Original title: Nai Xue announces PRO stores to increase specialty coffee, does it want to steal the Starbucks market? Source: Securities Times Network
On November 24, Nai Xue's new tea store “Nai Xue PRO” was officially unveiled in Shenzhen, and “double stores” opened in Nanshan Jindi Science Park and Futian Tian'an Digital City. Nayuki PRO is also the fourth type of store after Nayetsu's Tea, Nayetsu Liquor House, and Nisetsu Dreamworks. According to the person in charge of Nai Xue's tea-related company, unlike Naxue's stores that were mostly located in high-end business districts before, Niseko PRO will focus on first-tier cities, enter business office areas, and high-density communities, and bring about three major evolutions — “product evolution,” “spatial evolution,” and “technological evolution.”
According to reports, Naxue PRO products have been upgraded to four major modules: coffee, tea, light roasting, and snack retail, which further highlights the experiential retail experience and immediate need for stickiness. On the basis of retaining classic products, Nai Xue PRO has launched 7 new types of coffee, positioned as everyday specialty coffees. The price range is between 15-24 yuan, providing everyday, high-quality and cost-effective coffee for people who just need coffee. “We tested a total of 76 types of beans over a period of half a year, combining 500+ combination tests with different production areas and different degrees of roasting. In order to guarantee quality and stability, we finally chose the best combination.” Zhang Shengbin, director of research and development of Nai Xue, said that the 7 types of coffee mainly promoted American style and latte, and “iced bok coffee” and “American coffee” were the most popular during the trial period.
Unlike Nai Xue's regular stores, a scene-based retail stand has been set up at the entrance of Nai Xue PRO to display a rich and exquisite product display, and also provide on-site tastings of bakery products, tea tasting, etc., to enhance the new retail experience. In the coffee production area, the coffee bean display wall forms a visual center point. The indoor tea area is equipped with comfortable long tables and power outlets to provide convenience for business people. A bench area is set up outside to make it easier to have a close conversation. At the same time, the pet area has been increased, and a pet plug device has been installed to provide convenience for consumers who keep pets.
Since its establishment in 2015, Nai Xue has continued to advance on the new-style tea drinking circuit. From “one cup of good tea, one bite of a soft European package”, to “drink tea and eat bags during the day and enjoy the wine at night”, Nai Xue's wine shop BlaBar, to the world's first multi-scene flagship store that sold 100W+ in 3 days, to Nai Xue PRO, which has entered business offices and high-density social networking areas, has begun experimenting with new scenarios such as business offices and casual social networking, and is also exploring new and abrupt retail layouts. Broken.
The reporter learned that in the next step, Nai Xue PRO will move from Shenzhen to the whole country and will be launched in Shanghai, Beijing, Xiamen, Zhengzhou, Xi'an and other places.
Earlier, it was reported that Nai Xue's Tea will conduct an IPO in the US as early as this year, and plans to raise 400 million US dollars. In response to this, Nai Xue's tea manager said that currently the company's focus is on responding to the epidemic and quickly resuming operations, and will not comment on related rumors in the market yet.
However, this news still attracted a great deal of attention. In 2017, Nai Xue's tea completed the angel round of financing, and when the A+ round of financing was completed in 2018, the valuation had already reached 6 billion yuan. The listing of Nai Xue's tea as a unicorn company in the industry was just a matter of time.