Login by: Register Login
Set Homepage | Favorite
 

首页             商城介绍         茶品展示        茶叶学堂         安溪铁观音        金骏眉         正山小种       大红袍       礼品茶      在线订购       联系我们

铁观音纯雅礼和
铁观音纯雅礼和


乌龙茶色香韵味
‍‍乌龙茶色香韵味
News Detail

茶叶新闻

  1
Issuing time:2022-02-14 19:15

茶是中国的国饮,传说中起源于神农氏,距今已有至少四千七百年的历史。正所谓“香飘屋内外,味醇一杯中。”作为中国传统文化的一部分,茶文化传承千年,依旧长盛不衰。




01

消费多元化的茶叶市场





根据国家统计局在今年年初发布的统计公报显示,2020年我国茶叶产量达到297万吨,增产7.1%,稳坐全球茶叶最高产出国的宝座。




作为茶的起源地,茶叶自古距今就深受国人喜爱,根据艾媒数据显示,截至2020年我国茶叶市场规模高达2626.6亿元,同比增长9.6%,同时据中国农科院数据显示,我国的茶叶消费人群已经达到了5亿。




无论是从产品产量还是市场规模,亦或是消费群体的体量上来看,无一不在昭示着茶叶市场的巨大前景。




从消费者角度来看,在大众的印象里,茶叶的主要消费群体多集中在40-59岁,这一部分消费者的特性可以简单概括为以下几点:每天都喝茶、是真正懂茶的行家、闲暇时间多、消费能力超强。他们几乎是传统茶道的“代言人”,在意的是茶的品质以及品茶的氛围。




然而,随着80后、90后们经济实力上升,开始掌握了消费话语权,逐渐成为了不可忽视的力量,这也给传统的茶叶消费形式带来了挑战。




对于他们来说,由于身处于快节奏的现代生活,能够完整了解一整套品茶流程的人已经越来越少。所以对于新一代的消费者而言,他们爱喝茶,但不喜欢那过于繁琐的泡茶的工序,相比于让自己泡茶,他们更喜欢喝现成的茶饮。



在茶叶市场消费需求多元化的当下,只专注小部分专业高净值客户,或者只看重大众消费明显都是行不通的。所以该如何去满足不同消费者群体的需求,成为了众多茶企必须面对的难题。而对此,作为目前国内茶企中的佼佼者,天福茗茶给出了自己的答案。





02

喝茶 我们是专业的





古往今来,在文人墨客的笔下,茶道向来都是以一种高雅的姿态出现,这就在无形之中为品茶这一行为设置了门槛。




在这样的文化熏陶下,在不少消费者脑海里,一次完美的品茶体验应该包含这些要素:优雅的环境、上乘的茶叶、细火慢烹之下,一缕青烟飘出,细细品上一杯,悠然自得。



正是这些预期,使茶道自带“高不可攀”的光环,劝退了无数内心对茶道向往的消费者,尤其对于年轻人来说,光置备一套完整的茶具就挺麻烦的,更不用说时间碎片化的当下,去花大量时间学习泡茶的门道了,可谓是“心有余而力不足”。




正因为敏锐地洞察到了消费者这一痛点,天福茗茶推出了有着标准化、精致的茶文化服务。




天福茗茶创立于1993年,自创立之初就选用品牌连锁店的形式。装修风格上,选择了中国风、天福味,茗茶香的设计思路,运用中式装修元素、配色、家居以及中国国画装饰,充满古色韵味,尽显中国传统文化之美。如今国潮爆火的时代,可谓是完美贴合时下消费者的审美。




图片图片图片图片

<< 滑动查看下一张图片 >>



另外与其他传统茶叶零售店不同的是,天福茗茶在每家门店都布置了专门供顾客品茗体验的空间,力图为每位消费者奉献一场精彩的茶文化盛宴。




专业的茶艺师通过精湛的手法,将茶的精气神韵发挥的淋漓尽致。数十年如一日坚持奉茶,把用心泡好的每一道茶,双手奉给客人,从细节上体现出茶文化的精髓,细致、贴心、专业的满足消费者对于品茶仪式感的追求。现在更是推出了存茶服务,让消费者可以随时喝到心仪的茶,使爱茶者体验温馨倍至。






