Nai Xue's tea closes the largest store in the country, is it not to redream or …...

Of course, a cup of milk tea and a dessert are needed to spend a busy afternoon on a day for ordinary brick bearers. Today's coffee shops and milk tea shops have taken a fancy to the demand of brick bearers, selling drinks as well as desserts, eliminating the unnecessary entanglement of brick bearers. Nai Xue's tea just stepped on their spot, with the combination of tea + soft European bag, stand out in the new tea race track. However, the good times did not last long, and since Nai Xue became the first stock of the new tea, negative news appeared frequently. Today, Naixue Dream Factory, the largest store in the country, is closed.

According to a report by Interface News on May 20, the reporter visited the store of Nai Xue Meng Factory in the shopping mall of Shenzhen Coastal City and found that the original site had been enclosed, and the interior of the mall showed that the location of the former Nai Xue Meng factory would become a "Nai Xue Life" lifestyle collection store. The tea side of Nai Xue responded that the store in the coastal city of Nai Xue Meng Factory will be upgraded to "Nai Xue Life", taking on the function of "super test field" of Nai Xue Meng Factory. At that time, "Nai Xue Life" will provide baking tea, reading space, floral, simple meals and other services.

A staff member of the Coastal City Shopping Center told reporters that the Nai Xue Meng factory began to carry out transformation recently, and the renovation project may take 2 months.

Naxue Dream Factory officially opened in November 2019. the store covers an area of 1000 square meters. at the beginning of its opening, it was the largest tea store in the world. The store has 15 sections, such as baking, tea, coffee, craft brew, western food, retail and limited products, bringing many unexpected new products to consumers. Nai Xue Meng Factory is not so much a milk tea shop as a multi-scene experience shop: wine house, gift shop, western restaurant and so on. It is reported that the store opened for three days, the performance unexpectedly nearly one million yuan.

The largest store of Naxue has been closed and upgraded to a lifestyle collection store, which may be related to the business development of Naxue's tea in recent years. In June 2019, Naxue entered the wine industry to open a bar "Naxue Wine House"; in September 2020, it laid out a coffee track and launched a new store model "Nai Xue Tea PRO"; in October 2021, it opened a "Nai Xue Book House" at the south gate of Tsinghua University; in April 2022, convenient and portable ready-to-drink products were popular, and Naxue Tea spent 500 million to 1 billion yuan to buy RTD (beverage Ready To Drink) production line.

Today, the homogenization of tea brands is serious, the new tea industry volume, and even take the lead to roll into other industries. As early as February this year, Shenzhen Pindao Food and Beverage Management Co., Ltd., a tea-related company of Nai Xue, applied to register a number of trademarks of "Nai Xue Life". The international classification involves catering, accommodation, wine, clothing, shoes and hats, convenience food and so on.

New tea is hot all over the country, and the number of milk tea shops is increasing. Brands want to survive in this highly competitive market and develop new products to launch popular products. If you want to stand out among a large number of tea brands, the development of multiple formats seems to be more conducive to the brand to walk out of the path of differentiation.

Photo Source: Internet

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