In early summer, the "agate in the fruit" arbutus that countless people are worried about finally appears. Recently, Nai Xue's tea classic product "domineering bayberry" has been upgraded and returned for the 8th year, and this new product selects Yunnan seasonal bayberry, full of pulp and bursting juice. It is reported that "Domineering Bayberry" topped the sales list of single products in Naixue stores on the first day of sale, selling 150,000 cups madly, and the refreshing sweet and sour taste coupled with the delicate appearance contracted the fresh taste of countless consumers in early summer, and also attracted many netizens to share warmly.
The relevant person in charge of Naixue introduced that this is the 8th meeting between consumers and "domineering bayberry". As early as 2016, Naixue innovatively combined seasonal fresh fruit bayberry with tea to develop bayberry fresh fruit tea. Subsequently, "Domineering Arbutus" became a classic hit that Naixue must return to every year with a super high reputation, once setting a sales record of more than 3.5 million cups in 70 days.
The "domineering bayberry" that returned in the 8th year has been upgraded again, not only the flesh has increased; In order to enhance the pleasure of chewing, in addition to manual pitting, a manual mashing process has been added to retain the unique filamentous flesh fiber of bayberry, supplemented by Gold Award Jasmine Chuxue Tea Base to reshape the classic taste. At the same time, in order to meet the preferences of different groups of people, Naixue also added the bubble fruit drink "domineering bayberry bubble" and the soft and sticky "bayberry Daifuku" to unlock more possibilities of bayberry elements.
Establish Naixue's exclusive bayberry orchard to provide high-quality fresh fruit raw materials
Fresh bayberry is delicious but extremely difficult to preserve, with a short picking period and a reputation as "one worth a thousand gold at first doubt", while Nai Xue insists on using the weight of the pulp to require the ingredients. In order to ensure the daily supply of stores across the country and bring safe and high-quality fresh fruits to consumers, Naixue went deep into many bayberry origins in Shiping County, Yunnan Province, and cooperated with local fruit farmers to establish exclusive bayberry bases.
Nayuki's tea bayberry base
More than 3,000 bayberry trees in the garden exude a sweet atmosphere, green leaves, each bayberry is "bumpy", the flesh fiber is thick and juicy. According to the person in charge of the Yunnan base, Naixue's requirements for bayberry are extremely high, from sowing to picking every link is involved, the fruit must be dark red or purple red, the individual is uniform and neat, the fruit body must be elastic, the sweetness is up to standard and not acid reflux can be picked in batches, and from picking to cold chain transportation to store production products can not exceed 3 days.
In the face of strong market demand and fierce raw material procurement environment, Naixue gives full play to the supply chain advantages accumulated over the years, and works with production areas to establish bases, improve quality barriers, iterative efficiency, and ensure high-quality and stable raw material supply.
"Raw materials + gameplay" innovation and upgrading, Naixue's classic "new" recreated explosive products
"Classic products have a high repurchase rate and the stability of customer consumption, so we are very concerned, but classic products can be upgraded with a lot of new ingredients and fun content." Peng Xin, founder of Naixue, shared at the recent CCFA Catering Summit. Therefore, in the face of consumers' expectation and nostalgia for the return of classic products, Naixue's upgrade idea is not as simple as increasing the amount of pulp.
On the one hand, it is the upgrading of raw materials. Not only the product of "domineering bayberry", Nai Xue has no lack of ingenuity in the upgrading of raw materials of many classic products, such as Nai Xue upgraded classic products for the first time in March this year with the combination of "raw cheese" milk base + "increased amount of fresh fruit" + "monk fruit substitute sugar", and the upgraded "domineering cheese series" sold more than 600,000 cups in 3 days on the market, breaking the circle with innovation to recreate the classic.
On the other hand, it is the upgrade of the gameplay. The returning "domineering arbutus" cleverly ends with "The wolf is coming!" Arbutus (raised eyebrows)! "The homophonic terrier enhances the fun of the product; And design a DIY drinking method with canned sparkling water, and the interesting interactive gameplay attracts spontaneous discussion and sharing by consumers.
Over the past 8 years, Naixue has continued to iteratively innovate classic products from raw materials, gameplay and other aspects, showing its ultimate pursuit of high-quality tea drinks. With strong R&D strength and a stable supply chain, Naixue has embarked on a unique product upgrade path and returned to the "domineering bayberry" that sells out, once again providing a new reference model for the new tea beverage industry.