Since history, tea culture has been an important part of the traditional culture of the Chinese nation. The tea industry is also an important traditional industry in my country, related to the livelihood of thousands of tea farmers. Below is the method I compiled for you to build a tea culture brand. I hope it will be useful to you.
Methods to build a tea culture brand
The new century has also placed higher requirements on the construction of tea culture. We must focus on developing advanced tea culture. We must not only inherit and carry forward the excellent tea culture tradition, but also further emancipate the mind, tap internal potential, inject tea culture into the commodity economy, further enhance the value of commodities, and build a tea culture brand. At present, the Pu'er Tea Culture Expo Park established in our state is a concrete manifestation of improving the strength of tea culture and building a tea culture brand. At the same time, it is necessary to continuously improve the quality and quantity of various tea culture academics, forums, and tea art performances. In addition, we must explore the local excellent original ecological traditional ethnic tea culture.
In the process of inheriting and carrying forward excellent tea culture, attention should be paid to promoting an attractive, infectious and persuasive tea culture, so as to develop a very elegant lifestyle. When marketing tea products, we must pay attention to exporting elegant tea culture and strive to spread tea culture. Because tea is a bridge and link between people, whether it is visiting relatives and friends or receiving distinguished guests in social life, tea is generally used as a treat. Tea symbolizes sincerity, purity and hospitality. The word "harmony" runs through the core of tea culture at home and abroad in ancient and modern times. In a complicated society, harmony is extremely valuable. The tea is fragrant, mellow and has a far-reaching artistic conception. It can be called a "harmonious" drink. Therefore, tea can play an irreplaceable communication role in the process of building a harmonious society and even promoting world peace.
On March 15, 2008, Comrade Hu Jintao attended the opening ceremony of the "China-Japan Annual Exchange Meeting" held in Beijing. After appreciating the wonderful tea art and tea ceremony performances from China and Japan, and tasting the famous tea brewed by China, Comrade Hu Jintao expressed the like-mindedness of Chinese tea art and Japanese tea ceremony with a sincere word "harmony". Comrade Hu Jintao proposed that "tea is the destiny and harmony is the most precious" because "harmony" includes the harmony between man and nature, and between countries. This is a positive affirmation of the cultural function of traditional tea in my country.
Pu'er tea is "extremely rich in substances and has very significant health care functions", and is particularly conducive to storing these three factors, making it an important carrier of the strength of tea culture and a major economic pillar. At present, 130,000 acres of ancient tea trees in Xishuangbanna Prefecture are still alive. The 106-year-old tea veteran Mr. Li Fuyi and a large number of veteran tea science and technology workers are still alive. 430,000 acres of harvestable tea gardens have been Full of vitality. The popularity of Pu'er tea has gradually spread to consumers at home and abroad, and there is an indestructible foundation for the healthy and sustainable development of Pu'er tea.
Today, in the fast-paced society, people's tea drinking has risen to a state of tea ceremony, tea ceremony, tea art and tea culture to regulate the body and mind and understand life. There is no need to over-hype it.
We should vigorously promote our state’s excellent national tea culture and promote the healthy and sustainable development of Pu’er tea; we should establish relevant archives for the protection of rare ancient tea trees; we should give full play to Xishuangbanna’s unique ecological advantages and pay close attention to the state-wide development in a planned manner. Infrastructure construction of ecological organic tea gardens; use historical and traditional farming management methods to build pollution-free, pollution-free organic green health food tea; actively create ancient tea mountains, ancient tea gardens, ancient tea trees, and tea culture brands for organic ecological tea garden tourism; in Among the innovative production of new famous tea products, we strive to improve product quality, build on the golden sign of Xishuangbanna, the origin of Pu'er tea, and continue to promote famous brands of black tea, green tea, and Pu'er tea from various manufacturers at home and abroad; while conscientiously protecting the counties ( City), townships (towns), village committees, and villages are rich in resources and have a long and representative history of tea, cultural relics, and monuments, while vigorously creating unique national tea culture brands; improving scientific and technological content, and rationally utilizing precious ancient tea trees Tea resources to better maintain the traditional Pu'er tea brand.
Tea culture brand model
Lipton: operating tea in the form of fast-selling products
Britain does not produce tea, but everyone knows about British Lipton tea. As the birthplace of tea, China does not have an internationally renowned tea brand. The annual output value of the 70,000 Chinese tea factories is hard to match that of one British Lipton.
What kind of charm does Lipton have, making a place that does not produce tea become a world-famous tea brand? When it comes to tea culture, Lipton is basically a desert in terms of tea culture. There is no tea ceremony or tea art in tea culture. When it comes to product quality, the industry agrees that the quality of Lipton products is average. The raw materials of many Lipton products are not available in Chinese tea companies. Come on, it’s not even up to the level. Lipton's success lies in marketing tea as a fast-selling product, thus opening up the modern channel for tea products. Chinese tea has always been made "vertical", such as West Lake Longjing tea in Hangzhou, Pu'er tea in Yunnan, and Tieguanyin tea in Anxi. Lipton, on the other hand, works "horizontally", treating each variety as a taste, and only targeting consumers' needs for drinking tea conveniently, quickly and economically. After clear market segmentation and positioning, there will be clear marketing actions, and finally a clear brand. Lipton has always adhered to the original intention of popularization, changing the lifestyles of many people, and making Lipton the third largest non-alcoholic beverage in the world after Coca-Cola and Pepsi-Cola.
