[Reprint] [Tea] Yao Yao: looking for diluted tea brand resources _ydkf2008

Original address: Yao Yao: looking for diluted tea brand resources "> [tea] Yao Yao: looking for diluted tea brand resources author: starting from tea Yao Yao: looking for diluted tea brand resources" TITLE = "[reprint] [tea] Yao Yao: looking for diluted tea brand resources "/> history, origin, culture, scarcity, craft, the channel is the most important tea brand development. But the tea industry of regional brands are serious overdraft, history and culture are a lot of copying copy, scarcity is magnified into access, technology still in hand at times, is a single channel. Tea industry would have a strong competitive advantage in history, culture, origin, traditional crafts to discover resources are severely diluting waste. In the face of the world's largest and most focused consumer groups, the tea industry have distinguishes it from other sectors of natural advantage, because the well-known health and consumption habits and other factors, tea consumption crowd in the tea industry can call long sunrise industry. China tea brand how to walk out of the quagmire? the next five years, is the decisive phase of tea enterprises, are quick leaps of best stage. According to research, China is the world's earliest cultivation of tea, drinking tea, brilliant tea culture so that the "tea" has become synonymous with China. However, today, China is the world's largest tea producing areas, the lack of profits and brand has become the heart of itchy. China tea industry concentration ratio is very low. According to statistics, only the Yunnan Pu-Erh tea is more than 3000 enterprises and other enterprises of the tea producing even more numerous, but with annual sales of over 5 billion is one of the well-known brands are truly rare. Do not yield a tea Lipton tea, United Kingdom sales in more than 30 million u.s. dollars, while the global tea production is highest in China, the biggest tea enterprises with annual sales of only 10 million Yuan. At present, China Liuqiwan House tea factory, a registered brand of only 1000 or so, the overall strength even enemy but a United Kingdom Lipton. 1980s, the United Kingdom Lipton tea into China, and there is no domestic tea stand guard. After more than ten years of hibernates and market accumulation, Lipton suddenly threw a crowded, began to Guangzhou, Shanghai and other places in the Deluxe hotel and hotel, and the production of green tea, herb tea and Oolong tea, directly into the Terminal tea bag sales, or even sell Lipton tea to the gate of Anxi-Xiamen. At this point, China tea trade before suddenly aware of the urgency of brand promotion. Whether it be a household name in the "four famous tea" (Lake Longjing, xinyangmaojian, Dongting biluochun, huangshangmaofeng mountain) or the "eight famous tea" are taking place and category naming, consumers cannot distinguish is true or false, with real business is being fake is upset. History, origin, culture, scarcity, craft, the channel is the most important tea brand development. But the tea industry of regional brands are serious overdraft, history and culture are a lot of copying copy, scarcity is magnified into access, technology still in hand at times, is a single channel. Compared to other industries, the development of the tea industry is a relatively backward, so far even basic national standards or a blank, Pu-Erh tea, green tea is still in the development of standards, although not yet entered in the procedures. Tea industry would have a strong competitive advantage in history, culture, origin, traditional crafts to discover resources are severely diluting waste. In the face of the world's largest and most focused consumer groups, the tea industry have distinguishes it from other sectors of natural advantage, because the well-known health and consumption habits and other factors, tea consumption crowd in the tea industry can call long sunrise industry. China tea brand how to walk out of the quagmire? the next five years, is the decisive phase of tea enterprises, are quick leaps of best stage. In this article, the following areas for consideration. First, we don't of brand story is the four famous tea "," or "eight famous tea", each tea is found everywhere on the back of the brand story, where the scarcity products and unique traditional crafts, tea industry permanent wealth, China tea enterprises have done a lot of articles, while mentioning, however Tieguanyin inside "tianfu" and "long", Puer "DaYi", zhuyeqing "on the road" or in the brand-building roads out of the great steps. In the case of oolong tea, oolong tea, black tea and green