| Recently, the news that Li Yuchun and Li Yifeng became the spokespersons of the same brand has caused heated discussions on the Internet. It is rare for two popular stars to be the spokesperson for the same brand at the same time. What's more, they are not endorsing cosmetics brands, clothing brands, or consumer electronics brands, but tea brands--Zhu Yeqing. |
After the small pot of tea, the strong dominance of Zhu Yeqing has injected new vitality into the branding of the tea industry.
[Brand breaking ice]
All business in China is worth repeating.
In the past few years, under the general trend of consumption upgrading, the purchasing power of domestic consumers has continued to increase, and consumer demand has become increasingly stringent. For this reason, traditional industries continue to modernize and upgrade and reshape their values.
From R & D and design to marketing, from corporate strategy to brand positioning, from quality to brand, everything is upgrading. Of course, all businesses ultimately compete against good products and good brands. This is why Apple can account for more than 66% of the global smartphone market.
Chinese recognition of the brand continues to increase. In 2018, the global luxury goods market size was about 1.2 trillion euros, of which 33% were paid by Chinese consumers.
However, Wu Xiaobo is regarded as China's most likely to become a global top luxury category of tea, which is still in a big, scattered, category, unbranded dilemma.
The scale of China's tea market has exceeded 200 billion, but few companies have annual sales of more than 1 billion. The ten famous teas such as Biluochun, Xinyang Maojian, West Lake Longjing, Tieguanyin, and Huangshan Maofeng are almost known, but few brands can be called.
How does regional tea go national? How do Chinese tea brands break ice?
These problems plague the entire tea industry.
Some people are trying to change, creating new brand opportunities through innovation and creativity. Typical is a small pot of tea, which has become a well-known tea brand in the country in just a few years. It has subverted people's perception of the traditional tea industry with Internet thinking and modern industrial operation.
On the other hand, in the past two years, the company has continued to upgrade its strategy, brand and quality.
Both are leaders and representatives of China's tea brand, and both have their own strengths.
Small cans of tea are unique in terms of innovation and disruption, the way in which the industry operates, and the perception of mass consumption. In this "conventional and conventional" traditional industry, small cans of tea are bold and innovative, and aluminum can packaging, one can, one bubble, and other designs have become the imitative objects of many peers; it has made the original chaotic industrial chain transparent, and made it for the whole people. After a popular education on tea culture, it quickly occupied the public's perception of consumption, and the brand image was deeply rooted in the hearts of the people.
Zhu Yeqing leads the way in brand accumulation, high-end market reputation, quality assurance, and access to the entire industry chain.
Bamboo Yeqing, which started earlier, has many pioneering initiatives in the industry: the popular bag-and-bubble, nitrogen-filled bag on the market today is the first of its kind; in 2003, it also created the first tea specialty store in the mainland ...
Through the “Emei Alpine Green Tea” subdivision into the high-end consumer market, Zhu Yeqing has become an industry benchmark in terms of brand advancement, product focus, scene innovation, channel empowerment, and cross-border cooperation, and has accumulated a good reputation in the high-end consumer market. Word of mouth, currently high-end members have exceeded 800,000.
Chairman Tang Xianhong once said that Zhu Yeqing's daily sales were stable, and there were no large sales fluctuations during the festival. This shows that the main consumption scene of bamboo leaf green is self-drinking. The implication is that tea customers pay for the quality of bamboo leaf greens, and the repurchase rate is as high as 80%.
However, Zhu Yeqing was not satisfied.
On December 17, Zhu Yeqing held a celebrity endorsement conference in Chengdu, announcing that Li Yuchun and Li Yifeng, two nationalized and internationalized Sichuanese celebrities, have become new brand spokespersons, and also released celebrity custom models.
While consolidating the high-end market, signing a celebrity endorsement is not only an active attempt by Zhu Yeqing to occupy the public perception and young consumer groups, but also fits the general direction of its "Chuancha-China Tea-World Tea" strategy triple jump.
Can Zhu Yeqing become the long-awaited brand icebreaker of the Chinese tea industry?
[Background of National Gift]
In fact, China's first branded tea company was not a small pot of tea, but a bamboo leaf green.
Bamboo leaf green has a long history as a tea category.
In 1964, Marshal Chen Yi inspected Mount Emei, and when he was playing against the monk Pinyu at Wannian Temple, he praised the new tea he asked, and asked the monk: "What is this tea?" No name. "And asked Chen Yi to give a name. Chen Yi said, "I think this tea looks like bamboo leaves and is green and pleasing to the eye, so it's called green bamboo leaves!" Since then, bamboo green tea has become famous.
However, for a long time, most of the bamboo leaf green tea factories near Mount Emei sell bulk tea. They can't sell for a high price, making it difficult to do business.
In the late 1990s, Tang Xianhong, who ran and sold in tea factories, discovered some industry rules: First, there are local tea products everywhere, and most of the locals only drink local tea, and their loyalty is very high; second, the tea market is highly fragmented With almost no leading enterprises and leading brands.
