It is revealed that 30% of Xicha has been laid off on Hot search Xicha and the emergency response is false news.

When it comes to new-style tea, people's first impression is either Nai Xue or Xi Cha. Compared with Nai Xue, the brand of Xi Tea has developed rapidly even if it is not listed on the market. Open stores with new themes, cooperate with local brands everywhere, and even invest in new brands. This kind of operation, all revealed that like tea is mixed very well.

Just this morning, Sina Finance exclusively revealed that Xicha is being laid off internally. Some employees have been laid off before the year, and some will be laid off again after the year, involving 30% of the staff as a whole. Xi Cha also immediately responded that it was all false information and there was no so-called large-scale layoffs.

According to the Sina financial report, after confirming with a number of employees, the main information includes: 30% of employees are involved, some employees say that all employees have no year-end bonus, and others say "deferred distribution"; the information security department has been completely laid off and the store development department has been cut by 50%; you can choose to be internally transferred to other departments, such as technical posts to business posts, and so on.

The report also said that the live screen of the annual meeting was full of messages such as "salary increase" and "bonus at the end of the year". Xi Cha founder Nie Yunchen also publicly commented on the shortcomings of competitors at the annual meeting, a move seen by employees as a "lack of pattern."

Xicha responded that a small number of personnel were adjusted to normal staff adjustment and optimization based on year-end assessment. At the same time, the year-end bonuses of employees have been normally distributed to employees before the Spring Festival according to their performance.

The new tea market has now developed to a white-hot stage, listing listed, investment investment, many tea brands began to appear homogenization. When a new drink with the same fruit theme appears in the season, other brands will catch up. Just like last year's wampee, oil mandarin and so on.

In the recent 2021, the growth rate of sales of Xi Tea is not optimistic, and the growth rate of the number of stores slowed down. It was not until the third quarter that the number of stores exceeded 800, mainly in first-and second-tier cities. Since July last year, the flat efficiency and average income of Xi Cha stores have declined. Some netizens also left messages on some network platforms saying that Xicha's management was chaotic and senior executives were fighting.

And like tea brand is a white-collar class, young people as the mainstream consumer group of high-end tea brand, store location is generally in the hot business area, in the cost of rent and other natural burden, the price of happy tea products is therefore mostly higher.

Perhaps in order to include the sinking market and expand consumer groups, when many tea brands announced price increases, they chose reverse operation, not rising but falling, and the lowest price even went to 9 yuan, close to the mid-end tea market. However, some consumers have found that there are "Jerry-building" and declining quality after the price reduction, while some ingredients that were originally replaced for free now have to pay extra. Some consumers reported that they did not feel the sincerity of reducing the price of tea.

This price reduction operation does not rule out that it is a phased strategic behavior, in order to expand the proportion of its own brand in the market share, so as to further squeeze the profit space of middle and low-end tea brands.

The new tea is favored by the capital market and has received a lot of investment in a few years. At the beginning of the New year in 2022, Nai Xue suffered a pre-loss of more than 100 million and Xi Tea laid off 30% of its staff. What happened to the new tea?!

Photo Source: Internet

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