tea is between semi-fermented special tea. During the birth of oolong tea sampling technology, is a traditional tea process of a major innovation. Long and tea industry originally of Pisa, the family of tea history can be traced back to the reign of Emperor Kangxi. Long and ancestors in the early morning Zhang River 1683 years (Kangxi 22 years) creates a "long and tea" in Anxi fame. The same year, Shi Lang to recover Taiwan, Zhang Qing hearing she picked up the big "long prayers on all people willing to share and enjoy a little peace is equal to" placed at the main entrance and the tea shop, to show the world a Commission, and the people to live and work. As the table very sincere, Zhang Qing affinity with refining the treasure of treasures from the town shops "mikurajima" visitors eight two, Trek, across the Taiwan Strait, offered to Shi Lang to Taiwan to complex celebrates. Long and restore it after a brand history immediately thereof from a variety of brands, a variety of historical meaning example with taste, thus Anxi Tieguanyin Enterprise sparked a wave of Achilles. Some small and medium-sized enterprises have begun to tea brand culture and history to explore, and use it for marketing promotion and brand publicity to let consumers recognized his "family status", gets more brand connotation, promotion and consumption. Moreover even a false story concocted "family". 2. the opportunity: Chinese tea shop chain in the 1990s, Starbucks is aware of the United States for a cup of good coffee craving is better than the other. They see opportunities and choice of coffee beans, improved baking techniques, enhance staff training to improve coffeeMuseum of furnishings, atmosphere and the scents, music and even adjust the Chair's comfort, successfully for our customers to create the best consumer experience, become a customer of "the third House": the Home-Office — Starbucks. This opens the era of coffee. Just 20 to 30 years, Starbucks has become famous international brands. United States enterprises rely on coffee making international brands, as cultural content is extremely high, the value space of the great tea industry, there is little reason for saying that he was not large brand? Chinese tea as friends exchanges, political and business reception of history has lasted for thousands of years. China's rapid economic growth in the world for understanding China, tea, ceramics, clothes, Chinese knot, the Taiji has become the international symbol of China. More and more frequently in business activities, coffee in China do not have an exclusive business, leisure, selection of tea, tea set, tea with professional authentic process, supporting Chinese classical music, classical Chinese furniture can successfully provide consumers create beyond Starbucks consumer experience. At the same time, Chinese tea culture inside the "temperature, and, alcohol, expensive" and represents a commercial exchange of honest, sincere, genuine, to the Chinese tea house offers the best endorsement. Present in all parts of the country, business people already more like in the teahouse of easy, moderate climate inside business, almost all of the Café has already have increased the variety of tea, unfortunately this was a huge cake, coffee has still not tea enterprises or Chinese catering enterprises into the chain, from tea to "humanitarian" and "commercial" extension. Currently, access to the tea chain business enterprises are mostly just single do tea product sales, not rising to the level of catering services. And provide tea service shops for tea is no standard of evaluation, tea or brand requirements. In fact, this is a business out of making standards and procedures, thus preempt this one brand in the industry. 3. do the product brand, not brand enterprise in Chinese tea enterprises in addition to the "on the road," and "big tianfu" and "and" and "DaYi" and a few product brand, the majority of the leading brands in enterprise's many products, various types of tea with a brand. In fact tea product, due to their different cultures, origins and historical allusions, the least you can unify under one brand of products. Because various kinds of tea drinking patterns and appreciation of the way, picking the best time to market is not the same, the process is complex and diverse, and every consumer for a certain kind of tea product preferences, understanding and love is not the same, so if you want to allow consumers to believe that a brand of tea products are good, authentic, this is impossible. Do you know Bo Rempart love, Omega, Longines, radar, 2007, Calvin Klein, snow iron, Mido, hamir, Peabody Mann, Swatch, watches