Nai Xue's tea desire imitates "Sweetheart Lord" Wang Xinling?

Flower Finance Original

Flash marriage in 3 months, each takes what you need.

Naixue's tea brand story began in a sweet encounter of love.

Regarding Naixue's tea, the story of girls and uncle, everyone must have become familiar.

However, after the official landing on the Hong Kong Stock Exchange, after becoming the "first share of new tea drinks", Nai Xue, who was just over half a year after the listing, was cut off. This time, a new story was given to consumers. Speaking of the capital market.

But this new story seems to be similar to the capital carnival of Wang Xinling Wang Xinling.

Drinking tea, stirring the stock

On June 30, 2021, it was Nai Xue's tea Hong Kong stocks first listing day, which was defined by Naixue as a major milestone in the history of the group.

Although Gui is the "first share of new tea drinks", Nai Xue's tea is inevitable to break the embarrassing situation on the first day of listing. It has not showed the scarcity characteristics of "the first stock of new tea".

By June 30, 2022, Naixue's tea was listed on the first anniversary, and the company's stock price had cumulatively cut more than 60%, and the total market value fell from about 32 billion Hong Kong dollars to about HK $ 11 billion.

Obviously, after becoming popular with love stories, in the capital market, Naixue may still need a capital story to enter the country to follow the customs, so as to move the hearts of investors.

As we all know, some time ago, the "Sweetheart leader" Wang Xinling turned red again with "Sister Lang", bringing a strong wave of memories to netizens, and by the way, it caused a capital carnival.

During this period, some people said smoothly: "Wang Xinling's boy returns quickly!" Some people said smoothly: "You can, I can dance, my sister 90 can dance."

Based on this, the stock price of Mango Super Media has also ushered in a long -lost increase.

Although it was a crowd of eating melon in the past, Naixue's tea seemed to have appeared this scene today.

On June 30, Nai Xue's tea was launched in virtual stock games and launched Naixue coins to the Weibo hot search list to 50 million members.

According to Naixue's tea, 1 yuan can be obtained for each consumption of 1 yuan. Users can use Naixuecoin to buy/sell virtual stocks to become virtual shareholders. Various gifts, and every 30 virtual stocks can be exchanged for 3 yuan vouchers.

In addition, Naixue's virtual stocks and real stock rises and fall, virtual stock price = Naixue Hong Kong stock real closed price*Hong Kong dollar against the RMB exchange rate.

Specifically, if the stock price is low, buy virtual stocks with Naixuecoin. When the stock rises, sell virtual stocks to get Naixuecoin. Without additional consumption, Naixuecoin also has the opportunity to double.

In this regard, there are online words and drama: "Drinking tea, stir -frying the stock. For a cup, I have a cup, and the stock will fly immediately!" It is not difficult to see that Naixue virtual stocks and real stocks rise and fall binding. This kind of approach may be suspected of guiding consumers to speculate.

In essence, the network feedback caused by Wang Xinling, "Sweetheart Lord" Wang Xinling, "I am one, I can dance," it seems that there is not much difference.

Capital burst, Nai Xue was in a hurry?

During the launch of virtual stocks, in addition to Nai Xue's tea stock price continued to slump, at the same time, due to the severe shrinkage of Nai Xue's tea market value, huge capital may be in depth.

Tianyancha showed that Naixue's tea on January 4, 2021 announced the completion of Series C financing. At that time, the company's valuation had reached US $ 2 billion (about 13 billion yuan).

Since then, the company officially launched a public offer on June 18, 2021, with a prospectus between HK $ 17.20 and HK $ 19.80, raising approximately HK $ 5.8 billion.

As a result, as of June 30, 2022, Naixue's tea market value was only 11.4 billion Hong Kong dollars, and the latest offer was HK $ 6.65/share. Based on this, the original capital is now in a debt.

The interests of capital investment are damaged. For Nai Xue, who is still losing money and is still burning money, it is definitely not a good thing. After all, if the money is burned, it will have to be supported by capital financing in the end.

Data show that from 2019 to 2021, Naixue's tea business revenue was 2.502 billion yuan, 3.05 billion yuan, and 4.29 billion yuan, respectively, with net profit of -12 million yuan, 1.16 billion yuan and 1.453 million yuan.

In 2021, the number of tea stores in Naixue increased by 66%, but only 40.5%of revenue growth. From this point of view, it can better reflect the pressure of Naixue's tea in operation.

In order to break the game, in the past year, Nai Xue's tea has also been described as a whole.

In addition to the launch of tea to send virtual stock activities, the company has also put down a noble figure to reduce prices, lowering the price of the main product to between 14 yuan and 25 yuan, so as to say goodbye to the high price belt of 30 yuan.

In this price cut, Nai Xue's cheapest "Golden Peony" only costs 9 yuan, which is even more dare not imagine in the past. The continuous continuous as high as about 43 yuan, respectively.

Unfortunately, even if it sacrifices the banner of a significant price reduction, it is still difficult to activate Naixue's performance. Instead, Nai Xue's own losses are continuously enlarged, and the stock price has continued to plummet.

What are the difficulties of Nai Xue's tea?

New consumption is not fragrant, Naixue presents alternative "beauty"

In the new tea track, the competition in the line has now been a red sea. Under the inside, the new tea drink has also entered the fatigue from the former queuing to buy tea.

According to the "2021 New Tea Study Report" released by the China Chain Operation Association, at the end of 2019, the total number of store stores in my country was about 427,000, and the number of stores at the end of 2020 was about 596,000. Among them, Xincha's stores accounted for the highest proportion, reaching 65.5%, and about 378,000 stores. It is expected that the number of new tea shop stores in 2023 can reach 500,000.

According to the "Report", the market growth rate in 2020 was 26.1%, a decrease of about 19%in 2021. In the next 2-3 years, the growth rate of new tea will usher in a phased slowdown, the industry growth will be adjusted to 10 10 to 10 %-15%.

It turned out that investors who were keen on the tea track have now begun to choose to stay away. Data show that from January to May 2022, the tea industry had only 4 investments.

At the same time, "new consumption is not popular" synchronization has become a street secret saying on VC's mouth.

According to IT orange data, the investment events in the new consumption field in the first quarter of 2022 decreased by 32%year -on -year and year -on -year, and the investment popularity was not as good as before.

From the perspective of the enterprise, in the face of the intensified competition in the industry, the slowdown in the growth rate, and the cooling of capital heat, how to please consumers in this environment, for Naixue's tea, may become a problem.

On the track of the new tea, in addition to Nai Xue's tea, we can also see Xixue, Mi Xue Bingcheng, Book of Burning Fairy Cao, Gu Yan, Tea Hundred Tao, COCO, Yihe Hall, a little bit, a little bit, a little bit Wait all over the streets.

As for why consumers choose Naixue's tea?

Nai Xue has always declared: "Stick up the bottom line of food safety and adhere to the highest standard."

However, in actual operation, Nai Xue challenged consumers' trust bottom line again and again, and was repeatedly exposed to food safety issues. Cockroaches climb, use rotten fruits, change product labels at will, rags do not wash, etc. This is another "beauty" encountered in Naixue.

Recalling the past, even the appearance of Wang Xinling and Wang Xinling boys cannot continue to revitalize the stock price of Mango Super Media. So, will it be different from the world of Naixue?

Due to drinking tea to send virtual stocks, Nai Xue has now been labeled by netizens on "Policy Supervision". As the majority of netizens responded so fiercely, Naixue seemed to be difficult to win the favor of consumers again.

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