For four to five years, I can only share some of my own feelings. The latitude of product innovation is very multi-faceted. Experience, quality, and design are all product innovations, but innovation is actually different at different stages. Maybe the early stage is more of the things that customers can perceive, but you will find later. It will be closer to the bottom, and it will be related to the supply chain and technology, so there will be different stages of consideration. Of course, it is not necessary to do a lot of things across stages.
Nayuki’s own products will have several considerations:
1. Those products that can become classics. 80% of our current menu turnover is created by classic products. What I insist on making products is that the products themselves have continuous and strong customer demand. Of course, the demand created by marketing is very important, but classic products are even if you If it is not marketed, it will gradually become a habit of everyone, and its repurchase rate is very high. For example, when we launched fresh fruit tea in the early days, the entire industry was still making traditional milk tea. Cold brew tea is a particularly good product example. My starting point for making this product at the time was that young people today are not used to tasteless water. Chinese people have genes when they drink tea. We don’t need to deny this. I hope Nayuki’s tea will be a good window for young people to contact Chinese tea. When I was making cold brew tea, this product sold three bottles a day in the store, but now it can account for 10% of the total number of cups sold. This means that we can not only make fresh tea, but also bottled tea, as well as traditional tea retail. As long as we do retail that is more suitable for young people, based on tea, its malleability and repurchase will be very good.
2. The direction of sustained health. For example, we make zero-calorie sugar and promote probiotics. Young people want to drink sweet but are afraid of getting fat. We have cooperated with DuPont to create a probiotic called “Burning Bacteria”, which can reduce the heat absorption by 15%. , This product has become the number one addition to our products since its launch. 10% of members would choose to add probiotics to their drinks.
3. Those products that catch hot spots. Our industry is still a fashion and fast-moving industry, and the brand’s ability to catch hot spots is very important. For example, the brown sugar pearls, which were particularly popular in the past two years, will be popular every year, but we don’t know whether they are sustainable, but we must be able to catch the hot spots.
Times give new brands opportunities to realize their dreams
Peng Xin: “We hope that Nayuki’s tea will become everyone’s daily life. When everyone thinks of Nayuki’s tea, they will think that Nayuki’s products are high-quality and healthy, and Nayuki’s experience is warm and relaxing.”
Pan Pan: “I still want to thank this changing era for giving people who are consumer brands a new opportunity.”
Pan Pan: Naixue’s tea has been growing on the run for four years. As an entrepreneur and entrepreneur, what do you think of these emergingp>Pan Pan: I still want to thank this changing era for giving people who are consumer brands a new opportunity. In addition, from another perspective, the Chinese market is large enough and the water is big. It is very natural to have brands covering the world in the future. Maybe the brands we will talk about in ten years are all local Chinese brands. Thank you for listening. , Thank you Mr. Peng Xin.