03

有茶味 更有人情味





除了专业度拉满之外,天福茗茶也将茶的社交属性发挥到了淋漓尽致。




茶是自带社交属性的,“茶逢知己千杯少, 壶中共抛一片心”,从唐朝开始,就已经有贵客到来,以茶招待的习俗。并且由于如今人们对于健康生活的推崇,这使得越来越多的消费者开始减少酒局,更加青睐茶局。




然而随着生活习惯的改变,现代人之间的相处更加在意个体的私密性和舒适度,越来越多的人开始不喜欢在家中招待客人,人与人之间缺乏展开心扉的交流场所。




针对这一现象,天福茗茶敏锐地洞悉客户需求,结合市场需求以及自身品牌定位,提出“天福茗茶,咱们的第二客厅”的口号,意在以“人情味”拉近与消费者之间的距离,秉承着“把每一位顾客当做朋友”的宗旨,将近1300家门店打造成为消费者的“第二客厅”。




天福第二客厅呈现的三大空间——茶产品展示空间、商务会谈空间、茶文化交流空间,全方面满足消费者招待客人、家族聚会或是商务洽谈等场景需求,让茶馆不再只是一个喝茶的地方——待客有品味、品茶有韵味、闲暇小坐别有风味。




关于这一点,天福茗茶近期上线的中秋宣传片可谓是恰如其分的诠释。






三只短片分别聚焦于因为职业高压而导致身体异常的创业三兄弟、有想法敢反驳上司的90后、相伴多年的中年夫妻。全片之中没有任何刻意煽情的情节,都是普通人之间的普通事,普通到让观众感觉就发生自己身边一样。然而,正是在这贴近生活的情节之中,却让人在观赏之余,感受到人与人之间那真挚的情感。




而在这期间,天福茗茶就扮演着一位多年的友人,陪伴左右,让顾客可以卸下心中包袱,畅所欲言。

Tea is China's national drink. Legend has it that it originated from Shennong's family and has a history of at least 4,700 years. As the so-called "Fragrant floating inside and outside the house, the taste is mellow in a cup." As a part of traditional Chinese culture, tea culture has been passed down for thousands of years and is still prosperous.




01

Consumption Diversified Tea Market





According to the statistical bulletin released by the National Bureau of Statistics at the beginning of this year, my country's tea production will reach 2.97 million tons in 2020, an increase of 7.1%, and it will firmly sit on the throne of the world's highest tea producing country.




As the origin of tea, tea has been loved by Chinese people since ancient times. According to data from iiMedia Research, as of 2020, the size of my country's tea market will reach 262.66 billion yuan, a year-on-year increase of 9.6%. At the same time, according to data from the Chinese Academy of Agricultural Sciences, my country's The number of tea consumers has reached 500 million.




Whether it is in terms of product output, market size, or the size of consumer groups, all of them indicate the huge prospects of the tea market.




From the consumer's point of view, in the public's impression, the main consumer groups of tea are mostly 40-59 years old. The characteristics of this part of consumers can be simply summarized as the following points: they drink tea every day, and they really understand tea. Connoisseurs, more leisure time, and strong spending power. They are almost the "spokesperson" of the traditional tea ceremony, and they care about the quality of tea and the atmosphere of tea tasting.




However, with the rise in economic strength of the post-80s and post-90s, they began to master the right to speak in consumption and gradually became a force that cannot be ignored, which also brought challenges to the traditional form of tea consumption.




For them, due to the fast-paced modern life, there are fewer and fewer people who can fully understand the whole tea tasting process. Therefore, for the new generation of consumers, they love to drink tea, but they do not like the cumbersome process of making tea. They prefer to drink ready-made tea instead of making tea by themselves.



At a time when consumer demand in the tea market is diversified, it is obviously not feasible to focus only on a small number of professional high-net-worth customers or only focus on mass consumption. Therefore, how to meet the needs of different consumer groups has become a difficult problem that many tea companies must face. In this regard, as the current leader in domestic tea companies, Tianfu Mingcha has given its own answer.