luxury brands are a swatch company of Switzerland enterprises under the brand? swatch company goal is to allow different brands have different positioning, different personality, thus targeting of different consumer groups. Operating luxury swatch was a huge success and profits high is unimaginable to most enterprises. Then the China tea so have congenital brand story and geographic products, why must highlight the corporate brand? In 1996, the Japanese Kirin afternoon tea series drinks into the Chinese market. Products to Audrey Hepburn · as presenters, product concept and the United Kingdom in the mid-19th century "philosophy of the afternoon tea". In 2004, afternoon tea, a series of drinks by the consolidated Group sales. Until 2006, afternoon tea, a series of drinks continues Orthodox English afternoon tea in positioning and Audrey Hepburn image ·, ongoing dissemination of voicing. In 2007, the unified kylin introduced PET bottle afternoon tea, kylin company has adjusted its sales strategy, Audrey Hepburn image as well as advocacy · the music stopped, lend new kylin launched a new VI-recognition system. Because of the position clear and focused, Kirin afternoon tea was preempted by the category of the status of the King. Kirin afternoon tea in the promotion process has been stressed that the Orthodox aristocratic style of England, afternoon pleasant high consumption of drinks, the emphasis is on product brand, but never goes to promote Japanese brand. This positioning, product prices higher than similar products in the Master Kang, unified price of nearly $ 1, in PET bottled tea beverage, belong to luxury. Kirin afternoon tea in one of the many factors of success is to uphold the brand products, do not do the corporate brand. China tea enterprises currently most or doing corporate brand, with the exception of bamboo-green "on the road", a "tie" and "long tianfu and", Puer "DaYi", the tea industry is still little-known brand. IV. to be luxury items, do brand planning the most valuable in China, first Longjing tea tea. Longjing tea is produced in Hangzhou West Lake hills of Southwest. Where the climate is mild and moist, acidic soils, Longjing tea production provides exceptional natural conditions. Longjing tea cultivation has a long history, IBET is already famous luxury, Longjing tea is that one is the origin of small, yield is not big; the second is manufacturing the Longjing tea to Zagreb, tea tree top few young leaf is not yet open. It is said that fried a pound "Super Longjing" need 30 000 immature, and head of its precious. In addition, produced in Jiangsu Wuxi Taihu Lake in the East and West of the Dongting biluochun, Nanjing mountain rain scented tea, "usnic odor cover Longjing" xiuning of usnic tea, tea, Huangshan Mao feng "definitely secluded fine than Orchid" Lushan yunwu tea, xinyang, Henan province of maojian tea, Yunnan Puer tea and Tuo tea, etc., are world famous luxury good tea. Tea product's unique history and culture, and growing environment, cultivation methods, processes, and legend media can make tea become luxury items. Today, domestic luxury consumption trend has become increasingly clear that Japan imported more light rice, also not organic, price sold to $ 99 a pound, has alsoSold out-of-stock situation. Tea because of its scarcity, particularity and have the luxury of the gene, entering this market space is very large. Some firms are exploring, but merely in terms of packaging, in fact, we should clearly understand that excessive packaging not only contrary to the principle of the culture of the tea and elegant, but also to see a lot of colorful luxury high-end consumer group, but is missing features and differences. When tea from 10 dollars, soaring to a few thousand dollars, shijiyuan on million, it was an experiment. The Pu-Erh tea, green tea, herb tea and Oolong with immersion, customer appreciation. savour In almost all of the test, the Pu-Erh tea is discharged at the end of the day, and at that time, the market trend of Puer on well underway, it is contradictory. Subsequently discovered, was Yu pu-Erh tea potential go higher, the root cause lies in the Pu-Erh tea from a consumer goods into an investment product, that is Pu'er tea is "hiding" it, instead of being "drink", this is an extremely dangerous signal. On the one hand, the investment behavior is to chase gains, that is, Pu'er tea need be sold again to obtain income, this also means that one day, if the market downturn, most likely will sell an investment when the market price will certainly diving; on the other hand, investment spending is short, there is no sustainability, when investment after this demand saturation will disappear. Luxury goods are able to grow at a price higher than similar products, mainly because its sales of the brand's history, ancestry, crafts, etc. But after the hype of Pu'er tea after concept despite the "sticker shock", but lack other factors combine luxury, Pu'er tea but one is not a luxury "DaYi" brand, the brand remains unknown, the smoke dissipated, Pu'er tea regression silence. 