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SHENZHEN, China, April 27, 2020 /PRNewswire=KYODO JBN/ --

The COVID-19 crisis has further reshaped the worldwide shopping habits with

millions of global customers in quarantine going online for their daily

purchases. To adapt to the current social distancing measures, Nayuki, a

leading new-style tea drink brand based in China, has announced its strategy to

accelerate digital new retail transformation with the opening of its first

official online flagship store on Tmall, a leading e-commerce site in China.

Photo - https://photos.prnasia.com/prnh/20200427/2786932-1

(Caption: Nayuki's flagship online store on Tmall)

The sudden arrival of COVID-19 has frozen most of the catering industry, but

the growing trends of omnichannel retailing have offered new opportunities.

With the rise of new retail enabled by e-commerce platforms and mini-programs

-- the quick-to-access applets built on WeChat and Alipay, Nayuki is riding the

wave of this new business model, carving out a seamless omnichannel consumer

experience delivered by Nayuki's digital R&D team.

"This unprecedented crisis has led the catering industry to a crossroads where

companies should accelerate their digital sales transformation to offset the

disruptions caused by the pandemic. With marketing innovations, a huge

customer-base on WeChat and sound supply chain, we wish to leverage our

advantages quickly to adjust to this emergency," said Peng Xin, Founder of

Nayuki.

"At Nayuki, the pandemic has reminded us to reconfigure our online and offline

strategy to boost long-term business resilience. The opening of our online

store on Tmall marks an important step towards a new shopping experience with a

merger of our physical and digital sales networks," she added.

The new Nayuki flagship store on Tmall offers 23 products ranging from premium

tea and gift cards to accessories and snacks. In partnership with artist Cinyee

Chiu, it has designed 6 greeting cards for New Year 2020. The store attracted

tens of millions of visitors within a month, making it the third most popular

catering brand after Starbucks and KFC on the platform.

Nayuki is rolling out live streaming channels together with celebrities and

KOLs to better connect and engage with fans and customers. The livestream

sessions launched in April saw the brand attract tens of million viewers, with

the sales record of signature drinks reaching tens of millions and a hundred

thousand gift cards sold out within hours.

The Company is also leading efforts to build "Contactless Retail" amid the

COVID-19 pandemic to minimize the risk of person-to-person transmission of the

virus. Since February, Nayuki has canceled its delivery fees and provided

"contact-free" delivery services for orders placed on third-party takeaway apps

and WeChat mini-programs where the store has seen orders on the platforms

increased by 83% by the end of March.

About Nayuki

Nayuki, the leading Chinese new-style tea brand, with its fruit-based cheese

teas and soft-euro bakes, is dedicated to bringing new taste sensations to tea

aficionados around the world. Growing rapidly with nearly 400 stores ranging

from 1,200 up to 11,000 square feet in prime locations across China, Nayuki has

elevated the tea-drinking lifestyle to the next level with its innovations.

Valued at RMB 6 billion ($874 million), Nayuki received several hundred million

RMB in Series A plus funding from TianTu Capital in 2018, making it the first

new-style tea unicorn.

SOURCE: Nayuki

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Caption: Nayuki's flagship online store on Tmall