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铁观音纯雅礼和

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乌龙茶色香韵味
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安溪铁观音、营销经验、百度排名 seo优化建议

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Issuing time:2021-10-09 21:22

安溪茶产业一直是中国茶业发展领头羊,2019年,全县茶园面积4万hm,茶叶产量6.5万t,连续11年位居全国重点产茶县首位,获评中国特色农产品优势区、中国茶业品牌影响力全国十强县。作为安溪铁观音茶叶当家品牌,安溪铁观音入选中国茶叶十大区域公用品牌、新华社民族品牌工程,在2020年5月举行的2020中国品牌价值评价信息发布会上,安溪铁观音以1426.86亿元位列区域品牌(地理标志产品)价值排名第一。连续5年位居全国茶叶类区域品牌价值第一位,安溪铁观音文化系统入选全球重要农业文化遗产预备名单。


随着茶叶产销市场发生多元化变化,安溪铁观音面临激烈的竞争和挑战,近年来,安溪通过内练品质、外塑形象等举措,铁观音品质全面回升,市场回暖,出现产销两旺局面。本文针对当前茶叶形势变化及今后发展趋势,在总结安溪铁观音营销成功经验的同时,提出安溪铁观音营销创新和优化建议。



一、运用定位工具,重塑安溪铁观音品牌形象


目前,中国茶叶总体供过于求,据中国茶叶流通协会数据,2019年中国茶叶毛茶产量达279.34万t,库存压力继续加大,消费者对茶叶产品的选择更加挑剔,品牌成为消费者选购的重要因素。在卖方市场转向买方市场的背景下,企业需要更加准确的定位。


定位之父杰克·特劳特提出,企业战略定位就是企业在市场定位和产品定位的基础上,对特定的品牌和文化取向及个性差异性上的商业性决策,它是建立一个与目标市场有关的品牌形象的过程和结果。定位也就是差异化,就是与众不同。安溪铁观音有着庞大的品牌企业群,定位也都比较精准,企业通过分析自身的优势,提炼差异化策略。有些是定位于大而全的领导者品牌,如八马的中国好茶定位、华祥苑的庄园茶定位等;有些是定位于小而美的特色品牌,如国心茶业的茶旅游定位、品雅茶业的有机茶定位、举源合作社的传统茶定位等,都运用了品牌定位的工具,聚焦于自身最强的部分,利用差异化的策略,把产品做到极致,形象做到最好,服务做到精细化。


30多年来,从南方到北方,从国内到海外,铁观音市场得到快速扩张,占据了各大名优茶的榜首地位。这是基于铁观音与众不同的品质优势和数十万茶人在全国、全世界各地大举营销的成果。但近年来,随着国内各大茶类的崛起,茶市竞争日趋白热化,安溪铁观音龙头企业更需在不断提升品质的基础上,通过茶园生态修复、传统工艺回归、品质不断提升,以差异化的战略定位找到市场蓝海,巩固市场。


企业要根据自身的能力规划战略定位,做精做专自身最擅长的环节。目前,安溪具有完善的茶叶产业链,产业资源丰富,资本和人才相对集中,做精做专各个环节,就能使企业得以生存和发展。



二、创新升级销售渠道,增强顾客体验感


1、升级传统销售渠道


近30年来,10万安溪茶商率先在全国各地开茶店,处处都有铁观音零售渠道,流传着“无安不成市,无铁不成店”的佳话。数十万茶店将铁观音带到全国各地,也是铁观音家喻户晓的最重要原因。其中,安溪铁观音茶叶品牌连锁一直是全国茶叶营销的标杆,如八马、华祥苑、日春、三国饮艺等品牌,连锁店规模都达到数百家以上,八马茶业更是开到了1800家以上,位居全国 茶行业首位。


