Nayuki Changes Name! Nationwide Replacement of Pinyin and Chinese Logos

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Naixue's Brand Logo Transformation

According to reports from Jiemian News, yesterday, a user from Nanning, Guangxi posted on Xiaohongshu that the local Naixue store's sign had unexpectedly changed. The original Chinese part of the logo "奈雪の茶" was changed to "奈雪的茶".

The original English part "NAYUKI" was also changed to the full spelling "NAIXUE", with the font style becoming a version with straighter lines.

Regarding the logo change news, which has now been uncovered by netizens, according to Boss Live Broadcasting, a person in charge from Naixue responded: "This is Naixue's brand upgrade action for its seventh anniversary. It will be gradually implemented nationwide thereafter."

Under the aforementioned netizen's post, Naixue's official customer service on Xiaohongshu also replied: "Thank you for your attention. The brand is currently undergoing gradual VI upgrades and iterations. We will maintain our original aspirations and continue to bring everyone quality products and services."

Naixue's Brand Background

Naixue, founded in 2015 and headquartered in Shenzhen, Guangdong Province, is a tea beverage brand under Shenzhen Pindao Catering Management Co., Ltd. Naixue stores have always combined retail and catering in the form of tea + soft European bread, primarily targeting young women aged 20-35. The brand maintains practices of changing tea bases every four hours and not keeping soft European bread overnight. On July 2, 2019, Naixue was selected as one of the "Top Ten Chinese Tea Beverage Brands."

On June 30, 2021, Naixue was officially listed on the Hong Kong Stock Exchange. As of September 30, 2022, Naixue operated a total of 973 Naixue tea beverage stores, among which 819 were first-tier and 154 were second-tier tea beverage stores. All stores are directly operated and do not accept franchising.

Brand Evolution and Strategic Changes

Previously, Naixue's founder Peng Xin had shared multiple times externally about the origin of the Naixue name. It is understood that this comes from Peng Xin's online nickname "奈雪" (Naxue). During the founding period of Naixue in 2014, the popularity of Japanese and Korean culture permeated all aspects of food, clothing, housing, and transportation for Chinese young people, also leading the domestic consumption trends at that time.

In terms of branding, registering in Hong Kong or Japan/Korea, or even designing brand names to make people mistakenly believe they are overseas brands, was precisely a common marketing tactic for first-generation Chinese consumer brands. However, as times have changed, Japanese-style labels have gradually become one of the hidden concerns for brands.

Although Naixue never deliberately tried to create a "Japanese-style brand" label, and most consumers do not consider it a tea beverage brand related to Japan, for the only publicly listed company in the new tea beverage industry today, numerous precedents indicate that brand names with Japanese elements pose a potential risk. For Naixue, which has been established for 8 years, changing the old name is, in a sense, the beginning of moving towards maturity.

Strategic Brand Protection

Naixue's intention to change its logo has been well-prepared. According to the Tianyancha APP, as early as June this year, Shenzhen Pindao Catering Management Co., Ltd., the company to which Naixue belongs, had centrally applied for a series of "NAIXUE" trademarks. The current trademark status shows they are all awaiting substantive examination, with classifications including convenience foods, beer beverages, and more.

The name change has just begun. After all, Naixue currently still uses the old logo as its avatar on social media platforms such as Weibo, Douyin, and Dianping. Removing brand names with Japanese elements may also be a way to further comprehensively protect their offline brand. With such thoughtful considerations, Naixue's path in business will become increasingly broad.

Naixue has always maintained its unique insights. While enriching its product line, it strives for industry standardization, automation, and digitalization. In the context of a sluggish consumer environment, many brands have slowed down their store expansion, but Naixue continues to expand aggressively. At this development rate, Naixue will soon welcome its 1000th directly operated store.

Image source: Internet

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