What is "Xi Zhi Zen Tea"? What problems can it solve in the market? What kind of needs have been met? Whether the answers to these three questions are clear or not directly determines whether our enterprise can gain a firm foothold in the market, and then realize the long-term sustainable development of the enterprise.
"Xi Zhi Zen Tea" is a kind of tea with distinctive cultural characteristics. Compared with all kinds of tea brands in the market, our brand culture has a clear positioning and distinctive cultural characteristics, and does not need to be added and shaped the day after tomorrow. As long as we understand and express it, we can spread it to our consumers at a lower communication cost, and then form a fixed cognition of our brand.
"Stop and stay." Represents goal, pursuit, discipline and temperance.
"If there is no hope, there is nothing." Represents rarity and invisibility, and represents simplicity and simplicity.
Therefore, "those who stop in Greece stop in Greece." In other words, the goal and pursuit of human practice: it should enrich its own connotation, have great and extensive value and influence, and at the same time reach an invisible and concise form, so as to serve all beings more efficiently and gently.
This is the outlook on life and values that we understand by "stopping Greece".
The meaning of Zen is to produce supreme wisdom in meditation, and to prove with supreme wisdom that everything is true. This is called Zen. Therefore, Zen is a way, a method, a route and the content of methodology. Its purpose is to prove the reality of all the laws in the world through practice, so that our understanding of the world and life will continue to deepen and our actions will be more firm.
Therefore, through the practice and understanding of Zen-"stop at hope", we can realize and practice "hope". Therefore, "stopping Greece" is the vision goal, and "Zen" is the route and method.
Since ancient times, there has been a saying that "tea Zen is blind", which shows that tea Zen has something in common.
Careful observation shows that tea seems simple and ordinary, but in fact it is rich in content and information. As long as the method is proper, anyone can inspire the essence of tea, which is refreshing!
This essence is not only material, but also spiritual. This method is to understand tea, understand the essence of tea, understand yourself, and achieve the coordinated release of people and tea through the adjustment of yourself and tea, so as to obtain this kind of "relaxed and happy!"
It can be said that tea is a tool and carrier to reconcile the inner world and the outer world.
Therefore, "stopping Greece" is the vision and goal, "Zen" is the route and method, and "tea" is the carrier and tool.
"Xi Zhi Zen Tea" is a convenient carrier and tool for social elites who pursue internal stability and external value to practice Zen.
From a macro point of view, the demand for tea is gradually booming, and the market is also gradually increasing. In addition to the traditional factors since ancient times, consumers' demand and requirements for tea are gradually increasing and improving. At the same time, the brand strategy of tea enterprises has also played an important role.
Tea is a very irregular industry from planting, picking, making to brewing, so even the tea produced by the same manufacturer is difficult to completely maintain a quality level. Even after reaching consumers through the circulation link, whether consumers can make full use of professional brewing technology to give full play to the quality and taste of tea, and whether they can get other and additional feelings through brewing and drinking tea is a process with great variables.
Therefore, the whole process of tea consumption, such as raw materials, production, circulation, use and feeling, is full of uncertainty, which will greatly affect consumers' feelings about tea quality.
At present, no enterprise can guarantee that the above processes can be standardized and mass-produced. Therefore, it can be concluded that the current tea market is still in an imperfect and insufficient development state.
The quality of material dimension is the basic part of tea quality and the foundation and premise of all quality. This dimension includes the variety, planting, picking, making, packaging and circulation of tea.
The basic contradiction in this dimension is the contradiction between consumers' demand for stable tea quality and irregular production.
The main contradiction is that consumers' cognition of quality is vague, their feelings about quality are unstable, and the standards for judging quality are not clear. The secondary aspect lies in how producers regulate their own production, and further guide and educate consumers on the cognition and solidification behavior of product quality.
To solve this contradiction, there are at least three tasks:
The stability of raw materials mainly means that the supply of fresh tea leaves is affected by weather, region, cultivation techniques and the relationship between supply and demand, which will cause fluctuations in quality and price, and limit the stable production and capital use of enterprises from the source of production. Effective implementation of standardized grading of raw materials and establishment of tea fresh leaf futures market are optional measures to promote stable supply of raw materials.
Production standardization mainly refers to the standardization of each production process, processing technology and various quality standards in tea production. Different enterprises can achieve market standardization by establishing various production processes, processes and standards that meet their own product positioning, and then solidifying and optimizing such standards.
Marketing branding is to carry out continuous market operation, educate and guide consumers to establish a correct understanding of tea quality, and finally form a series of fixed brands representing stable quality, effectively solving the basic contradiction of material dimension.
The quality of perception dimension is the key factor for tea to lock consumers, establish a good reputation and produce continuous buying behavior. The quality of perception dimension is influenced by factors such as taste, vision, hearing and feeling.
The basic contradiction of this dimension is: the contradiction between consumers' requirements for various sensory experiences based on brewing taste and the lack of professionalism of related services such as brewing technology.
The main contradiction is that consumers' perception of taste and other factors is vague, their feelings of quality are unstable, and the standards for judging quality are not clear. The secondary aspect lies in how the service providers can improve their knowledge of tea and their ability to grasp relevant factors such as brewing skills, so as to establish a relatively stable and harmonious tea service relationship.
