Net black tea, no net red/ Visual China

Wen / Yingbao

From the end of 2021, the situation of wanghong tea is full of problems.

Like tea, punished for false publicity and caught in the storm of layoffs; Naixue tea is expected to lose 135-165 million yuan in 2021; Tea Yan Yuese has closed the store on a large scale for three times, and the management has also scolded employees online for low salary; Lele tea, fully withdraw from the South China market; Antler lane, no longer in love with the war, has just invested 100 million yuan to crack down on fake franchise stores.

The double negativity of Finance and public opinion seems to imply that there is a downhill road behind the turning point of the cycle of online black tea economy.

In 2019, which is not far from today, when the public discusses the black tea drinking on the Internet, there are many praise words: sense of experience, generation Z trend and tuyere. Some media even put forward the topic of “whether online black tea has occupied the mind of customers”, which is enough to see its strength to stir the market.

Just over two years later, the wind direction changed. Everyone asked the same question:

“What happened to net black tea?”

Layoffs, losses and market exit

With only two days left before the New Year bell rings in 2022, happy tea has maintained the good image of the whole year, falling short of success.

On December 29, 2021, Xicha was fined 450000 yuan by Shanghai Baoshan District Municipal Bureau of supervision for false propaganda, such as “selected Yunnan Shiping and Zhejiang Xianju Dongkui red bayberry, with large core and small, compact and full pulp and strong flavor”.

The penalty was less than two months. On February 9, 2022, Xicha was “laid off by 30%”, the information security department laid off all employees, and 50% of the employees of the store development department were laid off.

Although Xicha responded at the first time that “it is normal personnel adjustment and optimization”, there is still panic inside, because this is the second “optimization and adjustment” of the company in recent two years. What does the company plan to do? When will layoffs fall on you? Everything is unknown. “There are too many stories to tell.” A tea loving employee said this when breaking the news.

In my impression, tea loving business is very popular. I didn’t expect that there are large layoffs inside/ Graphic insect creativity

The story behind it may be related to the change of investors’ attitude.

Tea was once the darling of capital. During its round B + financing in 2019, investor Zhu Yonghua mentioned in the interview that all top institutions wanted to participate, and finally Xicha chose the best two leading investors, namely Tencent and Sequoia. Another investor sighed: “it’s hard to squeeze your head in.”

But Xi tea’s income and expenditure failed to meet this expectation. According to the data of Jiuqian consulting, since July 2021, the Ping efficiency and average store income of Xi tea have declined nationwide; The average revenue of stores in October fell by 19% month on month compared with July and 35% year-on-year compared with October 2020.

The pressure came to the investors, who urged Xicha to make a change - adjusting its business strategy or listing financing, whatever.

But the fact is that the decline in the profits of Xi tea is not an example, but a common problem in the online black tea industry. Naixue tea, a competitive product of hi tea, even if it is listed, the financial report is still not good-looking.

In June 2021, Naixue tea, known as “the first share of new tea”, was listed on the Hong Kong stock exchange. It broke off at the opening, and the share price fell 13.54% on the first day. In February 2022, Naixue tea announced that it expected a net loss of 135-165 million yuan in 2021.

The share price of Naixue tea is still falling/ Naixue tea official website

The tea color of Changsha has also been pushed to the forefront.

In November 2021, chayan Yuese announced the temporary closure of 87 stores, the third large-scale closure since last year. According to the digital observation network, by the end of 2021, there were 496 tea Yan Yuese stores in China. The stores that account for 20% of the current total have disappeared after a single store closure. It is conceivable that tea Yan Yuese was seriously injured after three store closures, so that some media described it as “broken arm self-help”.

Public opinion did not let go of the pleasant color of tea. One month after the third closing, chayan Yuese employees disclosed on the Internet that their hourly salary was only 6-9 yuan, and some even received less than 2000 yuan; The average daily working hours are 11 hours. After closing at 12 p.m., there is a meeting until 3 a.m.

The founder and some employees were scolded and dismissed by Yan Yue. Afterwards, the founder apologized and said that “personal emotions are on the top”, but the storm has arisen, netizens’ emotions are on the top, and tea Yan Yuese’s “mean image” is also solid.

