Company Profile: Naixue Tea is a direct chain brand mainly engaged in tea drinking. In 20 15, Naixue's first tea shop opened in Shenzhen, Guangdong. In 20 16, Naixue received an investment of 100 million yuan from Tiantu Capital. In 20 17, Naixue began to expand nationwide, with more than 200 stores nationwide. In 20021year, Naixue was listed on the Hong Kong Stock Exchange. In 2022, Naixue invested 525 million yuan in Lele Tea and became its largest shareholder.
Business plate
★ In the first half of 2022, the company achieved an operating income of 2.045 billion yuan, a year-on-year decrease of 3.8 1%, and a net profit attributable to the mother of-254 million yuan, an increase of 94. 12%.
★ Divided by products, the revenue of freshly made tea is1472 million yuan, the revenue of baked products is 381100 million yuan, and the revenue of other products is192 million yuan.
★ The number of stores is divided by region. By the end of 2022, there were 373 stores in first-tier cities, 357 in new first-tier cities, 242 in second-tier cities and 96 in other cities.
Product introduction
★ Naixue 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's tea had * * * stores 1068 in China. By the first half of 2022, the customer unit price was 36.7 yuan, the average daily order volume of each store was 346.2 orders, and the number of registered members was about 49 million. The number of active members who bought at least once in the quarter is about 7.2 million, and the repurchase rate of members is about 33.6%.
★ Among 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 was1472 million 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, down 18.8% year-on-year, accounting for 19%.
★ Finally, other products, mainly retail business, include fruit tea, bubble water, tea gift boxes, snacks and so on. In the first half of 2022, the revenue was10.92 billion yuan. Year-on-year increase 176%.
★ At present, most of the company's products and revenues 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
★ The reason why Naixue's tea can be listed and successfully listed is inseparable from a good business model.
★ On the product side, Naixue is different from the traditional tea shop, focusing on the dual product combination of tea and soft European bags. More than 30 kinds of tea drinks and more than 10 soft European package products have been developed. The price is mostly set between 10 yuan and -30 yuan, realizing 1+ 1> The effect of 2.
★ On the store side, Naixue originally focused on online celebrity stores with a floor area of more than 200 square meters, and there were many first-and second-tier cities. However, since 2022, all new stores are PRO stores with a flat size of 100, and the operating cost is lower.
★ On the channel side, 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. However, the proportion of self-extraction of small programs dropped from 37.9% to 35.5%. The increase in the proportion of third-party channels, such as take-away, will lead to higher channel fees and increase operating costs to some extent.
★ On the marketing side, Naixue co-signed with People's Daily, the glory of the king, etc., in order to improve its popularity.
Core executives
Zhao Lin: 1979 was born in Jingzhou, Hubei province, and graduated from urumqi vocational university in 20001.He is currently the chairman and CEO of Naixue. From 20 10, he worked in Burger King Food Shenzhen Co., Ltd., and from 2010 to 20 16, he worked as the development manager of Maxim's Food Shenzhen Co., Ltd. In 20 14, Zhao Lin and Peng Xin founded Naixue together. After leaving Maxim's in 20 16, 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 obtained a bachelor's degree in business administration from Jiangxi University of Finance and Economics on 20 10. He is currently the executive director and general manager of Naixue. From 20 10 to 20 12, he served as the deputy secretary-general of the Pearl Club of Kingdee Software China Co., Ltd., and founded Naixue Company with Zhao Lin in 20 14. Responsible for the company's product research and development, quality control and overall marketing strategy. Led the company to go public in Hong Kong in 20021year. In 2022, it ranked 3207th in Hurun 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, which is used 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.
★ The latest gross profit margin of the company is 68.3 1%, and the net interest rate is negative, mainly due to the impact of revenue during the epidemic, and the labor cost and rental cost account for a relatively high proportion.
★ The company expanded rapidly before 202 1 year, with the debt ratio exceeding 100% and the latest debt ratio being 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: In the store, strictly control the service time of disinfection cabinets and other equipment, and choose energy-saving LED lamps. In the central factory, fast induction doors and high-efficiency exhaust fans are used to save energy. In 202 1 year, * * * consumed 8.439 million kwh of electricity, with a per capita consumption of 790.8 kwh.
★ Water resources management: Reduce water resources waste by adopting water-saving equipment and recycling water. 202 1 year total water consumption179,700 tons, per capita water consumption 16.84 tons.
★ Disposable materials: reduce the use of disposable products. Since 2020, the packaged cup holders have been replaced with "recycled pulp", and the straws have been replaced with paper straws. The materials such as packaging bags, bread inner bags and Naixue tableware bags have been completely switched 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 20021year.
Create social value
★ Food: Control the quality of store food and take-away food. The central factory detected food microorganisms for 1205 times throughout the year, and the qualified rate was 99.9%. Each store conducts a monthly production quality inspection and self-inspection. In the supply chain, 98% of food and food suppliers who are in 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. High-quality tea is used to replace tea powder, fresh milk is used to replace creamer, fresh fruit is used to replace syrup, low-sugar formula is selected, and new healthy ingredients such as 0 calories and explosive bacteria are added.
★ Public welfare: In 20021year, Naixue Tea and the Organization Department of Futian District Committee held the "Bee Warming Action" to send 1200 cups of tea to the courier brother, takeaway brother and online car driver who were struggling in the front line.
Staff management
★ Talent attraction: By the end of 20021year, the total number of tea employees in Naixue was 1067 1 person, 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 paid annual leave per employee is 5 days.
★ Staff growth: create online and offline training courses for employees, with cumulative learning tasks pushed by 3 12, employee coverage rate of 100%, cumulative total learning duration of 3 1 1667 hours, and per capita learning time of 20.78 hours.