Nai Xue's new way of playing tea, after the wine house and DreamWorks, Nai Xue opened a book shop! The new store is at the south gate of Xinhua University.

Have you heard? Nai Xueqian has opened a bookstore and is still at the south gate of Tsinghua University.

On October 15th, the official Weibo announced the opening of a new store at the south gate of Tsinghua University. This time it is not just a milk tea shop. It is the enhanced version of PRO#, Tea, the first theme store in Beijing, and is praised by netizens as "the most beautiful reading space in the capital".

Through the official photos, we can see that the title of "the most beautiful reading space" is worthy of the name. The design of all-transparent glass not only visually increases the space area, but also gives people a simple, aloof atmosphere. The wall is full of books (according to the official introduction, the number can reach 1000 +), you can borrow at will, very much in line with the atmosphere of the college. Outdoor also created a sunshine glass room, not only can directly enjoy the late autumn sunshine, but also can get relatively free activity space. Here, it's not a problem to get together and chat with friends.

There is a folk rumor that "a milk tea shop that will not decorate and design is not a qualified milk tea shop." This flagship store at the south gate of Tsinghua University is designed with the theme of books. With log and brown as the main tone, a social space full of cultural flavor is constructed. The bookcase and logo wall in the store are vertical open design, and the ceiling is designed with sound absorption in order to create a more quiet and comfortable reading environment.

So what's the difference between a flagship store and an ordinary store?

According to netizens, in addition to many books, the flagship store also has a more complete range of products, including tea, coffee, baking and snacks. Three days before opening on the 15th, the whole audience will buy one get one free. Why don't you go and pick up the wool!

In fact, as early as October 2020, Nai Xueyu Tea had an attempt in the direction of "study" and cooperated with BranD magazine to create the first Nai Xue bookstore in the country. But at that time, it was an offline book fair in the form of a pop-up store, with a time limit of one month. Although the business hours are short, it has exploded in the circle of young people, causing a craze for signing in at one time. Maybe this is the opportunity for the opening of Nai Xue's Tea Book House in Beijing.

BranD Magazine is a magazine about brand design, which was founded in 2012.

Tea + bookstore + coffee, convenience store + tea + coffee, bar + coffee, tide card + coffee. How to cross-border marketing, the catering industry is not lack of new ways to play. Take Naisuelu tea as an example, while constantly launching new products, all kinds of dream interactions follow one after another. In recent years, Nai Xueju tea has crossed the border with many IP: People's Daily, Arena of Valor, Tencent, Wangwang, etc., from newspapers to games to food co-names, the brand is also involved more and more widely.

A lot of stores have been added, such as Nai Xue Wine House BlaBlaBar, Nai Xue Meng Factory, etc., which not only improve the flexibility of stores, but also enhance the operation and distribution ability of the brand. Each attempt brings a new experience to consumers. How to bring more good feelings to consumers is the core of Naixue's attention.

No matter which brand it is, it can create more added value around lifestyle for consumers in order to ensure the sustainable development of the brand. At present, it is certain that through activities in line with the outside world, to create a new trend, has become the mainstream of brand development. Brand mutual assistance, mutual benefit and complementarity stack the two forces layer upon layer, which is naturally the icing on the cake compared to a single advertising campaign.

Finally, as for what kind of new play there will be after Nai Xuezhu tea, as consumers still look forward to it, maybe there will be a more unexpected combination.

Photo source: the official website of Nai Xuechu Tea, Nai Xuehu Tea Weibo