5. origin of resources: the value of tea tea sources of this God-"God leaves", can be said to be an extremely wonderful art products. From generation to generation of art is full of mystery and legend color, complex and ever-changing production program is amazing. In fact, history for tea, like a tea for like China. Buy buy Longjing, of course; the West Lake Longjing, of course, buy buy biluochun biluochun; buy Puer tea, Yunnan province, of course, to buy city of Pu'er tea; Anxi to tie Guan Yin, xinyang to maojian ... These resources and domain name tasting. But exactly which brand of West Lake Longjing? which brand of biluochun? which one brand of Pu'er tea? in addition to industry professionals can tell, the most popular consumer mind does not have any concept. History of the domain name of the product has a high reputation, this is the prerequisite to market advantage. If what brand occupies in the domain name of the origin of resources, equal to establish a dominant position on the category. Each with domain name tasting is a local business card, and now Governments are paying close attention, aspiring businesses to learn how to win the support of the Government, in addition to the registered trade mark, the application for protection of appellations, Chinese brands, China's well-known trademarks, etc., are to some extent brand confusion, so that my shiny brand highlights. Mount Emei zhuyeqing tea from the most difficult to resolve "zhuyeqing" trademark. In 1998, with the support of local government, law, supplemented by economic means, through arduous efforts, and finally turns to $ cost recovery of other companies using the trademark "zhuyeqing, becoming the exclusive" owns "zhuyeqing" brand enterprises. Preemption and monopoly this valuable scarce resources, equal to occupy a "Emei Shan" zhuyeqing unique origin of resources. "Zhuyeqing" was invited to the world in Monaco's top luxury goods exhibition, one of the world's top luxury brand. Zhuyeqing "on road" is a synonym for zhuyeqing top tea, boot from the category cognitive shift consumer brand awareness. Tea enterprise value of the expression, including rational value and emotional value is to be perceived by the customer, agree with, and willing to get currency exchange of value, the historical origin of resources is the best way to value expression. 6. do organic tea product Beijing deqingyuan although food standards did not reach the standard of organic food, but selling price reached $ 1 per egg, AC Nielsen, 2007 market research shows that deqingyuan ecological egg eggs in Beijing brand market share as high as 71% of consumers the most trusted brand of eggs. Deqingyuan successful due to the use of ecological agriculture, ecological farming, food processing, clean energy, organic fertilizer, orders, agriculture, ecology, and circulatory system of planting on its quality and sources for the whole of the supervision and management, will be marked on the shell production address, time, lot number, serial number, employee number, quality sheds, cages, and the age and other hens, equal to associate each egg on the "ID number". This enables deqingyuan eggs become luxury items, sales from 50 million to 500 million. Beijing's "more fragrant tea house" is preempting organic tea brand in occupies position, in order to promote the organic tea, at Beijing's major media advertising, to the community for free worth 100 million organic tea, let consumers experience and recognition of organic tea quality and value, in Beijing started organic tea campaign, at the same time open up different avenues, and five-star hotel with cooperation in the promotion of organic coffee and tea. Generally, the senior Hotel year tea turnover exceed 10 million, more aromatic tea in to establish a solid relationship, further pushing the organic tea depth of high-end consumer market, seeking China's leading brand of organic tea. The next five years will be China tea industry of decisive period, is quickly leaping growth best period, who was the first in the brand process before going on the road to the next, who will have the priority-driven advantages. Assembly, is about to trumpet, China tea enterprise ready? — is part of the sales and marketing