"Drink tea to send virtual stocks", Naixue marketing crazy to play the law to wipe the ball

Produced ｜ Pai Finance

Wen ｜ Maria

On the first anniversary of listing, the first new tea drink "Naixue's Tea" announced on the official account that it launched a "drinking tea to send virtual stocks". Related topics#5 相关 相关 相关 相关 相关 相关 相关 相关 相关 相关 相关 相关 相关 相关 On June 30, she boarded Weibo hot search, and the reading volume exceeded 100 million.

1. Is "Naixuecoin" suspected of illegal?

Since June 30, users can get 1 Naisue coin for each consumption of 1 yuan. Users can buy/sell virtual stocks with Naixuecoin to become virtual shareholders. Exchange of various gifts, in addition, every 30 virtual stocks can be exchanged for 3 yuan vouchers.

In addition, it is controversial that Naixue virtual stocks and real stocks have risen and binding. Virtual stock price = Real closed price of Naixue Hong Kong stocks*Hong Kong dollars against RMB exchange rate. On June 30, Naixue's tea collection price was HK $ 6.65 per share, which was about RMB 5.68. Therefore, Naixue's virtual stock price was 5.68 yuan per share.

In addition, virtual currencies also have leveraged gameplay, which are 2 times, 5 times, and 10 times leverage. Assuming that 100 Naisuke coins are held in hand, 10 times leverage can leverage 1,000 Naixue coins.

Regarding the specific gameplay, Nai Xue gave an example.

Assuming that when the virtual stock price is 5 Naixuecoin/share, the membership of the 100 Na Xue coins plus 5 times leveraged, that is, the 500 Naixue coin buy 100 shares, which is equivalent to the member borrowed 400 Naixue coins from Naixue.

If the virtual stock price rises to 10 Naixuecoin/share, the return officer will sell 100 shares to get 1,000 Na Xue coins. After returning the borrowed 400 Naixue coins, except for the original capital 100 Na Xue coins, members made a net profit of 500 Naixuecoin.

If the virtual stock price fell to 3 Naisue/share, the stock held by the members only was worth 300 Na Xue coins, which was not enough to return the borrowed 400 Naixue coins. Snow coins. If a member participates in the game again, he needs to return 100 Naixue coins first.

The Naixue Coin Store shows that the use of Naixuecoin can be exchanged for up to a 13 -inch Apple computer MacBook Air, which requires 200,000 points. The product is priced at 7,999 yuan in Apple's official mall. In addition, Naixuecoin obtained through tasks or games can also be exchanged for money coupons, discount coupons, and peripheral products.

Many netizens said, "The entity is not well operated, and I started to play. I would like to ask this violation of the law? Can Naixue's business right limit can do this?"

Others questioned Dow Naixue's lack of risk education, saying that "penguins have changed Q coins into points more than 10 years ago."

Buying and selling virtual stocks, hooking Hong Kong stock markets, and leveraging transactions. Nai Xue's promotional activity launched this time is extremely similar to real stock transactions, which also aroused many violations of regulations.

The possibility of touching the bottom line of the law is involving the "betting and falling" network gaming. Merchants have been drawn or profitable through "betting and falling". However, because "Naixuecoin" is obtained through one to one consumption, it is not obtained from recharge or prepaid cash, and the merchant will not directly draw or profit, so it is compliant.

According to industry analysts, Nai Xuecoin itself cannot form a exchange model with cash, so it does not involve violations. Its essence is still point recharge products like Q coins and Jingdou. However, it does not rule out that some users and even merchants can recycle, sell and speculate on the second -hand platform to sell accounts and order online.

However, there are also opinions that the concepts such as "Naixuecoin" and virtual stocks may involve risks such as issuing securities and illegal fundraising. According to a China report, some lawyers have pointed out that Nai Xue involved a large number of consumers involved in this event. It encourages users to consume more by giving away virtual stocks, which may involve social funds in disguise.

2. One year after listing, Naixue's tea fell more than 60%

Although Naixue's tea marketing is huge, the development is not satisfactory.

According to Nai Xue's latest financial report, Nai Xue's total tea revenue in 2021 was 4.296 billion yuan, an increase of 40.5%year -on -year, and the loss reached 145 million yuan. As of the close of June 30, Naixue's tea report closed at HK $ 6.65 per share, a cumulative decrease of more than 60%from the cumulative issue price in 2020.

Naixue explained that the sharp expansion of losses was mainly due to the repeated suppression of consumer demand for the epidemic, and Naixue accelerated its expansion in 2021. It opened 326 stores in one year, accounting for 39.9%of the current 817 stores.

The loss of Naixue's tea is actually the epitome of the domestic tea market.

According to the "2021 New Tea Research Report", the growth rate of new tea in 2020 was 26.1%, and the growth rate of 2021-2022 decreased to about 19%. %. This means that the new tea market is entering the stable development stage from a high growth stage.

In order to find a new growth curve, the new tea companies have fallen into the marketing inside. On June 30, on the day of Naixue's tea, "Drinking Tea for You Virtual Stocks", Xixi Tea and the TV series "Menghua Record" launched two custom -made co -branded tea products and tea Baidao. Essence

As the "first -style tea drink" Naixue's tea, in terms of marketing, it has frequent actions, such as quickly capturing the latest air outlet "Yuan Universe".

In addition to sending virtual stocks, on the evening of June 30, Naixue's tea also released the "Yuan Cosmic Naixue Park Treasure Searching Party" event. In the "Paradise", users can personalize face -to -face transformation.

As early as the end of 2021, Nai Xue had announced the entry into the Yuan universe. On December 7, 2021, on the sixth anniversary of Naixue's tea, the official announced the brand ambassador's virtual character IP- "Nayuki", and released a concept video. With the help of the fantasy planet "NAYUKI", Naixue's tea also made an industry -leading attempt -launched online NFT digital arts around IP. Peng Xin, the founder of Naixue's tea, mentioned in an interview, "Even if it is difficult, we cannot give up the opportunity to find development and growth, and we cannot give up finding the needs of customers that are just needed, and then Go to satisfy them. "

In March of this year, Naixue's tea announced a sharp price reduction, launched a "relaxed series" of 9-19 yuan, and promised to go to at least one product of at least 20 yuan a month.

In order to further reduce costs, Naixue's tea has also started to test the "automatic milk tea machine". It is reported that the machine has been put into use in more than 120 stores in Guangshen, and it is expected to be put into use in all stores in the third quarter of 2022.

It is understood that the milk tea machine is completely self -developed by Naixue's tea digital team. After 10 seconds, a cup of milk tea can be increased by 40%. Not only the "automatic milk tea machine", Nai Xue's tea is also continuing to develop a series of equipment such as "automatic milk cover" and "automatic tea soup", and has entered the scale testing link.

Due to the high homogeneity of tea products and weak user stickiness, the way of eyeballs by marketing methods has become the standard for the new tea brand. However, after the new tea industry gradually heated, the road of burning money and exchanging was unable to go. Instead of making a gimmick to market, it is better to return to the essence of tea and make products.

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