This time it was The turn of Nai Xue, the tea leading enterprise Xi Tea sounded the first wave of price reduction horn, and the new tea drink welcomed the second wave of price reduction.
On March 17, Naixue's tea announced a sharp price reduction, Naixue's tea official WeChat released a message, starting from January this year, Naixue launched a new tea series with a price range of 9 yuan to 19 yuan "easy series".
"New products are often broken on the line", NaiXue official WeChat said, affordable, delicious, is the focus of this product research and development, the newly launched easy series of raw materials selected with the same as other series, including fresh fruit, tea, fresh milk.
Naixue's tea official said that this series has a variety of categories such as domineering fresh fruit tea and treasure fresh milk tea, in addition, many products in this series can use fruit pulp and small ingredients to match. In addition, Nesher also promised that it will put on at least one new product of less than 20 yuan per month.
The price reduction means that on the menu of Nesher, the products with a price of 30 yuan and above will completely disappear, and the price band will be moved down to 9 yuan as a whole, and the main price will be concentrated in the range of 14-25 yuan.
The price of Naixue's tea on the Meituan shows that many of the previous 30 yuan or so domineering cheese fresh fruit tea series have also dropped to "2 characters", and the highest price of the current product is 29 yuan, such as domineering cheese strawberry raspberry, domineering black mulberry and so on. The price of new products launched is mostly 19 yuan and 25 yuan. The price of the domineering cheese strawberry with the first place in each sales volume is 28 yuan.
For this price adjustment, Nesher's tea responded to the outside world that it is the brand that has in-depth insight into consumer needs, and based on its strong supply chain capabilities, digital capabilities and quality control capabilities, it hopes to provide consumers with easier and richer choices in a wider price band.
On the market, as of press time, The share price of Naixue's tea rose by 14.89% to 4.86 Hong Kong dollars per share, with a total market value of 8.336 billion Hong Kong dollars.
In fact, this is not the first time in the field of new tea to reduce prices, as early as February 24 this year, Heytea also announced the news of "price reduction" on its official Weibo, this year will no longer launch more than 29 yuan of products, and promised that existing products will not increase prices this year.
Consistent with Nai Xue, after the price adjustment of Heytea, products priced at 15-25 yuan account for more than 60% of all its products, and pure tea products as low as 9 yuan have also appeared.
According to the China Securities News and China Securities Network, Naixue's tea price reduction this time may be in line with its pace of expanding stores, entering more new cities and expanding more customer groups. As of March, Nesher's Tea has opened nearly 900 stores in more than 80 cities across the country, and the number of stores is still growing.
In terms of market share, according to China Fund News, in terms of market share, in 2020, Heytea's market share in the country's high-end ready-made tea drinks was 27.7%, ranking first. Nesher's tea came in second with a 17.7 percent share.
In the first half of this year, the two major brands of new tea drinks have lowered the price of the menu. At the end of February this year, when the price of Xicha was reduced, some industry experts said that Xicha was a "dimensionality reduction blow" before the listing, and the price reduction was more to obtain more customers and occupy more markets.
Nowadays, NaiXue's tea chooses to follow up with a price reduction, and can the price exploration strategy of the two provide new space for the market?