Naxue lost 250 million in half a year, and now investing in coffee brands is starting to save itself.

The fiery popularity of the new tea has fattened a number of suppliers, but left tea brands on the front lines. Nai Xue's tea, with the title of "the first share of new tea", was highly expected on the eve of listing due to the successful landing of its peers. Since its listing, Naixue's tea has not been nourished as imagined, and its eye-catching revenue and losses have caused people in the industry to rethink.

Nai Xue's tea recently released financial statements for the first half of 2022, showing revenue of 2.045 billion yuan in the first half, down 3.8% from a year earlier, with an adjusted net loss of 249 million yuan, compared with a profit of 48.2 million yuan in the same period last year.

Nai Xue tea, which was originally located at the high end, joined the "price reduction wave" of new tea drinks at the beginning of this year, in order to focus on the tea market in the middle price range by cutting prices and launching new products at low prices. The decline in customer unit prices has had a certain impact on consumers, but it is worth mentioning that Naixue's tea price reduction activities have been questioned by consumers as "unreal". According to media reports, many consumers reported that although the price of Naixue's single tea cup has been reduced, the volume of beverages bought by consumers has shrunk and the quality is much lower than before.

In addition, most of Naixue's tea stores are concentrated in first-and second-tier cities. Under the repeated epidemic, consumers are less likely to come to the store to spend, and the decline in the number of orders has also doubled the pressure on enterprises.

Online celebrities who are no longer "popular" have to embark on the road of self-redemption, and their paths are different.

Like tea tends to spread fishing nets in the beverage industry. At present, Xi Cha has invested in brands including coffee brand Seesaw, minority, plant milk brand wild plant YePlant, tea brand and peach, pre-mixed wine brand WAT cocktail, fruit juice brand Yezuishan.

Once "can not get out" of Changsha tea color, in order to save the enterprise, now accelerate the pace of expansion. According to Tianyan survey, seven new companies have been set up since 2022, mainly involved in supply chain management, catering management, beverages and so on, including Nanjing, Wuhan, Changsha and Chongqing. In addition, the tea color cross-border layout of the coffee track, the launch of "Yuanyang Coffee", and on August 10 in Changsha "May Day Business District" five stores open together.

Nai Xue is more persistent in opening cross-border stores, constantly chasing the target star Buck, and making efforts in the third space. Cocktail house-themed "Nai Xue Bla Bla Bar", Nai Xue's tea with the theme of the study, Nanmen store of Tsinghua University, experiential tea shop "Nai Xue Meng Factory" and so on. The "Nai Xue Meng Factory" was closed in May this year for renovation and upgrading, and then opened in the form of "Nai Xue Life" experience store on August 31.

It is worth noting that Nai Xue's tea set up an investment company at the end of March and entered the circle of venture capitalists. In mid-June, Na Xue's tea invested in its own supplier in a project reported to the Beijing Stock Exchange by its supplier Tianye shares. Recently, a number of industrial and commercial changes have taken place in Shanghai Aodimei Food Co., Ltd., an affiliated company of coffee brand AOKKA. Shenzhen Pindao Food and Beverage Management Co., Ltd., a tea related company of Naxue, has been added as a shareholder, holding 21.41454%, and the company's registered capital has increased from 2 million yuan to 2.545 million yuan.

Since the beginning of this year, new tea brands have frequently invested in coffee brands. It is understood that the size of China's coffee market has reached 381.5 billion yuan in 2021. With the Chinese coffee market entering a period of rapid development, it is estimated that by 2025, the market size of China's coffee industry will exceed 1 trillion yuan.

Can Naixue, who lives under the halo of "the first wave of new tea", succeed in saving himself?

Photo Source: Internet

Professional coffee knowledge exchange more coffee bean information please follow the coffee workshop (Wechat official account cafe_style)

For more boutique coffee beans, please add private Qianjie coffee on Wechat. WeChat account: qjcoffeex