China Food

Naixue’s tea fights the cold


20.452.54 it achieved profits in September and will maintain the goal of opening 350 new stores this year.

Yesterday, Naixue’s tea, with a total of 904 stores nationwide, held a performance meeting. How to highlight competitive advantages, reduce costs and increase efficiency under the “pinch attack” of the epidemic and costs has become the focus of external attention. Next, snack generation will take you to understand.



Profit in June


According to the semi annual report, Naixue’s tea realized an operating income of 2.045 billion yuan in the first half of the year, down 3.8% from the same period last year. The net loss in the first half of the year was 254 million yuan, up to 4.321 billion yuan compared with the same period of last year, a decrease of 94.1% year-on-year; The adjusted net loss was $249 million, compared with a profit of $48.2 million in the same period last year.


As for the reasons for the decline in revenue, Shen Hao, CO chief financial officer and Secretary of the board of directors of Naixue, explained at the performance meeting that it was due to the continuous impact of COVID-19 epidemic in the first half of the year, especially in the high-speed cities where Naixue’s tea shops are more concentrated. “In the adverse market environment, Naixue still maintains positive cash flow from operating activities. As of June 30, Naixue had more than 3.7 billion yuan in cash in hand, and its capital and cash flow are very safe.” Shen Hao said.



In the first half of the year, the proportion of Naixue’s tea takeout orders continued to increase, especially in the cities with the epidemic. These changes mainly reflect the control measures taken by local governments on food at home due to the epidemic, and the changes in consumer habits after the epidemic. Shen Hao said that at this stage, Naixue has no plan to actively promote or reduce the proportion of takeout orders.


At the performance meeting, Naixue’s senior management also pointed out that in the first half of the year, Naixue opened 87 new stores, and currently has 904 self operated stores in 85 cities across the country. Almost all the newly opened Naixue tea shops are pro tea shops.


Naixue Pro tea shop has removed the on-site bakery area and focuses on selling prefabricated baking products, which can be provided to customers only by simple processing by shop assistants. Shen Hao believes that “on the premise of maintaining the customer experience, Naixue Pro tea shop is more conducive to our efficient operation with fewer clerks, rapid encryption with low initial investment and cost-effective methods.”


In addition, after several months of renovation, naixuemeng factory in Shenzhen officially opened yesterday and was renamed “Naixue life”, which introduced many independent brands such as the most beautiful bookstore Fangsuo to provide consumers with a one-stop life experience. “Here we don’t define life, but explore life together. In the future, we hope to cooperate with more excellent independent brands and grow together.” Shen Hao said.



Cost reduction and efficiency increase


Naixue was able to make profits in June. In addition to the sales growth brought by the high temperature weather and marketing activities, the main reasons are: the stimulation of new business lines and new products, the growth of the number of members and the increase of investment in automation equipment. To a certain extent, it is the result of gradually achieving results in cost optimization in manpower, rent and other aspects.


Raw materials, manpower and rent are the three major costs of restaurant operation. Shen Hao analyzed that the optimization of human cost mainly comes from digital management. On the one hand, it is software. The automatic scheduling table launched in March helps Naixue find out the improvement points of human efficiency at the store level and take optimization measures. 202




“Our only goal is to make it easier for consumers to buy our bottled beverage products and make them ubiquitous in the market.” Zhao Lin, chairman and CEO of Naixue, said his goal yesterday.

He said at the performance meeting that bottled drinks are facing extremely fierce competition, and the display resources in convenience stores are also very limited. In this context, to do a good job in bottled drinks, three factors are extremely critical: brand, repurchase rate and channel.

He believes that Naixue has advantages in these three aspects. First, after years of hard work, Naixue brand has been deeply rooted in the hearts of the people, which can help promote Naixue bottled drinks; Secondly, Naixue’s R & D ability is relatively strong. Naixue, who has a background in making local beverages, has high requirements for the quality of drinks. This persistence will be invested in the production of bottled drinks. From the current market feedback, customer satisfaction is high and the product repurchase rate is relatively high; Third, Naixue began to make efforts to lay out the channel end at the beginning of this year. Up to now, Naixue has added 15000 convenience stores on average every month, which is relatively fast.


Naixue pointed out in the semi annual report that the performance of retail business is expected to be listed separately in the 2022 annual performance announcement at the earliest. Naixue plans to provide the market with more quantitative information about this business line after it is listed separately. However, the business is expected to record a loss this year due to expenses such as channel laying in the early stage.



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Naixue’s tea fights the cold

她说,这就是奈雪的烘焙产品销售目前受影响的重要原因,现在正在对烘焙产品进行研发调整,改变过去的大个头,让它更方便被带走。


但是烘焙产品缺失的部分,被其他产品“补位”了。报告显示,“其他产品”(主要包括零售产品及伴手礼,如瓶装水果茶、气泡水、茶礼盒、零食及节日类限定礼盒)的收入占比较去年同期上涨了6.1%。


彭心说,当他们洞察到烘焙线业务受到线上消费影响时,就着力开发更适合顾客便利购买的产品,加大瓶装饮料和茶叶零售两大板块。“这两块在公司的消费占比里,可以覆盖烘焙业务缺失部分。”


据介绍,瓶装饮料产品线主要有三个重要系列,第一是果茶系列,第二是纯茶系列,第三是气泡水系列。接下来还会推出一个全新系列:以鸭屎香柠檬茶为代表的柠檬茶品类。


要让消费者更加便利地购买到我们的瓶装饮料产品,让它们在市场上无所不在,这是我们唯一的目标。”奈雪董事长兼首席执行官赵林昨日说出了目标。


他在业绩会上说,瓶装饮料面临着异常激烈的竞争局面,便利店中的展示资源也十分有限。在这背景下,要做好瓶装饮料,三个因素极其关键:品牌、复购率和渠道。


他认为,奈雪在这三方面具有优势。第一,经过这些年的耕耘,奈雪品牌深入人心,对于推广奈雪瓶装饮料能提供帮助;第二,奈雪的研发力相对比较强,做现制饮料出身的奈雪,对饮品品质要求很高,这种执着将投注到瓶装饮料的生产中,从目前的市场反馈来看,顾客的满意度较高,产品复购率比较高;第三,奈雪从今年年初开始发力渠道端布局,到今天为止,奈雪平均每个月新增1.5万家便利店的进驻,相对而言,速度也较高。



奈雪在半年报中指出,预计零售业务的业绩表现最早将于2022年年度业绩公告中被单独列示。奈雪计划在单独列示后,向市场提供更多该业务线的定量信息。不过,因前期渠道铺设等费用,该业务预期今年将录得亏损。




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