Core Viewpoint - Naixue's recent price increase on breakfast items, following a logo change, has led to consumer dissatisfaction and potential loss of loyal customers due to perceived value reduction and increased costs [1][3][12]. Group 1: Price Adjustments - Naixue has significantly altered its breakfast offerings in the Guangzhou and Shenzhen regions, requiring customers to purchase a membership card to access the previous 9.9 yuan breakfast package [2][3]. - Without the membership card, the breakfast package price has increased to a minimum of 15.9 yuan [4]. - The previous breakfast items, such as the purple sweet potato and taro double filling, have seen price increases from 9.9 yuan to 15.9 yuan, and other items have also increased in price [6][10]. Group 2: Consumer Reactions - Many consumers have expressed dissatisfaction on social media, feeling that the new pricing structure is a disguised price hike and creates barriers to purchase [12][13]. - Customers have noted that the membership card does not allow the use of stored value balances, leading to frustration and disappointment [14]. Group 3: Business Performance - Naixue's breakfast business saw a remarkable sales increase of 620% year-on-year in the first half of 2023, but overall revenue has been under pressure due to rising costs and market competition [20][21]. - The company reported a revenue of 4.92 billion yuan for 2024, a decline of 4.7% year-on-year, and a net loss of 920 million yuan, compared to a profit of 20.09 million yuan in 2023 [24][23]. Group 4: Strategic Changes - In response to financial pressures, Naixue plans to implement various strategies, including innovative brand marketing and the introduction of new store formats to enhance market share [27][29]. - The recent logo change aims to refresh the brand identity, with the new name "NaiSnow" reflecting a blend of nature, art, and imagination [28].
亏掉9个亿后，奈雪的茶悄悄涨价