Naixue's tea, 50 million virtual shareholders out of the horse

Source | Bohufn

Author | Lingling

Naixue launched Naixuecoin, netizens: Is it illegal?

On the first anniversary of listing, Naixue's tea launched "Naixue Coin" and virtual stocks.

According to the official news of Naixue, starting on June 30, the points were renamed "Naixuecoin", and 1 yuan for each consumption can be obtained. At present, Naixuecoin can only be obtained free of charge through ordering and daily sign -in and other tasks. The integration mall has also been upgraded to Naixuecoin Store, adding tide cool products such as Naixue gift vouchers and limited surrounding surroundings.

(Screenshot of the Naixue Essential Program)

Naixuecoin has a variety of gameplay. It can buy and sell virtual stocks and become virtual shareholders, while Naixue virtual stocks and real stock rises and fall. The stock price in the game = the closing price of Naixue's tea port on the day of the trading day*the Hong Kong dollar exchange rate on the day. For example, the stock price of Naixue closed at a trading day was 6 yuan, and 6 Naixue coins were required to buy 1 virtual stock on that day.

It is worth mentioning that users can also add leveraged borrowing to play, select X2, X5, X10 times lever.

In addition, Naixuecoin can also redeem various coupons and gifts in the mall. For example, 100 Nauxue coins can be exchanged for 3 yuan voucher, or the domineering durian 3 yuan cash coupon; 1300 Nauxue coins can be exchanged for free tea for tea; 200,000 Nauxue coins can be exchanged for an apple computer. It is understood that the computer is that the computer is this computer. The price in Apple's official mall is 7,999 yuan.

Regarding the gameplay of Naixue's launch of Naixuecoin, the outside world teased that Naixue has 50 million virtual shareholders.

However, questioning Nai Xue's voice is still more. On the one hand, some people think that this is to make milk tea. On the other hand, many people questioned whether Nai Xue was illegal. Many netizens said, "The entity is not well operated and started to play with nothing. I want to ask this violation of the law? Can Naxue's business right limit can do this."

In this regard, many people who have studied new tea drinks said, "The current Naixue Coin is essentially consumer points, and there is no difference from Q coins. It's not uncommon, it is not a real stock transaction, let alone affect Naixue's stock price. "

However, some people point out their risks. In the opinion of Xiao Yan's legal team, Naixuecoin is "dancing on the blade", "Naixuecoin has the foundation of consumer token legal nature, the business risk of the payment institution prepaid card, the risk of online gaming, a prize sales risk, illegal absorption of absorption Many legal disputes such as public deposit risks and red line risk points ".

In essence, Naixuecoin is a marketing activity. Up to now,#5 has been read.

(Weibo screenshot)

Nai Xue, very tide

Careful people will find that Nai Xue is becoming more and more tide, or it has been working hard to brush the sense of presence, making people more and more aware that it is not just a tea brand.

In addition to the launch of Naixuecoin and virtual stocks, Nai Xue also launched the Yuan Cosmic Naixue Park, and virtual shareholders can enter the official reward for treasure hunting.

(Picture source network)

As early as last year, Nai Xue had entered the Yuan universe. In December last year, when Naixue's sixth anniversary of the establishment of the brand, the official announcement brand ambassador "Nayuki". According to reports, Nayuki is a cosmic symbiotic body that can shuttle in virtual space and real life.

At that time, Nai Xue also launched the NAYUKI tide for NAYUKI, which is limited to 300 NFT blind box works and a global limit of 1,000 sets of Nayuki.

Official data show that within 72 hours after the release, the event brought nearly 200 million yuan GMV, and NFT blind boxes and tide play were also sold out that day.

In the opinion of senior elementary universe analysts, Naixue demonstrated a new way of layout of the Yuan universe without a strong technical gene. On the one hand, the ordering of Naixuecoin is a marketing behavior, which not only allows Naixue to return to cash quickly, drive users to consume, but also seize the main consumer group of the domestic Yuan universe track -post -00. On the other hand, Naixue upgraded the user community into the Yuan universe flow pool to maximize the user value.

The industry believes that from last year's NFT digital collection to the Yuan universe marketing this year, Naixue's tea showed the market for the market for new possibilities, and it was even a new possibility of consumer brands.

