Zhitong Finance and Economics learned that on February 28, Nai Xue's tea (02150) announced a new franchise policy in 2024, with a single store investment of 580,000 yuan, and franchise stores that completed the contract before June 30, 2024 can also enjoy a marketing subsidy of 60,000 yuan for a single store. According to relevant data, as of the end of February, Naixue has more than 1,800 stores nationwide, and the average annual GMV of 80% of the stores will reach 4.8 million in 2023; In addition, more than 200 franchised stores have been opened, and the market feedback is that the sales of Naixue franchise stores are hot, and the monthly turnover of many stores exceeds 700,000. Nai Xue said that since the opening of the franchise last year, the enthusiasm for the national intention to apply is high, and in order to allow more high-quality talents to join the new tea beverage entrepreneurship business, the franchise policy and cost have been flexibly adjusted.
580,000 opened Naixue, adhering to the dual-category strategy of "tea + baking".
According to the detailed rules, the investment budget of Naixue's single store is adjusted to 580,000 yuan, and the franchise stores that complete the contract before June 30, 2024 can receive a marketing subsidy of 60,000 yuan for each store. Once the policy was issued, it attracted great attention from inside and outside the industry. As early as July last year, Naixue officially opened to join, which quickly ignited the enthusiasm of tea entrepreneurs. In order to allow more high-quality talents to join the new tea beverage business and realize the easy opening of stores, Naixue has upgraded the store model and optimized the investment cost.
It is reported that on the basis of adhering to the dual-category operation of "tea + baking" and the unchanged consumer experience, franchisees can flexibly choose coffee machines, decorating rooms and other store configurations according to the actual consumption needs of the market. Industry experts said that there are significant differences in consumer demand in different cities, and Naixue's new franchise policy not only lowers the investment threshold for franchisees, but also helps to improve the flexibility and success rate of franchisees' local operations, and effectively stimulates franchisees' enthusiasm for opening stores.
200 franchised stores have been opened, with a monthly revenue of more than 700,000 stores.
At present, Naixue has opened more than 200 franchise stores, completed more than 300 stores, and more than 1,000 people have paid 100,000 intention fees, and the franchise territory continues to expand. The overall performance of Naixue's franchise stores exceeded expectations, and the franchise stores in third- and fourth-tier cities such as Hulunbuir in Inner Mongolia, Beihai in Guangzhou, Shangqiu in Henan, and Longyan in Fujian exploded when they opened, with a monthly revenue of more than 700,000 yuan in many stores, and a revenue of more than 450,000 yuan during the Spring Festival holiday in many franchised stores.
It is worth noting that in 2023, 80% of Naixue's stores will have an average annual GMV of 4.8 million, nearly 50 directly-operated stores with an annual revenue of more than 10 million yuan, and many stores will have an annual revenue of more than 15 million. Naixue's "tens of millions of stores" are not only widely distributed in first-tier cities led by Beijing, Shanghai, Guangzhou and Shenzhen, but also include new first-tier, second- and third-tier cities such as Xi'an, Shenyang, Xiamen, Shijiazhuang, and Ganzhou, showing that Naixue brand has a strong brand influence in both high- and low-tier cities. 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 growth of profitability.
The franchise stores adhere to the standard of direct sales and provide customers with a high-quality and unchanged tea experience.
For a long time, Naixue has insisted on bringing customers a high-standard oriental tea fragrance experience, and constantly optimized the digital business model based on the best chain, store management, and personnel training, so as to improve the level of standardized operation. Both franchised and directly operated stores must follow a unified operating standard to ensure that customers across the country enjoy the same high-quality tea experience.
Taking the ** chain as an example, Nai Xue goes deep into the upstream agriculture to find good tea and fresh fruits, improves the quality of raw materials through standardized production, and creates a "drinkable perfume" that is loved by consumers, while the digital ** chain can quickly respond to market changes and reduce waste; In the field of smart devices, Naixue has equipped its stores with self-developed smart tea machines to ensure unified production; In terms of store management and staff training, which franchisees are most concerned about, Naixue has improved the efficiency of store operations through self-developed service period management, intelligent scheduling and personnel training systems, ...... storesThe close integration between one digital fulcrum after another finally converges into a unique Naixue digital intelligent tea ecosystem, escorting the operation of stores across the country.
Industry experts said that Naixue, as the head of the industry, has a strong brand influence and industry-leading store management experience, which is favored by franchisees, and the investment cost advantage of 580,000 yuan will attract more and more high-quality franchisees to join Naixue. It is foreseeable that in 2024, Naixue's scale will expand steadily and continue to consolidate its leading position in the industry.