随着茶叶消费市场的变化,传统门店已经难于适应市场需求,特别是一家一户的小品牌商家,更难以在市场上立足,必须转型升级。


在新形势下,渠道的构建必须高度契合消费者的诉求,而不是一厢情愿地强推一种模式。消费者心中比较完美的茶叶零售渠道必须满足4个关键要素:质量、价格、便利、体验。基于此,茶叶从业者的营销思维要从“我有什么”变为“他喜欢什么”,铁观音零售门店的选址、形象、布局、陈列等要素,都要从消费者的思维角度来安排,门店切忌无重点、无亮点、杂乱无章的陈列。


同样,线上渠道一样要升级换代。安溪茶叶电商发展迅猛,目前年销售额40多亿元。随着各大茶类竞争加剧,线上渠道更是竞争惨烈,商家除了对品牌形象、产品结构进行升级之外,要善于运用现代传播工具,通过各种茶事活动、促销活动造势,无时不在宣传品牌与产品,其中,加快产品迭代是升级换代的核心。八马茶业2011年才开始涉足电商,从年销售134万元跃升到2亿多元,电商销售连续5年位居乌龙茶首位,其成功经验就是强大的品牌背书、不断创新的产品和超值的服务相统一。


2、拥抱新时代,学会新零售


新时代下消费不断升级,营销手段不断在翻新,线上线下渠道融合发展,这就是新零售的思考依据。新零售带来的是一种新的商业机会,造就了新的商业模式。


在不同的时代,“茶叶、渠道、消费者”3个因素的焦点与重心都是不同的。基于对新时代的理解,零售的重心如果还放在“货”和“场”上,没有很好地把握消费者和消费需求的共鸣性,那就不是“新零售”。同样,如果在客户端有 很好的数据资源与运营计划,却没有把“货”与“场”这两个要素纳入发展计划之中,这也不是新零售。


针对铁观音这个家喻户晓的产品,要将顾客的需求放在第一位,要将铁观音新零售的重点放在健康、文化、品味等顾客的关注点上,同时设置好有品牌背书的消费场景,增强体验感,加强可感价值的展现。在新零售时代到来之际,安溪茶商作了很多成功的探索,比如八马茶业、日春、华祥苑通过举办茶王赛,向全社会遴选好茶,向消费者甄选高端铁观音,顾客体验得到极大的满足。


三、深刻洞察顾客需求,抢占消费者心智


1、研究和洞察顾客需求


从“柴米油盐酱醋茶”的角度看,茶叶是必需品;从“琴棋书画诗酒茶”的角度看,茶叶是嗜好品。由于茶叶具有必需品和嗜好品的双重属性,在营销上就要洞察顾客的需求。高端铁观音产量稀缺,好茶可遇不可求,要从稀缺和文化的角度做好营销;中低端铁观音具有较高的品饮价值和商业价值,要从安全性、养生保健、性价比等角度做好营销。


在满足顾客需求的过程中,要根据不同季节、不同人群、不同地区等因素,选择适时、适地、适人的茶叶产品,包括风味、包装、价格、规格、赠品等产品要素。一般情况下,清香型铁观音适合口味较轻的人群,浓香型铁观音适合口味较重的人群,陈香型铁观音适合老茶客。


当下,创新铁观音产品有着很大的市场潜力,要不断开发铁观音深加工产品、铁观音新式茶饮、铁观音日化产品等,通过创新的消费场景和销售渠道,挖掘铁观音价值,扩大铁观音用途。



2、抢占顾客心智


如今商业之战不是产品之战,而是心智之战。人们的心智资源是有限的,往往只会记住排名前几位的品牌。要让顾客在选择产品时,首先想到你,就要抢占消费者心智。20世纪90年代之前,铁观音产量稀少,而需求量大,甚至供不应求,顾客在意的主要是价格和服务,只要价格合理、品质保证、送货及时,铁观音茶商不用过多地考虑销售问题。


