Accelerate the evacuation?! Naixue suffered a huge loss of 1.5 billion yuan in four years!

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Recently, when netizens went shopping in the large local shopping malls, they found that the Naxue store, which originally existed in a conspicuous location, had been quietly evacuated, and the original storefront was surrounded by advertising cloth of other brands, completely disregarding the conspicuous green logo of the past.

Judging from the posts of netizens on the social platform, at present, the Dayuecheng store in Xi'an, Shaanxi Province, the Bubugaomeixi Xintiandi store in Changsha, Hunan Province, the South China Yihe City store in Dalian, Liaoning Province, the Longgui Shopping Plaza store in Jining, Shandong Province, and the Taiwen Wuyue Square store in Taian, Shandong Province, have been closed successively. Among them, the closure of Taiwen Wuyue Square shop means that there is no choice but to snow in the city.

Local users were amazed to see Naixue quietly disappear from her city, but in fact, the wave of shop closures has swept the country since the end of last year, and many stores suddenly disappeared from the official Mini Program one day. At the scene, the storefront has been put on a new sign. Among the closed stores, there are not only the first stores in the city, which have been open for less than a year, but also old stores that have been operating for a long time and have accumulated a lot of regular customers, and interestingly, most of the stores here are directly operated stores.

The reasons for the successive withdrawal of stores are nothing more than the platitudes of objective factors such as expiration of contracts and rising rents. However, some people think that it is only in order to reduce operating costs that Naixue has recently reduced the size of its stores or closed some of its stores. In their view, it is a normal business decision for brands to adjust their layout according to the current market environment, and the public need not be disturbed by the official closure of several stores.

However, in the past few days, Naixue's share price fell more than 20 per cent, down 93.4 per cent from its IPO price of HK $19.8 per share. The market capitalization has evaporated by more than 90% from 30 billion yuan at the time of listing, shrinking to 2.2 billion yuan today.

At the same time, the adjustment results of the Shenzhen-Shanghai-Hong Kong Stock Connect on March 10 came into effect, and Naixue's name was transferred out of the list of Hong Kong stocks. Although professionals say that Naxue's removal from Hong Kong does not mean the brand is in an economic crisis, the news has had a big impact on its share price and worried people who are concerned about its development.

In the public impression, the once beautiful Nai Xue attracted a lot of attention when it was listed on the Hong Kong Stock Exchange as the "first share of New Tea drink" in 2021, and many investors are optimistic about its future development prospects.

But in recent years, Naxue has not continued to bring objective returns to investors as expected from all walks of life. In contrast, companies made a weak profit in only one of the four years of listing and lost money the rest of the time. According to the profit and loss data announced by the integrated company, the cumulative loss of Nai Xue over the past few years is about 1.465 billion to 1.555 billion yuan.

In addition to losses, compared with other competitors, Naixue's store expansion is not fast, and now it is difficult for fans not to worry about what to do next by continuing to close stores and withdraw from high-rent shopping malls in order to reduce losses.

However, some optimists believe that as consumers focus on health, Naixue's successive introduction of vegetable juice, light foods and other products in response to market demand may become a new source of profit in the rapidly changing consumer market. and then change this difficult dilemma that is not favored by all walks of life.

Picture from: network screenshot

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