How to make a strong tea brand

Our reporter Yuan Guofeng

Consumer branding is a major trend.

Multiple brands lead to low consumer loyalty

The scale of China's tea industry is very large, but some relatively large brands have not been cultivated.

In China's tea industry, there are many regional brands, few domestic and international well-known brands, strong public brands, weak corporate brands, mismatches between brand reputation and product quality, low consumer brand loyalty, and inaccurate brand personality and value positioning

Chen Fuqiao said that the survey found that basically tea brands are regional brands, and no one knows about them outside the local county or city

In the process of consuming brand tea, what do consumers think about tea brands? How about brand loyalty? Chen Fuqiao introduced, "The knowledge survey shows that 84% of people know about public brands, while only 16% know about corporate brands

A cognition survey on tea brands' understanding of "West Lake Longjing, Anxi Tieguanyin, Dongting Biluochun, etc.

In addition, in the survey of consumers' perception of tea brands, what is the biggest problem reflected? Consumers think that tea brands are too traditional and classical; then there are many and miscellaneous brands; there is also a low reputation, and they think that the brand is high, very high, and there is no fireworks

Differentiation enhances brand recognition

Brands are numerous and complex.

At present, in China's tea market, the problems that branded tea brings to consumers are mainly that the quality does not match the price, and the price-performance ratio is too low; for consumers, it is more reassuring to buy through the introduction of acquaintances, and branding is actually a word of mouth.

With the development of the Internet, the positions, channels and methods of brand promotion have undergone great changes.

"The essence of brand promotion is actually telling a story

"To choose a good medium for communicating with consumers, we found through research that the most effective medium for communication is the recommendation of friends, and the second is the experience of buying tea

It is worth noting that, "In the brand contact and interaction methods, the first brand contact method is also very important.

Build your brand with personalized targeting

How to build a brand? "If you want to increase the brand's influence or build a strong brand, you must first find the focus on the crowd and their concerns, and do some effective design and quality control to ensure that the quality is excellent in the areas that consumers care about, and then form a market perception.

What a brand wants to spread is actually a way of life, or a way of life that companies want consumers to understand, and to meet some core value demands

Refining the core value of tea brand based on consumer demand, the value of green, ecological and environmental protection of natural feelings; the value of healthy humanistic care; the value of traditional Chinese culture, the value of integrity and commitment; the value of a better life that highlights quality

In addition, in the process of brand building, we must pay attention to the relationship between the public brand and the corporate brand, and realize the common growth of the public brand and the corporate brand through the dual-brand model of mother-child trademark.
Anxi, Anji, Anhua
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Local governments should pay attention to supporting corporate brands, and bring out the parent brand through the development of sub-brands, that is, the development of corporate brands.
This is a relatively effective brand management model
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"China Food News" (September 16, 2021 07 edition)

(Editor-in-charge: Yuan Guofeng)