In general, Naixue's entry into the Yuan universe does not rule out that he wants to increase consumer market volume and obtain the capital market through the Yuan universe. And this time the Naixuecoin, virtual stocks, and Yuan universe paradise seemed to be the continuation of the previous Yuan universe.

In addition to entering the Yuan universe, Nai Xue's recent innovation actions have been frequent. In June of this year, in order to promote the new product "Domineering Tao", Nai Xue launched a stick avatar of "Putting the Rotten Peach", which was on the Meituan day. Netizens go to Meituan to "chase" every day, calling Naixue to have an expression pack.

According to Naixue, the total sales of the new products of the peach series have exceeded 1 million cups, and the sales volume ranked first in Naixue.

(Picture source network)

The rotten style of "swinging rotten peaches" is prominent. At the moment when the rotten and lying flat becomes the "mantra" of young people, the psychology of young people is cut, which will trigger the resonance and spontaneous communication between young people.

In terms of "changing tide", Nai Xue always follows the front line. Behind this, there may be a bit of no last resort.

Nai Xue's anxiety

Some signs have been difficult to hide Nai Xue's embarrassment.

On the evening of March 29, Naixue's tea released a 2021 financial report, with total operating income of nearly 4.3 billion yuan, an increase of 41%year -on -year. Although revenue increased, the adjustment of the net loss was 145 million yuan. Naixue's tea was profitable in 2020, and the net profit after adjustment was 16.6 million yuan. In 2019 and 2018, averaged tens of millions of yuan.

The financial report shows that 30%of Nai Xue's tea orders are offline orders, 30%are self -provided orders, which means that 60%of orders need to be completed offline. Under the end of the epidemic, Naixue's tea offline channels are facing large operating pressure.

At the same time, Naixue's attachment to the big store model is almost obvious to the industry. Peng Xin, one of Nai Xue's founder, believes that the "big shop model" is the must for services and shape long -term brands.

In an interview, Peng Xin said that many people persuaded her to open a small shop, and the customer's self -help order and then collected the shop. But she didn't take it.

The obvious performance is that the service of the PRO store has become heavier. "The store will make tea in the store and will tell you about our tea culture."

In her opinion, what Nai Xue has to do is "a brand with a temperature that can communicate with customers with tea and tea culture, rather than a brand that only pursues the highest ping effect or the highest profit."

However, from the actual planning of Naixue, it is still visible that the smaller PRO store is the main store opening model. There is still a certain gap in reality and ideas. In the store opening plan announced earlier, 30%of the standard store will be opened from 2021 to 2022, and 70%PRO stores will be opened.

Zhao Lin, the founder of Naixue's tea, mentioned that in 2022, Naixue's tea party was stricter to the store's choice and strived for better rent conditions.

In addition, Naixue's tea hopes to improve efficiency and reduce costs through automation systems. Naixue's tea is investing in the automation system, which is said to be able to realize automatic ordering, smart roasting, automatic tea, and smart class.

At present, some Naixue stores have used automatic milk tea machines. In these stores, only 2 employees on the tea production line during peak hours, plus 3-4 front hall staff, the team is only 5-6, personnel configuration is configured in personnel configuration At least half of it.

Zhao Lin said that the automation system can simplify the production process of complex and difficult to standardize tea. In the future, a large number of part -time jobs can be enabled to reduce the cost of labor. It is understood that the proportion of part -time personnel in Naixue will increase from 20%to 50%.

On March 17 this year, Nai Xue announced that it had reduced the price sharply and launched a new tea series products, with the price of about 10 yuan. The outside world is very clear. The price reduction is mainly due to the approaching saturation of the new tea drink market, and the brand competition is fierce.

It is not difficult to see that Nai Xue's turn of losses and the road to find growth is still long.

Reference materials:

1. Eleven people in finance: Nai Xue's tea in 2021 lost 145 million yuan, and the new tea drinks intensified

2. Knife Law Institute: Nai Xue issued virtual currency, what?

3. NFT Marketing Workshop: Behind the tea of ​​Nai Xue, whether the excessive virtual marketing is wiped off

4. Whip Niu Shi: 50 million virtual shareholders, save Naixue's tea?

5. Giant Wave: Nai Xue, the most persistent Starbucks believers

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