The red jar has a thick brown edge on the top and a yellow eye-catching name. This is the classic packaging of herbal tea.

Many times, consumers will directly say, "Come to a red jar", and the sales staff can get the message and hand over a jar of Jiaduobao herbal tea.

● Life, vigor and passion

"In 1995, Jiaduobao first designed and used red cans to produce herbal tea products, and the background color of our red cans was China Red. Red represents life, a vigor and a passion. In the past 17 years, relying on the mission of inheriting < P > and carrying forward the traditional culture of China, we have promoted red pot herbal tea to the whole country and the whole world. " Wang Yuegui, deputy general manager of brand management department of Jiaduobao Group, said that from 1995 to 212, in the past 17 years, Jiaduobao has invested tens of billions of yuan, spared no effort to build red pot herbal tea, and pushed it from a corner of Lingnan to the whole country, creating a legend of red pot herbal tea. China herbal tea has also become the only beverage brand comparable to Coca-Cola, with annual sales exceeding 1 billion.

nowadays, a little red pot of herbal tea carries a hundred years of culture, and it also affects the employees of Jiaduobao team who have devoted all their efforts to it. Wang Yuegui believes that red cans belong to Jiaduobao, and without Jiaduobao, there would be no red cans of herbal tea.

● In line with the feelings of China people

In the early 199s, there were not only red cans but also canned herbal tea products on the market. At that time, most herbal tea products sold in the market were brewed in bulk, and some were packaged in paper boxes, and there was no such herbal tea products in red packaging at all.

Because in the public mind, red itself is a feeling of getting angry. And herbal tea drinks should be a kind of orientation to remove fire, so using red seems to be contradictory and conflicting with this function.

Feng Zhimin, the administrative director of the office of the chairman of Jiaduobao Group, recalled that Mr. Chen Hongdao, the chairman of Jiaduobao Group, considered at that time that red was a festive, auspicious and lively color in the tradition, and it was highly recognized by the public. In addition, the combination of red and yellow has a sense of dignity, which is related to the admiration of red and yellow in the history of China, and is consistent with the feelings of China people.

In 1995, the Red Pot was designed by Chen Hongdao and Hongkong designers. Jianyi Wang, the great-grandson of Wang Zebang, the ancestor of herbal tea, once said that all the trademarks of herbal tea handed down by Wang Zebang are based on red, and it is hoped that the new packaging will also be mainly red. Soon, the popular red cans came out.

Wang Yuegui, deputy general manager of the brand management department of Jiaduobao Group, said that the key to a successful product appearance design is to reflect the designer's ideas and effectively convey the product connotation. The appearance of the red jar of Jiaduobao herbal tea uses two colors, red and yellow, which can best represent the traditional culture of China, indicating that herbal tea is an outstanding representative of the traditional Chinese medicine culture of China and the health care culture of Lingnan, and also reflects Jiaduobao's heart of inheriting and promoting the traditional culture of China.

● Original Courage

In any case, it was a bold idea at that time, because Jiaduobao canned herbal tea, which was different from people's cognition of traditional herbal tea at that time, so the difficulty can be imagined.

Wang Yuegui said that it really took a lot of courage at that time for Jiaduobao to launch the original red pot herbal tea. Because of the huge difference, it is possible to have a contrast with the tradition at that time and form a brand-new product. The design of red cans

actually has a background, that is, when Jiaduobao rented the original trademark, the trademark owner was producing and selling green boxes of drinks himself, and there was no ready-made packaging design for red cans.

But there was no ready-made packaging design for red cans, recalls Feng Zhimin, the administrative director of the office of the chairman of Jiaduobao Group. So Mr. Chen Hongdao, the chairman of Jiaduobao Group, found a Hong Kong designer, Mr. Pan, and told him his own ideas, ideas, requirements for packaging and decoration, etc. Then, let Mr. Pan use his own professional skills to design the red canned package.

The whole design process lasted about a year, and there were some minor changes before and after. At last, it was finalized and changed into two or three editions. It was not until 1996 when we applied for a patent from the State Patent Office that it was completely finalized, that is, the current red jar.

in p>1997, the packaging and decoration of red cans obtained the patent certificate of design issued by the People's Republic of China and the Patent Office of China.

However, it is very difficult for the market to accept brand-new packaging forms and brand-new categories. Wang Yuegui, deputy general manager of the brand management department of Jiaduobao Group, said that it took seven or eight years for Jiaduobao to go to the national market from the launch of the first can. These seven or eight years were a process of continuous accumulation, including the accumulation of manpower and financial resources, and the accumulation of consumers' awareness of products in the early stage. We also need to wait for the maturity of conditions such as consumption concepts and living standards.

the foundation has been laid down. in 23, jiaduobao established the product positioning to prevent fire, stepped out of the scope of regional development and developed towards the whole country.

● Constant taste in memory

Wang Yuegui believes that appearance is very important, but what is more important is the quality of the product itself. A good product, to stand out quickly in the market, can't just rely on product design. In addition to good design, there are many factors such as the guarantee of product quality and the effort in the marketing promotion process.

in p>1995, jiaduobao group began to produce red pot herbal tea. according to the secret recipe exclusively authorized by Ms. Jianyi Wang, a descendant of Wang Zebang, it adhered to the traditional cooking technology, introduced advanced technology and equipment from Europe and America, and made it with superior herbal materials, which effectively guaranteed the quality of the products.

in order to make jiaduobao herbal tea enter every household and every corner of the world, and to make China people and people all over the world enjoy high-quality jiaduobao herbal tea, jiaduobao developed and applied three patented technologies, which perfectly presented the secret recipe of herbal tea taught by the founders and descendants of herbal tea. Strict quality control enables each jar of Jiaduobao red pot herbal tea to achieve and maintain the best quality.

jiaduobao originally created "centralized extraction and decentralized canning". No matter where consumers go, every can of jiaduobao red canned herbal tea opened is the taste he remembers, and it will not change with time and region.

The taste maintains the closest relationship between Jiaduobao red pot herbal tea and consumers. Authentic formula, familiar taste and 17-year persistence all express Jiaduobao's most respectful commitment to consumers through constant taste.

after the operation and promotion of jiaduobao, the red canned herbal tea finally achieved great success, and developed from a regional brand to a well-known national brand. From 27 to 212, the red canned herbal tea produced by jiaduobao won the title of "the first canned beverage in China" for six consecutive years.