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小罐茶 small pot of tea

Issuing time:2022-03-17 11:31

China is also the birthplace of tea. The discovery and utilization of Chinese tea has a history of four or five thousand years. Tea drinking has become a part of our life.

01Market Analysis

-Tomson & Jason Brand Research Center

Three major problems in the tea market

With the continuous popularization of tea-drinking culture and the increasing number of tea-drinking people, my country's tea market is growing steadily.

Since 2012, China's total tea consumption and per capita consumption have continued to rise. As of 2020, China's tea market has exceeded 260 billion yuan.

But at present, there are three major problems in the tea industry that hinder the development of the tea industry. First, there are categories but no brands. When people buy tea, the first thing they think about is what tea to buy and where to buy it, not what brand to buy.

Second, there is a lack of unified quality standards. China's tea system is complex and has no standards. The tea market is mixed, and it is difficult for ordinary consumers to distinguish the good from the bad.

Third, the degree of industrialization is low, tea is sold at the price of agricultural products, and tea farmers cannot make money.

02 Consumer portrait

-Tomson & Jason Brand Research Center

Young tea drinkers

As the concept of health preservation is gradually gaining popularity, tea drinking is no longer exclusive to middle-aged and elderly people, and more and more young people have joined the army of tea drinking.

The consumption trend of female population is obviously increasing, accounting for nearly half of the scale; the first- and second-tier high-consumption groups have become the main force of drinking; tea consumption is getting younger and younger, and the growth rate of consumption after 1995 has increased significantly.

From the perspective of tea purchasing channels, 68.5% of consumers will choose to buy tea in tea specialty stores, because tea specialty stores can obtain more information and more intuitive experience, which can reduce consumers' doubts about purchasing.

The second largest channel for consumers to buy tea is e-commerce platforms, and 62.2% of consumers will choose e-commerce platforms to buy tea.

03 Empty positioning

-Tomson & Jason Brand Research Center

Take the lead in the market

Through the analysis of the original leaf tea market, Xiaotan Tea found that there is no strong brand in the high-end market, and the competition in the low-end market is fierce, so it positioned itself as a high-end original-leaf tea brand, and through the product side, marketing side, channel side more Dimension exerts its strength to take the lead in occupying the high-end market.

The target group of small pots of tea is the new middle-class people with "tea habits". For this group of people, there are three most prominent pain points.

First, there is no standard for tea, and I don’t have a high tasting ability, so I can’t tell whether it is good or bad when buying it; second, even if the price of tea is very high, it is troublesome to drink, and the consumption experience is not good; third, As a gift, no value can be given when giving it.

Therefore, in response to the pain points of demand, the small pot of tea has been industrially produced, and the standardization of the eight famous teas has been realized in a true sense; and the cognitive standard of good tea has been quickly established with the "master" skills; at the same time, the small pot of tea is innovatively packaged and filled with nitrogen to keep fresh. One can and one brew, the aluminum foil seal can be opened as soon as it is torn, realizing a better brewing experience; 8 famous teas have the same price, and the delivery is more decent.

As long as the market vacancies are seized, the positioning is accurate enough, and the pain points of the target group are solved, consumers will naturally pay for it.

04 Modern production

-Tomson & Jason Brand Research Center

Create standardized products

Du Guoying, the founder of the small pot of tea, said: If the traditional tea is buying a piece of jade, then the small pot of tea is selling a diamond, and its color, cut, and weight are all standardized.

Standardization is easier said than done. There are six major tea families in China, and there is no established standard for different types and grades of tea. After three years of inspections and visits to the origin, the small pot of tea decided to select ten kinds of teas from the six major tea series, and each tea was only made into a high-grade product.

The traditional tea industry relies heavily on personal experience. Therefore, "Small Pot Tea" chooses to cooperate with the representative tea masters in various tea categories. They are not only the setters of product standards, but also the quality controllers.

However, making tea based on experience is not a long-term solution. Based on personal experience, tea making has lost its concrete standard.

