Nai Xue'S Tea Hits The First Shot On The Market

On June 6, information from the Hong Kong Stock Exchange showed that Naixue's tea had passed the listing hearing of the Hong Kong stock exchange, which also meant that Naixue's tea was only one step short of entering the "first stock of new tea drinks" in Hong Kong stocks.

According to the latest post hearing data set disclosed, the adjusted net profit (not measured by international financial reporting standards) of Naixue's tea in 2020 will reach 16.64 million yuan. In 2019, this figure will be a loss of 11.74 million yuan, turning a loss into a profit. According to the International Accounting Standards No. 17, the net profit of Naixue tea will be 62.17 million yuan in 2020.

Naixue's tea is on the market in a hurry, and its food safety problems occur frequently. Recently, Naixue's new tea product "Baqi yuyougan" has been complained by consumers that "there is a serious hidden danger" due to the "black unknown substance" released from the rotary bottle cap (confirmed by the shop assistant as alumina). Before that, due to the moldy deterioration of the oubao, he apologized late at night and boarded the microblog hot search. After the 21st century economic reporter inquired about qixinbao, it was found that many tea companies in Naixue had administrative punishment records.

Not only Naixue's tea, but in February of this year, the Shanghai market supervision department raided some milk tea shops, involving brands such as 1 Dian Dian, cha bai Dao, 7 Fen Tian, coco and Xiong Ji, and found all problems.

In fact, food safety has become a common problem in the new tea industry“ At a time when the entire staff team is still immature, there will be a lot of risks and problems with rapid expansion. " Zhu danpeng, an analyst of China's food industry, said in an interview with the 21st century economic reporter, "but under the pressure of capital, basically all the new tea companies now have capital to enter, and the capital must make money quickly."

No one is immune

According to the "2020 new tea white paper", the number of new tea consumers will exceed 340 million in 2020, and the revenue is expected to exceed 110 billion yuan in 2021.

Compared with the traditional tea, the new tea drinks pay more attention to the innovation and upgrading of the original ingredients selection, standard processing process, store operation, etc. "new" is characterized by fast consumption, high appearance value and various types. Among them, the most significant feature is the upgrading of product R & D quality, with more emphasis on the health quality of raw materials.

Correspondingly, the price of new tea is generally higher. According to the Research Report of Zhongtai securities, the average selling price of Xicha, Naixue, KOL, Lele tea and fujitaoshan are 25 yuan, 27 yuan, 20 yuan, 22 yuan and 21 yuan respectively from January to September in 2020; The unit price is 40 yuan, 43 yuan, 35 yuan, 40 yuan and 29 yuan respectively.

However, under the high unit price, food safety is difficult to match the reality.

Looking through the past reports, all the three giants like tea, Naixue's tea and the new style tea drinks in the ice city of honey are all spared. Among them, on the 15th of last month, due to the problems of incomplete account records, the use of expired food materials and the confusion of warehouse management in many stores in Zhengzhou, many stores have been ordered to rectify by the Zhengzhou Municipal Market Supervision Bureau.

"Spend two or three times the price of ordinary milk tea, in order to better taste and quality quality, food safety was originally thought to be the basic guarantee, so there is a feeling of being cheated and fooled." Consumers Zhao Xiaoan said that for health reasons, their daily drinking milk tea will tend to the new tea made fresh.

In Zhu danpeng's view, now doing just makes consumers relax their vigilance“ When shopping in supermarkets, 90% of the people will look at the production date and shelf life. However, for the instant drinks, the consumers have no idea whether the materials used have expired, and they can't check them. "

However, for any catering enterprise, food safety may become the straw that can crush the camel, and the new tea drinks are even worse. This can be said to be a devastating blow to its health quality. Once the consumer enthusiasm fades, the industry will face a reshuffle.

Zhu danpeng analyzed that consumers are willing to pay more money than other brands, and what they buy is peace of mind, reassurance and pleasure. The problem now is that new tea drinks have the highest customer price and the most food safety problems. Consumers of such brands will not buy any more.

Management of persistent diseases

On the one hand, from the perspective of food safety, the more franchise stores, the more difficult the supervision of internal quality control system. On the other hand, milk tea has a wide range of ingredients and accessories, and milk tea stores are scattered, it is difficult to achieve the standardized, process oriented and professional management like large-scale catering, which makes it more dependent on the self-discipline of the staff in the store.

"It can't be said that there is a certain reason in any aspect, but multi-party superposition is a system engineering." Zhu danpeng pointed out, "every enterprise has a strict operation process and quality internal control system. The key is whether the operation is done according to the operation process, which is the problem. It's a human problem. "

Take Naixue's tea as an example, as of the end of 2017, there were only 44 stores, but by September 30, 2020, the total number of its stores had increased significantly to 422, nearly 10 times the number of three years ago. Among them, the speed of opening stores in 2018 and 2019 is amazing, with 179 and 174 new stores respectively, which is equivalent to "opening a new store in two days".

In 2021, Naixue's tea will continue to accelerate its expansion.

Contrary to it, both personnel and management need a certain amount of time to precipitate, among which, the position of the store manager is particularly critical. In the catering market, a good store manager is always hard to find. For example, in the open recruitment of new tea drinks, such as tea color and love tea, the store manager is required to have three years or more management experience in the catering industry.

At present, the number of stores is large, the location is scattered, the sales volume is not small difference, the headquarters is also difficult to achieve unified management“ For example, a CBD store must have a good business from Monday to Friday. The average number of cups a day and the preparation of raw materials are the decisions of the store manager. If the store manager is inexperienced and has too many raw materials, it may be expired and still in use. " Zhu danpeng gave an example.

If the management does not put quality, quality and food safety in the first place, the employees below will naturally not put it in the first place. Zhu danpeng said frankly, "the key is the boss's business philosophy and values."

In fact, the entry threshold of the new tea industry is not high and the innovation is slow. The whole industry has shown a homogenization trend. The exposure of food safety problems not only has an impact on consumers' purchase, but also has a negative impact on its capital valuation. Compared with the new products that pursue freshness, the brand pays attention to the cultivation of talents and the application of digital programs, which is the journey of modern management and brand from "online Red" to "Changhong".

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