Methods of building tea culture brand

Historically, tea culture is an important part of traditional culture in China, and tea industry is also an important traditional industry in China, which is related to the livelihood of thousands of tea farmers in Qian Qian. The following is the method I compiled for you to build a tea culture brand, I hope it will be useful to you.

Methods of building tea culture brand

In the new century, the construction of tea culture has also been given higher requirements. To develop advanced tea culture, we should not only inherit and carry forward the excellent tradition of tea culture, but also further emancipate our minds, give full play to our inherent potential, inject tea culture into commodity economy, further enhance commodity value and build tea culture brands. At present, the Pu 'er Tea Culture Expo Park established in our state is a concrete manifestation of enhancing the strength of tea culture and building a brand of tea culture. At the same time, we should constantly improve the quality and quantity of various tea culture academics, forums and tea performances. In addition, we should also explore the excellent local original ecological traditional tea culture.

In the process of inheriting and developing excellent tea culture, we should pay attention to developing attractive, infectious and convincing tea culture, so as to develop a very elegant lifestyle. When marketing tea products, we must attach importance to exporting elegant tea culture together and strive to spread tea culture. Because tea is the bridge and link of interpersonal communication, whether visiting relatives and friends or receiving distinguished guests in social life, tea is generally served. Tea symbolizes politeness, purity and hospitality, and the word "harmony" runs through the core of tea culture at all times and in all countries. In a complex society, harmony is extremely valuable. Tea is mellow and has a long artistic conception, so it can be called a "harmonious" drink. Therefore, in the process of building a harmonious society and even promoting world peace, tea can play an irreplaceable role in communication.

On March 6th, 2008, Comrade Hu Jintao attended the opening ceremony of "China-Japan Exchange Annual Meeting" held in Beijing. After enjoying the wonderful performances of tea art and tea ceremony in China and Japan, and tasting the famous tea brewed in China, Comrade Hu Jintao used a sincere word "harmony" to show that Chinese tea art and Japanese tea ceremony are like-minded. Comrade Hu Jintao put forward that "tea is the edge 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 function of Chinese traditional tea culture.

Pu 'er tea is "extremely rich in materials and has remarkable health care function", which is especially beneficial to store these three factors and make it an important carrier and main economic pillar to build the strength of tea culture. At present, Xishuangbanna 1.3 million mu of ancient tea trees are still alive, Mr. Li, a tea veteran of 1.06 years old, and a large number of old tea science and technology workers are still alive, and 430,000 mu of recoverable tea gardens are full of vitality. The popularity of Pu 'er tea has gradually spread to consumers at home and abroad, which has an indestructible foundation for the healthy and sustainable development of Pu 'er tea.

In today's fast-paced society, people's drinking tea has risen to the realm of tea ceremony, tea ceremony, tea art and tea culture, which can regulate body and mind and realize life without excessive hype.

We should vigorously carry forward the excellent national tea culture in our state and promote the healthy and sustainable development of Pu 'er tea. To protect rare ancient tea trees, it is necessary to establish relevant files; Give full play to the unique ecological advantages of Xishuangbanna and pay close attention to the infrastructure construction of ecological organic tea gardens in Quanzhou in a planned way; Make use of historical and traditional farming management methods to create pollution-free and pollution-free organic green health food for tea; Actively build sightseeing tea culture brands of ancient tea mountain, ancient tea garden, ancient tea tree and organic ecological tea garden; In the innovative production of new famous tea products, efforts were made to improve product quality, and the golden signboard of Xishuangbanna, the origin of Pu 'er tea, was launched, and famous brands of black tea, green tea and Pu 'er tea products from domestic and foreign manufacturers continued to be launched; While effectively protecting the representative historical cultural relics of tea in counties (cities), townships (towns), village committees and cottages, we should vigorously create distinctive national tea culture brands; Improve the scientific and technological content, make rational use of ancient tea tree, a precious tea resource, and better safeguard the traditional Pu 'er tea brand.

Brand model of tea culture

Lipton: Manage tea in the form of fast-selling products.

Tea is not produced in Britain, but Lipton tea is well known in Britain. As the birthplace of tea, there is no internationally renowned tea brand in China. The annual output value of 70,000 tea factories in China is hardly comparable to that of Lipton in Britain.

What kind of charm does Lipton have to make a place that does not produce tea become a world-famous tea brand? Speaking of tea culture, Lipton is basically a desert in tea culture, and there is no tea ceremony or tea art in tea culture at all; When it comes to product quality, people in the industry agree that Lipton's products are of average quality, and the raw materials of many Lipton products are not up to grade in the eyes of China tea enterprises. Lipton's success lies in marketing tea as a fast-selling product, thus opening up the modern channels of tea products in an all-round way. China tea has always been made vertically, such as Hangzhou West Lake Longjing, Yunnan Pu 'er tea and Anxi Tieguanyin. Lipton, on the other hand, is made "horizontally", with all varieties as the taste, only aiming at the needs of consumers for convenient, fast and economical tea drinking. Clear market segmentation and positioning will lead to clear marketing behavior, and finally a clear brand. Lipton's original intention of popularization has changed many people's lifestyles and made Lipton the third largest non-alcoholic beverage in the world after Coca-Cola and Pepsi.

