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Recently, a netizen in Quzhou opened Naxue Mini Program to order as usual, and suddenly found that the system no longer displayed options for Quzhou stores.

The netizen thought it was just a disorder in the system, but was surprised to find that although the store was brightly lit, there was a handwritten "suspension of business" notice at the door, and the staff were packing up the items in the store and sending them away.

The unexpected situation really bewildered the customer. She said that the store is the only Naxue store in Quzhou, and if the store is closed, she can only consume the top-up money in her account in other cities in the future. After the post, Naxue users in other regions, in addition to giving advice to this consumer and asking her to find customer service to apply for recharge, lamented that there were fewer and fewer stores in Naxue.

A user in Pingdingshan, Henan Province recently found that Naxue Mini Program and the Gaode area have shown that the only local Naixue store has been closed; netizens in Pingxiang, Jiangxi Province, posted that they had photographed the Nai Xue store passing by. Helplessly, they said that they could not buy Nai Xue drinks in Pingxiang in the future, while consumers in Zhangjiagang shared the photos they took in November last year, saying that the only Nai Xue store in Zhangjiagang had also been withdrawn.

Fans of Nai Xue in Taian, Shandong, Urumqi, Xinjiang, and Suzhou, Jiangsu, have also posted their local stores that have been closed recently. They say it seems that Naixue has been closing stores in second-and third-tier cities since last winter.

As for the reasons, some users think that it has something to do with rising rents and brands no longer renting stores in the business circle. It is also believed that stores opened in second-and third-tier cities are not profitable, and Naixue closed some stores in order to stop losses in time.

According to the data monitored by the Qihai brand, the current number of stores in the camp is 1801. Although 10 new stores have been opened in the past 90 days, 85 stores have been closed at the same time. From this point of view, the "decline in the number of Naxue stores" felt by fans is not an illusion.

Netizens have their own views on the current situation of Nai Xue. Some people said bluntly that although Naixue was co-named 33 times last year, its continuous activities and periphery can only let the brand get attention in the short term, and can not improve the long-term desertion of stores. Other fans have no choice but to point out that in the tea industry, Chaji, the overlord, has her uncle's teeth, and her favorite tea has a slimming bottle, but when it comes to Nai Xue, it is difficult to think of a well-known "masterpiece."

Regular users who have been with Naxue for many years said that when the government abandoned the current European bag business because of operating costs, it lost its impressive blockbuster products, so that passers-by could only remember the conspicuous green logo but could not name any products.

As netizens said, taking into account the market layout, profit and loss, and so on, the closure of some stores can actually be regarded as a common decision in management and operation. Not long ago, the brand side went to sea in Southeast Asia, opened a store in Bangkok, Thailand, and then opened a roaster store one after another to pick up its old business, all these measures are enough to make fans not have to worry about the future of "the first share of milk tea".

However, loyal users said that although they can understand the official operating strategy, when Naixue leaves a city completely, they should inform local consumers in advance through official channels so that they can systematically empty their recharge money. and say goodbye to an important old store.

Picture from: Internet

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