Advertiser: Tianbaoyan Tea
Implementation time: December 24
Implementation scope: Fujian Province
Core strategy: highlighting regional uniqueness, establishing a new brand concept
Innovation: seeking individuality in homogenization, Make a mountain out of a molehill
fragrance of rural tea
-"Tianbaoyan" rural tea brand integration case
Selection and delivery of Sanming Fisherman Planning Co., Ltd.
Foreword
Tianbaoyan Tea Co., Ltd. was founded in 198. After more than 2 years of growth, it has more than 2, mu of tea gardens and an annual output of more than 2 tons of various famous rural teas. "Tianbaoyan However, due to some subjective and objective reasons, at present, most of the sales are still in the stage of selling raw materials, and a small number of packaged teas are not ideal because of the lack of brand culture support.
in the fierce market competition, it is very important to build a strong brand. Without a brand, there is no competitiveness. Brand is not a simple trademark, a group of symbols or a name, but the sum of all the positive elements in line with brand growth, and brand building is a long-term systematic project.
in November, 24, after discussing, researching and integrating the brand of Tianbaoyan tea by Sanming Fisherman Planning Co., Ltd., Tianbaoyan tea, which has been in a corner for a long time, grew rapidly and began to move from rural areas to cities, and its fragrance floated to thousands of households. The brand changed Tianbaoyan Township Tea from "ugly duckling" to "little swan".
Second, correctly analyze the position of the tea market
Up to now, the tea culture in China for 3, years has gradually become an indispensable part of national culture. With the improvement of living standards, people pay more and more attention to the quality of life, and tea has become one of the essential contents of some people's lives. Nowadays, consumers are not satisfied with the original thirst-quenching function, and the way is from "drinking" to "tasting", and the crowd is from small to large. The increasingly prosperous tea market has propped up a sky for the economic and cultural development of China.
World tea looks at China, while China tea looks at Fujian. China is the origin of world tea and the largest tea-producing country in the world, while Fujian tea stands out in China. According to statistics, the tea garden area in Fujian is 13,7 hectares, accounting for 11.45% of the whole country. Last year, the output of tea was 145,7 tons, accounting for 21.5% of the country, ranking first in all provinces. The yield of tea per mu was 8.8 kilograms, which was 3% higher than the national level and ranked first in the country. Export earned more than 1 million dollars, accounting for a quarter of the country; There are more than 3 million people engaged in the tea industry in Fujian, that is, one out of every 1 Fujian people is engaged in tea planting, processing and business activities. Fujian is a big tea province in China. There are more than 2 kinds of famous and excellent teas in Fujian. Except Tieguanyin, consumers don't know much about other kinds of teas, and there is almost no tea that has achieved certain results in brand building. At present, most of the tea products circulating in the market belong to "three noes" products. In particular, tea for export is mainly in bulk and only serves as raw material for foreign products.
iii. market overview
1. market overview
China's tea consumption is in a stage of rapid growth. However, there are many problems in the development of tea brands at present, which are mainly reflected in the emphasis on varieties and places of origin, but not on brands. There are many famous tea varieties in China, such as "West Lake Longjing", "Huangshan Maojian", "Anxi Tieguanyin" and "Dongting Biluochun", but there are few well-known tea brands. The whole tea industry has weak brand awareness and poor brand building ability. At present, China's export tea is only worth US$ 1 to US$ 2 per kilogram in the international market. The average tea price is 4% lower than that of India, more than 6% lower than that of Sri Lanka, and even 2% lower than that of Kenya. Among the tea-producing countries in the world, China has the largest tea production area, the second output, the third export and the fourth foreign exchange earning. Without a brand, there would be no market, let alone popularity, reputation and loyalty. Behind the seemingly prosperous tea, there are hidden brand worries.
