The first shop of Nai Xue's tea push "Dream Factory" formally opened in Shenzhen Coast City
On November 15th, the new tea drink head brand Nai Xue's tea, the world's largest store, "Nai Xuemeng Factory" was officially opened in Shenzhen Coastal City. After the "Nai Xue gift" and "Nai Xue wine house", Nai Xuecha's tea is another new attempt in building store types and formats. At the same time, this is also the first multi-scenario experience store of Nayuki's tea.
The Nai Xuemeng factory located in Shenzhen Coastal City covers an area of 1,000 square meters. The main color is purple with dreamy colors. It has 15 major sections such as baking, tea, coffee, craft, western food, retail, and limited products. Bring 15 product lines with more than 1,000 new products. Among them, the products in the major sectors of baking, retail, and limited products are all debuting, and consumers can taste more than a hundred types of limited products that are not available in ordinary stores.
Diverse scene experience shop, presenting "World Master Works Exhibition"
Rather than saying that the Naiyue Dream Factory is a multi-scenario experience store, it is better to say that it is a "world masters exhibition".
In terms of baking, Nai Xue ’s tea has invited baking masters from all over the world, such as the World Bakers Association Lifetime Achievement Master Bai Chuangren, 2008 “Angie Yeast Cup” National Bread Technology Competition Gold Winner Wang Xiongping, 2018 Louis Roxford bread champion Li Yihua and many other world champion masters led a team of 100 people in the open and transparent kitchen of the Nai Xuemeng factory to make bread daily by hand.
In addition, at the Naiyue Dream Factory, seven award-winning world-class breads such as "Champion Baguette" and "Organic Bread" and nearly a hundred representative breads from 14 countries are presented in the store up to 15 meters long. Baking on the promenade. The baking area is like the "World Champion Bread Show".
In the field of tea drinks, there are five-star tea king winners of the International Tea Culture Festival, the inheritors of the jasmine tea making process, Fu Tianfu, the Japanese tea art master Yuki Matsumoto, and other world tea art masters. It looks like a set of "World Champion Tea Drinks Exhibition", "Uji Yulu", "Osmanthus Oolong", "Naixue Chulu" and other 8 famous cold teas can only be enjoyed in the Nyexuemeng factory.
In terms of wine, participating in the brewing work won the 6 best beer in China in the World Beer Competition 2019, Yuan Shi, the incumbent brewer of BRAVO Paulin; 2015 Havana club champion, 2016 Jameson China champion, 2018 absolut invite China champion, 2018 Gin World-class masters such as jubilee China champion Guo Xin brought a variety of limited-edition drinks to the Nai Xuemeng factory. It is worth mentioning that, among them, the full-scale wine full of tropical fruit aroma "Swedish Parallel Boundary Sunrise American IPA" has very little output. There is only one barrel in the country, and it can only be tasted in the Nai Xuemeng factory.
Not only that, the Nye Xuemeng factory also provides coffee products. SCA AST Certified Authorized Instructor and TBC2018 National Finals Brewers Referee Fu Lei is also resident in the Nye Xuemeng factory to make coffee for consumers.
In addition, new categories such as "0-carat sugar bubble tea", "wishful treasure tea", flavored fruit layer, freshly-fried steak, Natsuyuki x Zhong Xuegao's tea-flavored ice cream, and other new categories also appeared in Nyexuemeng Limited product area of the factory.
Brand IP debuts with new retail push snacks
On the transparent screen of the Naiyue Dream Factory, consumers can see the brand IP Naiyue Girls in various states such as dreams or sports.
The 3-meter-high brand IP sculpture was created by artist Jia Xiaoou, showing the dream state of Nai Xue girl. The long-haired girl, symbolizing the image of Nayuki, is riding a white unicorn with tea-shaped wings on her back. The intention is to express Nai Xue's vision of taking dreams as horses and bringing tea culture to all over the world, and to explain the beautiful power that Nai Xue gives to people.
Inside the store is a "Choice Gift Shop", named after Peng Xin, the tea founder of Nai Xue. Here will be updated from time to time the cultural and creative peripheral products that Nai Xue collaborated with the artist to share the aesthetics of life and art.
Since 2018, Nai Xue's tea has been widely praised after launching the "gift store" game area in stores. This time, the Nai Xue Meng factory also continued to make efforts in the new retail field, with a special retail product area and the first snack series. And sells carefully selected famous tea gift boxes and brewing tea sets. This is also the first time that Nai Xue's offline layout of "IP cultural and creative peripherals + custom snacks + tea and tea sets" retail.
Not only is it the “station” of the R & D department, but also the place to test all ideas
Peng Xin, the founder of Nai Xue tea, introduced that the reason why he named it "Nai Xuemeng Factory" is to bring consumers a wonderful experience like a dream. After 4 years of accumulation, Nai Xue's tea has gathered a group of top masters from all over the world. Such a talent pool not only meets the quality requirements of improving the national team, but also accumulates for the next overseas trip.
On the one hand, the core utility of the Naiyue Dream Factory is “front-end research and development”. The Naiyue Dream Factory is not only the “station” of the R & D department, but also the place where Naiyue tests all the ideas. The guests. Let people who like different types of baking can find their favorite products here, put the decision-making power in the hands of customers, and decide what products will be in stores in the country according to the customers' choices.
At the Nai Xuemeng factory, consumers can feel the "freshness" of the product. Not only can they see the production process of hand-baked by the bread master, but also know the time when each product is baked, and taste at the time when the bread is the best. . Also “live” is a fresh tea display stand where consumers can try the tea brewed on the spot.
On the other hand, one of the main characteristics of the Nana Xuemeng Factory is that it brings "participation". At the Nyexuemeng factory, the value of consumer participation is highlighted. Based on consumer feedback on Nyexuemeng products, the R & D department will choose popular products to be launched in the Nyexue nationwide stores, bringing more beauty to more users.
From "tea + soft pack" to "dream factory", continue to explore more possibilities for new tea drinks
So far, Nai Xue has opened nearly 300 stores in more than 40 cities across the country.
In December 2015, Nai Xue's first tea shop was settled in Shenzhen, creating a two-category model of "tea + soft package".
In December 2017, Nai Xue's tea started the "National Urban Expansion Plan" and expanded to South China, Central China, East China, North China, Southwest, Northwest and other regions.
In December 2018, Nayuki's first overseas tea shop opened in Singapore, marking the first step in global exploration. In the same year, on the basis of "tea drink + soft package", Nai Xue added a "gift store" game area and launched "Nai Xue's gifts", which enriched the interactive entertainment experience.
In February 2019, Nai Xue launched the first pub "BlaBlaBar" in Shenzhen. Further expand the social culture of tea drinking, so that everyone can "talk" after the "bag of tea" to complement the social scene of young people's nightlife.
In 2019, the Nai Xuemeng Factory integrates multiple categories to provide consumers with various types of consumption scenarios and create a variety of experience stores.
From product to space experience, to the upgrading of diversified scenes, Nai Xue insists on continuous innovation and implements the brand mission of “Let more young people fall in love with Chinese tea” with actual actions. (Source: Wins.com)