Title 8. How does Xiangyuan tea move from single brand to multi-brand?

This is mainly due to the fact that Xiangyuan Tea has always adhered to the development strategy of small producing areas and practiced the long-term development idea of "recognizing the goal and making contributions for a long time", that is, focusing on the long-term trend opportunities of the tea industry, making persistent efforts to build a "century-old brand"; In marketing, don't be eager for quick success, pursue sustainable development and win-win with channel partners; In terms of products, stick to the bottom line, ensure product quality, and regard product quality as the core value of enterprise brand.

Xiangyuan Tea Industry, established in February 20 12, is the tenth year. Since its establishment, Xiangyuan Tea has taken the lead in putting forward the concept of "small producing area" of China tea, and used it as a brand positioning for the escalating consumers in China; At the same time, three production centers, namely Xiangyuan Tea Qi Hong Company, Xiangyuan Tea Yiwu Company and Xiangyuan Tea Fujian Company, have been established, and the production system in the production area from tea garden base construction to product research and development to quality control has been completely established, ensuring product quality from the production point of view.

In this regard, Liu Zhonghua, an academician of China Academy of Engineering, once said, "Tea is an advantageous and characteristic industry to implement the national strategy. Any famous tea under a popular brand has a core producing area, and the environment of the producing area is the decisive factor for the unrepeatable quality of tea. It is very correct and accurate for Xiangyuan Tea to choose to focus on the market positioning of the top small tea producing areas in China. "