Reporter | Lu Yibei
Edit | Zan Huifang
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Nai Xue's tea also wants to get a piece of the hot new Chinese dim sum battle at the moment.
On January 14, Nesher's Tea announced through its official public account that it had launched more than 20 new Chinese dim sum in its "Nesher Dream Factory" store, of which 6 were newly added in stores nationwide. At present, on Naixue's tea mini program, there has been an independent "new Chinese dim sum" classification, including sesame chips, meat crispy scallops, mochi and other products. In terms of price, the price range of these more than 20 dim sum is 6-30 yuan, and the launch of the sharing package also supports a single sale.
Image source: Nesher's Tea
New Chinese pastry is one of the hottest new consumption tracks of the moment.
The new Chinese baking brand Hutou Bureau Standard Chartered Cake Shop (hereinafter referred to as "Hutou Bureau") completed two rounds of financing in 2021, and the most recent Series A financing has reached a total of nearly US$50 million. According to the plan, by the end of 2021, Hutou Bureau Standard Chartered Cake Will increase the number of stores to more than 30.
In addition to Hutou Bureau, another brand, Momo Dim Sum Bureau, which was also born in Changsha, received angel round investment from Yuanlai Capital and Tomato Capital in September 2020, and obtained Pre-A round financing from Qingliu Capital in April 2021.
From the product point of view, the key strategy of this batch of new Chinese dim sum brands is to focus on differentiated single products, and to integrate and upgrade traditional pastries with Western baking methods through the snack transformation of cakes such as mochi, peach crisp, flower cake, and health improvements such as sugar and fat reduction.
In terms of marketing, they all focus on the concept of national tide, and move closer to Western-style bakery chain brands with a sense of design in the design layout of stores, changing people's impression that Chinese-style pastries are sold in supermarkets and on the street, and the sense of value is low.
Nowadays, Nesher's tea is also trying to keep up with this trend of new Chinese dim sum. Nesher's tea also adopts the strategy of "Chinese body and Western use" in the product; in terms of marketing, the concept of "Chinese-style theater" has been created in its DreamWorks store, and the product packaging is named and designed with classic tracks such as "Noble Concubine Drunk", "Garden Fright", and "Overlord Farewell".
Joining the battle of new Chinese dim sum is more important for Nesher's tea, perhaps to verify and enhance the value of its Pro shop model.
Since September 2020, Nesher's Tea has launched a new store type "Nesher's Tea Pro", which focuses on banning on-site roasting kitchens, supplying roasted products from a central factory, and increasing the coffee business to reduce store area, reduce labor costs, and improve ping efficiency. This store type has also become the key model for the subsequent expansion of Nesher's tea.
In fact, The combination of Nesher's tea, which originally focused on soft European bags + tea drinks, is not new now. If the launch of the new Chinese dim sum can have a good market response, it means that the supply chain, operation and other foundations it has previously laid in baking also have the ability to quickly react to the market and innovate. This may be an important measure to verify the future growth of Nesher's tea brand.
However, as a new entrant on the new Chinese-style dim sum track, Naixue's tea wants to differentiate in the competition, and it is not easy to impress and retain consumers with products. At least for now, the products it launched, such as mochi, meat crispy shellfish, karaoke sticks, and butterfly puff pastry, are not original, and the pricing does not show advantages. A considerable number of these products are not made in stores, but come from pre-packaged snacks uniformly produced by the central factory.
But for Nesher's tea, it is imperative to seek change under the pressure that its performance is not ideal.
On the evening of January 7, Nesher's Tea released an announcement on the operation of the fourth quarter of 2021 (October 1, 2021 to December 31, 2021), saying that during the period, Nesher's Tea opened a total of 149 new stores, and the number of stores nationwide reached 817. And store revenue is still in the process of "continuous recovery".