In his early years, he disdained to go out of Changsha and give people the feeling of “not eating human fireworks”. Will he be unable to melt into “human fireworks” in the future/ Graphic insect creativity

Compared with the elder brothers who can still support, Lele tea with small volume can only abandon part of the market.

On February 24, 2022, Lele tea closed the last store in Guangzhou. This means that Lele tea is no longer available in South China.

On the last day of the Guangzhou store’s opening, there was a long line at the door. Someone made a special drive from Baiyun District for more than ten kilometers to Liwan District to buy tea; Someone waited 1.5 hours just to buy a “dirty bag” - this fist product, which was very popular in 2017, brought popularity and annual revenue of 40 million yuan to Lele tea.

Since July 2021, Lele tea has been in a state of fatigue. At that time, it was said that Xi tea intended to buy Lele tea. Before long, Lele tea refuted the rumor: “adhere to independent development.” Nie Yunchen, the founder of Xi tea, responded intriguingly: “I did have contact, but I have completely, completely and resolutely given up after deeply understanding the internal situation, business data and situation.”

Lele tea is weak/ Lele tea official website

Deer horn lane was revealed only two weeks ago that more than 7000 franchisees across the country were cheated into opening fake stores, one of which lost more than 1.3 million yuan a year. To this end, Lujiao Lane announced that it would invest 100 million yuan to crack down on counterfeiting. Copycat shops can be eliminated, but the reputation that has been corrected will take more time to repair.

Seven years ago, he was a market star

2015 is the node for the take-off of black tea on the Internet.

Prior to this, domestic tea experienced the powder age and the current tea age.

The production mode of the former is limited to brewing different flavors of powder, with a price ranging from 1-5 yuan. Powder contains saccharin, fat and flavors, and is not healthy. Therefore, powder milk tea is soon weary of customers.

The latter began to have boiled tea, pearl, coconut, burnt fairy grass and other ingredients, which are deeply loved by customers. The predecessor of Xi tea “Huang tea” appeared in this period.

In May 2012, Nie Yunchen Jing

Net black tea, no net red/ Visual China

Wen / Yingbao

From the end of 2021, the situation of wanghong tea is full of problems.

Like tea, punished for false publicity and caught in the storm of layoffs; Naixue tea is expected to lose 135-165 million yuan in 2021; Tea Yan Yuese has closed the store on a large scale for three times, and the management has also scolded employees online for low salary; Lele tea, fully withdraw from the South China market; Antler lane, no longer in love with the war, has just invested 100 million yuan to crack down on fake franchise stores.

The double negativity of Finance and public opinion seems to imply that there is a downhill road behind the turning point of the cycle of online black tea economy.

In 2019, which is not far from today, when the public discusses the black tea drinking on the Internet, there are many praise words: sense of experience, generation Z trend and tuyere. Some media even put forward the topic of “whether online black tea has occupied the mind of customers”, which is enough to see its strength to stir the market.

Just over two years later, the wind direction changed. Everyone asked the same question:

“What happened to net black tea?”

Layoffs, losses and market exit

With only two days left before the New Year bell rings in 2022, happy tea has maintained the good image of the whole year, falling short of success.

On December 29, 2021, Xicha was fined 450000 yuan by Shanghai Baoshan District Municipal Bureau of supervision for false propaganda, such as “selected Yunnan Shiping and Zhejiang Xianju Dongkui red bayberry, with large core and small, compact and full pulp and strong flavor”.

The penalty was less than two months. On February 9, 2022, Xicha was “laid off by 30%”, the information security department laid off all employees, and 50% of the employees of the store development department were laid off.

Although Xicha responded at the first time that “it is normal personnel adjustment and optimization”, there is still panic inside, because this is the second “optimization and adjustment” of the company in recent two years. What does the company plan to do? When will layoffs fall on you? Everything is unknown. “There are too many stories to tell.” A tea loving employee said this when breaking the news.

In my impression, tea loving business is very popular. I didn’t expect that there are large layoffs inside/ Graphic insect creativity

The story behind it may be related to the change of investors’ attitude.