Tianfu Tea: Establishing a customer-centered business value chain
Whether it is from Wangfujing in Beijing, Nanjing Road in Shanghai, to Urumqi and Karamay in Xinjiang, Harbin in Heilongjiang, and so on. When you go to Kunming in Yunnan and Haikou in Hainan, you can see "Tianfu Tea" signs with white characters on a green background everywhere. Especially at the entrance of large supermarkets everywhere, you will see "Tianfu Tea". There are always clerks carrying brewed tea (served in disposable paper cups) and asking you to taste it for free. If you enter the store and sit down, they will not only We will make tea and bring out a lot of refreshments for you to try for free. Opening a store in a supermarket is incomprehensible to many tea culture companies. Supermarkets are fast, convenient and efficient products of modern life, and tea is a symbol of high-brow and elite culture. How can we be neighbors with supermarkets and enjoy tea? How can it be simply served in a paper cup that represents fast food culture? At least it must be served in a tea cup. Tianfu Tea relies on its research on consumers to put aside the condescending image of tea brands in the past and absorb the fast and simple rhythm of modern people's lives (tea drinking habits will move toward wider socialization. This is the 21st century. A big change is that people have given more social symbols to drinking tea. Therefore, many people consume tea on necessary occasions and may not be so particular when they return home. That is, the fashion of tea consumption), tea consumers have changed from Successful people have transformed themselves into ordinary people, which is one of the factors behind Tianfu Tea's success.
Second: Standardized and exquisite service is another important magic weapon for Tianfu Tea to win over consumers. Each store has a dedicated space for customers to experience tea. Sitting on an antique chair, watching the waiter brewing Tieguanyin with skillful and standardized operating techniques, and listening to her explain brewing techniques and tea knowledge, even a layman will be deeply attracted by the tea ceremony. This is Tianfu's attraction to tea. A great tool for enthusiasts.
Third: Tianfu Tea’s pioneering development in tea food is a key factor in its success. Although there is no official data, Tianfu tea (such as tea kumquat and tea plum with a price of 20 yuan and a net weight of 500 grams) is very popular among young people today. According to industry insiders who are familiar with Tianfu, 80% of the profit of Tianfu tea From tea food. At present, Tianfu Tea Company has launched more than 100 kinds of tea snacks. In terms of product positioning, the price of tea snacks is about 10% higher than similar products. Young consumers who have no tea drinking habit have become the consumers of this type of food. Tea melon seeds and tea-flavored chewing gum are gradually accepted by people, and tea noodles and tea cakes have also entered people's horizons, especially young people who pursue fashion.
For the success of Tianfu Tea, many tea companies have learned from it on these three points. However, many companies have only learned superficially, and they have not learned anything from in-depth research on the nature of consumer groups. Instead, they have learned There are four differences.
Caiyunhong? Hongsui: Building a high-end brand in the luxury model product.
"When you are proud, the red year will accompany you." Eight simple words fully demonstrate the high taste of Caiyunhong? Hongsui.
Quality? Rare mountain tea at an altitude of 2,100 meters or above is used as raw material, and processed through 36 of the most traditional and authentic processes; Pricing? Operated by internationally renowned price makers; Internal and external packaging? The work of famous domestic and foreign masters. The pursuit of perfection permeates every detail, and careful craftsmanship finally creates the luxury product in the tea industry? Hongsui.
Whether it is the rare quality of Caiyunhong? Hongsui's products, the pursuit of artistic perfection in packaging design, the supreme pricing, or the advertising only in high-end areas, it all contributes to Caiyunhong? Hongsui's success. Luxurious, Caiyunhong? Red high-end "Huanghuangbao" yellow tea is more expensive than gold, priced at 100 yuan per gram, and only 50,000 boxes are supplied worldwide a year. As soon as this move came out, rich people from all over the world flocked to it. Kuancha brings revenue to the company of up to 500 million yuan a year. But there is another point that must be mentioned, that is, in the past four years, Caiyunhong? Hongsui's advertising expenses have reached more than 2 billion yuan, that is, starting directly from large-scale planning and large investment in brand building, using extremely effective Challenging luxury techniques and a step-by-step brand promotion model have finally achieved the luxury of Caiyunhong? Hongsui.
The brand operation models of the three leading tea brands, Lipton, Tianfu Tea, and Caiyun Hong? Hongsui, also represent the successful models of different market segments in the tea market. Overall, these three companies None of them are the best at inheriting tea culture, and they don't even involve much in the so-called "traditional tea culture", but they have still become the industry leader.
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