In response to this industry problem, "Small Pot of Tea" cooperates with professional R&D personnel, and uses big data, artificial intelligence technology and modern production equipment to transform the experience of inheritors of intangible cultural heritage tea-making skills into replicable and large-scale production methods and method.

Standardize and measurable the tea production process, and reduce the impact of unstable factors caused by the environment or labor.

05 Small cans make a big difference

-Tomson & Jason Brand Research Center

The big idea behind the small package

The packaging of small cans of tea seems simple, but it is not simple. It took three and a half years for small cans of tea and 5 million yuan was invested in research and development.

Shape: out of the circle by the value of the face

-Tomson & Jason Brand Research Center

Small cans of tea invited Hideo Kanhara, a famous Japanese industrial designer. Different from the old-fashioned packaging of traditional tea, the small cans are small, delicate and tasteful, and the aluminum cans can be recycled and reused, which is very environmentally friendly, with both appearance and practicality.

Jane: Making tea drinking easier

-Tomson & Jason Brand Research Center

"One can for one brew", one can is one brew, even if you don't know tea , brewing tea experience UP.

Art: to upgrade the taste

-Tomson & Jason Brand Research Center

The small pot of tea has an original aluminum pot instant nitrogen filling process, which reduces the influence of air, sunlight, moisture, external force and hand touch on the tea leaves, so that the tea leaves can be kept fresh for a longer time and give consumers a better taste experience.

Small pot of tea product matrix

Tomson & Jason Brand Research Center

The current product matrix of Xiaotan Tea is mainly divided into four categories, the classic gold cans series, the middle-end silver cans series, the cost-effective multi-bubble series, and the youthful Caiduobu and Caican series.

PART1 Classic Gold Pot Series

The positioning is high-end business tea, and the product packaging is in a golden gift box, reminiscent of gold, light luxury and texture

PART2 Enjoy Silver Can Series

The mid-end product of the small pot of tea, the product packaging is in a silver gift box, the silver is calm, low-key and high-quality.

PART3 multi-bubble series

The "cost-effective" product launched for the tea drinking public does not have small cans, but uses traditional cans.

PART4 colorful multi-bubble series

The design adopts fresher tones and a simple design style, which is more in line with the aesthetics of young audiences.

PART5 color can series

The macaron-colored aluminum can packaging is quite fashionable. In terms of taste, the first batch of 4 SKUs have been launched, mainly Tieguanyin, Dahongpao, Pu'er and jasmine tea, which are familiar to the public. of floral and fruity flavors.

It can be seen that the small pots of tea that have entered the market with mid-to-high-end business gifts are covering different groups of people with differentiated products.

05 Experience upgrade

-Tomson & Jason Brand Research Center

Offline immersive experience

For consumers, the perception of a brand comes from many aspects, and offline experience is an important part of it.

The small pot of tea has always been based on the thinking of consumer goods and the purpose of consumer demand. In order to meet the needs of consumers for offline experience, Xiaotan Tea has established a number of brand stores across the country, and the stores have been iteratively upgraded to give consumers a better experience.

Some of the traditional tea shops are roadside stalls with old-fashioned styles; some are luxurious clubs, giving people a sense of distance. The small pot of tea wants to change all of this and become the "apple" of the tea industry, making Chinese tea modern and fashionable. .

The small pot of tea and Apple Apple Store royal designer Tim Kobe teamed up to redefine the consumption experience of China's tea industry. The 2.0 store is designed with modern fashion and immersive multi-dimensional sensory experience as the core.

The small pot of tea 3.0 brand experience store will once again strengthen the scene-based tea drinking service experience for consumers, maintain a modern and fashionable tone, with clear classification, allowing consumers to quickly locate the category that suits them, and perceive the small pot from a cup of hot tea Quality of tea products.

The small pot of tea breaks the traditional Chinese tea sales method. All the experiences about the color, aroma, taste and shape of Chinese tea can be completed independently, which truly realizes the personalized interaction between people and tea, people and space, and makes tea consumption. The way of experience is more in line with the needs of modern people.

Article classification: 茶叶知识
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