Therefore, Tang Xianhong decided to take over the state-run bamboo leaf green tea factory, determined to "build the bamboo leaf green brand and break the deadlock of Sichuan tea brand".
▲ In 2017, Tang Xianhong was selected as the top character of "Bazaar Men" and won the annual glorious entrepreneur award
In 1998, the bamboo leaf green brand was launched.
However, no one pushes the brand, but everyone grabs the category. At that time, the market was flooded with a large number of fake green bamboo leaf teas of varying quality, which seriously affected the brand reputation.
With the help of the local government, Tang Xianhong spent 150,000 yuan to acquire the "Zhuyeqing" related trademarks of other tea factories. By September 1999, the Trademark Review and Adjudication Board of the State Administration for Industry and Commerce determined that Sichuan Emeishan Bamboo Leaf Green Tea Industry Co., Ltd. had the exclusive right to use the "Bamboo Leaf Green" trademark.
Since then, "Bamboo Leaf Green" is no longer just a geographical indication trademark shared collectively, becoming the only registered trademark in China's famous teas.
It's one thing to build a brand, and another to succeed.
In order to forge brand reputation, Tang Xianhong followed the 16-year direct store model; abandoned bulk tea and used bagged tea to improve freshness; selected the best raw materials to ensure quality; and 12% -15% of sales revenue each year for product promotion ; Establish a direct-operated specialty store with standardized decoration style to create brand awareness.
The bold attempts of these leading industries gradually helped Zhu Yeqing start to sign.
In the Mid-Autumn Festival of 2004, Tang Xianhong invited Jin Yong to visit and left him some green bamboo tea as a souvenir. After returning, Jin Yong gave tea to friends such as Cai Lan and Ni Kuang. The popularity of bamboo leaf green tea quickly spread in the Hong Kong literature circle.
Cai Lan, who likes to drink strong tea, later became a loyal fan of Zhu Yeqing. "Sometimes you need to put a lot of tea to feel strong when you drink other teas, but a small bag of Zhu Yeqing is strong enough.
▲ Cai Lan
Not only in the literary world, but also in the entertainment world. Liu Jialing, Gao Xiaosong, and Feng Shaofeng have all been tasters of green tea with bamboo leaves, and have continued to make good friends to the celebrities in the circle.
A successful brand operation quickly opened the market for Zhu Yeqing. According to data released by the China Tea Circulation Association, from 2007 to 2018, bamboo leaf green has always ranked first in the country's high-end green tea market, and its high-end sales have been far ahead for 11 consecutive years.
In 2019, despite the general decline in sales of the entire industry, Zhu Yeqing has shown a trend of counter-trend growth: sales for the year have increased by 26% year-on-year, and the highest-end "On the Road" series has increased by 66%.
Not only that, Zhu Yeqing has also been used as a national business card and has been given to foreign guests as a national gift. In 2006 and 2008, Zhu Yeqing was given as a national gift to the then Russian Presidents Putin and Medvedev. Earlier this year, Zhu Yeqing was also selected as the only tea used by the China International Exchange Center to entertain ambassadors and United Nations officials from more than 50 countries around the world.
In the past, many famous local teas were gifted to foreign guests as national gifts. The only tea brand that can really be a national gift for a long time is Zhuyeqing. Zhuyeqing also gained the reputation of "Maitai in the tea industry".
Tang Xianhong firmly believes that good products come with IP, and Zhu Yeqing's success is fundamentally due to its own quality.
As the saying goes, “Alpine clouds produce good tea”, China's famous tea producing areas are almost all located in the mountains. The bamboo leaf green production area is not only located in the gold latitude tea belt at 30 degrees north latitude, but it is surrounded by clouds all year round, and it only grows tea at 600-1500 meters above sea level in Mount Emei.
Tea polyphenols and catechins decrease with altitude, and amino acids increase with altitude, so bamboo leaf greens taste refreshing.
In order to ensure the quality of the raw materials, 100% of the bamboo leaf green tea is used in Mingqian spring, and it is hand-picked. Nearly 50,000 tea buds can be refined into 500g bamboo leaf green; nearly 5 million tea buds can only be selected 500g of arrogant bamboo leaf green.
At the same time, Zhu Yeqing invested nearly 100 million yuan to build a modern production line, and there are tea masters headed by Liu Xiangyun, the first batch of tea masters in China, leading the industry. China's national standard for water content in tea buds is ≦ 7.0%, while bamboo leaf green is only 3%.
First-class raw materials and first-class technology bring first-class quality. This is exactly the background of bamboo leaf green as a national gift.
[Making Chinese Tea Great Again]
China is the origin of the world's tea culture, and tea drinking habits can be traced back to the Shennong era more than 4700 years ago.
Since the Han and Tang Dynasties, Chinese tea and tea culture have spread to the world by the land and sea Silk Road.
However, the wall is blooming and the outside is fragrant. Today, it is the Japanese tea ceremony and British black tea that are even more influential worldwide.
