Naixue’s Tea was founded in 2015 and is headquartered in Shenzhen, Guangdong Province. It is a tea brand affiliated to Pindao Catering Management Co., Ltd. Innovatively create the form of "Tea Soft European Buns", targeting young women aged 20-35 as the main customer group, insisting on changing the tea base every four hours, and the soft European Buns are not allowed to stay overnight. On July 2, 2019, Naixue's tea was selected into the "Top Ten Tea Brands in China". Brand Culture

Nayuki’s tea creates a new category model of “tea soft European buns”, using tea as the raw material and tea drinks as the “protagonist”, which is different from the “supporting role” positioning in other bakeries. Nayuki makes tea and bread have the effect of 1+1>2.

Brand Concept

What Naixue wants to create is a lifestyle. Between products and nature, we always regard ourselves as a participant, using tea, fruits and vegetables, etc. to present a wonderful life experience.

Brand Positioning

Naixue’s tea advocates two kinds of beauty, a cup of good tea and a mouthful of soft European buns. Naixue's main customer base is between the ages of 20 and 35, 70 of whom are women. It hopes to bring a wonderful enjoyment to young white-collar women in the city.

Brand Vision

Tea has 5,000 years of cultural heritage in China. Naixue hopes to bring good tea to everyone in a simple way that is in line with modern life and become China's The promoter of tea to the world.

Brand Story

The origin of “Naixue’s Tea”: because Peng Xin’s online name is “Naixue”. Based on her own experience, Peng Xin made prototypes based on the grip size of her own hand. After eighteen mold openings, she designed the "Naixue Cup" that is suitable for women's slender and easy-to-handle feeling. Even the cup stopper will be subdivided into a heart stopper for girls and a little sun pattern for boys. There is a groove on the cup lid that has been specially tested so that girls can avoid lipstick sticking to the cup.

Brand products

Tea

Naixue has launched different product series, including domineering fresh fruit tea, cheese milk tea, fresh tea, and cold brew tea , freshly brewed high-end tea, etc. In addition, new products will be launched for a limited time every month using seasonal fruits. When the fruits are out of season, the corresponding products will also be off the market.

Bao

Nayuki chooses "soft European bread" for her tea. After a long fermentation period, the bread is fully matured and exudes the aroma of wheat, and then nuts, dried fruits and various grains are added. .

Tea gift box

In 2018, Naixue will focus on the development of new retail. Teas from all over the world are gathered together, each tea leaf is selected and combined, matched with innovative tea cups, and the outer packaging is designed according to different holiday styles to make tea gift boxes.

Cake

Nayuki cake uses pure natural buttercream from New Zealand

Spatial characteristics

Nayuki’s tea flows through time as the four seasons change. As the main line, the axis conveys four spatial conceptual styles through the four concrete carriers of "mirror, flower, snow, and moon": "Spring·Mirror", "Summer·Flower", "Autumn·Moon", and "Winter·Snow". The space design concept not only condenses the oriental culture, but also echoes the core product "Chinese tea".

Trademark services

Advertising design; advertising planning; advertising; personnel management consulting; business organization consulting; business research; franchise business management; outdoor advertising; hotel business management; replacement Promotion by others

Controversial incident

On November 29, 2018, Peng Xin, the founder of Naixue Tea, saw Heytea being interviewed and said that he originally wanted to buy a new car Cherry tea drink but failed, and said that cherry tea drink is just ordinary juice. Cherry tea is Naixue’s former product and is about to return to the market:

Peng Xin wrote in Moments: The new tea industry has just begun and needs more product thinking and creativity. Plagiarism is the easiest, but continuous innovation and having a clear positioning are the long-term way for a brand, and this is what we should bring to this industry together.

HiTea founder Nie Yunchen responded directly: If that’s the case, we can piece together all the fruits or materials in the world and sell them first, and then accuse others in the future of “copying” ourselves. If that’s the case, That innovation is so simple and childish.