The latest: NaiXue tea began to sell fine coffee NaiXue opened the first PRO shop in Beijing to sell coffee

The first Naxue PRO store in Beijing has finally arrived!

According to related reports, Nai Xue Tea, one of China's well-known new tea drinks brands, will open a PRO store on the east floor of Changyun Street, the first pro store in Beijing.

It is understood that the design style of this Nai Xue PRO store is still modern and simple, and the whole store takes "Autumn Moon" as the theme.

In addition, as we said before, Naixue, which opened its first store in 2015, is gradually on the road to selling coffee.

In addition to serving tea and soft European bags, the most distinctive feature of the new store should be the launch of the category of "coffee". At the same time, Naxue has also expanded its baking retail options.

Compared with the daily Nai Xue tea store, the difference between the PRO store and the daily tea shop is that the pro store has a new retail experience and has more scene-oriented retail stations. In addition, the new PRO store has also set up an independent special area for takeout and eating in order to meet consumers' online and offline multiple channel choices, to achieve buy-and-go, efficient ordering and so on.

As the first tea PRO store in Beijing, Naixue's tea business can also enjoy the benefits of "arrogance"-inviting 110w members of the capital to drink tea free of charge, which is indeed one of the benchmark of the new tea, really very impressive!

However, Nai Xue's tea PRO shop became popular in Shenzhen as early as last year.

On November 24 last year, Naxue's tea announced the first Naxue PRO on the official Weibo official.

As a brand-new store type, Naxue PRO store is the fourth type of store. Naixue has also made great efforts in decoration and products, such as a comprehensive upgrade of the first PRO store in Shenzhen.

Naxue PRO store has made a new upgrade from three aspects: space design, product category and service scene.

In terms of styling, the design style of Naxue PRO store is modern simple style, providing retail tables with a variety of scenes indoors, such as tea area, baking area, coffee area and so on, while outdoor pet areas are set up.

In terms of products, different from the main products of "tea + soft European bag" in regular stores, Naixue has launched tea, light baking, snack retail, boutique coffee drinks and so on for tea drinking area, baking product area and coffee production area. for example, the store offers seven brand new coffees as well as 30 + full-baked products and 20 + home-made snacks.

Among them, the "coffee" product is a new item launched by the store. In the coffee section, it is different from the creative coffee in the past. This time, the main boutique coffee is sold in the store, and the coffee beans are also made from Arabica beans professionally matched by the master team. The PRO store defines coffee as daily boutique coffee. Zhang Shengbin, research and development director of Naxue, also said at that time: "We tested a total of 76 beans for half a year." The 500 + combinations of different producing areas and different baking degrees were compared and tested. In order to ensure quality and stability, we finally chose the best combination. "

In addition, there are a variety of types of coffee, including American coffee, lattes and other new seven types of coffee, including oatmeal lattes and the more popular ice Bock lattes.

Although as early as the end of 2018, Naxue launched a coffee milk tea-frozen top mandarin duck, but the coffee of Naxue PRO store is more prominent is the quality of coffee and its professionalism at the coffee level. Naxue's large-scale expansion of coffee products has not only further enriched the brand's product line, but also more efficiently realized the blank pages of Naxue in the boutique coffee market.

In the price of coffee is also relatively common people, such as the price of 7 boutique coffee between 15-24 yuan, cost-effective.

In terms of location and service scene, it is also different from the traditional Naxue store, the Naxue pro store has chosen to open in the business office area and high-density community. For Naxue, this is the first attempt of Naxue in a new scene. For consumers, they can choose a variety of consumption methods, such as online channels to place orders or take-out meals independently.

It is understood that the two opened Naxue PRO stores in Shenzhen will open offline distribution channels such as Naxue Mini Program, Box Horse and JD.com to home, allowing users to order food anytime, anywhere, quickly and individually. previously, the tea-related person in charge of Naxue also said: in the future, Naxue PRO will achieve 80% digitization, fully automatic process and mechanized operation. It is expected that after that, Naixue's tea will be digitized in the whole link, such as booking, food production, delivery and so on. When will this goal be achieved depends on Naixue's "ambition".

In addition, after the first store, Naxue's tea unveiled its own plan: it is expected to open about 200 Naxue PRO in 2021, which also shows that Naxue wants much more than a new tea market.

Today, Naxue's tea PRO has more than ten stores in Nanjing, Chengdu, Xi'an, Guangzhou, Harbin and Beijing. It can be said that after the first Naxue PRO, Naxue Tea has quickly launched Naxue PRO stores all over the country. Naxue Tea said: next, it will continue to be stationed in Shanghai, Xiamen, Zhengzhou and other cities.

In fact, the development of Naxue's tea PRO store can be interpreted as "the product structure of Naixue's regular stores and the supplement to the target customer group". From the scene, Naixue will drive PRO into the business scene. In addition to occupying the new tea market, the Naxue pro store is also a further exploration of the new retail layout, and does not rule out the possibility that Naixue's tea party will dig into the new retail market in the future. From the product level, Naxue is bound to further develop the coffee market, and then launch a more diversified consumption scene.

The reason why Nai Xue's tea can become the unicorn of the new tea brand may be due to "continuous innovation". It seems that Nai Xue's tea will become popular and is expected to get rid of the title of "Internet celebrity" tea.

* Image source: Internet