The head brand hit the city slightly, starting with accelerated unionization。
On 28 february, a new accession policy for 2024 was announced for the first piece of tea in naechi: a single store invested 580,000 cases, a union store contracted by 30 june 2024, and a single store marketing subsidy of $60,000。
As soon as the news came out, a stone was provoking a thousand waves。
According to analysts, current drinks, including coffee, new tea, are the most rolling track in the catering industry, and the head brand, naish, is a high-profile potential contributor at the beginning of the year, reflecting the trend across the course of 2024。
The trick is to attract partners
The latest accession policy is available through the naishe plus applet, naishe's tea partner。
According to the by-laws, the investment budget for naishue single store was adjusted to $580,000, and the union stores that had been contracted by 30 june 2024 received a marketing subsidy of $60,000 per store。
In july last year, nash officially opened up membership. To attract more excellent partners, naishe has upgraded the door shop model to optimize investment costs, i. E., by maintaining a consistent experience of double-goods operation and consumption of “tea + baking”, the co-lending parties will have the flexibility to choose the mix of coffee machines, bouquets, etc., based on the actual consumption needs of the market。
According to industry experts, consumption demand varies significantly from city to city, and the naishe new deal has not only lowered the investment threshold for the allies, but has also helped increase the flexibility and success of the allies to operate locally。
Three, four-line cities are joining up
At present, nashe has opened more than 200 conglomerates, 300 have completed their sites and more than 1,000 people have paid 100,000 in interest, which continues to expand。
The overall performance of naishe's kiosks was high, with the opening of three- and four-line cities in nepal such as huronbel, guangxi sea, henan mau, fujian rock and others, with more than 700,000 yuan a month and more than 450,000 yuan a week。
It is a matter of concern that 80 per cent of naishe's shops averaged 4. 8 million gmvs per year in 2023, nearly 50 direct-camp shops, which received more than $10 million per year, and 15 million per year for many shops. Naishe's “billions of large shops” are not only widely located in the north, but also include the cities of xi'an, shenyang, xiamen, ishikoshi, the state of the state, etc。
"apply" or a new melody
While the market for new tea is still growing in size, there is less room for optimism with regard to the brand name of tea。
According to the study on new tea in 2022, published by the china chaining association, the rate of chaining of new tea in 2020-2022 increased from 41. 2 per cent to 55. 2 per cent. In a sample of several urban core business circles, the rate of chaining of new tea has exceeded 80 per cent。
According to analysts, a slight increase in the rate of chaining and the shrinking of the time and space left to brands further exacerbates the competition for market shares. From the point of view of brand penetration, direct-camp penetration is much slower than membership. At the beginning of last year, the head brands accelerated the process of joining forces, with “membership” probably becoming the main melody of the next industry。
