Group 1 - The core viewpoint of the articles revolves around Naixue's rebranding efforts as part of its internationalization strategy, simplifying its name from "Naixue's Tea" to "Naixue" and introducing a new logo [2] - Naixue's new branding aims to integrate nature, art, and imagination while emphasizing its commitment to health transformation, although consumer reactions are mixed, with some questioning the effectiveness of the changes [2] - The company has faced challenges in international markets, having previously closed stores in Singapore and Japan, indicating that acceptance of its "East meets West" brand image remains uncertain [2] Group 2 - Naixue is attempting to find new growth points through a health-oriented transformation, launching products like the "Daily 500 Fruit and Vegetable Bottle" and opening 30 "Green" stores in major cities [3] - Despite ambitious transformation plans, Naixue has struggled to create standout products, with frequent name changes potentially undermining brand recognition in a highly competitive tea beverage market [3] - The success of Naixue's rebranding and transformation efforts will depend on the strength of its product offerings, as mere cosmetic changes may not lead to lasting success [3]
市值缩水 亏损不断 奈雪“改头换面”能否破局？
Xi Niu Cai Jing·2025-05-19 09:03