Recently, Peng Xin, the founder of Naixue's tea, talked about The Naixue he founded in the #Annual Interview with Chinese Entrepreneurs. Peng Xin said that the listing is actually only a milestone for Nai Xue, not what it is pursued. For the "serious homogenization of the tea industry", Peng Xin said that this kind of problem everyone will never ask the coffee brand, because the taste, convenience, etc. will be different; in fact, the real test is the ability to continue to innovate and the stability of the product experience service provided. Peng Xin also said that Nai Xue will insist on providing customers with products with high quality-price ratio and high cost performance, and this matter will never change.
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The following is an interview based on the program
Q: What do you think of Nesher's tea listed on the Hong Kong Stock Exchange?
Peng Xin: Listing is actually just a milestone for us, it is not what we are pursuing. I was originally a person who never speculated in stocks, but also we have to look at our own stock price after downloading the APP, every few days will also look at the stock price and some of the reactions and voices in the market, I think it is more important to run the brand and the company well, in the long run everyone values the value of the company.
Q: What do you think of the fact that many people say that Nesher's products are not selling cheaply?
Peng Xin: The cost of our ingredients is very high, and we insist on providing good things to our guests, products with high quality and price ratio and high cost performance, which I think will never change. Our labor costs are high, and this is actually a place where we have a lot of space in the future. Tea drinking is really only a few years to run out, so from the standardization of the entire upstream supply chain to the automation equipment, it is very weak and blank, so we must do some investment, with automation, intelligence to reduce our costs, so that the store's profits are better.
Q: What do you think of the phenomenon of serious homogenization in the new tea industry?
Peng Xin: In the past six years, in fact, tea is still in a very preliminary stage, so the competition is more in the product dimension of the competition, everyone will feel that each brand is more and more like, this kind of question everyone will never ask the coffee brand, even if the domestic emerging coffee brand comes out, no one asks it, why your products are exactly the same as Starbucks sell American and lattes. It is because the coffee industry has gone through all the previous stages of development, precipitating its classic products, but its taste is slightly different, experience, convenience, etc. will be different, with the passage of time, as the entire industry supply chain is more mature, the menu will look more and more like.
Q: Do you still care about imitation between industries?
Peng Xin: It may also be related to the increase in age, in fact, now I don't care much about this matter, the brand to today must not be just a product to determine your life or death, success or failure, in fact, the real test is the ability to continue to innovate and the stability of the product experience service you provide.
Q: Would you like to make Nesher's tea into a Chinese version of Starbucks?
Peng Xin: For us as a team that hopes to become a global chain brand, I think Starbucks is a good predecessor and a role model to learn from. But if you say we're going to be Starbucks, that's certainly not. From the beginning of the brand, there will be a lot of people to compare us, I also see a lot of people say that they don't measure up and so on, I think it doesn't matter.
We hope to make Chinese tea and go to the world as an innovator and promoter, rather than turning into a café selling tea. For us, the market is really special, now the Western attitude to tea is quite interesting, they all feel that tea is more expensive than coffee, especially eager for us to open a store, this is the opportunity given to us by the times, we also especially want to do this thing, learn excellent, but still have to do their own.
Q: In the future, will Nesher's tea be opened to join?
Peng Xin: Tea and coffee, it is particularly important to cultivate the consumption habits of customers, so our store opening strategy is to prioritize encryption, rather than constantly sinking, or will open stores mainly in first-tier and second-tier cities. This industry has always been a franchise model in the past, only a small number of brands will choose direct operation, of course, it is not good to join, joining must be a good way to expand, but if your control, standardization, etc., can not do very well, it is easy to get out of control.
Why we did not choose to join, because there are indeed many fresh things, so its quality control difficulty is higher, food safety and quality are always the first, everything must make way for it. (The future open to join) is of course possible, at this stage, we have to use the direct way to make the store's products the most standard, the safest and most stable, but indeed we will find that purely rely on people, people will make mistakes. In the past two years, I have talked a lot about automation, and only after making the operation simpler and the equipment can partially replace people can we become more stable and safer. We will not open a so-called robot tea shop to liberate the partner from making products, in fact, we hope that he can better communicate with the guests and serve the guests.
Q: What is the experience of starting a business as a couple?
Peng Xin: Husband and wife entrepreneurship has the benefits of husband and wife entrepreneurship, like me and Zhao Lin, we have both been married for 8 years, and then worked together for 6 years. I think it's actually very good, especially for startups, you have a partner who can absolutely back-to-back, two people can have discussions, disputes, pk, collisions, and then form a more perfect plan, you also have a person who can share the pressure. Two people should have very similar values and common pursuits, when there is a common desire, the ability of two people can be relatively complementary, I think two people are quite happy to start a business together. When the two of us went to the store tour and the market together on the weekend, we took the baby with us, and then we thought it was a very happy thing, and she (daughter) also felt very happy.
Two people must have a relatively clear division of labor, so that the team partners will not feel very messy. I think it is very important to return to the company, or to be very professional, not a husband and wife shop feeling, the two of us are the executives on this platform, only when we are a professional manager, but we can make more fair and rational judgments. Maybe I'm lucky that I've done something I love, and I enjoy it myself.