02

drinking tea we are professional





Throughout the ages, in the writings of literati and writers, the tea ceremony has always appeared in an elegant manner, which invisibly sets a threshold for the behavior of tea tasting.




Under the influence of such culture, in the minds of many consumers, a perfect tea tasting experience should contain these elements: elegant environment, high-quality tea leaves, and under the slow fire, a wisp of green smoke wafts out. Enjoy a glass of comfort.



It is these expectations that make the tea ceremony have its own aura of "unattainable", which has discouraged countless consumers who yearn for the tea ceremony. Especially for young people, it is quite troublesome to purchase a complete set of tea sets, let alone Speaking of time fragmentation, spending a lot of time learning how to make tea can be said to be "more than enough but not enough".




It is precisely because of its keen insight into the pain point of consumers that Tianfu Tea has launched a standardized and exquisite tea culture service.




Tianfu Mingcha was founded in 1993, and has chosen the form of brand chain stores since its inception. In terms of decoration style, the design ideas of Chinese style, Tianfu flavor and tea fragrance are selected, and Chinese decoration elements, color matching, home furnishing and Chinese painting decoration are used, which is full of antique charm and shows the beauty of traditional Chinese culture. In today's era of explosive national trends, it can be said to be a perfect fit for the aesthetics of today's consumers.




picture picture picture picture

<< Swipe to see next picture >>



In addition, different from other traditional tea retail stores, Tianfu Tea has set up a space for customers to experience tea in each store, and strives to present a wonderful tea culture feast for each consumer.




Professional tea masters bring the spirit and charm of tea into full play through exquisite techniques. For decades, we have insisted on serving tea every day, and every tea that has been carefully brewed is presented to the guests with both hands, which reflects the essence of tea culture from the details, and satisfies consumers' pursuit of a sense of tea tasting ceremony meticulously, intimately and professionally. Now it has launched a tea storage service, so that consumers can drink their favorite tea at any time, so that tea lovers can experience a warmer experience.






03

There is tea taste, more humane





In addition to being fully professional, Tianfu Tea also brings the social attributes of tea into full play.




Tea has its own social attributes. "When you meet a confidant, a thousand cups are few, and the CCP throws a heart in the pot." Since the Tang Dynasty, there has been a custom of visiting guests and entertaining them with tea. And due to people's respect for healthy life nowadays, more and more consumers are beginning to reduce the wine bureau and prefer the tea bureau.




However, with the change of living habits, modern people pay more attention to the privacy and comfort of individuals when they get along.




In response to this phenomenon, Tianfu Mingcha has a keen insight into customer needs, combined with market demand and its own brand positioning, and put forward the slogan "Tianfu Mingcha, our second living room", which is intended to use "human touch" to get closer to consumers. Adhering to the tenet of "Treating every customer as a friend", nearly 1,300 stores have become the "second living room" for consumers.




The three major spaces presented by Tianfu No. 2 living room—tea product display space, business meeting space, and tea culture exchange space, fully meet the needs of consumers for entertaining guests, family gatherings or business negotiations, so that the teahouse is no longer just a drink The place for tea - entertaining guests with taste, tea tasting with charm, and leisure sitting with unique flavor.




Regarding this point, Tianfu Mingcha's recently launched Mid-Autumn Festival promotional film is an appropriate interpretation.






The three short films focus on the three entrepreneurial brothers who are physically abnormal due to occupational pressure, the post-90s generation who have ideas and dare to refute their boss, and the middle-aged couple who have been together for many years. There is no deliberately provocative plot in the whole film, it is an ordinary thing between ordinary people, so ordinary that it makes the audience feel that it is happening around them. However, it is in this plot that is close to life that people feel the sincere emotions between people while watching.




During this period, Tianfu Mingcha acted as a friend who has been with us for many years, so that customers can unload their burdens and speak freely.


在线客服
 
 
 
 

客服


扫描微信订购
 
 

微笑388.jpg

扫一扫微信咨询