To solve this contradiction, there are at least two tasks:
Brewing specialization means that both consumers and service personnel should establish and gradually improve their understanding of all kinds of tea, master the corresponding brewing technology and master and use the relevant brewing tools. This link is an important guarantee for the quality of the previous material dimension, otherwise the comprehensive quality of tea will not be brought into play.
Environmental artistry means that in the process of tea drinking, the creation of tea drinking environment should meet the requirements of beauty. Whether the environment can meet the requirements of beauty is an important link for tea quality to leap from material dimension to spiritual dimension, and it is also an important way for tea consumption to produce great added value and influence. Among them, tea set, teahouse and tea man are all influencing factors in this link.
A deep understanding of professional brewing and environmental construction is the effective display of tea quality perception dimension, and the basis for tea consumption to leap from material consumption to spiritual consumption. On this basis, through the guidance and inspiration to consumers, we can help consumers realize their personal experiences and feelings, thus effectively solving the basic contradictions in the perception dimension.
The quality of cultural dimension refers to consumers' further profound experience of drinking tea. Through internal introspection and external communication, they gradually upgrade their knowledge of themselves and the world, gradually develop harmonious, quiet, comfortable and intelligent thinking and behavior habits, and on this basis, realize the inclusive mentality of various cultures and theories. This is an important factor to establish consumer loyalty and an important guarantee to achieve sustainable and common development.
The basic contradiction of this dimension is: the contradiction between consumers' pursuit of spiritual pleasure and growth and development and the lack and imperfection of tea culture.
The main aspect of the contradiction is that consumers have potential pursuit of spiritual pleasure and personal development, but they can't clearly perceive and express it. The secondary aspect lies in the perfection and development of tea culture theory, and the selection and upgrading of communication and communication methods.
To solve this contradiction, there are at least three tasks:
Experience abstraction refers to abstracting some observations, behaviors, experiences and feelings in the process of drinking tea into a series of general cognitive conclusions, and connecting these conclusions with people's practice and life, which has different degrees of guiding significance. It can even produce different life philosophy and practice in different individuals (people). This process is the most critical link for tea consumption to leap from sensory dimension to cultural dimension.
Cognitive theorization refers to the construction of abstract cognition into a logical and self-consistent theoretical system that can understand real life and practice, and it is integrated into the existing main cultural system of the whole human being, resulting in realistic interpretation and guiding significance. This task is a milestone in the construction of tea culture in China.
Communication organization is an important means to spread this kind of tea drinking method beneficial to physical and mental experience, that is, combining the practical value of theory with operation, on the one hand, it can spread the theory quickly, on the other hand, it can continuously improve, enrich and develop the theoretical system and practical cases of tea culture in practice. In this way, we can not only gain the duality of business and culture, but also produce vigorous vitality through their interaction.
Obviously, at present, all kinds of companies and product brands in the tea market focus on the material dimension of tea, and compete in this dimension, and have shown a competitive trend: well-known brands are in town, other brands are gathering, and scattered products are following. ...
In the dimension of feeling, almost all tea training schools are world-class. With their right to speak and their influence on consumers' feelings, some of them are tireless teachers and some are purchasing for others. Of course, some people try to maximize this influence: with the help of the influence on consumers, establish their own brands, and gradually develop upstream through high-quality procurement, spanning standardized production.
In the cultural dimension, it is simple splicing and mashup. Tea+Taoist culture, tea+Buddhist culture, tea+commercial culture, and so on. They are characterized by simple addition relationship, and have not yet combined theory, technology and tools. The trinity of tea culture, tea art and tea is the real, powerful and lasting cultural product. According to this standard, China has no shaper, but there should be a lot of thinking.
In short, the general contradiction in the market is: the contradiction between consumers' all-round demand and supply of tea. In the current market, supply is borne by different subjects, each with its own plans. Even so, it is still far from the needs of consumers.
The natural and cultural characteristics of "Xi Zhi Zen Tea" determine the possibility of providing the best service for the market. At the same time, China's "Zen" has been defined as an elite since ancient times, and only the elite can appreciate the practical significance and value of (Zen) culture.
Therefore, the mission of "Xi Zhi Zen Tea" is to provide high-quality tea culture services for the elites in China. This mission can be temporarily expressed as: tea is the Tao!
Therefore, the marketing task of "Xi Zhi Zen Tea" includes at least three tasks:
The product is divided into three parts: entity part, information part and service part. While serving and guiding users from three dimensions, we should establish cross-dimensional competitive advantages for competitors.
The entity part includes:
The information section includes:
Service parts:
The above part is the development of the market, gradually improving and upgrading, and finally establishing a "business-culture" ecosystem with the development of our users.
According to the pricing of high-end tea in the market, formulate our price system.
Channel mode
Traditional channels such as traditional tea sales companies, various tea houses and major tea training schools are the main bodies that can be developed;
We can also use the network platform and emerging sales channels such as three-level distribution as our assistance;
Channel policy
National unified pricing, and formulate corresponding sharing policies for various channels;
Establish and serve the fan circle and establish a "business-culture" two-way promotion consortium.
Distribute various value-added tea culture services for various channels.
Media advertising.
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