On February 1 1 New Year's Eve, domestic tea brand Naixue submitted a prospectus, with JPMorgan Chase, CMB International and Huatai International as sponsors. Prior to this, Naixue's tea has completed five rounds of financing. It is worth mentioning that Naixue's tea has been losing money for a long time. The data shows that under the non-international financial reporting standards of 20 18 and 20 19, the net loss of Naixue's tea is 56.58 million yuan and117.35 million yuan respectively. Although Naixue tea achieved an adjusted net profit of 4.484 million yuan in the first nine months of 2020, the overall net profit rate was only 0.2%.
Fresh tea is one of the hottest outlets in the industry under the background of consumption upgrading. For tea brands, the number of stores is an important indicator. Relevant statistics show that there are more than 500,000 tea shops in China, and the compound growth rate of the industry exceeds 30%. Before the birth of new tea, the price band of drinks in the market was mainly limited to a cup of milk tea above 10 yuan, or a cup of Starbucks coffee above 30 yuan, and the price band of drinks above 20 yuan was still blank, so tea that likes snow and Lele tea came into being and was deeply loved by young consumers.
The new track and fresh air outlet have also attracted the attention of capital. Since 20 16, a large amount of capital has poured into this sub-industry.
Compared with freshly ground coffee, fresh tea has complicated operation process, and the supply chain is not intelligent enough, which will consume a lot of manpower. In fact, the big store model pursued by new tea has depressed the profit space of enterprises because of heavy asset operation. The high cost of manpower and rent also limits the expansion of milk tea. When Mi Xue Ice City broke through 10000 stores, tea lovers were still wandering in four or five hundred stores. Relevant statistics show that the annual income of a tea shop is 6.5438+million yuan, and the net interest rate is about 654.38+00%. From the perspective of profitability, the net profit of high-end tea brands is about 10%, while the net profit of Mixue Ice City can reach 13%.
At the beginning, for consumers, Luckin Coffee was defined as "domestic Swiss light, Nasdaq mudslide, American leek harvester, domestic light, lucky coffee". Ruixing adheres to the idea that "good coffee is actually not expensive", conveys the idea that everyone can afford to drink good coffee, and captures the psychology of consumers through crazy discounts and quality, thus winning the favor of many consumers. Unfortunately, however, coffee is bitter, fake and financial fraud. ...
Once upon a time, Tuniu was also the first echelon player in OTA field with Ctrip, Qunar and Tongcheng. However, in just a few years, the gap between Tuniu and other platforms is growing. With the increasingly fierce competition in the Internet industry, giants have seized the opportunities, such as Ctrip, Ali's Flying Pig, Meituan, etc ... Under such circumstances, Tuniu, which is weak in growth and in trouble, has lost its way in the future.
In today's era, it is correct for Internet companies to try to develop online and offline marketing models. However, when there is no strong traffic and market share as consolidation on the one hand and no strong support on the other, blindly pursuing development speed will only be counterproductive, but it will present a lose-lose situation. As can be seen from the current situation, the offline road of Tuniu Travel Network is a failure. Let's ask, how long can Tuniu last?
By the end of 2020, the popular brand Modern China Tea Shop will become the "top stream" of the industry due to queuing for 8 hours. Modern China Tea Shop won two hot topics in Weibo on the first day when it opened in Wuhan, and gained nearly 65.438+billion readings and over 65.438+million discussions. In addition, it is said that the price of a cup of tea is as high as that of 500 yuan, and the cost of running errands is generally around 100 yuan.
When Naixue's new milk tea shop opened, there were also long queues. But now it is obviously not enough to support the growth of its performance only by online celebrity marketing. "The marketing of any company is complicated. With the help of online celebrity marketing, the brand may become popular and well-known, but the back-end finance, organization management, quality control, cross-city multi-store management, store manager training and others are the eternal core competitiveness. Otherwise, no matter how strong the marketing is, it will not come to the end.
Looking back on 2020, China consumer goods enterprises can be described as an IPO explosion, including the listing of established enterprises such as Nongfu Spring and Blue Moon, and the ringing of bells by brands belonging to young people such as Perfect Diary and POP MART. In 202 1 year, it is time for the new tea company, which has been operating for many years, to move to a higher stage. Naixue's tea and Ruixing's coffee may all be bitter.