Nai Xue's tea was renamed! Replace Pinyin with Chinese logo nationwide

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Yesterday, a Little Red Book user in Nanning, Guangxi, posted that the local sign of Naxue New Store had changed its name, turning the original Chinese part of Logo's "Naisue tea" into "Naixue's tea", according to the Interface News.

The English part of the original Logo NAYUKI has also been changed to Nai Xue's full-spelled NAIXUE, and the font has become a flatter version of the line.

News of the replacement of the Logo has now been "picked" by netizens, and according to the boss, the person in charge of the company responded: "this is the seventh anniversary of the brand upgrade, and it will be replaced nationwide after that."

Under the above netizens' post, the official customer service of Naxue Little Redbook also replied: "Thank you for your concern, the brand is currently undergoing VI upgrade iteration step by step, we will keep our original intention unchanged and continue to bring you good quality and service."

Naixue Tea, founded in 2015, is headquartered in Shenzhen, Guangdong Province, and belongs to the tea brand of Shenzhen Pindao Food and Beverage Management Co., Ltd. Nai Xue stores have always combined retail and catering business in the form of tea + soft European bag, mainly for young women between the ages of 20 and 35, and adhere to the practice of changing the bottom of tea every 4 hours and not staying overnight in soft Europe. On July 2, 2019, Naixue's tea was selected as one of the "Top Ten Brands of Tea in China".

On June 30, 2021, Nai Xue's tea was officially listed on the Hong Kong Stock Exchange. As of September 30, 2022, Nai Xue Tea operates a total of 973 tea shops, of which 819 are in the first category and 154 in the second category, all of which are directly operated and are not accepted to join.

Earlier, Peng Xin, the founder of Nai Xue Tea, has shared the origin of the name Nai Xue many times. It is understood that this is taken from the net name "Nai Xue" of Peng Xin. When Nai Xue was founded in 2014, the impact of Japanese and Korean cultural popularity on Chinese young people penetrated into all aspects of clothing, food, housing and transportation, and also led the trend of domestic consumption at that time.

As far as brands are concerned, the place of registration in Hong Kong or Japan and South Korea, or even designs misunderstood as overseas brands on brand names, are the common marketing routines of the first generation of Chinese consumer brands, but times have changed. Japanese labels have gradually become one of the hidden worries for brands.

Although Nai Xue's tea does not deliberately try to create a "Japanese brand" label, and most consumers will not think that it is a tea brand related to Japan, for the only listed company in the new tea industry, a large number of lessons show that the brand name with Japanese elements is a hidden danger. For Nai Xue, who has been founded for eight years, changing the old name is in a sense the beginning of maturity.

It is well prepared that Naxue wants to change its logo this time. As can be seen from APP, as early as June this year, Shenzhen Pindao Food and Beverage Management Co., Ltd., which belongs to Nai Xue's tea company, concentrated on applying for a series of "NAIXUE" trademarks. The current trademark status shows that it is awaiting substantive review, and its classification includes convenience food, beer and beverages, and so on.

Now the name change has just begun. After all, Naixue's tea still wears an old Logo picture on Weibo, Douyin, Dianping and other social platforms. Replacing the brand name with Japanese elements may also be a further comprehensive protection for its offline brand. Naisue, which is so thoughtful, will also be wider and wider on the road of operation.

Naxue's tea has always had its own unique insights. While enriching its product line, it strives for standardization, automation and digitization in the industry. In the case of a depressed consumption environment, many brands have slowed down the pace of expanding stores. Naixue's tea is still working hard to expand its store, according to which the development of Naixue's tea will soon usher in its 1000th direct store.

Photo Source: Internet