Research On Financial Performance Of New-style Tea Drink Enterprise Profit Model

With the optimization of the business environment and the upgrading of people’s consumption level,a large number of new industries in various fields have emerged and flourished,and the new-style tea drink industry is one of them.In China with a long deep tea culture,the new-style tea drink industry,new and deep cultural foundation and a new era will be young people pursuit of novelty and healthy consumption psychology and consumption habit,create the tea with fresh fruit,dairy products and other innovative combination of ingredients,not only change the traditional as rushed as milk tea powder products.At the same time,it also brings a new growth point to the traditional tea drinks market.With considerable industry prospects,numerous capital have entered,all kinds of brands emerge in endlessly.Nayuki is a representative enterprise in the high-end market segment of the new-style tea drink industry.By creating a series of hot best-selling products and rapid store layout,Nayuki has become a household name,and has become the first stock in the new-style tea drink industry with annual revenue growth.Despite this,Nayuki’s earnings were not as good as expected,and its share price in the secondary market has been falling.On the other hand,the rapid emergence and expansion of brands are accompanied by the phenomenon of store closure.Many new-style tea drinks’ brands have poor sustainable development ability,leading to rapid decline and short life cycle in the fierce industry competition.Profit model is the way for enterprises to create profits.A good profit model will enable enterprises to create more profits and value while building their own sustainable development ability.Therefore,it is of great importance to explore Nayuki’s current profit model and its effectiveness for the improvement of its profitability.Meanwhile,its development experience is also of great reference significance to other enterprises in the industry.This paper studies from the related literature at home and abroad,through the profit model,financial performance,and combing the existing study of the new-style tea drink industry,and combining the theory of value chain theory,key competitiveness and value creation theory,so as to lay a solid theoretical foundation and accordingly to endure the Nayuki as the example of case analysis.In case analysis part,first of all,the new-style tea drink industry in detail in this paper,the external environment and competition pattern,to explore the characteristics of the industry as a case in order to facilitate the company’s profit model pointed out a direction of optimization,thus clear Nayuki the components of the current profit model,and use the dupont analysis from the perspective of financial performance,Supplemented by non-financial indicators,the profit model is evaluated.Finally,some optimization suggestions and countermeasures are put forward according to the problems existing in the existing profit model.In this paper,Nayuki’s profit model mainly has the following five problems: Profit object is solidifying,"the third space" profit too much affected by the epidemic,now drink products in revenue in the proportion is too large,profitability,leverage still need to strengthen the process control,profit barrier to build strategy is limited,therefore,Nayuki existing customers will be through the private domain,the development potential profit object,building brand IP,optimize the profit value,The existing profit model can be further optimized by weakening the proportion of tea beverage revenue,expanding profit sources,optimizing cost structure,strengthening profit leverage,building tea culture brand power and consolidating profit barrier.The innovation of this paper is mainly reflected in two aspects.First,the selection of case objects.Nayuki is a member of the first echelon of the new-style tea drink industry,which has a certain benchmark status and great research significance.However,the existing studies related to the new-style tea drink industry are mainly in the field of marketing,and there are few studies on the status of Nayuki.Therefore,this paper can enrich the research perspective of the new-style tea drink industry.Second,the innovation of research content.This paper combines the analysis of profit model with financial performance evaluation,evaluates and considers its profit model from the perspective of financial index analysis,supplemented by certain non-financial indicators to enhance the depth and breadth of analysis.It is hoped that the research of this paper can help Nayuki to improve its current profitability and strengthen its sustainable development ability to a certain extent,and also provide some ideas for the development of other enterprises in the industry.