Text丨Guo Xiaoxing Editor丨Du Hai
Source丨正經社(ID: zhengjingshe)
(This article is about 1200 words)
The once noble "first share of new tea drink" seems to have fallen into some kind of quagmire.
Recently, some media have combed through the operation of several major brands in the tea market and found that in the mainstream camp, Naixue's tea is becoming an "alternative", and it has continuously entered a strange circle of "increasing income and making profits".
Taking the situation in 2023 as an example, the same revenue of billions of yuan, the profits of Tea Baidao and Bawang Chaji are hovering around 1 billion yuan, Gu Ming's profit in the first three quarters alone broke 1 billion yuan, and brands such as Shanghai Auntie and Chayan Yuese will also pocket about 500 million yuan, not to mention the "Snow King" with a revenue of more than 10 billion yuan and a profit of nearly 2.5 billion yuan, but Nai Xue's tea income of 5.164 billion yuan is only exchanged for a profit of less than 21 million yuan, which is really a bit "unsightly".
I'm not afraid of being bad, I'm afraid that my peers are educated, and Nai Xue's tea is deeply hurt in the comparison.
In fact, if you look at the long term, this is the first time that Nai Xue's tea has turned from a loss to a profit since it was launched in 2021, which should be gratifying. But now the times have changed, in the case of more and more volume of the tea track, its growth needs to be verified urgently, and the brand's voice is as unsatisfactory as its slightly lagging market layout.
Objectively speaking, Nai Xue's tea has also made a lot of efforts to make a profit. For example, in terms of scale, Naixue's tea will add 506 directly operated stores in 2023, and it also said in its financial report that "in the foreseeable future, directly operated stores will still be the main business focus".
However, the size of the stall does not mean that the order is guaranteed. Judging from the actual situation, the average daily order volume of each store in Nai Xue's tea stores has decreased by about 4 compared with 2022, and the average sales value of each order has decreased by 4.7 yuan.
At the same time, the spread is wide, and the cost problem also arises. Judging from the financial report, in 2023, Nai Xue's tea expenses will increase, including material costs, staff costs, rental expenses, advertising and promotion expenses, water and electricity logistics, and even delivery service fees. really responded to that sentence: only you can't think of it, you can't spend it without it.
In fact, Nai Xue's tea main direct sales layout has long been impacted by a group of friends who are good at joining. In desperation, the franchise will be released in July 2023, but the store area is "90-170 square meters", the investment of a single store is about 1 million yuan, and the proof of working capital verification is required.
Reflected in the data, by the end of 2023, Nai Xue's tea will only be launched in 81 franchised stores, and the so-called "fresh blood" to turn the market may be a fantasy. In February this year, it issued a new franchise policy, and the investment cost of a single store was reduced to 580,000 yuan, but compared with the various gimmicks of "0 yuan joining" in the same industry, how many partners will not vote with their feet?
It is worth noting that in recent years, Nai Xue's tea has also broken out many food safety scandals, and the bottom line of the brand has been repeatedly broken. On May 29, a consumer complained that on May 26, a takeaway order was placed through Meituan at Naixue's tea (Tianjin Dongli Fuyueli store), ordering 2 cups of drinks, and foreign objects and insects were found in one of the cups of duck feces-scented bubble milk tea. He demanded that Nai Xue's tea side "apologize and compensate in accordance with the relevant laws", but after many consecutive communications, the other party had a negative attitude and has not been able to solve his problem so far.
On the eve of 315, according to the "China Report", Ms. Wang from Chongqing drank flake plastic in the domineering perfume orange she bought at Naixue's tea shop, but the store refused to admit it and was unwilling to cooperate with the handling after the incident.
There are also more than 1,600 complaints on the Black Cat complaint platform, many of which are related to "eating foreign bodies", "poor quality", "eating bad stomach" and so on.
Zhengjingshe analysts believe that at present, Naixue's tea stores are mainly concentrated in first- and second-tier cities, and in the future, in addition to continuing to encrypt the mainstream city network, it will definitely expand to the county market and marginal areas. The hindsight of the franchise leads to a relatively radical adjustment in the future. In this case, the improvement of system standards such as management, quality, food safety, and service will also become a key issue. [Produced by "Sho Jing She"]
Editor-in-charge|Tang Weiping·Editor|Du Hai·Baijin·Editor|An'an·Proofreading|Ran Ran
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