在商品供大于求的情况下,顾客的心智主要集中在品牌、功能、渠道、性价比、关系等方面。因此,要从企业品牌的美誉度、产品的优点、服务的优势中挖掘亮点,通过各种传播诉求,争取更多的客户,进一步抢占消费者的心智。同时,面对琳琅满目的茶叶产品,消费者往往无从下手,茶企要善于打造自家的明星产品,吸引消费者的注意力,以最简单的描述让顾客明白产品。八马茶业的赛珍珠铁观音、华祥苑的金凤凰铁观音等明星产品,都是通过聚焦明星效应,进行一系列有效的市场推广活动,抢占了高端人群的心智资源,从而成为品类代表。八马茶业提出安全、对口、正宗、稳定四大标准,有效地解决消费者的痛点,从而激发了消费者的需求。


从茶文化层面,安溪铁观音具有“中庸之美、中国功夫、大慈大悲”三大灵魂;从茶叶保健层面,清香型铁观音更加抗衰老,浓香型铁观音更加降脂减肥,陈香型铁观音更加消炎去火;从茶叶产品特性层面,安溪铁观音具有“三高”:香高、颜值高、性价比高;从茶叶产品定位层面,安溪铁观音品种之优、栽培之精、加工之难、品饮之雅、功效之强、品牌之大成为茶中贵族。


四、建立品类自信,抱团发展安溪铁观音


1、修正认知,建立品类自信


经过30多年的发展,安溪铁观音成为大江南北家喻户晓的茶叶领军品类,独特的品质和文化内涵,彰显出了铁观音无与伦比的品牌之美、中庸之美、文化之美。八马、华祥苑、日春、山国饮艺等企业的铁观音产品系列线上销售每年都在增长,2020年“双11”八马铁观音电商销售增长27.34%,12月28日晚网红薇娅直播带货八马铁观音,仅3min销售额达1 200万元,说明了铁观音 市场需求量长期庞大,一直在全国名茶中稳居主流地位。要以品牌价值、功能价值、商业价值、文化价值、质量安全等五大价值为诉求,修正人们的认知,增强铁观音品质自信、文化自信、商业自信,从而让铁观音实现“二次腾飞”。


2、恪守标准,抱团发展


安溪茶帮是一个“你中有我、我中有你”的大军团,安溪茶人永远保有“不忘初心、记住乡愁”的铁观音情结。茶叶是地缘性产品,顾客会将区域品牌作为第一菜单,企业品牌作为第二菜单,即人们选择铁观音,首先想到的是产自安溪的品牌,首先认同安溪铁观音区域公用品牌,再从这个区域内的企业品牌中选择购买。安溪铁观音地理标志品牌价值高达1426.86亿元,位居全国各大名茶之首,这是一个难得的公共资源,是铁观音原产地企业品牌发展最有力的背书。因此,具有安溪铁观音地理标志产品销售资质的企业要善于运用地标进行营销,以正宗、安全、质优的产品获得消费者的信任。


品牌的基石是品质,品质的精髓是标准。在严格对照标准保证产品质量的同时,要抱团向消费者宣传地理标志产品保护规定,在消费者的心智里建立原产、正宗的信任度,引导顾客认准地理标识来消费。


铁观音的成功得益于强大的产业集群,得益于当地政府的持续推广,也得益于成百上千个铁观音企业品牌的集群效应。未来,铁观音市场品牌集中度将越来越大,广大茶企一方面要打造自身品牌,也要自觉维护和宣传铁观音区域品牌,让区域公用品牌和企业品牌相得益彰,共同发展。

英语翻译

Anxi tea industry has always been the leader in the development of China’s tea industry. In 2019, the county’s tea garden area was 40,000 hectares and the tea output was 65,000 tons, ranking first in the country’s key tea-producing counties for 11 consecutive years. The tea industry brand influences the top ten counties in the country. As the leading brand of Anxi tea, Anxi Tieguanyin was selected as one of the top ten regional public brands of Chinese tea and the National Brand Project of Xinhua News Agency. At the 2020 China Brand Value Evaluation Information Conference held in May 2020, Anxi Tieguanyin ranked with 142.686 billion yuan The value of regional brands (geographical indication products) ranks first. Ranked No. 1 in national tea brand value for 5 consecutive years, Anxi Tieguanyin Cultural System was selected into the tentative list of important global agricultural cultural heritage.


