The "price war" of new tea drinks has dropped from more than 30 yuan to 9 yuan
Intern Zhang Zixin Yangtse Evening News/Ziniu News reporter Xu Jing
Edition: A07 Source: Yangtze Evening News August 9, 2022
The latest announcement of Nai Xue’s tea shows that as of June 2022, the company’s total revenue is about 2.02 billion to 2.07 billion yuan, a year-on-year decrease of 5.43% to 3.08% in 2021; the adjusted net loss is about 230 million to 270 million yuan.
Regarding the reasons for the large losses, Nai Xue's tea explained that the company's store revenue was affected by the epidemic in the first half of the year.
Yangzi Evening News/Ziniu News reporters visited and found that Nai Xue and Hey Tea, which used to require long queues or even paying a purchasing fee to drink, actually dropped from more than 30 yuan to the "9 yuan" era, and the most expensive single product was 28 yuan.
Intern Zhang Zixin
Yangzi Evening News/Ziniu News reporter Xu Jing
How is the offline store business?
On the 8th, the reporter came to a tea standard store in Naixue located in Xinjiekou, Nanjing.
In the morning, there were already many customers dine-in in the store.
There is a special takeaway rack in the store. There are nearly ten packages of packaged takeaways on the rack, and five or six takeaways are waiting to pick up the food.
In terms of price, compared with the previous 30 yuan for tea drinks, it is now "closer to the people".
Most of the recommended teas and milk teas in the store are priced below 20 yuan, the cheapest "Golden Peony" is only 9 yuan, and the most expensive is this season's new product "Domineering One Liter Peach", which has a capacity of 1 liter. The fruit tea is priced at 28 yuan.
Nai Xue's tea also offers coffee drinks, of which the American style is 15 yuan.
Different from other tea brands, Nai Xue's tea brand is the double category of fruit tea and soft European bag.
According to the reporter's observation, soft European bags are more popular, while cold-brewed tea and snacks are rarely used.
Later, the reporter came to a "PRO tea shop" located in Qinhuai District, Nanjing, and added some boxed cakes and breads to the shop.
It was lunch time, and some customers brought their own lunch and ordered a cup of tea to eat in the store.
It is reported that this is a new marketing strategy proposed by Nai Xue's Tea this year, to provide casual dining spaces such as breakfast, dinner and afternoon tea for business office workers and residents of nearby communities.
In the days of high temperature, the tea business in Nanjing is booming.
At 1:00 p.m. that day, the reporter ordered takeout in Nai Xue's official tea applet and found that the system would comprehensively match stores for customers according to the busyness and distance of the store.
At the same time, on some take-out platforms, some of Nai Xue's tea stores will be reminded to "suspend business".
According to Nai Xue's official tea applet, Nanjing currently has 29 brand stores, of which 18 are "PRO tea stores", and most of these stores are located in large shopping malls.
Many stores only have takeaway and self-pickup services
According to the previously announced operations in the first and second quarters of 2022, Nai Xue's tea has a net new addition of 37 and 50 milk tea shops in the two quarters.
At the same time, a total of 21 standard stores have been transformed into Nai Xue PRO tea shops.
The data shows that the Nai Xue PRO store focuses on high-end office buildings, residential buildings and other areas. The store has coffee, light roasting and retail products, which are placed on higher profit expectations.
However, in the first two quarters of 2022, 5% to 15% of the brand's stores were closed on a single day, and nearly a quarter of the stores could only provide takeaway and self-pickup services.
The speed of expansion is also slowing down. Before and after the listing, Nai Xue’s tea had expected that the brand would add 350 to 400 stores in 2022, but as of the first half of this year, Nai Xue had only added a net 87 stores.
According to the performance announcement, in June 2022, the company's monthly comprehensive revenue recorded a profit for the first time since 2022, which reflects that the company's cost optimization in manpower, rent and other aspects has gradually achieved results.
With the arrival of the summer beverage consumption season, the order volume of brand stores has recovered to the level of the same period in 2021.
Since 2022, high-end tea drinks have ushered in a wave of price cuts. HEYTEA announced that "there will be no more drinks starting with 3 characters", and Nai Xue's tea has launched a product with the lowest price of 9 yuan per cup.