Naixue's tea founders are Peng Xin and Zhao Lin, a combination of industry plus industry within the industry. Zhao Lin has many years of experience in the food and beverage industry, mainly responsible for store operations, engineering and other things that require industry experience, while Peng Xin is IT cross-over, is a senior tea users, very sensitive to the product, mainly responsible for product development and branding. The founders prefer to make Naixue into a brand, emphasizing the tone of the product and its own characteristics, rather than just to achieve earning money, which is also the original intention of Naixue.

In 2018, Naixue received A+ round of financing from Tiantu Capital, which valued Naixue's tea at more than 6 billion yuan. Naixue said the financing is mainly used to expand stores, build a central factory and upstream supply chain, and build IT systems to improve operational efficiency.

I think Naixue's money-making model is mainly divided into the following three categories:

I. Chain business model

Currently, Naixue's turnover mainly comes from three areas, the tea drink is the largest, followed by soft oyster buns, which have comparable sales figures to the tea, and the third piece is retailing of exquisite tea gift boxes. Nesco had launched a gift box containing tea, tea cups and store gift certificates, which was snapped up by consumers in 39 seconds, also reflecting the correctness of Nesco's business model. This business model also expands consumers' consumption scenarios, reflecting Nesco's deep understanding of young people's favorites, and exploring some hidden needs into explicit needs. In addition, in terms of product design, Naixue has also launched a sub-brand? Taigai? which is expanding lightly as a small chain store.

Two, the scene of consumption

Naxue's logic of the large store contains more consumer scenes. Nesco stores are mainly large stores of about 200 square meters, which include open kitchens to handle fruit and bread, and retail spaces with different design styles to create a sense of freshness and increase the added value of the brand. The choice of location is also very meaningful, benchmarking Starbucks to choose the location of the store.

Three, mastery of the supply chain

Naxue's tea grasp of the supply chain to increase the right to speak of research and development. In the upper reaches of the tea selection, Nai Xue's tea are directed procurement, customized tea to the supplier, and the development of raw material standards, which ensures that the milk tea from the upper reaches of the planting to the finished product, and then to the tea sold, presenting Nai Xue's unique product tone. In the downstream, Naixue mainly adopts the business model of centralized factories plus operating directly-managed chain stores, with a better cost structure and obvious economies of scale.

Personally, I don't think the success of Nai Xue is a coincidence. New-style tea drinks are positioned to have quality, aesthetic new man, not only the product's own unique tone, but also the consumer scene to create the addition. These? Understand Chinese tea, understand young people? The new tea drinks developed by the young people's favorite milk tea, fruit tea, etc., can ignite China's deep tea drink consumption base.