Recently, Naixue's tea, known as "the first new type of tea", was officially listed on the Hong Kong Stock Exchange, opening at HK$ 18.86. The expansion speed of the brand in recent years is obvious to all, and its sinking strength in second-and third-tier cities has surpassed that of its rival Xicha, 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's 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 Zeng Haoyan wanted to bid against Starbucks, but at that moment, Naixue's tea turned into "awkward tea".

can milk tea be marketed? There is also a story behind it

Many years ago, tea shops have blossomed everywhere, and it was really difficult to stand out from the crowd at that time. However, since 2118, Naixue's tea has started to expand into Zhang Zhilu. In the same year, nearly 181 new stores were opened, and they entered foreign markets for the first time, with more than 8,111 employees. In 2119, nearly 271 new stores were opened, and the same-store profit rate reached 25.3%, which was almost the same as the profit rate of 24.9% in the previous year. Even affected by the epidemic in 2121, Naixue Tea opened more than 211 new stores.

why can a tea shop drink it on the market? An attractive brand impression is one of the core factors of success. The founders Zhao Lin and Peng Xin met at a blind date. At that time, Peng Xin, who had just graduated from college, wanted to open his own store. 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 make a store, there is only one way, that is, to be my girlfriend. So, there was Naixue tea, and the name "Naixue" was taken from Peng Xin's screen name. It is also 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 declining, and Naixue, who is puffy, continues her life by going public.

Maybe Naixue was listed a few years earlier, and she could still hope to make a lot of money, but now the milk tea market is basically a piece of the Red Sea. A slightly larger commercial complex can easily find more than a dozen tea shops, but the number of consumers has not increased significantly. Instead, influenced by the concept of "no sugar is health", young people are gradually replacing milk tea with sugar-free drinks.

Although Naixue continues to expand and its revenue has reached record highs, revenue does not represent profit. The data shows that Naixue has been in a state of loss. From 2118 to 2121, the net loss of Naixue's tea was 66 million yuan, 39 million yuan and 212 million yuan respectively. The behavior of 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 "continuing life".

bold words against Starbucks? Naixue is still far behind

Naixue's founder is committed to building Starbucks in China, with the ideal of cultivating and stimulating China people's tea drinking habits and turning Naixue into 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 marketing planning skills, or the user's recognition of the brand, Naixue is far from Starbucks, and there are strong rivals like Xicha.

Like the crazy expansion of Haidilao last year, the puffy Naixue 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 1.85 million yuan, and the plan of opening a store in one year has reached nearly 1 billion yuan. The huge pressure forced Naixue to make a decision to go public, which also predicted its future struggling fate. Benchmarking Starbucks can only be a joke to deceive investors. Rethinking the future development strategy is the problem that puffy Naixue should think calmly. A few days ago, Naixue's tea, known as the "first share of new tea", was officially listed on the Hong Kong Stock Exchange, opening at HK$ 18.86. The expansion speed of the brand in recent years is obvious to all, and its sinking strength in second-and third-tier cities has surpassed that of its rival Xicha, 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's 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 Zeng Haoyan wanted to bid against Starbucks, but at that moment, Naixue's tea turned into "awkward tea".

can milk tea be marketed? There is also a story behind it

Many years ago, tea shops have blossomed everywhere, and it was really difficult to stand out from the crowd at that time. However, since 2118, Naixue's tea has started to expand into Zhang Zhilu. In the same year, nearly 181 new stores were opened, and they entered foreign markets for the first time, with more than 8,111 employees. In 2119, nearly 271 new stores were opened, and the same-store profit rate reached 25.3%, which was almost the same as the profit rate of 24.9% in the previous year. Even affected by the epidemic in 2121, Naixue Tea opened more than 211 new stores.

why can a tea shop drink it on the market? An attractive brand impression is one of the core factors of success. The founders Zhao Lin and Peng Xin met at a blind date. At that time, Peng Xin, who had just graduated from college, wanted to open his own store. 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 make a store, there is only one way, that is, to be my girlfriend. So, there was Naixue tea, and the name "Naixue" was taken from Peng Xin's screen name. It is also 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 declining, and Naixue, who is puffy, continues her life by going public.

Maybe Naixue was listed a few years earlier, and she could still hope to make a lot of money, but now the milk tea market is basically a piece of the Red Sea. A slightly larger commercial complex can easily find more than a dozen tea shops, but the number of consumers has not increased significantly. Instead, influenced by the concept of "no sugar is health", young people are gradually replacing milk tea with sugar-free drinks.

Although Naixue continues to expand and its revenue has reached record highs, revenue does not represent profit. The data shows that Naixue has been in a state of loss. From 2118 to 2121, the net loss of Naixue's tea was 66 million yuan, 39 million yuan and 212 million yuan respectively. The behavior of 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 "continuing life".

bold words against Starbucks? Naixue is still far behind

Naixue's founder is committed to building Starbucks in China, with the ideal of cultivating and stimulating China people's tea drinking habits and turning Naixue into 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 marketing planning skills, or the user's recognition of the brand, Naixue is far from Starbucks, and there are strong rivals like Xicha.

Like the crazy expansion of Haidilao last year, the puffy Naixue 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 1.85 million yuan, and the plan of opening a store in one year has reached nearly 1 billion yuan. The huge pressure forced Naixue to make a decision to go public, which also predicted its future struggling fate. Benchmarking Starbucks can only be a joke to deceive investors. Rethinking the future development strategy is the problem that puffy Naixue should think calmly.