China Food

Behind the opening of the world’s first Naixue life


“ 
is a new type of tea, which has a long way to go.
 ”

(Gao Tian)

Source: soupu (ID: www-soupu-com)

 
On August 31, after three months of transformation, the original “Naixue dream factory” officially completed its identity transformation and reappeared as “Naixue life”.
According to Naixue’s tea slogan – Naixue’s first immersive experience space in the world, as the name implies, Naixue’s tea is a concept collection store focusing on lifestyle. Behind it is the innovation of the enterprise’s own development strategy, and also another change in the fierce competition of the new tea drinking circuit.
Then, how will the new tea drinking track, which is divided by different groups, tell the new story of the second half?
Naixue lives,
For the first time, he dabbled in reading space, simple meals and other fields
On November 15, 2019, Naixue’s new tea brand “Naixue dream factory” opened in Shenzhen coastal city. It is said that it has been open for 3 days, the store’s revenue is nearly one million, and the queuing time is more than 4 hours. In addition, the sales and public praise in the later period were good. However, in May this year, the store suddenly announced that it was closed for adjustment and upgrading. At that time, Naixue’s tea said that the store needed to undergo 2 to 3 months of transformation and upgrading, and would reappear in the future with a new image and experience.
On August 31, Naixue life officially appeared. Since we want to explore lifestyles, our business is naturally not just tea and dessert. Compared with the tea, coffee, baking, steak, retail, bar and doll machine businesses of “Naixue factory”, Naixue life updates and adds experience in bookstores, flower art, simple meals and other lifestyles.
It is reported that Naixue life, located on the second floor of Shenzhen coastal city shopping center, collects 6 categories of products, including 15 brands, of which 10 are first-time brands. It has more than 500 delicious foods and more than 300 seats.
The first Naixue tea in China, covering duck excrement fragrance single cluster, milanxiang single cluster, orange peel white tea and other products.
Aoka, a comprehensive coffee brand originated from Shanghai, opened its first offline store in Naixue life.
“The most beautiful bookstore” Fang Suozhen opened the first Fang Suozhen selection store in China and the first store in Shenzhen.
In terms of products, many are the exclusive products of Naixue life, such as bubble drinks, tea lattes, etc.
Obviously, the fully upgraded Naixue life will continue the previous “super experimental field” function of Naixue dream factory, and provide consumers with a new generation of artistic and cultural life experience integrating baking tea, reading space, flower art and simple meals after iterating into a brand-new lifestyle experience shop.
We believe that exploring a new experience of life style, focusing on consumption scenarios such as reading, handcraft and slightly drunk, can effectively make up for the shortcomings of short consumption time in tea stores, and tap the functions of life networking, business networking, entertainment and leisure, which is conducive to creating more possibilities for brands.  
New tea is opening up new ideas
“We don’t define life, we explore life”. In fact, just like Naixue’s life of S
2、 “Mutual penetration” of the market. Previously, the new tea competition points were relatively “distinct”. With the price as the boundary, tea like tea and Naixue’s tea occupied the high-end market. Tea color, books also burn fairy grass, a little bit and so on dominated the middle end market, while the price friendly miyue ice city was also mixing with the sinking market.
Now, the tea of Xi tea and Naixue has reduced prices one after another, and has entered the “10 Yuan era”; miyue ice city has also entered the first and second tier markets with its brand-new image stores; tea has gone out of Changsha and opened up new territories in Wuhan, Nanjing and other provincial capitals… New tea drinkers have been impatient to share the cake in other people’s market areas.