Tenfu's Tea: Building a Customer-centered Business Value Chain

No matter from Wangfujing in Beijing, Nanjing Road in Shanghai, Karamay in Urumqi, Xinjiang, Harbin in Heilongjiang, Kunming in Yunnan and Haikou in Hainan, the signboard of "Tianfu Tea" with white characters on a green background can be seen everywhere. Especially in front of large supermarkets all over the country, you will see the figure of "Tianfu Tea". There is always a clerk holding the brewed tea (disposable paper cup) for you to taste for free. If you sit down in the shop, they will not only make tea, but also bring out a lot of refreshments, so please taste them for free. Opening a shop in a supermarket is beyond the understanding of many enterprises engaged in tea culture. Supermarket is a fast, convenient and efficient product of modern life, and tea is a symbol of highly vulgar and elite culture. How can it be adjacent to the supermarket? How can it be served simply with paper cups representing fast food culture, at least with tea cups? Tianfu Chaze, on the other hand, relies on the study of consumers, puts down the image of tea brands in the past, absorbs the fast and simple rhythm of modern life (tea drinking habits will be more widely socialized, which is a great change in the 2 1 century, and people have given tea drinking more social symbols, so many people consume tea on necessary occasions, and after returning home, they may not be so particular about it, that is, the fashion of tea consumption),

Secondly, standardized and exquisite service is another important magic weapon for Tianfu tea to win consumers. Every store has a special space for customers to experience tea. Sitting in an antique chair, watching the waiter skillfully brew Tieguanyin and listening to her explain the brewing skills and tea knowledge, even amateurs will be deeply attracted by the tea ceremony, which is a magic weapon for Tianfu to attract tea customers.

Thirdly, the development of Tianfu tea in tea food is the key factor of its success. Although there is no official data, Tianfu tea (such as 20 yuan, kumquat and plum with a net weight of 500g) is very popular among young people. According to people familiar with Tianfu, 80% of the profits of Tianfu tea come from tea food. At present, Tianfu Tea Company has launched 100 kinds of refreshments. From the product positioning, the price of tea snacks is about 10% higher than that of similar products. Young consumers who don't like tea become consumers of this kind of food. Tea seeds and tea-flavored chewing gum are gradually accepted by people, and tea noodles and tea cakes have also entered people's field of vision, especially young people who pursue fashion.

Many tea enterprises have learned from Tianfu tea in these three aspects, but many enterprises have only learned the surface. They have never learned the in-depth study of the nature of consumer groups, but they have learned four points.

Caiyunhong? Hongsui: Building a High-end Brand with Luxury Mode

To say that China tea industry is a high-end brand, we have to say that Caiyunhong has sprung up in recent years. Products of the red age.

"When you are proud, you will be accompanied by the red age." Simple eight words, will Caiyun be red? The matchmaker's high taste can be seen.

Quality? At an altitude of 2 100 meters, it is made of rare alpine tea and processed by 36 traditional and authentic processes. Pricing? Internationally renowned price setters; Internal and external packaging? Masterpieces of famous teachers at home and abroad, the pursuit of perfection permeates every detail, and they are meticulously crafted, and finally become a luxury in the tea industry? Red years old.

Whether it's caiyunhong? Are the scarce quality of red-year-old products, the pursuit of artistic perfection in packaging design, the highest pricing or advertising only at the high end all successful? The luxury of red years, colorful clouds red? The premium "Huang Jinbao" yellow tea in red years is more expensive than gold, with the price of 100 yuan 1 gram, and only 50,000 cases are supplied worldwide a year. As soon as this move came out, rich people from all over the world flocked to it, and the income of this tea alone reached 500 million yuan a year. But there is one more thing I have to mention, and that is, in the past four years, where has Cai been? The advertising cost of Hongsui is as high as more than 2 billion yuan, that is, it directly starts with the big planning and big investment in brand building, and adopts a brand promotion model with challenging luxury methods, and finally achieves Caiyunhong. Luxury in the red age.

Lipton, Tianfu's tea, Caiyunhong? The brand operation modes of the three major tea brands of Hongsui respectively represent the successful modes of different market segments of the tea market. On the whole, these three companies have not done a satisfactory job in the inheritance of tea culture, and even rarely set foot in the so-called "traditional tea culture", but they still become the leaders of the industry.

People who have seen "Tea Culture Brand Building Method" have also seen:

1. On the Methods of Brand Building of Tea Culture

2. On the function of tea culture and its brand building methods.

3. The business scope of tea culture company

4. The background of tea culture tourism

5. Case analysis of tea culture communication

6. Tea culture tourism planning scheme

7. Project plan planned by tea culture garden