Tea was once the darling of capital. During its round B + financing in 2019, investor Zhu Yonghua mentioned in the interview that all top institutions wanted to participate, and finally Xicha chose the best two leading investors, namely Tencent and Sequoia. Another investor sighed: “it’s hard to squeeze your head in.”

But Xi tea’s income and expenditure failed to meet this expectation. According to the data of Jiuqian consulting, since July 2021, the Ping efficiency and average store income of Xi tea have declined nationwide; The average revenue of stores in October fell by 19% month on month compared with July and 35% year-on-year compared with October 2020.

The pressure came to the investors, who urged Xicha to make a change - adjusting its business strategy or listing financing, whatever.

But the fact is that the decline in the profits of Xi tea is not an example, but a common problem in the online black tea industry. Naixue tea, a competitive product of hi tea, even if it is listed, the financial report is still not good-looking.

In June 2021, Naixue tea, known as “the first share of new tea”, was listed on the Hong Kong stock exchange. It broke off at the opening, and the share price fell 13.54% on the first day. In February 2022, Naixue tea announced that it expected a net loss of 135-165 million yuan in 2021.

The share price of Naixue tea is still falling/ Naixue tea official website

The tea color of Changsha has also been pushed to the forefront.

In November 2021, chayan Yuese announced the temporary closure of 87 stores, the third large-scale closure since last year. According to the digital observation network, by the end of 2021, there were 496 tea Yan Yuese stores in China. The stores that account for 20% of the current total have disappeared after a single store closure. It is conceivable that tea Yan Yuese was seriously injured after three store closures, so that some media described it as “broken arm self-help”.

Public opinion did not let go of the pleasant color of tea. One month after the third closing, chayan Yuese employees disclosed on the Internet that their hourly salary was only 6-9 yuan, and some even received less than 2000 yuan; The average daily working hours are 11 hours. After closing at 12 p.m., there is a meeting until 3 a.m.

The founder and some employees were scolded and dismissed by Yan Yue. Afterwards, the founder apologized and said that “personal emotions are on the top”, but the storm has arisen, netizens’ emotions are on the top, and tea Yan Yuese’s “mean image” is also solid.

In his early years, he disdained to go out of Changsha and give people the feeling of “not eating human fireworks”. Will he be unable to melt into “human fireworks” in the future/ Graphic insect creativity

Compared with the elder brothers who can still support, Lele tea with small volume can only abandon part of the market.

On February 24, 2022, Lele tea closed the last store in Guangzhou. This means that Lele tea is no longer available in South China.

On the last day of the Guangzhou store’s opening, there was a long line at the door. Someone made a special drive from Baiyun District for more than ten kilometers to Liwan District to buy tea; Someone waited 1.5 hours just to buy a “dirty bag” - this fist product, which was very popular in 2017, brought popularity and annual revenue of 40 million yuan to Lele tea.

Since July 2021, Lele tea has been in a state of fatigue. At that time, it was said that Xi tea intended to buy Lele tea. Before long, Lele tea refuted the rumor: “adhere to independent development.” Nie Yunchen, the founder of Xi tea, responded intriguingly: “I did have contact, but I have completely, completely and resolutely given up after deeply understanding the internal situation, business data and situation.”

Lele tea is weak/ Lele tea official website

Deer horn lane was revealed only two weeks ago that more than 7000 franchisees across the country were cheated into opening fake stores, one of which lost more than 1.3 million yuan a year. To this end, Lujiao Lane announced that it would invest 100 million yuan to crack down on counterfeiting. Copycat shops can be eliminated, but the reputation that has been corrected will take more time to repair.

Seven years ago, he was a market star

2015 is the node for the take-off of black tea on the Internet.

Prior to this, domestic tea experienced the powder age and the current tea age.

The production mode of the former is limited to brewing different flavors of powder, with a price ranging from 1-5 yuan. Powder contains saccharin, fat and flavors, and is not healthy. Therefore, powder milk tea is soon weary of customers.

The latter began to have boiled tea, pearl, coconut, burnt fairy grass and other ingredients, which are deeply loved by customers. The predecessor of Xi tea “Huang tea” appeared in this period.

In May 2012, Nie Yunchen Jing