Naixue
| Company type | Public |
|---|---|
| Industry | Tea house, Beverage |
| Founded | 2014 |
| Founder | Peng Xin, Zhao Lin |
| Headquarters | Shenzhen , China |
Area served | China |
Key people | Peng Xin (Founder) |
| Products | Premium milk tea |
Nayuki Holdings Limited (operating under the brand name Naixue; ) is a Chinese teahouse chain that went public and was established in 2014, with its headquarters located in Shenzhen. The company primarily serves the premium segment market.
Background
Peng Xin and her spouse Zhao Lin founded Nayuki, drawing the brand’s name from Peng’s online pseudonym.[1] The brand caters mainly to professional women between their twenties and mid-thirties, concentrating on high-end milk tea offerings and designing sophisticated social environments. To enhance the perception of milk tea outlets, Nayuki placed strong emphasis on both the aesthetics of its stores and the quality of its beverages.[1]
The inaugural store launched at Excellence Century Plaza, followed by two additional branches funded through a mortgage on the founders’ residence.[1]
On 30 June 2021, Nayuki conducted its initial public offering (IPO) on the Hong Kong Stock Exchange, successfully raising US$656 million and becoming the first luxury teahouse chain to list in Hong Kong. However, shares opened 4.7% lower upon debut.[2]
In August 2021, allegations arose concerning food safety infractions at two Beijing locations, including issues with cockroach infestations and rotten fruit. Nayuki responded by stating that mainland regulators identified no safety problems and pledged to carry out internal inspections.[3]
By December 2022, Nayuki underwent a rebranding initiative in China, changing its Chinese name by substituting a Japanese possessive particle with a Chinese character to emphasize a 'China chic' identity and remove Japanese associations.[4] During the same month, Naixue invested US$75 million to acquire a 43.64% equity stake in competitor Lelecha.[5]
Following its IPO, Naixue’s share price declined approximately 90%, influenced by pandemic-related store shutdowns and decelerated expansion. In response, the company pivoted in 2023 towards developing a franchising model to strengthen competitiveness against regional rivals.[6]
See also
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