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奈 雪 の 茶 丨 The first unicorn in the tea industry

发布时间:2019-11-20 14:16 Author: admin Published: 2019-11-20 14:16

奈 雪 の 茶丨 The first unicorn in the tea industry

About Nai Xue

Established in 2015, Naixue Tea is the leading brand of fashionable tea drinks under Shenzhen Pindao Catering Management Co., Ltd. The brand name comes from the founder Ms. Peng Xin's net name, which represents demureness and beauty, and is committed to providing modern young people with a good cup of tea and a soft European packet of life.

Brand Positioning

Naixue's tea pioneered the dual-product model of "tea + soft bag", using famous tea as a raw material, focusing on "careful, good tea; carefully, good soft bag". Nayue's main guest cluster is between 20-35 years old, 70% of whom are women. Hope to bring a wonderful enjoyment to young white-collar women in the city.

Brand story

The name of "Naixue no Tea" is because the founder Peng Xin's net name is "Naixue". 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.

Nayuki's Tea Join

Brand Concept

What Nai Xue wants to create is a way of life. Always consider yourself as a participant between products and nature, presenting a beautiful life experience with natural tea, fresh fruits and vegetables, pure methods, warm works, and comfortable surroundings.

Brand vision

Tea has a cultural accumulation of 5,000 years in China. Nai Xue hopes to bring good tea to everyone in a simple and modern way of life, and to become an innovator and promoter of Chinese tea walking culture to the world.

product description

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

Nei Xue の tea innovation proposed "soft European package" and registered it. Different from Japanese-style bread, soft buns are characterized by low oil, low sugar, and low salt. After a long time of fermentation, the bread is fully cooked to emit natural wheat aroma, and nuts, dried fruits and various miscellaneous grains are added. The hardness is chewy. Different from European bread, the addition of cheese makes the inclusions softer and enriches the taste.

Tea Gift Box

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 forms, consumers are exposed to good tea and create different consumer experiences.

cake

Nesue cake is made from New Zealand natural natural cream cream, which is sweet but not greasy and moist but not muddy.

Spatial characteristics

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 more intense.

Naycee event

In November 2015, the first tea shop of Naixue (Shenzhen Century Century Store) opened;

In October 2016, the first round of financing obtained Tiantu Capital's 100 million yuan investment;

In December 2017, Naixue Tea began to leave the Guangdong area and officially launched the “National Urban Expansion Plan”. At present, Nai Xue Tea has expanded to South China, Central China, East China, North China, Southwest, Northwest, and other regions, with more than 230 directly-operated stores;

In March 2018, Naixue Tea completed several hundred million yuan of A + round financing, which was led by Tiantu Capital. After this round of investment, the valuation of Naixue's tea reached 6 billion yuan, becoming the first unicorn in the tea industry in public information;

In December 2018, the first overseas store of Nanayuki Tea opened in Singapore, beginning the first step of global exploration;

In December 2018, the nationwide launch plan of "Neixue's Gift" shop was officially launched, and the tea brand ushered in the 4.0 era;

In February 2019, build the first pub "BlaBlaBar";

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