千平大店被泡泡玛特接档背后，奈雪的茶半年关店160家

趣解商业

2025/10/24

作者 | 赵栀编辑 | 趣解商业资讯组近期，位于深圳南山海岸城的奈雪生活关门了，这也是该产品线在全球开出的首家线下店。随着奈雪生活撤店，原址由潮玩巨头POP MART接档，目前POP MART已经进场装修，挂起了品牌围挡。海岸城商场客服向“独角Mall”表示，奈雪生活是租约到期之后没有续约；在问及后续奈雪是否还会在商场其他位置开店，其表示暂时还没有信息。2022年8月31日，全球首家奈雪生活在深圳...

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year","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"02150":1.5,"09992":0.9},"content_text":"作者 | 赵栀编辑 | 趣解商业资讯组近期，位于深圳南山海岸城的奈雪生活关门了，这也是该产品线在全球开出的首家线下店。随着奈雪生活撤店，原址由潮玩巨头POP MART接档，目前POP MART已经进场装修，挂起了品牌围挡。海岸城商场客服向“独角Mall”表示，奈雪生活是租约到期之后没有续约；在问及后续奈雪是否还会在商场其他位置开店，其表示暂时还没有信息。2022年8月31日，全球首家奈雪生活在深圳南山海岸城开业，打造全球首个沉浸式体验空间，该店前身是奈雪梦工厂。图片来源：“奈雪的茶”公众号奈雪生活是一个聚焦于多元立体的艺文生活空间，围绕从“共享”到“共创”的核心理念，集合 6 大品类、16个品牌一同打造的共创平台。该店近1000平方米的空间内，除了奈雪自有品牌外，还有方所书店、AOKKA澳咖咖啡、吱芽花艺、以及monster等潮流轻食品牌。奈雪生活探索生活方式的全新体验，聚焦了阅读、手工、微醺等消费场景，能有效弥补茶饮门店消费时间短的弊端，挖掘出生活社交、商务社交、娱乐休闲等功能，有利于品牌创造更多可能。值得注意的是，早在2022年1月，奈雪就申请了“奈雪生活”21个商标，国际分类涉及广告销售、餐饮住宿、服装鞋帽、酒、食品等。彼时，有观点认为 ，从商标种类来看，奈雪生活未来将涉足的远不止茶饮、餐饮，而是要将触角延伸到Z世代生活的方方面面。图片来源：罐头图库而多方向探索是奈雪的茶面对市场激烈竞争和自身业绩持续承压等所带来的直接反应。当前的现制茶饮市场，在激烈市场竞争下不断洗牌，已开始逐步走向理性、成熟。前些年大家热捧过的喜茶、奈雪的茶等高端茶饮，一杯20-30元左右，门店多开在中高档商场里，如今发展也各有瓶颈与烦恼。过去，古茗、茶百道、沪上阿姨、霸王茶姬等定位偏中端消费的现制茶饮品牌，如今开始不断向下、向上突围。从自身来看，2018年至2024年，奈雪的茶的营收从10.87亿元增至49.21亿元，但同期归母净利润却累计亏损近62亿元，连年负增长。2023年短暂扭亏赚得1300万元，2024年又转盈为亏，亏损9.17亿元。2025年上半年，奈雪的茶期内股东应占溢利同比收窄73.1%至-1.17亿元，但营收同比下滑14.41%至21.78亿元。门店规模也由去年12月31日的1798家缩减至1638家，半年时间关掉了160家门店，其中包括132家直营门店和28家加盟门店。图片来源：中报截图除了关店，品牌还多次调整LOGO，今年5月，奈雪将LOGO改为NaiSNOW奈雪，品牌辨识度不断下滑。而奈雪生活到期后不再续约，大概率也是奈雪战略收缩、聚焦核心的一环。一方面，从现场能明显感觉到深圳湾大街的人流量大不如前，奈雪生活1000㎡+大店的租金压力也不小，本身奈雪的茶就面临着较大的盈利压力。另一方面，在消费降级的大环境下，奈雪生活所营造的品质、多元体验空间也难以维持足够的客流量和复购率，即使有十多个联合品牌分担房租，状况估计也不太理想，毕竟现在“二房东”也不好做。从财报来看，奈雪的茶未来显然是要聚焦到茶饮和轻餐这两个核心业务，在标准茶饮烘焙店、纯茶店以及轻饮轻食店这些核心店型发力，而不再着重强调“第三空间”属性。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"-1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}