Remove the perimeter! Naixue's largest flagship store in the world quietly closed!!

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click on the attention| Daily Boutique Coffee Culture Magazine Coffee Workshop

Recently, many netizens posted on social platforms saying that Naixue Life, Naixue's largest store in Shenzhen Coastal City, has quietly closed. Judging from the current store enclosure, it can be confirmed that the venue will be owned by Bubble Mart after Naixue vacates. Take over.

It is understood that in November 2019, Naixue spent 20 million yuan to launch the world's largest flagship store "Naixue Dream Factory" in Nanshan Coast City, Shenzhen. In this 1000-square-meter space, users can experience the various products and services provided by the brand such as baking, tea, coffee, craft brew, Western food, retail, etc.

At that time, the official said that the launch of DreamWorks had two purposes: one was a place for the R & D department to test new products and new ideas, and the other was to promote the production of freshly roasted and brewed tea on site. However, two and a half years after opening, the "Naixue Dream Factory" carefully built by the brand announced its closure in May 2022.

In August of the same year,"Naixue Life", which succeeded DreamWorks, officially opened. However, unlike before,"Naixue Life" not only canceled its distinctive services such as meal wine, but also introduced 15 other brands such as Guangzhou's well-known bookstore brand and Shanghai coffee brand Aokka.

Although the product range of "Naixue Life" is not as rich as before, surrounding residents said that the business of this store has always been very good. During holidays and other periods, there is a steady stream of customers checking in and out.

Moreover, they said that "Naixue Life" has a vast area, and there is a row of conspicuous green parasols placed at the door for a long time. It is particularly unique when viewed from a distance and is a beautiful scenery in the Coastal City business district. So in their view,"Naixue Life" is not only the brand's largest flagship store, but also an impressive "landmark store."

Because of this, when they found that the conspicuous green signs were no longer lit up and the landmark stores were suddenly surrounded, the local citizens couldn't hide their shock. They couldn't help but post a post asking why the store had quietly closed its business,"Passing by today, the snow is gone","I was drinking tea there yesterday, but I was silly today. This action is too fast","No, I was eating in there two days ago?? "。

In this regard, many people speculated that perhaps the rent of this oversized store was high, and the brand side could not bear the pressure of store rental so it chose to withdraw. Some users also noticed that after searching for "Naixue Life" on the official Mini programs, the words "Please look forward to it" were displayed. They speculated that Naixue might just reduce the store and renovate it, rather than permanently closing the flagship store with extraordinary significance.

However, all statements were made by netizens and have not been officially confirmed. However, a public account has asked Shenzhen Coastal City customer service about the situation, and the other party responded that "Naixue Life" had not been renewed after the lease expired. When asked if Naixue would open a store in other locations in the mall in the future, he said that there was no news yet.

It is worth mentioning that there are still many related posts on social media about Naixue's closure. According to netizens, Guangzhou Huachenghui South District Store, Zhuhai Fuhuali Store, Nanchang Parkson Hall B Store, etc. have all recently closed without warning, catching surrounding residents off guard.

From the "Naixue Dream Factory" built with heavy money to the "Naixue Life" that transformed its business model, to the quiet conclusion of the largest flagship store today, many citizens who have witnessed this rise and fall can't help but sigh at this situation and sigh that it belongs to the "tea drinking industry" The infinite scenery of Naixue has finally dissipated.

Picture from: Internet

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