Core Insights - The closure of Naixue Life's first store in Shenzhen's Nanshan Coastal City marks a significant shift in the new tea beverage industry, highlighting the challenges of transformation and innovation within the sector [1][9][11] Company Overview - Naixue Life, originally launched as "Naixue Dream Factory" in 2018, aimed to create a multi-functional space combining tea, baking, and retail, becoming a popular destination in Shenzhen [4][8] - The brand transitioned to Naixue Life in 2022, rebranding itself as a "brand co-creation platform" with a focus on shared operations and cross-brand marketing [4][6] Store Performance - The first store experienced initial success, benefiting from the "first store economy" and a large member base, but ultimately faced challenges in shared traffic and high operational costs [6][8] - Naixue has closed 132 direct-operated stores in the first half of 2023, with a total of 1,638 stores as of June 30, 2025, indicating a trend of store closures becoming a norm for the company [8][10] Industry Context - The closure of Naixue Life's first store reflects broader adjustments in the new tea beverage industry, where leading brands face pressures of scale expansion and single-store profitability [9][11] - The competitive landscape has intensified, with brands like Naixue and Heytea expanding into high-end shopping centers while mid-tier brands are diversifying their offerings [9] Strategic Shifts - Naixue has shifted from a fully direct-operated model to a franchise model to reduce costs and improve efficiency, raising concerns about product quality control [9][10] - The company has also attempted to pivot towards health-oriented products, launching new offerings like "Daily Fruit Bottles" and "Fruit Smoothies," but these efforts appear reactive rather than part of a cohesive long-term strategy [9][11] International Expansion - Naixue's first international store opened in Flushing, New York, in October 2025, generating significant initial sales, indicating a potential new growth avenue for the brand [3][10] Future Outlook - The closure of the Naixue Life store serves as a warning for the industry, suggesting that future innovations should focus on core categories and specific consumer needs rather than broad, unfocused concepts [11]
奈雪生活全国首店闭店，茶饮巨头转型阵痛