Core Viewpoint - The recent rebranding of the tea brand Naixue has sparked significant public debate, with the new logo featuring a combination of a snowflake-like graphic and the name "Naìsnow奈雪" [1][3][5] Group 1: Brand Change and Strategy - Naixue's rebranding coincides with its tenth anniversary and aims to focus on health, globalization, and image renewal [3][5] - The design agency UDL stated that the previous all-Chinese logo limited the brand's recognition in global markets, leading to the new bilingual logo [7][8] - The new logo incorporates elements of snow and fruit, reflecting the brand's core values of health and nature [5][8] Group 2: Market Reception and Feedback - Public reaction to the new logo has been mixed, with some users criticizing it as unattractive or lacking sophistication, while others acknowledge the challenges of logo design [5][8] - UDL's co-founder emphasized that the controversy indicates high public interest in the brand, suggesting that the new logo will gain acceptance over time [7][8] Group 3: Global Expansion and Performance - Naixue is actively pursuing a global strategy, with plans to open its first store in the United States and several locations in Southeast Asia [14] - Despite the expansion efforts, Naixue's financial performance has declined, with a reported revenue drop of 4.71% to 4.921 billion yuan in 2024 and a significant net loss [14][15]
新标识被吐槽越改越丑！奈雪的茶能靠品牌升级拓宽海外市场？