Co., Ltd. 100%.
According to enterprise survey information, Xicha has carried out five rounds of financing, with investors including Meituan Dragon Ball, Tencent Investment and Sequoia Fund. The company holds 34 enterprises covering Guangdong, Shandong, Zhejiang, Hubei and Shanghai.
Xicha was exposed to gangs among senior executives.
According to Sina Finance, at the end of 20021,the news of sudden layoffs of Xicha spread within the company, and some departments have quietly laid off employees. In terms of pulse, relevant discussions have begun, and the internal colleague circle has also confirmed this matter.
At present, most employees who like to drink tea are in a wait-and-see state. This large-scale layoffs have caused problems such as excessive overtime, delayed year-end awards and infighting in the company, which has made employees extremely negative.
"Many people are looking forward to being laid off, at least they can get N+ 1 compensation, and the old employees have no hope," said an old employee who likes tea. "Are scrambling to be laid off, the quota is not enough. Now I suck every day, afraid that others will not know that I am going to be laid off. " The anonymous reply of an employee who loves tea also confirms the employee's "lying flat" mentality.
Another employee of Xicha revealed that the three-month year-end bonus promised to join the company has been cancelled, questioning the credibility of Xicha Company.
In fact, like many young new consumer companies, Xicha has also been exposed by employees to problems such as chaotic internal management, obvious infighting and unclear system.
Shen Mingzhe (pseudonym), who has left his post, is an old employee of Xicha. He dare not disclose his actual length of service publicly, for fear of being held accountable by the supervisor.
According to him, "the layoffs are partly the result of struggle. Xicha's senior management team rarely waits for two years, usually leaves after more than one year, and some are fired after half a year. It is very obvious that there is a clique among executives. Before the executives were Tencent's, the internal teams were replaced by Tencent's people; Before that, they were all people from Vipshop. "
If employees belong to senior management, they will get good performance evaluation even if they fish. This kind of internal management is too much for many employees, so there is a great turnover of people inside Xicha, and few people have worked for two years.
Pre-loss is over 100 million!
The share price of Naixue Tea, which has been listed for more than half a year, has been halved.
On February 8, a new tea-making enterprise, Naixue Tea (02 150. HK), issue a profit warning. It is estimated that by the end of 20021,12, 3 1, the group's revenue will be about 4.28 billion yuan to 4.32 billion yuan, up over 40% year-on-year, and the adjusted net loss (non-international).
In the second half of last year, the epidemic situation in Chinese mainland was repeated, and many government departments strengthened public health control measures. As a result, a considerable number of milk tea shops in Naixue have been affected, and the shops have suspended their business, reduced their business hours or switched to the business model of "only delivering without mentioning themselves".
According to the announcement, the same-store income of Naixue Tea Store maintained a recovery trend from June 5438 to October 2022/KLOC-0. The company attributed it to "the COVID-19 epidemic in Chinese mainland has eased", and Xi 'an Naixue Tea Store has fully resumed business. In addition, Naixue Tea believes that new products are generally welcomed by consumers and have a positive impact on the business performance of the Group.
On June 30th last year, Naixue's tea was officially listed on the Hong Kong Stock Exchange, becoming the "first share of new tea". According to the prospectus, from 20 18 to 2020, Naixue's tea income was10.87 million yuan, 2.502 billion yuan and 3.057 billion yuan respectively, and the adjusted net profit was-56.6 million yuan,-10.70 million yuan and/kloc.
The once optimistic new tea market was hit by the epidemic and was badly hurt. Statistics show that in 2002 1 year, only 18.8% of tea shops in China survived1year, and nearly 80% of new brand tea shops closed down. As the "first share of new tea", as of the close of February 8, Naixue Tea's share price was reported at HK$ 7. 10 per share, which has fallen by more than 60% compared with the issue price.
The epidemic situation affects quality and safety issues frequently, and many new tea brands have had a hard time in the past two years. Earlier, the modern China tea shop also began to expose the news of salary reduction. Naixue's tea, on the other hand, turned its attention to digitalization, hoping to become a new breakthrough in the new tea industry.
According to Peng Xin, the founder of Naixue Tea, since the beginning of 2020, Naixue has implemented digital tactics in stages, and accelerated online and offline integration through online channels such as small program ordering, third-party take-out platform, WeChat Mall, live broadcast and Tmall flagship store, thus alleviating the operating pressure of the store to some extent. According to the company's financial report, in the first half of 20021,Naixue online tea revenue accounted for 72.2%.
At the same time, Naixue Tea has been developing its own digital operation system and automation equipment since 20 18, hoping to optimize the standard process of tea making, realize the automatic ordering and replenishment of raw materials and the automatic scheduling of employees. According to the previous announcement, the automatic tea-making equipment developed by Naixue has been put into trial use in some stores at the end of last year, and it is expected to be officially applied in the milk tea shops in Naixue nationwide before the end of the third quarter of this year. Naixue predicts that the investment of automation equipment and measures will reduce the group's labor cost and reduce the rigidity of labor cost.