With the diversified changes in the tea production and sales market, Anxi Tieguanyin is facing fierce competition and challenges. In recent years, Anxi has taken measures such as internal quality training and external image formation. The quality of Tieguanyin has recovered in an all-round way, the market has recovered, and there has been a boom in production and sales. In view of the current changes in the tea situation and future development trends, this article summarizes Anxi Tieguanyin’s successful marketing experience, and at the same time proposes Anxi Tieguanyin’s marketing innovation and optimization suggestions.



1. Use positioning tools to reshape the brand image of Anxi Tieguanyin


At present, the overall supply of tea in China is oversupply. According to data from the China Tea Circulation Association, the output of Chinese tea wool tea in 2019 reached 2,793,400 tons. Inventory pressure continues to increase. Consumers are more picky about the choice of tea products, and brand has become an important factor for consumers to purchase. . In the context of the shift from the seller's market to the buyer's market, companies need more accurate positioning.


The father of positioning, Jack Trout, puts forward that corporate strategic positioning is based on the market positioning and product positioning, the business decision-making on specific brand and cultural orientation and personality differences. It is to establish a business related to the target market. The process and results of the brand image. Positioning means differentiation, which means being different. Anxi Tieguanyin has a large group of brand companies, and their positioning is relatively accurate. The company analyzes its own advantages and refines differentiation strategies. Some are positioned as large and comprehensive leading brands, such as Bama’s China Tea, Huaxiangyuan’s Manor Tea, etc.; some are positioned as small and beautiful specialty brands, such as Guoxin Tea’s tea tourism positioning, The organic tea positioning of Pinya Tea Industry and the traditional tea positioning of Juyuan Cooperative have used brand positioning tools, focusing on the strongest part of itself, and using differentiated strategies to achieve the ultimate product and image. Good, the service is refined.


For more than 30 years, the Tieguanyin market has expanded rapidly from the south to the north, from domestic to overseas, occupying the top position of the major famous teas. This is based on the unique quality advantages of Tieguanyin and the results of hundreds of thousands of tea people in the country and the world. However, in recent years, with the rise of major domestic teas, competition in the tea market has become increasingly fierce. Anxi Tieguanyin leading enterprises need to continue to improve their quality, through the ecological restoration of tea gardens, the return of traditional crafts, and the continuous improvement of quality. The strategic positioning of globalization finds the blue ocean of the market and consolidates the market.


Enterprises should plan their strategic positioning according to their own capabilities, and do their best links. At present, Anxi has a complete tea industry chain, rich in industrial resources, and relatively concentrated capital and talents. By focusing on each link, the company can survive and develop.



2. Innovate and upgrade sales channels to enhance customer experience


1. Upgrade traditional sales channels


In the past 30 years, 100,000 Anxi tea merchants have taken the lead in opening tea shops all over the country, and there are Tieguanyin retail channels everywhere. Hundreds of thousands of tea shops have brought Tieguanyin to all parts of the country, which is also the most important reason why Tieguanyin is a household name. Among them, Anxi Tieguanyin tea brand chain has always been the benchmark for tea marketing in the country, such as Bama, Huaxiangyuan, Richun, Sanguo Yinyi and other brands, the scale of chain stores has reached more than hundreds, and the Bama tea industry is even more open. There are more than 1,800, ranking first in the national tea industry.


With the changes in the tea consumer market, traditional stores have found it difficult to adapt to market demand, especially for small-brand merchants one by one, it is even more difficult to gain a foothold in the market and must be transformed and upgraded.


In the new situation, the construction of channels must be highly compatible with the demands of consumers, rather than forcefully pushing a model. The perfect tea retail channel in the minds of consumers must meet 4 key elements: quality, price, convenience, and experience. Based on this, the marketing thinking of tea practitioners must change from "what do I have" to "what he likes". The location, image, layout, display and other elements of Tieguanyin retail stores must be arranged from the perspective of consumers' thinking. , Stores must avoid unfocused, unintelligible, and disorderly displays.


