| In recent years,the market of new tea drink continues to be hot.In 2022,the market scale of China’s new tea drink industry exceeded 290 billion yuan,with a year-on-year growth of 5.1%,and the number of stores exceeded 450,000.All the new tea drink brands are rising rapidly.Misue Ice City,Tea Yan Yue,Xicha,NX Company and so on are the leaders in tea drink enterprises,but their business models are very different.Among them,NX Company,as the leader of new tea drink brand,went public on June 30,2021,becoming the first stock of current tea drink,but it fell below the issue price on the first day of listing.In addition,faced with industry invaders and the diversity of customer demands,NX’s existing business model began to be challenged,such as the continuous negative impact of the novel coronavirus pandemic on store performance,and the increase of fixed costs brought by store expansion.According to the company’s prospectus,the cumulative loss of the company for three years from 2019 to 2021 exceeded 300 million yuan.People in the industry believe that if a business model is unprofitable for many years and there are no earnings signals,it is considered that the model is broken.Therefore,it is necessary to diagnose and optimize the business model of NX Company for its future healthy development.This paper firstly reviews the research results of business models and innovations at home and abroad to lay a theoretical foundation for the research of this paper.Taking NX Company,a representative leading enterprise of new tea drink,as an example,this paper introduces the general situation of the company and analyzes the existing problems and causes of the company’s operation in combination with the company’s financial statements.On this basis,the internal and external environment of the company’s operation is analyzed,and the existing business model of NX Company is comprehensively discussed based on the six elements of Wei and Zhu model.Through the interview survey,combined with the actual operation and management of NX company,the six elements of Wei and Zhu business model are used to make a detailed diagnosis of the business model of NX company.Based on the six elements model of Wei and Zhu,we reconstruct the business model of NX Company,aiming to comprehensively and reasonably improve the business model of NX company from six aspects,including positioning,business system,key resource capability,profit model,cash flow structure and enterprise value,by reshaping the supply chain,independent operation of sub-brands and optimization of profit model.In addition,in order to ensure the implementation results,we have also formulated effective guarantee measures,such as organizational guarantee,human resources guarantee,brand competitiveness guarantee,supply chain construction guarantee and other measures,to ensure that the business model restructuring of NX Company can be carried out and sustainable development.This business model study also provides reference for similar enterprises in the industry to improve their business model expectations... |
