Nai Xue boasted too much tea and received a ticket, and Nai Xue, who sells tea culture, began to save himself?

"Hope to bring good tea to everyone through a simple, modern way of life, and become the promoter of Chinese tea to the world" is Naixue's brand vision. Naixue tried her best to skillfully integrate various cultural and artistic themes into tea drinks and sell them to consumers.

Recently, Naixue's tea was reported to have received a ticket again. However, this time the penalty was not for food safety incidents, but for false advertising.

Naixue's tea in 2022, the first cup of fresh fruit tea "domineering black mulberry" advertising, clearly marked with the words "wild sweetheart" to indicate the source of the raw material (mulberry) in the fruit drink. The advertisement released by Naixue Tea House contains three modes: one is to put the graphic content of "Overbearing Black Mulberry Wild Sweetheart with a mouthful of juice and sweet mouth" on the electronic display screen; the second is the pattern of "Overbearing Black Mulberry Wild Sweetheart" made in the price list; and the third is the hand bag attached with the meal, on which the words "Overbearing Black Mulberry Wild Sweetheart" are printed.

After verification by the market supervision department, the mulberry raw material of Naixue tea drink comes from Nanjing Kangyuan Agricultural Science and Technology Co., Ltd., which is cultivated and picked by farmers from the origin, not wild products as claimed in the advertisement. According to this, Naixue was ordered by Shanghai City Putuo District Market Supervision Administration to immediately stop the illegal act and fined about 15,800 yuan due to the inconsistency between the contents advertised in the advertisement and the objective facts.

According to media reports, the "domineering black mulberry" products involved have been removed from shelves on March 31,2022, along with "domineering cheese black mulberry" products.

Zhu Danpeng, an analyst with China's food industry, pointed out that Naixue's tea involves false publicity problems, which are common in the entire domestic consumer market, and this publicity problem will undoubtedly damage Naixue's tea brand reputation again.

Since Naixue's tea went on sale in June 2021, frequent rollover incidents have occurred, becoming a "frequent visitor" on Weibo's hot search list.

In August 2021, two stores in Beijing were exposed to cockroach crawling, rotten fruit, dishcloth not washed, false labels and other problems. In October 2021, a store in Shanghai was fined 50,000 yuan for producing and operating food and food additives marked with false production date, shelf life or expiration date. In May 2022, a store in Tianjin, Naixue, was fined 5000 yuan for using milk beyond its shelf life.

At the end of May 2022, a woman in Shanghai bought a "toasted tender" bread on a takeout platform, an event that attracted the attention of a crowd of netizens. Some netizens pointed out that the quality of Naixue products is not as good as before. Some netizens pointed out that Naixue how to three days on the hot search.

Less than a month after he was fined for his last Weibo search, Naixue's tea was fined again.

As a well-known brand in the new tea industry, Naixue is the strength and responsibility in the industry, which will naturally attract everyone's attention. Naixue's tea single cup price is not cheap, and frequent rollover events, in the serious degree of new tea industry, want to expand and retain consumer groups is not an easy thing.

NaiXue insight into young people's yearning for a better life, will be beautiful, romantic, healthy elements into its products, sold to young people.

The tea cup adopts transparent cup, which visually presents the natural color, fragrance and taste of fruit tea to consumers. The illustrations of the products skillfully integrate various cultural and artistic themes into tea drinks, showing that you can enjoy a beautiful and quiet time with a glass of snow in your hand. Joint activities with cultural and artistic circles: launch a magazine jointly with BranD; cooperate with Picasso & Dali exhibition.

Recently, Naixue's tea has successfully integrated into the lives of young people again by relying on the brand marketing method of "homophonic stem" and poking the high point of young people. By updating the avatar, consumers pay more attention to it. The expression of emoji is close to the life of young people. The peach avatar coincides with the state and idea of many people's "emo" and "rotten".

The new brand marketing mode of "changing head" was quickly taken care of by Honey Snow Ice City, which is also a tea giant. Honey Snow Ice City replaced the head of black snow king on the take-out platform, which attracted a lot of netizens 'speculation. One said that the local temperature in Zhengzhou was too high to tan the snow king; the other said that Honey Snow Ice City launched mulberry new products.

Naixue's tea has made a lot of achievements in some aspects, but its financial report shows a net profit of 4.526 billion yuan in 2021.

Coffee Workshop reported on May 24 that Naixue Tea closed the country's largest store-Naixue Dream Factory and replaced it with an upgraded "Naixue Life", which entered consumers 'lives from many aspects.

On June 17, Naixue established Shenzhen Naixue Tea Technology Co., Ltd., whose business scope includes catering management; Internet sales; sales of agricultural and sideline products; retail of fresh fruits; production of tea products, etc. Today's catering industry, restaurants sell drinks, milk tea shops sell food is a very common phenomenon, even in the restaurant can find milk tea shops do not have drinks.

The operation of stores solves the problem of brand survival. Zhu Danpeng, an analyst of Chinese food industry, points out that the core of competition of catering enterprises in the future lies in the integrity of supply chain, and benign store operation supports the integrity of the whole supply chain, which makes the comprehensive strength, anti-risk ability and overall efficiency of enterprises higher and lower cost.

Image Source: Network

For more coffee bean information, please pay attention to coffee workshop (Weixin Official Accounts cafe_style) professional coffee knowledge exchange, please add micro signal kaixinguoguo0925