Financial Performance Analysis of New Tea Industry: Taking Naixue Tea as an Example

Abstract

The new tea industry relies on offline stores to achieve large-scale development, which has three typical characteristics: store-driven, high-frequency and low customer orders, and a sensitive supply chain. The financial performance evaluation system is obviously different from the traditional catering and Internet industries. Taking Naixue (NaiSnow), a Hong Kong-listed company, as a case study, combined with the annual report of the company from 2023 to 2024 and the public data of the industry, this paper constructs a financial performance evaluation index system suitable for the new tea industry from three dimensions: profitability, operational efficiency and growth ability, focusing on the core indicators such as the same-store sales growth rate, gross profit margin, store expansion speed and single-store profit model. The research shows that in 2024, due to the weak consumer market, intensified industry competition, fluctuations in raw material prices, and other factors, Naixue’s tea performance declined in a short period of time; In the first half of 2025, enterprises achieved a recovery in performance by shutting down inefficient stores, adjusting product structure, and promoting refined operations. At this stage, the new tea industry has bid farewell to extensive scale expansion and officially entered the development stage of improving quality and efficiency. The profitability of a single store, the ability of supply chain management and control, and the repurchase rate of users will become the core competitive factors of the enterprise.