What are the advantages of TWG tea as a "Lu in the tea industry"?

TWG tea has a clear brand positioning. It describes itself as "the first and only high-end tea salon", positioning high-end tea and creating the best tea in the world.

In order to meet this positioning, TWG TEA brought the ancient European tea-making experience and technology to Singapore by introducing tea mixers, tea tasters, tea makers, brand designers and Michelin chefs from the top established European manufacturers. Most of TWG Tea's stores are located in high-end shopping centers such as Republic Square and Ion Orchard.

In 2008, the year of its founding, it began to work in Dean &; Sales of high-end imported ingredients; Deluca chain stores sell their own products;

20 10 opened its first overseas store in Liberty Hill, the most fashionable block in Tokyo.

20 14, TWG tea stores and sales network have spread all over Britain, the United States, China, Australia, the Philippines, Indonesia and other places. , and has penetrated into 29 countries and 4 continents around the world, including Dubai Sailing Hotel, including TWG Tea's direct store.

Adhering to the brand concept of building a world-class tea salon, TWG tea industry has made tea in the form of luxury goods in the six years since its establishment, and turned the tea shop into a luxury store.

Product Strategy: All Categories [personal tailor]

As a luxury tea brand, TWG Tea has the largest product portfolio in the world. More than 800 kinds of single tea and handmade tea come from 45 countries of origin around the world. They are directly picked from local high-quality tea gardens and then made into unique handmade tea. The price ranges from 0/00 yuan per 50g/kloc to more than 5,000 yuan. Although it is the positioning of luxury goods, but the price has a loose choice, expanding the level of consumption.

At the same time, TWG is committed to sharing the passion for tea, creating a weather vane of tea fashion, integrating tea tasting cultures around the world, and leading the fashion and elegant tea tasting fashion. Different from the single drinking of traditional tea, TWG tea breaks through the traditional constraints, and offers young consumers mixed teas with various flavors, even personal tailor flavors, making drinking tea fashionable. Consumers can walk into the store and tell the tea taster about the demand or taste of tea today. Choose the base first, including black tea, white tea, green tea and black tea, and then choose fruit fragrance, floral fragrance and so on, so that tea ordering is as complicated and personalized as perfume.

As founder TahaBouqdib said, "I will even use precious Fujian white tea as blending raw material. People say this is a madman's move. Usually, the highest-grade single tea can only reflect the subtle taste if it is unique. I take it as a declaration: for people who don't know about tea culture, you can taste rare tea when you buy mixed tea for the first time, and then you will be fascinated. Just like people who don't like tea taste jasmine almond cake and say, what kind of tea is this? I want to buy it. "

Packaging is sales: details in tone, tone in details.

Where is the TWG tea tide?

Its product packaging and store decoration are very distinctive, with a strong European fashion luxury style.

The Logo is marked 1837, which is the year when Singapore officially started the official tea trade, giving this young place a historical flavor. All the teas in the shop have interesting names, such as first kiss sexy tea, silver moon, love my tea. Hand-sewn scented tea is also very distinctive. Needles and threads pass through each petiole and are stitched or tied into the shape of a flower bud according to the designed shape. Of course, it's fun to see camellia when brewing.

The packaged tea leaves are beautiful and interesting in color, such as the top customized series of TWG tea industry, the taste of tea leaves adapts to the changes of seasons, and its packaging design has also integrated into the latest T-stage trend, which shows the uniqueness and eclecticism of TWG tea industry's hand-made tea. Elegant teapots, dazzling hand-blown glassware, porcelain, pottery and cast iron teapots, excellent bone China teacups, saucers, sugar pots, filter tea ware and various teaspoons are all presented in the tea set series.

Channel is brand: luxury decoration can talk.

TWG is also experienced in store location and design.

TWG teahouse and boutique are elegant and full of emotional appeal. The interior decoration adopts warm and meaningful high-grade mahogany and clear brass, and low-key mirror marble floor; Simple floor-to-ceiling windows and exquisite crystal lamps complement each other with antique mirrors, perfectly conveying the elegant atmosphere of brand tradition and modernity; In the shops in Shanghai, orchids are specially decorated to show their profound heritage as the tea center of Asia. Salon seats surround the store, giving tea lovers a gorgeous and extraordinary sensory feast.

There are many details about the tide of TWGTEA, including that waiters are wearing fitted suits, which makes people feel like nobles living in castles; The tea bag is wrapped in gauze, which is very delicate; Colorful teapots filled the shops, as if they were in fairy tales and so on.

The elements of these trends are all around making ancient tea fashionable, which is loved and accepted by more young people because of fashion.

TWG Tea Company even developed an application for young people who love fashion. Whether looking for gifts or killing leisure time, this APP can satisfy you. You can find the tea you want through this application, and then find the nearest TWG tea shop.

The fashion of TWG tea comes from all aspects. Focusing on the positioning of [the best tea in the world], TWG Tea has created a unique [world product] strategy, adopting [noble] sales channels and accent-full packaging. TWG Tea has created a modern fashion trend of tea from Singapore in various markets. Bouqdib once said: "Unlike Starbucks, we pay more attention to high-end luxury consumers and strive to make the brand the Louis Vuitton in tea". Around this positioning, constant differentiation and uniqueness are the reasons for the success of TWG tea fashion.