Nexue's tea founder Peng Xin: Experience is the lifeblood of shaping a brand
Rui Xing's rapid rise seems to verify the decline of Starbucks' "third space." As the pace of life of urban people is accelerating, a streamlined, single, and fast standardized store may be the best commercial solution. On the other hand, in the construction of the offline space, the head players of the new tea drink still have enough articles. Nai Xue's tea is a typical one. Not only will the store area become larger and larger in mid-2019, but it will also cross-border play retail and liquor store formats. Coffee and new tea seem to show very different development paths.
In November, Nai Xue's tea will be launched in Shenzhen, a tea shop, baking, alcoholic beverage, retail and other 15 sections of the Qianfang shop "Nai Xuemeng Factory". This big move that has been brewing for a year will let Nayue explore the possibility of space and experience from a new dimension. Why does Naixue adhere to the big store model offline, and what are the big stores carrying? Behind the launch of DreamWorks, how does Naixue think about the relationship between the crowd, experience and brand? How to correctly occupy the mind of consumers and improve the brand's decision-making influence? What is the development stage of the new tea drink and what is the next step? In recent days, around these issues, Inspur New Consumption and Naixue's tea founder Peng Xin conducted an in-depth discussion for more than an hour. We hope that through more than four years of exploration and change, Naixue will sort out the trends behind the industry and extract insights that are of reference today. Share with you here.
An important change in Nai Xue's new thinking
Many changes have occurred in Naixue over the past year. The biggest changes are in two aspects:
(1) The most important thing is the transformation of the team
The area expanded from more than 60 stores to 288, and the team also quickly increased from more than 2,000 people at the beginning of last year to 13,000 people. In the process of change, the most important thing is the transformation of the team. Development strategy In fact, through understanding and thinking about the market, it is relatively clear and stable. The real difficulty lies in how far the team can implement the strategy.
For example, when we open so many stores, most of our products are sold in-store. How to control quality, how to maintain the customer experience as always, and even be able to do better, are all things that must be considered. Team members must constantly iterate their abilities in this context. At the same time, Nai Xue still has a lot of fresh blood to join, especially since this year, a lot of partners in the non-catering industry and non-retail industry have joined. This urges us to have a deep understanding of our consumers and business formats in order to lead everyone to do more practical things in a more grounded manner.
(2) From store to consumer
In the past, Nai Xue's business centered on stores, but now it focuses on consumers to create a more comprehensive online and offline experience. In the past, the logic of our store opening will be more based on the efficiency and operating conditions of the store. However, we started to build Nayue's membership system and membership system in 2019, only to realize that business must be based on people. What is based on people? It is around the fundamental needs and demands of consumers, thinking about how to meet him.
How can offline space be more experienced and more content? How can online services be better and meet demand more quickly? How can the retail perimeter be created so that consumers can like this brand more deeply?
By solving these problems, everyone will have a clearer and clearer understanding of Nai Xue's brand tone. Products such as tea and soft bags and offline space design are essentially constructing a beautiful life scene and experience. Social elements can be naturally derived from these factors, so Naixue's social keywords will become more and more obvious. From the end of last year to the present, Nai Xue has been expanding related social scenes.
We are now particularly convinced that Nai Xue's future business must be around the crowd to manage a desirable lifestyle. How to do a good job online and how to create products, space and content offline are all to make consumers have a better experience.
Consumer experience is the lifeblood of brand building
Why does Nai Xue emphasize experience? Because experience is the lifeblood of shaping a brand. Each brand has its own direction. As far as beverages are concerned, what consumers need is not a sinking brand, but a brand that always leads him. Although everyone is talking about dining, "dining" and "drinking" are actually different. For example, if consumers go to eat, the restaurants that they often go to today line up, and consumers may go to eat next door. And he is reluctant to eat the same restaurant for a week, which will cause boredom.
But drinks are not the same. Even if the beverage store is in line, the consumers will still line up. Even if the drinks sold next door have the same product name and are still on sale, consumers will not go. Therefore, drinks have a very good category advantage, it is not a simple belly, thirst quenching category. The development of new tea drinks to this stage has become a lifestyle and spiritual pursuit of consumers, and products, experiences and brands are all particularly important.
On the one hand, consumers want to drink a cup of better quality, on the other hand, consumers also need to enjoy a good time. And the experience that consumers perceive during that time will become a very important part of his brand perception. This is one of the reasons why we created "Nanayuki's Gift", "Bla Bla Bar", and Nanayuki Dream Factory.
Through "Naixue's Gifts", consumers use member points to capture Naixue's IP derivatives and gifts, allowing brands and consumers to have more interaction and connection beyond tea. Taking the pub as an example, Nai Xue and the laughter culture of the Tucao conference team jointly created the first talk show pub in Shanghai. This month, Cam, the champion of the talk show, is at the pub. Nai Xue will sell tickets in advance in her own membership system, and will use the form of gifts for senior members.
Imagine that if you are a senior member of Nai Xue, I gave you a ticket for Kam's talk show. You can drink and listen to the song with Kam. Would you be particularly happy to take your friends with you? Nye Xuemeng Factory has the same logic. Although Nai Xue has incorporated 15 sections such as retail, wine, western food, etc., the main line is still relying on the core scene of tea + baking to deduce which related business formats can bring to consumers. Better experience. How to bring more beauty, happiness and fulfillment to consumers is the core of Nai Xue's attention. We continue to deepen the content offline to create more added value around the lifestyle for consumers, so that we can stand on the brand of Nayue.
Experience orientation determines offline layout
It is the difference in understanding of experience and brand building that makes Naixue's offline layout contrary to the industry. The main players in the industry are opening stores smaller and smaller, and opening faster. For example, Ruixing Coffee and Hi Tea GO are both pure takeaways. However, Nayue ’s store opened more and more this year, and it contained more and more content.
The logic is that we always feel that for offline, the store is not a pure production place, but a brand experience place. We hope to have more and more content and value to bring to customers who come to this store.
The expansion or upgrade of offline stores must be carried out around the core demands of consumers. For example, Apple's offline experience stores are actually not many, but they must not affect consumers' demand for Apple products. Consumer demands are definitely not met by the number of stores. The rapid expansion of store expansion can occupy points, but it cannot capture consumers' minds.