Operator Finance Network Zhang Yang/Wen
In the "2022 Hurun Report" released not long ago, Nie Yunchen ranked 743rd with a value of 8.5 billion, one of the 17 "post-90s" on the list.
I think many people don't know where this person comes from, but friends who love milk tea must be familiar with the brand "Heytea". Nie Yunchen is the founder of "Heytea" and is currently the chairman, general manager and legal representative of Heytea (Shenzhen) Enterprise Management Co., Ltd. Operator Finance is curious about the experience of this young talent, and the following will try to reveal the secret.
It is reported that Nie Yunchen was born in Rongtang Town, Fengcheng, Jiangxi Province in 1991, and is now only 31 years old, very young. According to some information, when he had not graduated from junior high school, he followed his parents to live in Jiangmen, Guangdong.
During the college entrance examination, Nie Yunchen was admitted to the administrative management major of the School of Humanities of Guangdong Vocational College of Science and Technology, and the operator finance learned that the school is a public full-time public ordinary vocational college, which is a national high-quality junior college vocational college. Formerly known as Guangdong Science and Technology Cadre College, it is a technical secondary school, and it should be a higher vocational and junior college at present.
In 2010, 19-year-old Nie Yunchen graduated from junior college, but this is confusing, if he graduated from high school, even if he graduated at the age of 18 and studied for 3 years of higher vocational college, he would need to graduate at the age of 21. Why did Nie Yunchen graduate from junior college at the age of 19?
However, he is very business-minded. After graduation, he did not choose to work in an enterprise, but started a business in Guangzhou to sell mobile phones, but his first venture did not last long. In 2012, he started Heytea business in Jiuzhong Street, Jiangmen City, Guangdong Province, taking the name ROYALTEA (the predecessor of Heytea), and then opened branches in Guangzhou, Shenzhen, Shanghai and other places.
In 2016, Nie Yunchen re-registered his trademark and renamed "Imperial Tea" to "Heytea", and the introduction of Heytea's official website also specifically stated, "In 2016, Heytea received an investment of 100 million yuan from IDG Capital and angel investor He Boquan." In fact, many milk tea beverage companies have received capital support, but why Heytea specifically emphasizes this matter is unknown.
It should also be noted that in June 2020, the Nanjing Xuanwu District Market Supervision Administration launched a special test for "summer cold drinks". The results showed that 5 batches of Heytea products failed the sampling inspection, of which 4 batches of drinks had microbial contamination and the total number of edible ice colonies in 1 batch exceeded the standard.
In response to the above problems, Heytea issued an "Explanation on the Sampling of Drinks and Ice Cube in Nanjing Stores" on its official Weibo to apologize to consumers for food safety and hygiene control issues. He also said that the main reason for the preliminary understanding is that the store operation is not standardized, such as placing the used ice shovel directly on the ice when taking ice, and placing the chilled milk at room temperature for too long when making drinks. Whether consumers accept this explanation, the market will bring the answer.
Interestingly, in February this year, Heytea announced that it said goodbye to 30 yuan, and will no longer launch products of 29 yuan and above this year. It also promised that the price of existing products would not increase in 2022. This is a big change for Heytea, which used to focus on high-end milk tea.
After that, Nie Yunchen will lead how Heytea develops, and whether Heytea will adjust the price of milk tea in the future, operator finance will continue to pay attention.