"Ten thousand tea companies, why is the profit less than one Lipton?"

Shen Feng looked at the headline of the People's Daily today and said with a smile: "Even the country can't bear it?"

"We are the world's largest producer and consumer of tea, contributing 44.7% of total tea production, which is half of the country. However, among the 16 listed tea companies in China, there are only 7 with a middle-aged revenue of more than 100 million. ”

Li Nanjun said: "Even Tianfu Tea, which is known as the "first share of tea", had a revenue of only 1.8 billion yuan last year, including the income of Tianfu's hotels, tourism, catering and other ......."

"After removing these, tea sales are only 1.1 billion, accounting for only five thousandths of the entire tea market. This is not the case for leading brands, not to mention others, more than 90% of tea companies have annual sales of less than 5 million. ”

Shen Feng shook his head, compared with Lipton's annual sales of 30 billion?

70,000 tea companies are really not as good as one Lipton!

What's more, the United Kingdom, where people were born, is not a big tea producer!

Relying on the import of tea raw materials from Sri Lanka, India, and China, it has become the third largest non-alcoholic beverage brand in the world after Cocaco and Pepsi?

No one is stupid, in the face of such a market situation, ten years ago someone found that building a tea brand has become a top priority. When it comes to tea brand building, many people in the industry have become that the promotion of tea should not stay in the color and flavor, but should impress consumers through the shaping of tea culture, infect consumers and form tea consumption habits.

What is not limited to the physical aspect of the product, but the spirit and culture that shape the brand, which is the standard practice of building a brand. But the problem is that the more tea culture is talked about, the farther away consumers are from tea consumption, and the more they stay away from tea brands.

To put it bluntly, I still forgot the original intention of building a brand. The significance of the brand is to simplify the decision-making path of consumers and make it convenient for consumers to make named purchases. First of all, it means a product selection standard, and being a brand is to give consumers this standard.

For example, when choosing tea, first of all, you will look at the category, whether you drink black tea or green tea, Tieguanyin or Dahongpao. Decide the category and then look at the price, whether to buy dozens of yuan a catty, or hundreds of yuan a catty.

Finally, choose products and brands, of course, the price must be supported by product power and brand power, otherwise the high price will become a castle in the air and an IQ tax.

"Hey, many people can't even tell the difference between green tea, black tea, and oolong tea. This leads to two problems. ”

Li Nanjun analyzed: "The first tea industry lacks product selection standards, and there is no set of product parameters and references that are commonly used by society and recognized by consumers. Second, there is a lack of a clear and transparent price system, there is no standard to distinguish between good and bad products, and merchants can certainly set prices at will. ”

"Without the support of the two, of course, it is impossible to give birth to a tea brand recognized by consumers. Tea can only appear based on the category of origin brands, such as West Lake Longjing, Anxi Tieguanyin, Xinyang Maojian, etc., which has become the only criterion for selecting tea. ”

This is a bit like red wine, thanks to the popularization of science of red wine brands and the educational penetration of film and television dramas over the years, many people know that drinking red wine should be done with a goblet, and before drinking red wine, it should be sobered and shaken before drinking, including red wine with red meat, white wine with white meat......

It sounds like a pretense, but why hasn't it become the mainstream of the wine market?

This is not because consumers are not educated, but because consumers lack the knowledge of how to buy red wine, and red wine lacks product standards.

If you walk into a wine store or the wine section of a supermarket, and you hold a red wine worth dozens of yuan in your left hand and a red wine worth thousands of yuan in your right hand, how can you distinguish the difference in price between the two wines?

I couldn't understand the product labels of these two wines, and I couldn't drink the subtle differences in taste.

How to choose?04

The complex system of identifying wine based on vintage, grape variety, and winery is a hindrance, not a help, to the average consumer's purchasing decision.

Consumers' lack of product knowledge and product selection criteria led to confusion in the wine price system.

The so-called Lafite French origin is 240,000 bottles a year, and 2 million bottles are drunk in China alone!

The 82-year-old Lafite was completely reduced to a joke.

The average price of imported red wine at the port is more than 10 yuan, and the domestic retail price is several hundred yuan, in the final analysis, it is just because consumers do not understand.

Since you don't understand it, and you're afraid of being charged an IQ tax, it's better not to drink it.

If I invite you to dinner, and I take out a bottle of red wine for 2,000 yuan and invite you to drink, but you think it is only worth a few dozen yuan, then wouldn't my 2,000 yuan be spent in vain?

This is why it is difficult for red wine to become a mainstream social wine, because it lacks a set of price systems and product standards that are accepted by consumers.

You choose Moutai to try!

Lipton's global acceptance is not based on making a fuss about good tea, but on providing consistent taste and product quality with convenience at its core.

Consumers buy Lipton for a convenient product experience, predictable taste and quality, and a popular and transparent price system, which makes it convenient for consumers to make choices and purchase decisions.

Most of the domestic tea companies blindly emphasize the tea culture, quote the classics to tell the history at every turn, and the focus of promotion is on the historical status and packaging of tea, which not only makes consumers more unaware of how to choose products, but also is not easy to establish trust between enterprises and consumers.

It will make consumers wonder: how do I know how much this product is worth?

Am I being fooled?

Thinking of this, Shen Feng said: "In fact, the idea of small pots of tea is still right, and the core is to simplify the selection process of consumers. ”

"There are multiple flavor combinations in one box, and consumers don't have to worry about what kind of tea to buy. On the one hand, it provides consumers with a convenient experience, and on the other hand, it gives people a sense of exquisite and high-end. ”

"Then through large-scale advertising, improve brand awareness, through the master's endorsement of product value, the brand is well-known, and the price will be tenable. ”

Li Nanjun smiled and nodded, but the core of the success of the small pot of tea is the gift market. What is the most important thing about gift-giving?

That is the common perception of the value of the gift by the giver and the recipient.

Both parties think that this gift is worth this money, and this gift is worth giving, right?

Therefore, to put it bluntly, the way of playing small pots of tea is still overwhelming advertising, using "masters" and "small cans" to hold up the brand's sense of grade, face, and high price, which is convenient for consumers to choose.

After all, there is a saying in the beverage industry that is very pertinent: if the drink is not strong, the gift is not long.

Don't focus on the product itself, blindly take the route of high-end face, and finally make a joke that the master of a small pot of tea fries 80,000 catties of tea a year all year round!