1. Keep an eye on the mid- to low-end consumer groups

The tea market can be roughly divided into two categories: high-end and mid- to low-end.

As mentioned earlier, the tea market is quite fragmented. In fact, this is mainly a characteristic of the high-end market. Only high-end consumers who are picky about the taste of tea and are particular about tea culture will pay attention to consuming famous and high-quality tea products. The high-end market is very segmented and is affected by the general environment that restricts the consumption of public funds, making it difficult to achieve major development. This is also the reason why I am least optimistic about the Zhuyeqing brand.

If you want to build a big brand, you must focus on the mid- to low-end target consumer groups. The characteristics of the mid- to low-end tea consumer groups are: they are relatively young and do not know much about tea; they pursue convenience; they pay attention to petty bourgeoisie and do not care about the traditional and cumbersome traditional Chinese tea ceremony; they are keen on online shopping.

2. Products: more flavors, less forms

Mid-to-low-end consumer groups do not like pure green tea, pure black tea and other single flavors, and drink tea with more mixed tastes, preferring flowers and fruits. Flavors, such as lemon tea, honey tea, honey pomelo tea, rose tea, etc.

I went to the MUJI store in Hong Kong to take a look at the tea shelves. I was surprised to find that there are dozens of flavors of tea, mainly with various spices added, such as black currant. , Yushu lacquer, orchid incense... unheard of. Although there are many flavors, there is only one brewing form: tea bag. This should represent the development direction of the tea market for young people.

3. Price: Don’t be so fancy, be more affordable!

The unit price of this type of tea must be mid-to-low-end. In supermarkets, it is mainly 20 to 30 yuan, and in e-commerce, it is mainly 30 to 70 yuan, which translates into a price of 200 to 500 yuan per catty. Only in this way can we attract consumers’ impulse purchases and make tea a real fast-moving consumer goods.

4. Channels: focus on e-commerce, focusing on supermarkets and innovative channels

To do a good job in e-commerce channels, you must first have a thorough understanding of the psychological characteristics of consumers born in the 80s and 90s, and understand their Only with emotions and emotions can we design products that suit them. For them, the quality of the tea itself is not important, what is important is the psychological feeling that the process of drinking tea can help them create. The obvious difference from traditional tea product packaging design is that e-commerce products require eye-catching packaging, cute pictures, more emotional text expressions, etc. At the same time, the experience and service must be as perfect as possible, including more gifts, perfect after-sales service, more holiday promotions, etc.

The second is the supermarket channel. To sell tea in supermarkets, all you need to do is follow the fast-moving consumer goods route like Lipton, such as putting up more posters, making piles, giving more gifts, organizing activities, and making the terminal more vivid.

Now there are some new tea sales channels that can be developed, such as tea bars. In prosperous shopping malls in major cities, tea bars, large and small, mainly selling tea drinks are no longer uncommon. Even Starbucks, the world's largest coffee chain, opened its first tea bar in the world in New York in October 2013 after acquiring tea retailer Teavana. Starbucks will also gradually add tea bars to its existing Teavana stores of more than 300 stores, and will open the total number of tea bars to 1,000 within five years. Tea bars can sell both tea drinks and tea leaves. They are a fashionable leisure place for urban young people. In the future, it is not impossible for tea bars and coffee shops to coexist side by side.

5. Make tea culture, but don’t make it a cultural tea

Tea is a high-margin product. High gross profit means there is more added value, corresponding to a higher level of psychological needs. Tea culture can help tea add added value, and tea products must be closely related to the relevant tea culture. Traditional tea products correspond to the traditional tea ceremony, and emerging tea products correspond to the petty bourgeois sentiments of the post-70s generation, the freshness of the post-80s generation, and the cuteness of the post-90s generation, which are also cultural phenomena.

A popular saying in the tea industry is: making tea requires tea culture, but it must not be made into cultural tea. What's the meaning? That is to say, tea culture cannot be overdone, causing consumers to only pay attention to the culture and ignore the tea. Tea culture must serve the sales of products. Cultural promotion that cannot promote sales will fail.