Similarly, online channels also need to be upgraded. Anxi tea e-commerce is developing rapidly, with annual sales of more than 4 billion yuan. With the intensification of competition among major tea categories, online channels are even more fierce. In addition to upgrading brand image and product structure, merchants must be good at using modern communication tools to build momentum through various tea events and promotional activities. Promote brands and products, among which, accelerating product iteration is the core of upgrading. Bama Tea started to set foot in e-commerce only in 2011, and its annual sales jumped from 1.34 million yuan to more than 200 million yuan. E-commerce sales have ranked first for oolong tea for five consecutive years. Its successful experience is its strong brand endorsement, continuous innovation of products and The value-for-money service is unified.


2. Embrace the new era and learn new retail


In the new era, consumption continues to upgrade, marketing methods are constantly being renovated, and online and offline channels are integrated and developed. This is the basis for thinking about new retail. What new retail brings is a new business opportunity, creating a new business model.


In different times, the focus and focus of the three factors of "tea, channel, and consumer" are different. Based on the understanding of the new era, if the focus of retail is still on "goods" and "fields", and the resonance between consumers and consumer demand is not well grasped, then it is not "new retail". Similarly, if there are good data resources and operational plans on the client side, but the two elements of “goods” and “fields” are not included in the development plan, this is not new retail.


For the well-known product of Tieguanyin, the needs of customers should be put first, and the focus of Tieguanyin's new retail should be placed on the concerns of customers such as health, culture, and taste. At the same time, a consumer scene with brand endorsement should be set up. Enhance the sense of experience and enhance the display of sensible value. When the new retail era is coming, Anxi tea merchants have made many successful explorations. For example, Bama Tea, Richun, and Huaxiangyuan have organized tea king competitions to select good teas from the whole society and high-end Tieguanyin from consumers. , The customer experience is greatly satisfied.


3. Deep insight into customer needs and seize the minds of consumers


1. Research and insight into customer needs


From the perspective of "chai, rice, oil, salt, sauce and vinegar tea", tea is a necessity; from the perspective of "Qinqi, calligraphy, painting, poetry, wine and tea", tea is a hobby. Since tea has the dual attributes of necessities and hobbies, it is necessary to insight into the needs of customers in marketing. The output of high-end Tieguanyin is scarce, and good tea is indispensable. Marketing must be done from the perspective of scarcity and culture; middle- and low-end Tieguanyin has high drinking value and commercial value, which must be based on safety, health care, and cost-effectiveness. Do a good job in marketing from a perspective.


In the process of meeting customer needs, it is necessary to select timely, suitable and suitable tea products according to factors such as different seasons, different groups of people, and different regions, including product elements such as flavor, packaging, price, specifications, and gifts. Under normal circumstances, the fragrant Tieguanyin is suitable for people with lighter tastes, the strong-scented Tieguanyin is suitable for people with heavier tastes, and the old-scented Tieguanyin is suitable for old tea customers.


At present, innovative Tieguanyin products have great market potential. We must continue to develop Tieguanyin deep-processed products, Tieguanyin’s new tea drinks, Tieguanyin’s daily chemical products, etc., and tap the value of Tieguanyin through innovative consumption scenarios and sales channels, and expand Tieguanyin’s value. Guanyin purpose.



2. Seize the minds of customers


The battle for business today is not a battle of products, but a battle of minds. People's mental resources are limited, and they often only remember the top brands. To make customers think of you first when choosing products, they must seize the minds of consumers. Before the 1990s, the output of Tieguanyin was scarce, and the demand was large, even in short supply. Customers mainly care about price and service. As long as the price is reasonable, the quality is guaranteed, and the delivery is timely, Tieguanyin tea merchants do not need to think too much about sales issues. .


