Just when many of her peers were still struggling for a livelihood and a job, she made a vigorous career by drinking tea, and entered the ranks of "Bai Fumei" who became rich by entrepreneurship early. When it comes to today's tea industry, who wouldn't know that Nai Xue's tea is closely associated with a beautiful woman Peng Xin?
Peng Xin, a sweet beauty born in the 85s, Nai Xue's tea was founded by Peng Xin. Today, Peng Xin is the founder and CEO of Nai Xue's tea. In 2022, she and her husband Zhao Lin ranked 1127th in the "2022 Hengchang Burnt Fang Hurun Report" with a wealth of 5.5 billion.
Peng Xin, born in Jingzhou, Hubei Province in 1987, graduated from Jiangxi University of Finance and Economics with a major in business administration, and his family has no special background. How did a girl in her 30s achieve such a big thing? This is really interesting.
Success has always favored those who have dreams, and Peng Xin belongs to the kind of people who have brains and abilities to chase their dreams. After graduating from university in 2010, Peng Xin successfully joined a listed IT company, and because of her outstanding work ability, she was quickly promoted to the position of brand director of the company. But when her career was smooth sailing and her prospects were bright, she chose to resign and bravely go to the sea to start her own business. If you don't succeed, you will succeed. Resigning and going to sea is a life choice full of dreams and great risks for Peng Xin.
Because he was afraid that his parents would worry, Peng Xin had resigned for more than four months and did not dare to tell his parents. After resigning, Peng Xin's dream is to engage in beverage, baking and teaching, so she drew up a business plan to promote her ideas and plans everywhere, and wanted to attract partners, but when people saw that she was just a novice in the workplace who had just debuted, they were unwilling to cooperate with her because her ability to resist risks was too poor.
In fact, this is not because Peng Xin's business plan is not feasible, but because she lacks practical experience and does not have strong financial support. Just when Peng Xin was at her most difficult, a friend recommended to her a senior who had been working hard in the catering industry for many years, and the senior's name was Zhao Lin.
After reading Peng Xin's investment plan and listening to her impassioned speech, Zhao Lin had a bottom in his heart. So Zhao Lin, who is still single, proposed a precondition for cooperation to Peng Xin: be my girlfriend, and your business plan can be realized. In this regard, Peng Xin agreed after some serious thinking and consideration. After the success of Nai Xue's tea, some people commented that this is a beautiful love story behind Nai Xue's tea, and it is also Peng Xin's bold decision to gamble on a growth opportunity with his happiness.
Because of Zhao Lin's blessing, Peng Xin's career development is naturally much smoother. In order to leave a good memorial for himself, Peng Xin registered a trademark with his screen name "Nai Xue". That's how Nayuki's tea name comes from.
It's hard to get started. How did Peng Xin slowly make the brand of Nai Xue's tea more and more popular?
1. Select the main consumer groups. Nayuki's tea targets young women between the ages of 20 and 35. From the main aspects of product variety, taste, packaging design, store environment and other main aspects, fully consider the hobbies and psychology of this part of the consumer personnel, because the consumer group and product research and development positioning is accurate, Naixue's tea has achieved good results once it is launched.
For example, milk tea cups, most of the cups on the market are too thick, and women will feel uncomfortable holding them, so Peng Xin designed the milk cup to be thin and tall, and after 18 adjustments, the size of the milk tea cup was finally determined.
2. Taste and health are king. Only good products can win consumers in the end. When Peng Xin first got involved in tea, flavored tea was popular on the market, which was not only fragrant, but also inexpensive and extremely profitable. But Peng Xin was not tempted by the benefits that could be easily obtained in front of her, and she looked further. She insists on using high-quality tea leaves and fresh fruits, as well as fresh milk. After the tea she introduced to the market became popular, Peng Xin's first thought was not how to reduce costs and improve profit margins, but to further improve the quality of raw materials and invest a huge amount of money to build tea gardens and orchards.
In order to control the quality of tea, Peng Xin has to directly participate in the research and development process of each new product launched by the company and personally taste the taste of tea. In order to improve her tea tasting skills, she once started drinking tea at 9 o'clock in the morning and ended at 11 o'clock in the evening, during which she drank more than 40 cups of tea, and finally drank until she was shivering.
3. Make tea tasting a comfortable and warm experience. Traditionally, tea shops are very small shops, with a few stools at most for tea customers to rest and wait. But Peng Xin is not like this, she wants to create a space where guests can enjoy tea while having a casual social, she opened her tea shop to the most lively place in the big shopping mall, in order to improve Nai Xue's tea taste.
Recently, Peng Xin has launched a new type of store in Naixue Tea House. Nowadays, in addition to enjoying the retail of raw leaf tea and freshly made tea, people can also enjoy tea, reading, dining and so on in the tea house. Peng Xin wants to turn her Nai Xue Tea House into a fashionable living room in the city.
Let's take a rough look at the development of Nayuki's tea.
At the end of 2012, Peng Xin resigned from the position of brand director of a listed IT company and decided to get involved in beverage, baking and teaching.
In 2014, Peng Xin successfully registered the trademark of "Nai Xue's Tea".
In 2015, Nai Xue's tea had 3 stores open in Shenzhen at the same time. As soon as the three stores opened, business was extremely hot.
In 2016, Nai Xue's tea received the first round of capital investment of 100 million yuan, and since then, it has received capital investment several times, injecting capital power into Nai Xue's tea.
In 2017, Naixue's tea has expanded its business to South China, Central China, East China, Northeast China, Southwest China, Northwest China and other regions, with more than 200 directly-operated stores.
In 2018, Nai Xue's first overseas store opened in Singapore.
2019,奈雪的茶打造首家酒屋BIABIABAR
In 2020, Peng Xin was listed in the "2020 List of China's 30 Most Influential Business Women"
In 2021, Nai Xue's Tea Holdings Co., Ltd. was officially listed on the Hong Kong Stock Exchange.
On March 27, 2024, Nai Xue's tea released its 3023 annual report, which shows that the annual revenue of Nai Xue's tea in 2023 will be nearly 5.2 billion yuan, a year-on-year increase of 20.3%; the operating profit of the store was about 829 million yuan, a year-on-year increase of 76.3%; Store operating margin was 17.7%, up 5.9 percentage points from the previous year.
This is Peng Xin, this is Nai Xue's tea, a story of rapidly accumulating wealth, and one of the pioneers of beauty who created a new type of tea culture in China.