"奈雪暂未披露2023年加盟店的数据。" 作者：杨雪 编辑：tuya 1月18日，奈雪的茶(02150.HK)披露2023年第四季度的运营情况。 对比喜茶刚发布的《2023年度报告》，2023年底总门店数突破3200家，其中事业合伙门店超2300家，门 店规模同比增长280%。2022年底，喜茶的门店数还比奈雪少200家左右，经过2023年一年，喜茶门店数 已接近奈雪的两倍，多出了1500多家门店。 此外，奈雪的茶正在逐步关停子品牌台盖的门店。 截至2023年12月31日，奈雪的茶合计运营7家台盖门店，将在2024年陆续关停。2023年上半年，台盖录 得门店经营亏损为469万元，门店经营利润率为亏损14.1%。关停台盖门店乃主要考虑到台盖品牌于过 往并未给集团创造可观盈利，且公司希望将业务聚焦于主营品牌奈雪的茶。 2023年第四季度，奈雪的茶录得净新增214家直营门店，关停14家直营门店。2023年全年共计净新增506 家直营门店。截至2023年12月31日，公司共经营1574家奈雪的茶直营门店。 根据地理位置划分，公司第一类茶饮店数目方面，在一线城市有398家门店，新一线城市有421家，二线 城市有278家 ...

Core Viewpoint - Naixue Tea, known as the "first stock of new tea drinks," is facing significant operational challenges after more than four years since its IPO in Hong Kong, with its stock price plummeting over 90% and market capitalization falling below 2 billion HKD [1] Financial Performance - In 2023, Naixue recorded a slight profit of 0.13 billion CNY, but by 2024, it faced a substantial loss of 9.17 billion CNY, with losses narrowing to 1.17 billion CNY in the first half of 2025, raising concerns about its ongoing profitability [1] - The company attributes its performance decline to intensified industry competition, store closure plans, and losses from joint ventures and investments [1] Business Model and Cost Structure - Naixue's large store model has significantly increased operational costs, with store sizes typically ranging from 80 to 200 square meters, leading to high rental expenses [3] - From 2021 to 2022, the company's depreciation of right-of-use assets exceeded 400 million CNY annually, accounting for about 10% of revenue [3] - Material costs reached approximately 740 million CNY in the first half of 2025, making up 34.1% of total revenue, with overall costs (materials, personnel, rent, and delivery) nearing 80% of revenue [4] Market Position and Pricing Strategy - Naixue's initial success was driven by its high-end pricing strategy, with average customer spending at 42.9 CNY in 2018, but consumer preferences have shifted towards more affordable options [6] - By 2025, over 76% of consumers preferred tea drinks priced between 11 to 25 CNY, contrasting with Naixue's high pricing [6] - The company has only recently opened its franchise model, with high initial franchise fees deterring potential partners, leading to a slower expansion compared to competitors [7] Strategic Adjustments - In response to ongoing losses, Naixue has initiated several strategic adjustments, including reducing store sizes and lowering the required area for new franchises [9] - The average customer price has decreased from 42 CNY at IPO to 25.7 CNY, reflecting a shift towards more competitive pricing [9] Operational Challenges - Despite some improvements in performance metrics, Naixue continues to face challenges such as food safety complaints and a high turnover of executives, which could impact operational stability [11] - The company needs to strengthen its supply chain management and consider a shift away from its high-end positioning to adapt to the market's preference for cost-effective options [11]

顶着"新茶饮第一股"光环上市的奈雪的茶（02150），在登陆港股四年多后，正深陷经营困局。公司股 价自上市后一路走低，累计跌幅超过90%，多次跌破1港元沦为"仙股"，市值已不足20亿港元。这与港 股新茶饮板块整体活跃的表现形成了较大反差。 近年财务数据显示，公司仅在2023年录得微利0.13亿元。但到2024年，公司即转为大幅亏损，全年亏损 额高达9.17亿元；2025年上半年虽亏损收窄至1.17亿元，其持续盈利能力仍备受质疑。对于业绩滑坡， 奈雪将原因归咎于行业竞争加剧、关店计划影响，以及联营公司与部分投资项目的亏损。从昔日的资本 宠儿到如今面临市场质疑，奈雪的困境既源于自身战略与市场节奏的错位，也折射出新茶饮赛道内在逻 辑的深刻变迁。 大店模式推高多项成本 奈雪于2015年前后逐步走进大众视野，恰逢国内消费升级与现制茶饮行业蓝海期的双重红利，凭借"高 端现制茶饮"的差异化定位和"茶饮界星巴克"的品牌愿景，奈雪迅速崛起，成为赛道早期的引领者。 然而，这一以大店体验为核心的战略，在市场风向转变后，逐渐成为其盈利的制约。最典型的表现是大 店模式推高了整体运营成本。品牌创立初期，奈雪门店面积普遍在80—200平方 ...

Group 1: Company Developments - Nayuki Tea is reportedly changing its logo and name, possibly related to its expansion into the European and American markets [3] - Dingdong Maicai has entered the Hong Kong market through a strategic partnership with DFI Retail Group, aiming for a sales target of 100 million HKD in the first year [3] - WeRide and Uber are expanding their strategic cooperation to deploy autonomous Robotaxi services in 15 new international cities over the next five years [6] - Ant Group plans to separately list its overseas unit Ant International in Hong Kong, with no current policy obstacles reported [6] - CATL is seeking a loan of approximately 1 billion USD for its business expansion in Indonesia [7] Group 2: Industry Trends - The European market is becoming a new battleground for cross-border e-commerce platforms, with SHEIN and Temu increasing their advertising spending significantly [4] - The global retail e-commerce market in Europe reached 631.9 billion USD in 2023, indicating substantial growth potential [4] - The Chinese B2B foreign trade financial platform XTransfer has obtained an electronic money institution license from the Netherlands, enabling it to provide local accounts and cross-border settlement services [12] - China's goods trade import and export value for the first four months of the year was 14.14 trillion CNY, showing a year-on-year growth of 2.4% [13] - The automotive goods import and export total for March was 23.82 billion USD, with a month-on-month increase of 32.1% [14]

近日，有网友在社交媒体发文称看到奈雪新店使用了形似雪花的全新logo，并将"奈雪的茶"改成"奈 雪"，拼音"NAIXUE"变成了"Naìsnow"。查询发现，奈雪的茶在外卖平台、官微、公众号的最新物料中 均采用了新名字和新logo。奈雪的茶内部人士7日回应称，奈雪确有在十周年启动品牌全面升级的计 划，全新的logo形象正是品牌升级的其中一步。(中新经纬) ...