In the past year, new tea brands have opened up to franchise and seek new growth points after creating a suitable profit model. Hey Tea, Nai Xue's Tea, Lele Tea, etc. are no exception.
According to the data, since Naixue officially opened its business partner business on July 20, 2023, as of January 31, 2024, Naixue has more than 1,700 stores nationwide, of which 150 have opened franchise stores, more than 300 stores have completed site selection, and more than 1,000 franchisees have paid 100,000 intent fees. The monthly turnover of franchised stores in Hulunbuir, Longyan, Shangqiu and other places exceeded 700,000, and it is becoming a local tea beverage consumption landmark.
According to the financial report, the operating profit margin of Naixue stores in all first-tier cities across the country exceeded 20%, and the operating profit margin of stores in third- and fourth-tier cities and below reached 217%。In recent years, Naixue has continued to promote digital intelligence, refined management of the first chain and other measures, so that the cost of raw materials has been continuously reduced, the efficiency of human resources has been steadily improved, and the bargaining power of newly signed leases has been significantly enhanced, which has comprehensively promoted the improvement of profitability.
A franchisee said: "The competition for new tea drinks is fierce, and franchisees must rely on high-potential brands to have good development." In order to further help franchisees quickly adapt to the market and seize the local "category landmark", Naixue will conduct a survey of the local market with franchisees every time it enters a city, improve the familiarity with the target market, make targeted site selection, decoration and opening promotion plans, and provide manpower and material support for franchisees.
In the view of industry experts, the essence of catering brand franchise is mutual benefit and win-win, and now the new tea beverage brand led by Nai Xue is increasingly emphasizing "protecting the rights and interests of franchisees", and empowering franchisees to establish long-term and stable cooperative relations through companionship to achieve common growth of business value.
According to the "2023 User Love Tea Report" released by Naixue, as of December 2023, the number of Naixue's tea members has exceeded 80 million. In December 2023, Nai Xue opened its first store in Thailand at the Emsphere mall** location in Bangkok, and it has become a popular check-in spot in Bangkok in the first month of opening, and the store has also achieved a good result of selling more than 300,000 baht in a single day. According to the plan mentioned in the announcement in the fourth quarter of 2023, in addition to opening about 200 new directly-operated stores in 2024, Naixue will continue to increase investment in franchise business and overseas market expansion.
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