Therefore, in the industry with relatively low threshold, new tea brands need to constantly explore new ideas and find new growth curves in order to develop better. Naixue’s life is a good proof of this.
Sun Yulong, a member of the senior advisory group of lianshang.com, said that at present, new tea has entered the highly homogeneous stage of the red sea fight. It is difficult to form long-term customer minds and preferences by relying solely on differentiated marketing strategies such as product and marketing visual marketing, online celebrity marketing, and product concept marketing. To stand out, we must break away from the differentiated quagmire of tea itself, Brand operation with unique customer value positioning is realized through insight into customer scenarios and lifestyles. Enterprises that need strong brand assets will eventually survive on this track.
It is not easy to survive better. On the one hand, it is the growing market scale. In addition to the new tea brands themselves, other industries are also crossing the border to try to take a share. On the other hand, under the influence of the normalization of the epidemic, people are paying more and more attention to health. Milk tea, a high sugar beverage, will not be paid by young people. According to data, more than 70% of young people said that they would not be easily attracted by the new products launched by milk tea shops, and 20.27% would not be attracted by the new products at all. Therefore, many brands have also launched fruit tea and sugar free drinks with lower “sugar content”.
Correspondingly, under the business development of “tea + X”, it is not easy for new tea brands to snatch food from other industries. Take the bottled beverage business launched by Xicha and Naixue’s tea as an example. Brands such as Nongfu mountain spring, Yuanqi forest and Master Kang, which have been deeply cultivated for many years, are relatively mature in channel, supply chain and brand marketing. It is not easy for new tea drinks to compete across borders.
In terms of sales channels, Xicha’s bottled beverage business has mainstream online platforms such as tmall, jd.com and pinduoduo online, while offline, in addition to covering its own stores, there are more than 30000 sales outlets such as family, 7-11, HEMA Xiansheng and dingdong.
In contrast to traditional FMCG brands, 36 krypton previously reported that Nongfu mountain spring, a traditional bottled beverage giant, had laid 1 million offline terminals only one month after its bubble water products were launched. FMCG giants, which pay attention to offline distribution channels, already have a relatively complete distribution channel system. Compared with them, there are still many new tea brands that have just entered the industry
Behind the opening of the world’s first Naixue life
此外,据艾媒咨询公布的数据显示,2021年中国新式茶饮市场规模为2795.9亿元,互联网技术的迭代和网络支付技术的完善,使得网络购物更加方便,有效缓解了新式茶饮在疫情期间线下经营的损失,预计2025年新式茶饮市场规模达到3749.3亿元。
二、“相互渗透“的市场。此前,新式茶饮赛点相对“泾渭分明”,以价格为界,喜茶、奈雪的茶等占据高端线市场,茶颜悦色、书亦烧仙草、一点点等把握着中端市场,而价格亲民的蜜雪冰城也在下沉市场混得风生水起。
而如今,喜茶、奈雪的茶纷纷降价,纷纷步入“10元时代“;蜜雪冰城也以全新的形象店进军一二线市场;茶颜悦色走出长沙,纷纷在武汉、南京等多地省会开疆辟土……新式茶饮们已经按耐不住的要去其他人的市场领域瓜分蛋糕。
因此,在门槛相对较低的行业中,新式茶饮品牌们需要通过不断开拓新的思路,寻找新的增长曲线,才能更好的发展。奈雪生活的诞生,很好的印证了这点。
联商网高级顾问团成员孙裕隆表示,当下新式茶饮已经进入红海搏杀的高度同质化阶段,单纯依靠产品和营销视觉营销、网红营销、产品概念营销等差异化营销策略已经很难形成长久的顾客心智与偏好,想要脱颖而出必须脱离茶饮本身的差异化泥潭,通过顾客场景与生活方式的洞察进行具有独特顾客价值定位的品牌化运营实现。最终能够在这个赛道上存活下来的必然是需要有强大品牌资产的企业。
而要想更好的存活,其实并不容易。一方面是日益增长的市场规模,除了新式茶饮品牌本身,其他行业的也在纷纷跨界试图分一本羹。另一方面,在疫情常态化影响下,人们越来越关注健康,奶茶这种高糖饮料并不会被年轻人买单。有数据显示,超过70%的年轻人表示,并不会轻易被奶茶店推出的新品吸引,更有20.27%的人完全不会受到新品的吸引。正因此,现在很多品牌也推出了“含糖量”更低的果茶、无糖饮品等。
相应地,在“茶饮+X”的业务发展下,新式茶饮品牌想要从其他行业抢食也并不易。以喜茶、奈雪的茶推出的瓶装饮料业务为例,赛道上的农夫山泉、元气森林、康师傅等深耕多年的品牌无论在渠道、供应链还是品牌营销都相对成熟,新式茶饮想跨界抗衡,难度不小。
单论销售渠道,喜茶的瓶装饮料业务在线上拥有天猫、京东、拼多多等主流线上平台,而在线下,除了覆盖自有门店外,全家、7-11、盒马鲜生、叮咚等超3万个销售网点。
反观传统快消品牌,据36氪此前报道,传统瓶装饮料巨头农夫山泉仅在气泡水产品上线一个月后,便已铺设了100万个线下终端。注重线下分销渠道的快消品巨头,已经拥有了相对完善的分销渠道体系,相较而言,“刚入行不久”的新式茶饮品牌还很难与之抗衡。 
新式茶饮,任重而道远,想要讲好故事,要看企业的实力是否能撑住。
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