Cross-border "cultural circle" allows tea companies to get out of the sales dilemma

Our reporter Yuan Guofeng

In recent years, cross-border marketing has become a sales norm, especially the cross-border alliance between tea companies and "cultural circles" is not uncommon.

Tea sales are cold

The latest customs data show that from January to June this year, the cumulative export volume of Chinese tea was 164,800 tons, a year-on-year decrease of 6.

Recently, the reporter visited Beijing Maliandao Tea City.

Jian Weijie, the regional sales manager of Hunan Yiqingyuan Tea Industry Co.

However, there are also tea companies that sell well.

Chen Yanzhu, general manager of Beijing Henghe Zhao Culture Communication Co.

Cross-border marketing achieves good results

Cross-border "cultural circle" marketing as mentioned by Chen Yanzhu is not uncommon in the tea industry

In 2020, Chen Dayin, the founder of the e-commerce platform Range Aquatic Products, posted the first batch of pre-sale transcripts of Longjing before the Ming Dynasty in the circle of friends, with 800 fans and a weekly turnover of 500,000 yuan

After innovating the marketing method, Chen Dayin's "selling tea" can be described as handy

"We asked Lu Xin Longjing Tea and Feng Zikai to co-brand, draw inspiration from Mr.

　　It is reported that after obtaining the IP authorization of Feng Zikai, Lu Xin Longjing tea has designed a new packaging, with Feng Zikai's famous painting as the packaging pattern, which has more cultural connotations and has become the first choice for many people to give gifts

　　In addition, the youth-oriented drinking tea and cross-border marketing of Phoenix Satellite TV have also achieved good results

Cross-border marketing needs to find a good target positioning

　　On the e-commerce platform, the cross-border “cultural circle” co-branded products of tea companies have also achieved good sales.

　　According to the survey data released by iiMedia Research recently, among the online consumers of tea in China, female users are on the rise.

　　iiMedia Research analysts believe that the amount of tea consumed by consumers is "large in the middle and small in the middle".

　　Li Qiangbo, the founder of Begin to Drink Tea, also believes that "the current market of the tea industry is somewhat similar to the shape of a pyramid, with some brands positioned at the top of high-end tea drinks, and the middle-end tea category is missing

　　Li Qiangbo believes that consumption upgrade is not simply to increase the unit price of a customer.
Consumption upgrade means that different people with characteristics can find suitable products in the market.
This is consumption upgrade
.
Tea brands face the same situation
.
For ordinary consumers, they are faced with a problem when buying tea: can they buy quality tea that matches the price? In such a market situation, the first problem to be solved is to identify the target users
.
Young people who drink tea have several characteristics: first, they are mainly young office workers in first- and second-tier cities; second, they have sufficient online shopping experience; third, they are willing to share with others when they come across good products and high-quality products
.

　　Looking at the consumption habits of young consumers, they are not simply pure emotional consumption or rational consumption, but rational and emotional consumption coexist
.
They are willing to pay for their favorite idols and IPs, and they are more likely to accept the category of tea
.

"China Food News" (07 edition on August 5, 2021)

(Editor-in-charge: Yuan Guofeng)