In terms of volume, China's tea plantations account for 60% of the world's area, and its output accounts for more than 40% of the world's. It is still the largest exporter of tea. Unfortunately, it plays the role of a supplier of cheap raw materials, with an average export price of less than 15 yuan per kilogram.
China has 70,000 tea companies and about 360,000 tea brands. However, Lipton is the most famous tea brand in the world.
This is nicknamed "70,000 Chinese masters are no match for a foreign apprentice", which makes the Chinese tea industry feel humiliated but helpless.
How to break the situation and revive the millennium culture?
Difficulty in mass production of products, difficulty in setting standards, and difficulty in price transparency are the three big mountains that stand in front of 70,000 Chinese tea companies.
Of the 70,000 tea companies, there are less than 2,000 large-scale tea refining processing factories, and small workshops built by tea farmers are still the main force of production. This tea farmer scattered model is not only inefficient and difficult to guarantee quality, but also has strong periodicity and fluctuations in output, which greatly affects the supply of raw materials to large tea companies, resulting in difficulty in mass production of products.
There are dozens of independent tea varieties in China, and there are many regional brands. As a result, there is no uniform industry standard for different varieties or even within each variety, which has brought great uncertainty to production and identification, seriously affected the overall quality of the product, and led to China. The entire tea industry is in a state of internal consumption, and it is impossible to establish a common brand awareness with a unified image.
There is no uniform quality standard and testing standard, which is reflected in the price and uncertainty of the consumer terminal. Cheaper may cost only a few yuan per kilogram, expensive per kilogram may sell millions, thanks to the mouth of a so-called expert.
Only by turning over these three mountains, establishing a brand and reshaping the value of the industry, can Chinese tea have a way out.
Aiming at the problem of raw materials, Zhu Yeqing adopts the model of "tea farmers + enterprises + cooperatives". The cooperatives organize tea farmers to form a consortium and provide tea farmers with production materials and technical services. The Bamboo Leaf Green Tea Garden signed a stable supply and marketing contract with the cooperative, adopting the lowest purchase price, profit return and other methods, which ensured the stable income of the tea farmers and the stable supply of raw materials.
Addressing standard issues. In 2018, Zhu Yeqing released the three standards of high-end green tea that it has always adhered to-Gaoshan, Mingqian and Chaya, making unremitting efforts to promote industry standards.
In terms of production standards, Zhu Yeqing has a set of strict raw material screening technology processes. After fresh leaves enter the factory, they need to undergo more than 50 indicators of quality inspection in the quality inspection center, and fresh leaves that pass the inspection can enter the evaluation center for manual grading; tea production requires 38 strictly controlled procedures.
In terms of test standards, the finished products of bamboo leaf green need to perform full-coverage physical and chemical tests on the test items required by national standards, and then have a sensory review by a special person.
As for the terminal price, it is a nationwide unified online and offline retail, with a clear price: Among them, the classic gift box of 120g is priced at 2280 yuan.
Behind bamboo leaf green's drive for branding, its more important significance lies in the reshaping of the tea industry chain, which actually solves the problem of "uniform weights and measures": standardization of upstream, standardization of production links, and transparency of downstream.
The restructuring of the industrial chain allows tea farmers to grow good tea and pick good tea, tea companies can continue to make good tea, consumers can also drink good tea, which in turn can improve the profitability of upstream and downstream, so as to form a benign Effective cycling.
Under the leadership of enterprises such as Zhu Yeqing, if the tea industry's branding and industrial chain remodeling can be pushed forward, Chinese tea will be great again, and the emergence of companies that can compete with Lipton is not a dream.
There have been two major consumption scenarios for tea, one is to buy it for yourself, and the other is to give it away.
In the past, buying tea was like a blind box.
Small workshops are crowded, the quality is good and the quality is not good. The second-rate counterfeit goods are everywhere, and if you buy them yourself, you will step on the pit.
The price is also not transparent. How much is the value of the tea sent? Does the giver have face or not? The recipient has not been sufficiently recognized and respected. It is completely guessed, which greatly affects the circulation of tea in the gift market.
With the efforts of enterprises such as bamboo leaf greens and small pots of tea, these conditions are changing: there is no threshold for buying tea , and tea delivery has become a fashion again.
The chairman of Focus Media, Jiang Nanchun, is famous in the circle for drinking bamboo leaf green. "The most commonly received gift is bamboo leaf green! And many friends and bosses around me like to use it as a decent gift."
For thousands of years, tea has been the best carrier of Chinese ritual culture. A cup of tea contains the gift of health, moderation, hospitality, and gift. Zhu Yeqing's branding over the years has also provided value for the revival of the ceremony culture of tea.
The ultimate goal of all efforts is to make consumers drink with confidence, buy with peace of mind, and send with ease.
And this is exactly the "leader of the tea industry" Zhu Yeqing as an industry leader, making Chinese tea once again great confidence and responsibility.
Can Zhu Yeqing become a brand icebreaker for the Chinese tea industry?
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