Core Insights - The closure of Naixue Life's first store in Shenzhen marks a significant shift in the new tea beverage industry, highlighting the challenges of innovation and transformation within the sector [1][9][11] Company Overview - Naixue Life's first store, which opened in August 2022, was a multi-brand platform that aimed to create a shared operational model but has now closed after three years of operation [1][4] - The brand has faced ongoing financial difficulties since its IPO, with a cumulative net loss of nearly 1.5 billion yuan over four years, and has closed 132 stores in the first half of 2023 [8][9] Strategic Shifts - Naixue has shifted from a fully direct-operated model to a franchise model in response to rising costs and inefficiencies, aiming to penetrate lower-tier cities [10] - The company has also attempted to adapt its product strategy to align with health trends, launching new product lines and opening 30 "Naixue Green" stores [10][11] Industry Context - The closure of Naixue Life's flagship store reflects broader challenges in the new tea beverage industry, where brands are grappling with the dual pressures of scaling and achieving profitability [9][11] - The industry is moving towards a phase of "precision cultivation" rather than mere conceptual innovation, emphasizing the need for deeper integration of core products with specific consumer scenarios [11] International Expansion - Naixue has made strides in international markets, with its first U.S. store opening in October 2025 in New York, which generated significant initial revenue [3][10]