Naixue's tea is a well-known domestic tea brand. It was founded in 2015 and is headquartered in Shenzhen, Guangdong Province. It belongs to Pindao Catering Management Co., Ltd. Innovatively create the form of "tea + soft parcel", with young women aged 20-35 as the main customer group, insist on changing the tea base for 4 hours, and the soft parcel does not stay overnight.
Naixue's tea insists on providing the modern people with a beautiful life experience of "a good cup of tea and a soft mouthful of baobao", and hopes to become a promoter of Chinese tea going to the world.
In December 2017, Nai Xue's tea began to leave the Guangdong region and expand nationwide, officially launching the "National Urban Expansion Plan". At present, Naixue's tea has expanded to the north, central, eastern and southwestern regions, covering 15 cities across the country.
This year, Natsuyuki will dig deeper into the already developed areas, and expand Nyexue's brand influence by increasing the number of stores.
In March 2018, Nai Xue completed an A + round of investment with a valuation of 6 billion yuan, becoming the first unicorn in the tea industry in public information.
Nai Xue's tea creates a new category model of "tea + soft bag", which uses famous tea as raw material and uses tea as the "protagonist", which is different from the "supporting role" positioning in other bakeries. Tea and bread have always been the most effective formats in shopping malls. Nai Xue achieved the effect of 1 + 1> 2 for both.
Naixue's tea uses famous tea as raw material, and focuses on "careful, good tea; carefully, good soft package". Nayue's main customer group is between 20-35 years old, of which 70% are women. It hopes to bring a wonderful enjoyment to young white-collar women in the city.
What Nai Xue wants to create is a way of life. Between products and nature, we always regard ourselves as a participant, presenting a beautiful life experience with natural tea, fresh fruits and vegetables, pure methods, warm works, and comfortable surroundings.
Tea has a cultural accumulation of 5,000 years in China, but people are impatient in modern society. Especially young people have rarely spent time quietly drinking a cup of tea. Nai Xue hopes to bring good tea to the people in a simple and modern way. Beside everyone, become the promoter of Chinese tea to the world.
The origin of "Nai Xue's tea": First, because the founder Peng Xin's screen name is "Nai Xue". Second, the name is like Peng Xin himself, exuding a quiet and feminine temperament, it is easy to associate with a slowly falling snow, a beautiful girl is making tea. These are some beautiful and artistic pictures, which are also the brand ideas that Nai Xue wants to pass on to consumers.
Nai Xue not only sells products, but also creates a beautiful lifestyle. The way to convey this concept is straightforward-to do everything to the highest standards. Starting from his own experience, Peng Xin proofed with the grip size of his hand, and after eighteen mold openings, he designed a "Neixue Cup" that fits the slender and easy-to-handshake feeling of women. Even the humble cup stoppers will be subdivided into the pattern that girls are love plugs and boys are little suns. There is a groove in the cup lid which is also specially tested. Girls can avoid lipstick sticking to the cup and the design is very intimate.
Search · Good Tea
Nai Xue has launched different product series, including domineering fresh fruit tea, cheese milk cap tea, fresh tea, cold tea, and fresh high-end tea, etc. In addition, new products are introduced every season with seasonal fruits for a limited time, and fruits are out of season The corresponding products will also be released.
Handmade · Soft Euro Bag
Nai Xue's tea innovation proposed a "soft package" and registered it. Different from Japanese-style bread, soft buns are characterized by low oil, low sugar, and low salt. After a long wait for fermentation, the bread is fully matured to emit natural wheat aroma, and then nuts, dried fruits and various miscellaneous grains are added. Different from European bread, the addition of cheese makes the inclusions softer and enriches the taste.
Tea Gift Box
In 2018, Nai Xue will focus on developing new retail. Gather the famous teas from different places, select each good tea for combination, match with innovative tea cups, and design exquisite packaging according to different holiday styles to make tea gift boxes. In a variety of ways, consumers are exposed to good tea and create different consumer experiences.
Nesue cake is made from New Zealand natural natural cream cream, which is sweet but not greasy and moist but not muddy.
The space design is also an extension of the brand's style and aesthetics. Every small detail reveals Nai Xue's attitude.
Nai Xue wants people to enjoy the beauty of food in an inclusive and experiential space. On the basis of maintaining the tone of the brand, the conceptuality and theme of the space should be made stronger.