2. Market trend
Tea consumption has shifted from bulk tea to famous tea and famous brand tea, and from middle and low grade to high grade; From single homogenized traditional tea to diversified series products; Consumers are more pursuing the dual physiological and psychological needs of drinking tea. The general trend of tea development is high quality, safety and high efficiency. The consumption demand of famous tea is increasing. The prominence of famous tea is not only the guarantee of tea quality, but also the branding.
3. Consumer situation
(1) Major consumers: middle-aged and above people with fixed income in Beijing, Shanghai, Shandong, Guangdong, Anhui, Henan, Hubei and other provinces and cities. The youth market is a blank of this product.
(2) Consumers' criticism of tea is not limited to the traditional four aspects of color, fragrance, taste and shape. With the improvement of living standards and people's dietary structure, more and more people have joined the ranks of healthy eating and living, and the concept requirements of pollution-free, pesticide-free and pure natural tea have also been put forward. People are not only satisfied with the abundant material life, and the appeal of cultural consumption can not be ignored, especially tea condenses the traditional culture of China, which requires us to strengthen the excavation and dissemination of the cultural supporting factors of this product in the process of tea marketing, so as to meet the requirements of consumers.
another aspect of cultural consumption is brand-name consumption. Nameless and unreal, without establishing a brand, we can never seize the high-end market.
(3) psychological characteristics of consumption: the psychological characteristics of cultural consumption of consumers reflect the psychology of seeking fame. While satisfying the physiological green, healthy, pollution-free, pollution-free and residue-free satisfaction brought by drinking tea, they pay more attention to the psychological pleasure brought by the act of buying and drinking rural tea.
(4) Consumption pattern:
A. Household consumption
People with high economic income and intellectuals consume more famous tea; The general residents give priority to mass high-quality tea, mainly bulk tea. At present, packaged tea, tea bags and tea drinks have begun to enter the family.
B, group consumption
group consumption of institutions, enterprises and institutions. Work meetings, receptions, tea parties, get-togethers, press conferences and various other personnel exchanges. Tea for entertainment is scattered, each unit lacks knowledge about tea storage, and the storage conditions are poor, so there is a large market space for small packages and teabags.
C, labor insurance consumption
In daily work, tea is the most economical drink. The market potential of labor insurance consumption is great, and the market development in this area should be strengthened.
D, gift consumption
The demand for gift tea is expanding day by day, the market is booming, and the tea gift packaging is constantly being refurbished. Famous tea has become a hot spot of gift consumption.
e. consumption in restaurants (hotels)
Generally speaking, the popularity of tea consumption is not widespread, the quality of tea is low, it is not well kept, and the tea-making skills of service personnel are not in place. There is still huge market space.
f. Leisure consumption
Tea consumption in teahouse, teahouse, teahouse, teahouse and other leisure places. This kind of market will continue to expand and contain great business opportunities.
G, tourism consumption
consumption of making tea, selling tea and tea drinks. Nowadays, the famous teas in China, such as West Lake Longjing, Huangshan Maojian, "Biluochun" and Junshan Yinzhen, which have good benefits, are all examples of development combined with local tourism resources.
H, public consumption
Tea consumption provided free of charge in temples, stations, docks, schools, hospitals, stadiums and other places.
I. Industrial consumption
Beverage industry: tea juice, milk tea, iced tea, popsicles, ice cream and fresh wine;
food industry: tea candy, biscuits, cakes and food preservatives;
pharmaceutical industry: anti-cancer, hypolipidemic, anti-bacterial, anti-inflammatory, slimming and beautifying, anti-radiation, etc.
4. Summary
According to the analysis of consumers' buying behavior, we should "take the lead". When consumers are stimulated by product information, we should take the principle of meeting consumers' needs and strive to show that products can meet consumers' physiological and psychological needs. The principle of satisfying consumers' needs should always be implemented in the whole process of their buying behavior, from the stimulation of buying desire. Promote decision-making from the beginning to the second purchase.
The positioning of Tianbaoyan tea must satisfy consumers' psychology of seeking fame and difference, and conquer consumers with high-grade quality and unique concepts. Not my own experience, just for reference.