All the stores are directly operated, and tea shops that do not accept franchise are once again the focus of everyone's attention. Recently, the Hong Kong Stock Exchange disclosed the prospectus of Naixue's tea application for the main board listing. This star company has also been crowned the "first domestic new tea drink listing".
Naixue's tea is a young tea brand, founded in 2015 and headquartered in Shenzhen. The target consumer group is mainly young women aged 20-35. In December 2017, Naxue’s tea began to go out of Guangdong and expand across the country; In March 2018, Naxue completed the A+ round of investment with a valuation of 6 billion yuan, becoming the first one in the tea industry in public information. Beast; Nay Xue’s tea currently has nearly 500 stores in 70 cities across the country, and these stores are all directly-operated stores and are not accepted for franchising.
opened a store in two days, why did it expand so quickly?
When Nayuki's tea was the hottest, he opened a shop for two days, and the expansion speed was staggering. Peng Xin, the founder of
, believes that the new style of tea represented by Naixue’s tea is based on demand. “You see our parents drink tea, so it is actually a rooted industry.”
2015 Together with her husband Zhao Lin, Peng Xin founded a new tea brand Naixue's Tea under the name "Naixue". At that time, Peng Xin, who was still working at Kingdee, suddenly had the idea of making tea. She resolutely quit her job and sought investment. She tried several times to no avail. Later, she went south to Shenzhen and met Zhao Lin. The two got married three months after they met. Three "Nai Xue's Tea" stores were quickly opened in Shenzhen, but this is only the beginning. In 2018, Nayuki's tea expanded to more than 150, and now this number has climbed to nearly 500.
Someone once asked Peng Xin, why can Naxue’s tea expand at such an astonishing speed?
Peng Xin believes that as a new tea company, Naixue’s tea is indeed faster than traditional tea companies, and there are two major problems that must be resolved: The first is standardization. , How to ensure that all stores can maintain consistent brand output during rapid expansion, and maintain the consistency of products, services, experience, etc.; second, when the industry’s standardization and mechanization are very poor,Solve supply chain problems. To this end, Naxue’s tea strengthens the team’s organizational power on the one hand, and on the other hand combs the tea garden management, production plant management, blending technology, warehousing, and national distribution links to solve the standardization of tea.
Questions continue, why is it still favored by capital?
Accompanying the expansion is the continuous decline in sales and orders of Nay Xue's tea shop. From 307,000 yuan in 2018, to 277,000 yuan in 2019, and then to 201,000 yuan in 2020, the average daily sales of Nayuki’s tea shops have shown a downward trend. From the perspective of order volume, the average value in 2018 There are 716 orders, and in 2020 this number has dropped to 465 orders.
In addition, Nayuki's tea same-store profit rate has also seen a significant decline. In 2018, the profit rate of 24.9% has dropped to 12.6% by 2020.
On the axis of Nay Xue's tea, the capital market has drawn two different curves. Since its establishment, Naxue’s tea has obtained financing from Tiantu entity, SCGC entity, HLC, Yongle High International and PAGACNebula. In December 2020, Naxue’s tea C round financing was completed. PAGACNebula invested US$1 million, and its post-investment valuation Up to 2 billion US dollars.
Naixue’s tea also plans to speed up the opening of stores in first-tier cities and new first-tier cities in 2021 and 2022 respectively. The specific plan is to open about 300 tea shops in first-tier cities and 350 tea shops in new first-tier cities. About 70% will be planned as Nayuki PRO tea shop.
In the face of competition, founder Peng Xin once said that Nayuki has a natural advantage, which is an anthropomorphic image in itself. In the future, Nayuki will enrich this IP image with a variety of derivatives and products to achieve more connections with users.
As for the profit rate issue, because capital does not only value the current profit, on the contrary, it values the expected return in the future. Therefore, when the capital is optimistic about this track, Nayuki's tea is valued at tens of billions, which is not so much for people. By accident.
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