How does Nayuki Tea develop its private domain?

Recently, "Nayuki drastically reduces prices by 10 yuan" has become a hot topic. Currently, there are no products priced at 30 yuan or above on the menu, and 14-25 yuan has become the main price range. After the price reduction, Naixue’s stores in many cities across the country continued to receive a surge in orders and sales were extremely hot.

Naixue, which was successfully listed in 2021, became the "first stock of new-style tea drinks." Currently, the private domain scale of Nayuki’s Tea exceeds 36 million, with a monthly membership growth of 2-3 million.

It can be said that the confidence behind Naixue’s success comes from the huge number of members and private domain scale behind it. Especially during the 2020 epidemic, online mini-program orders grew by 200% against the trend. Below we will analyze how Nayuki’s Tea’s private domain operates.

The contents of this article are as follows:

1. Case Background
2. Traffic Matrix and Distribution
3. IP character dismantling
4. Social Strategy Analysis
5. Membership system breakdown

1. Case Background

1. Case Introduction

At the end of 2015, Nayuki's Tea opened its first store in Shenzhen. In just a few years, it has developed rapidly, redefining the high-end freshly brewed tea industry with fresh fruits, fresh milk flowers and herbs, fruits, processed tea, combination scented tea, bread, cakes, desserts, and high-quality teas. It now has more than 3,000 stores in more than 80 cities at home and abroad.

On June 30, 2021, Nayuki's Tea was listed on the Hong Kong Stock Exchange, becoming the "world's No. 1 tea stock." At present, the number of users of Nayuki’s Tea mini program has exceeded 36 million, with a repurchase rate of over 30%, and the number of fans of its Tmall flagship store exceeds 1.03 million.

2. Market size

In 2020, the market size of China's new tea beverage industry was 77.29 billion yuan, and it showed a rapid growth trend. It is estimated that by 2030, the overall market size will be close to 200 billion yuan.

3. User portrait

Female users account for nearly 60%, and people aged 16-25 are the main consumers.

2. Traffic Matrix and Distribution

1. Private Domain

(1) Official Account

The public account "Nayuki's Tea" has nearly 8 million followers, and there is an entrance to the private community in the menu bar.

Specific path:

• "Join the community" in the menu bar of the official account
• Scan the QR code after locating the city
• Add Welfare Officer Corporate WeChat
• Welfare officer invites you to join the group
• Enter the community

(2) Mini Programs

In addition to the function of online ordering, the mini program also carries an important private domain traffic entrance.

Specific path:

• Mini Program "My"
• Be polite when joining the group
• Scan the QR code after locating the city
• Add Welfare Officer Corporate WeChat
• Welfare officer invites you to join the group
• Enter the community

2. Public domain

(1) Video Account

The homepage of the video account links to the official account, which guides to the private domain pool. The main video content is product introduction and situational stories.

(2) Xiaohongshu

Currently, it has more than 100,000 fans and has set up a community entrance, with the main content focusing on product introductions.

(3) Tik Tok

The total number of fans currently exceeds 900,000, and welfare live broadcasts will be held from time to time. The main video content is the same as the video account, focusing on product introductions and situational stories.

(4) Bilibili

Currently there are 54,000 fans and 143 submissions. The main content is vlog situational stories and product knowledge popularization.

(5) Weibo

Currently, there are more than 1.3 million fans, and the main content is product introduction and event announcement.

3. Analysis of the IP of the Character

1. Personal positioning

Nayuki’s Tea adopts a unified IP image “Naixiaoxue”, which, as an IP image, represents Nayuki’s Tea’s customer service staff and shopping guides. The unified image also gives users a more professional and trustworthy feeling.

2. Automatic welcome message

After adding "Nai Xiaoxue" through WeChat for Business, a welcome message will be automatically sent, and the ordering mini program will be sent as soon as possible to inform you of recent new products, welfare activities, and the QR code of the community. Allow users to enter the community as soon as possible, thereby increasing the community entry rate.

3. Moments content

The content of the Moments is mainly divided into three categories: new product introductions, welfare activities, and festival-related. In addition, some life-like scenes and hot topics will be released so that the product recommendation content does not occupy too large a proportion, making it easier for users to accept it.

4. Social Media Strategy Analysis

1. Community Content

After users enter the community, they can see the group announcement information, allowing users to understand the value of the community at the first time. The main contents published in the community include: product recommendations, new product announcements, welfare and preferential distribution , etc.

2. Community hierarchical management

Naixue will conduct comprehensive research on users and form a layered operation strategy. For example:

• New users: Invite them to a dedicated new customer group, and push Naixue’s brand stories more specifically in community operations to meet the demands of new customers who want to learn more relevant information.
• Old users: Invite them to a unique group of regular customers based on their tags, and focus on sharing regular benefits in the group to meet their expectations for community benefits and increase the repurchase rate and retention rate of regular customers.

In addition, Naixue will also invite active members in the group to join the Naixue City Friends group based on the members' level, activity level and other dimensions, providing more unique and differentiated gameplay and benefits for members in the community.

5. Membership System Analysis

Currently, membership entrances are only available in Taobao stores and mini-programs.

1. Taobao membership system

Taobao members currently have no threshold to join, and members can enjoy the benefits of shopping points, points lottery, points premium purchase, new product tasting and points redemption . There are 6 levels in total, and different levels enjoy different benefits. You will earn 1 point for every 1 yuan spent.

Prepaid members: Currently, there is only a discount on the amount, and there are only two levels: recharge 300 yuan and get 15 yuan, recharge 500 yuan and get 30 yuan.

2. Mini Program Membership System

Currently, the number of members of the mini program exceeds 36 million. The membership level is divided into 6 levels, and different levels enjoy different rights and interests, as follows:

1. v1 (0-99): 5 yuan takeaway coupon*1, 5 yuan cash coupon*1
2. v2 (100-499): 5 yuan takeaway coupon*1, 5 yuan cash coupon*1, birthday free coupon*1
3. v3 (500-999): 1 RMB 5 takeaway coupon, 1 RMB 5 cash coupon, 1 birthday free coupon, 1 priority registration for events
4. v4 (1000-1999): 1 RMB 5 takeaway voucher, 1 RMB 5 cash voucher, 1 birthday free voucher, 1 priority registration for events
5. v5 (2000-4999): 2 5-yuan takeaway coupons, 2 5-yuan cash coupons, 1 free birthday coupon, 1 priority registration for activities, 1 new product tasting session
6. v6 (over 5,000): 2 5-yuan takeaway coupons, 2 5-yuan cash coupons, 1 birthday free coupon, 1 event priority registration, 1 new product tasting session, 1 offline experience event, 1 irregular new product experience coupon

(1) Stored value membership

Currently, member deposits only include free coupons for new products, free coupons for single products, etc., and there is no discount on the amount.

(2) Points system

Users can earn points by placing orders and signing in daily . The points earned can be redeemed for cash vouchers and physical prizes.

VI. Conclusion

Here are some highlights and areas for improvement of Nayuki's Tea in private domain operations :

• The content types of corporate WeChat Moments are relatively rich, with some life-like scenes and hot topics added. Unlike other brands, there is no single promotional product, which can easily cause users to feel bored.
• The community adopts the LBS approach: based on your geographical location, you can join the store community closest to you. This is more humane and also helps to increase the community’s repurchase rate.
• There are fewer benefits and highlights for stored-value members: it is difficult to arouse the interest of users, and the content of paid membership cards has been cancelled. Overall, the benefits are relatively simple.
• There is less live streaming content: live streaming, as the current mainstream trend, still needs to be optimized and supplemented.