Introduction:Nayuki’s Tea has launched its first PRO store in Beijing’s Changying Tianjie, marking its official entry into the premium coffee market. This article delves into the upgrade highlights of the PRO store format, including seven varieties of specialty coffee, up to 30 types of baked goods, and an affordable pricing strategy ranging from 15 to 24 yuan. From the successful debut in Shenzhen to the new store layout in Beijing, discover how Nayuki is leveraging its new retail model to capture the business consumption scene and tap into the everyday trend of specialty coffee.
Nayuki’s Tea grandly opened its first PRO store on the first floor of the east wing of Beijing’s Changying Tianjie, symbolizing this highly anticipated new-style tea brand’s formal integration of specialty coffee into its core product line. This newly introduced PRO store format has undergone a comprehensive overhaul in terms of store space, product offerings, and consumer service scenarios. In addition to providing seven meticulously crafted specialty coffee options, it has expanded to include over thirty varieties of baked goods and more than twenty types of brand-produced snacks, meeting diverse consumer demands.
In terms of coffee products, these PRO stores focus on a daily premium line, with coffee prices ranging between15 and 24 yuan, offering both quality and competitive pricing. The product line includes classic choices such as Americano and latte, with the latte series featuring innovative flavors like oat milk latte and the recently popular iced butter coffee, attracting different consumer groups. The coffee beans are carefully blended by a professional master team using high-quality Arabica origin beans, ensuring layered flavors and consistent quality.
Notably, the PRO stores differ significantly from Nayuki’s traditional tea beverage outlets. In addition to retaining key offerings like tea drinks and soft European-style bread, the PRO store format strengthens the retail experience with a dedicated baked goods display area and snack showcase. Furthermore, the store specially designsseparate pickup zones for delivery and dine-in, greatly enhancing consumer convenience—whether for online orders or in-store purchases, the service process is expedited.
Beijing’s first PRO store adopts “Autumn Moon” as its design theme, continuing Nayuki PRO’s modern and minimalist style to create a comfortable and distinctive shopping environment. To celebrate the opening, the store is also launching a limited-time promotion to reward its 1.1 million members in the capital, demonstrating the brand’s commitment to deepening its market presence.
In fact, Nayuki’s Tea had already launched its first PRO store in Shenzhen back in November 2020, which garnered significant market attention with its new store concept at the time. The Shenzhen flagship not only featured a substantially upgraded interior design but also underwent a comprehensive optimization in products and services. The store is divided into several themed sections, including the tea drink zone, baked goods display area, and coffee section, and introducedspecialty coffee itemsfor the first time, breaking away from its previous tea-centric product structure.
It is understood that the coffee series at Nayuki PRO stores underwent six months of research and development testing. The R&D team evaluated over76 types of coffee beansand conducted more than 500 trials combining different origins and roast levels, ultimately selecting the flavor profiles best suited for everyday drinking. The coffee offerings at PRO stores not only emphasize professional quality but also highlight the convenience of stable production, delivering a consistently high tasting experience for consumers.
In terms of store location strategy, Nayuki PRO stores primarily target business districts and high-density residential communities, differing from conventional outlets that focus on commercial areas or high-traffic zones. This approach not only expands the brand’s reach but also penetrates deeper into everyday life scenarios, helping to increase customer loyalty and purchase frequency.
The PRO stores also incorporate digital services, supporting multiple pickup methods such as online ordering, delivery, and dine-in. Nayuki PRO stores in the Shenzhen area have already integrated with multiple delivery platforms, and future plans aim to achieve80% digitalization and full automation, further improving production efficiency and standardizing output, fully embracing the challenges of the new retail era.
Since the unveiling of the Beijing flagship, Nayuki’s Tea has revealed plans to open approximately200 PRO storesnationwide in 2021, with over ten locations already established in cities such as Nanjing, Chengdu, Xi’an, Guangzhou, Harbin, and Beijing. The brand also plans to continue expanding into first-tier and emerging first-tier cities like Shanghai, Xiamen, and Zhengzhou, demonstrating its clear strategy to comprehensively advance into the premium coffee and new retail markets.
In summary, Nayuki PRO stores are not only a natural extension of the brand’s product line but also a crucial step in capturing the business consumption market and deepening its new retail layout. From the everyday positioning of specialty coffee to the full integration of digital services, Nayuki is gradually transforming into a comprehensive beverage retailer that goes beyond the boundaries of new-style tea, making its future development well worth continued attention.
The above content is compiled by CoffeeHunters, a coffee news website.