When the supply of goods exceeds demand, the minds of customers are mainly focused on the brand, function, channel, cost performance, relationship and so on. Therefore, it is necessary to dig out the bright spots from the reputation of the corporate brand, the advantages of the products, and the advantages of the service, and through various communication appeals, to win more customers and further seize the minds of consumers. At the same time, in the face of a dazzling array of tea products, consumers are often unable to start. Tea companies must be good at creating their own star products, attracting consumers' attention, and letting customers understand the products with the simplest description. Star products such as Pearl S. Buck Tieguanyin of the Eight Horses Tea Industry and Golden Phoenix Tieguanyin of Huaxiangyuan have focused on star effects and carried out a series of effective marketing activities to seize the mental resources of high-end people and become category representatives. . Eight horse tea industry put forward four major standards of safety, counterpart, authenticity, and stability, effectively solving the pain points of consumers, thus stimulating consumer demand.


From the perspective of tea culture, Anxi Tieguanyin has the three souls of "the beauty of the mean, Chinese Kungfu, and Great Compassion"; from the tea health level, the fragrant Tieguanyin is more anti-aging, the fragrant Tieguanyin is more fat-reducing and weight loss, and the old-flavored iron Guanyin is more anti-inflammatory and anti-fire; from the aspect of tea product characteristics, Anxi Tieguanyin has the "three highs": high fragrance, high appearance, and high cost performance; from the tea product positioning level, Anxi Tieguanyin is superior in variety, cultivated, and processed. Difficulty, elegant taste, strong efficacy, and great brand have become the nobles in tea.


4. Establish category self-confidence and develop Anxi Tieguanyin in a group


1. Revise cognition and build confidence in category


After more than 30 years of development, Anxi Tieguanyin has become a well-known tea category in the north and south of the country. Its unique quality and cultural connotation demonstrate the unparalleled beauty of Tieguanyin's brand, the beauty of the mean and the beauty of culture. The online sales of the Tieguanyin product series of companies such as Bama, Huaxiangyuan, Richun, Shanguo Yinyi and other companies are increasing every year. In 2020, "Double 11" Bama Tieguanyin e-commerce sales will increase by 27.34%, the evening of December 28th. Hongweiya's live broadcast of eight horse Tieguanyin, with sales of 12 million yuan in only 3min, shows that the market demand for Tieguanyin has been huge for a long time, and it has been firmly in the mainstream position among the famous teas in the country. The five values of brand value, functional value, commercial value, cultural value, and quality safety should be used as the appeal to revise people’s cognition and enhance Tieguanyin’s quality self-confidence, cultural self-confidence, and business self-confidence, so that Tieguanyin can achieve a "second take-off." .


2. Abide by the standards and develop together


Anxi Tea Gang is a large army of "you are in you and you are in me". Anxi tea people will always maintain the Tieguanyin complex of "not forgetting the original heart and remembering homesickness". Tea is a regional product. Customers will take the regional brand as the first menu and the corporate brand as the second menu. That is, when people choose Tieguanyin, they first think of the brand from Anxi, and first agree with the regional public brand of Anxi Tieguanyin. Choose to buy from the corporate brands in this area. Anxi Tieguanyin geographical indication brand value is as high as 142.686 billion yuan, ranking first among all famous teas in the country. This is a rare public resource and the most powerful endorsement of the brand development of the origin of Tieguanyin. Therefore, companies with the sales qualification of Anxi Tieguanyin geographical indication products should be good at using landmarks for marketing, and gain the trust of consumers with authentic, safe, and high-quality products.


The cornerstone of the brand is quality, and the essence of quality is the standard. While rigorously comparing standards to ensure product quality, it is necessary to promote the protection of geographical indication products to consumers, establish original and authentic trust in the minds of consumers, and guide customers to recognize geographical indications for consumption.


The success of Tieguanyin benefited from the strong industrial cluster, the continuous promotion of the local government, and the cluster effect of hundreds of Tieguanyin corporate brands. In the future, the brand concentration in the Tieguanyin market will increase. On the one hand, the majority of tea companies must build their own brands, but also consciously maintain and promote the Tieguanyin regional brand, so that regional public brands and corporate brands can complement each other and develop together.


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