部分产品涨价超七成！奈雪大本营广深门店早餐价格上调

Core Viewpoint - Recently, Naixue's breakfast set prices have increased in Guangzhou and Shenzhen, requiring consumers to purchase a membership card to enjoy discounted prices [2][3] Price Adjustment - Breakfast prices in Guangzhou and Shenzhen have risen from 9.9 yuan to 15.9 yuan, with some items increasing by 6 to 7 yuan, representing a price hike of 46.5% to 70.7% [2] - Consumers in Guangzhou and Shenzhen must purchase a breakfast membership card for 9.9 yuan to access the discounted prices, while prices in Beijing and Shanghai remain unchanged [2][3] Comparison of Prices - For example, a "American Coffee + Thick-cut Rock-baked Cheese Toast" costs 16.9 yuan in Guangzhou compared to 9.9 yuan in Beijing and Shanghai; with the membership card, the price in Guangzhou drops to 10.9 yuan [2] - Another example, "American Coffee + Spinach Pork Bone," is priced at 18.9 yuan in Guangzhou and Shenzhen, while it is 12.9 yuan in Beijing and Shanghai; the membership card price is 13.9 yuan in Guangzhou and Shenzhen [2] Company Background - Naixue launched the "9.9 yuan starting" breakfast promotion in July 2023, with price adjustments starting on May 19, 2024, in Guangzhou and Shenzhen [3] - Naixue has 1,453 directly operated stores and 435 franchise stores, totaling 1,798 stores nationwide, with a significant presence in Guangzhou and Shenzhen [3] Recent Developments - Naixue has recently rebranded its logo and opened its first "Green Store," focusing on light food offerings alongside beverages [4] - The company is under pressure to improve its performance, having reported a revenue decline of 4.71% to 4.921 billion yuan and a net loss of 926 million yuan in 2024 [4] Industry Comparison - Naixue is the only tea beverage company among its peers to report a loss, while competitors like Mixue Ice City and others reported significant profits in 2024 [5]