Traditional Culture Encyclopedia - Hotel accommodation - Lipton's complete works of detailed information
Lipton's complete works of detailed information
Company name: Unilever foreign language name: Unilever headquarters location: Rotterdam, the Netherlands, established time: 1890 company slogan: founder of good tea that directly enters the teapot from the tea garden: Thomas Lipton profile, brand purpose, brand overview, development history, product series, yellow card selection, herbal tea selection, product examples, European Earl, British style, Japanese fried tea, Korean wheat fragrance, benchmarking Lipton, etc. It not only represents a tea expert, but also symbolizes an international, fashionable and urbanized life. 100 years, Lipton has always maintained the excellent quality and aroma handed down from generation to generation. Lipton's brand was founded by Thomas Lipton, who was born in a poor family in Glasgow in 1850. 100 years, Lipton has always maintained the excellent quality and aroma handed down from generation to generation. Brand Purpose Lipton conveys its purpose, brightness, vitality and natural pleasure to the world with its bright yellow. Brand Overview Lipton, as a brand owned by Unilever, has a considerable market share in large and medium-sized cities in China. It takes high-end consumer places as a breakthrough, and makes full use of various propaganda means, such as articles appearing in movies and TV series, various fashion magazines and online novels. And deeply embed the Lipton brand in the hearts of consumers in a subtle way. After long-term brand management, drinking Lipton tea has become a symbol of senior white-collar workers. Although Lipton has a strong advertising campaign in the European market, it has always adopted a low-key approach in the China market, paying more attention to terminal network construction and less hard media advertising. As far as products are concerned, Lipton tea is mostly black tea and milk tea, mainly in European style, and less involved in China traditional tea. Lipton's Development History Thomas Lipton, 1850 was born in a poor family in Glasgow and was the founder of this brand. On one occasion, Lipton, who was traveling, came to Ceylon, a famous black tea producing area. Ceylon black tea is a favorite drink of British people, but only the upper class can enjoy it because of its high price. Lipton is keenly aware that if black tea can be introduced into people's daily life, it will certainly become a good business. Founder Thomas Lipton 1890 He officially launched Lipton Black Tea in Britain. His advertising slogan is "From the tea garden to the teapot". From 65438 to 0892, Lipton started the globalization movement, first set up a factory in the United States, and then set up a branch in India to enter the Far East market. 1898, Lipton was knighted by the Queen of England and won the reputation of "the king of black tea in the world". 1972, that is, 80 years after the old Lipton began to expand Lipton's brand to the whole world, Lipton's history took a turning point, and Unilever, the world's most famous personal consumer goods group, acquired Lipton's entire brand. From then on, Lipton boarded the global ship Unilever and began a more powerful expansion in Zhang Zhilu. Combining the marketing experience of Lipton and Unilever, Lipton tea products have been sold to 1 10 countries and regions all over the world. In terms of popularity and sales volume, Lipton is the largest tea brand in the world, at least twice as high as the second largest brand. At the same time, Lipton is now the third largest non-alcoholic beverage selected by consumers around the world, second only to Coca-Cola and Pepsi. 1992, Lipton entered China. Only five years later, Lipton won the first place in tea bag sales and the first place in market share in a series of surveys in China Baijia Mall. While black tea bags are well received by consumers, Lipton has also introduced brand-new tea bags such as green tea bags and jasmine tea bags that meet the tastes of consumers in China. In 2004, it launched a series of instant teas including milk tea and lemon tea. In 2005, the series of bagged herbal tea was launched. Product series: Huang Ka selected high-quality blended black tea, which is hygienic and convenient, and can be used for drinking or preparing milk tea, lemon tea and various fruity teas. It is suitable for both gift-giving and gift-giving, and is suitable for hotels, guesthouses, restaurants and other entertainment places. Lipton instant tea is a new generation of leisure drink made of imported tea powder, which is fragrant in taste and rich in tea fragrance, and is widely loved by young people. Lipton green tea Lipton green tea is a kind of tea carefully selected and picked by hand from famous natural pollution-free tea producing areas. Lined with aluminum foil packaging, lock the freshness of tea leaves and bring you more glycol. Lipton green tea, like sunshine, glows your vitality and illuminates every day of your life. Lipton Jasmine Tea Lipton Jasmine Tea Lipton Jasmine Tea is carefully selected and picked by hand from the famous natural pollution-free tea producing areas. Lined with aluminum foil packaging, lock the freshness of tea leaves and bring you more glycol. Lipton jasmine tea is fragrant but not floating, cool but not turbid. Lipton lemon tea Lipton lemon tea is a wonderful combination of Lipton excellent instant black tea and natural lemon taste, which contains the fresh fruit aroma of lemon and the sweet and refreshing feeling of black tea. Fresh and refreshing, quenching thirst and refreshing. It is more rich in vitamin C that the human body needs every day, which is natural and healthy. Lipton lemon tea makes you feel refreshed and refreshed. Lipton's world-leading production technology brings you convenient instant packaging, which can be brewed directly with hot and cold water, allowing you to enjoy refreshing moments anytime and anywhere. Ice water can take away the heat and fatigue in summer for you. Lipton earl grey Lipton Apple Tea Lipton Apple Tea is a wonderful combination of Lipton Super Instant Black Tea and natural apple taste, which contains the fresh fruit aroma of apple and the sweet and refreshing feeling of black tea. It is more rich in vitamin C that the human body needs every day, which is natural and healthy. Lipton apple tea makes you feel refreshed and refreshed. Lipton milk tea is full of energy and delicious. Lipton milk tea can gently improve your spirit, replenish nutrition for your body and make you full of vitality whenever and wherever. At the beginning of the day, wake up your body and mind, have a rest after work and regain your vitality. It tastes better when you eat it. Lipton milk tea is mellow and original, pure and smooth. Lipton milk tea is fragrant and original, and the perfect combination of milk tea is fragrant and smooth. Lipton's finest instant black tea, hand-picked, with high-quality milk powder, contains natural nutrition and beneficial ingredients, which makes you feel refreshed naturally. Lipton milk tea Lipton milk tea is fresh and refreshing. Lipton milk tea tastes fresh and refreshing. Lipton milk tea is fresh and refreshing, with smooth taste and natural fragrance, which is especially suitable for you who like light taste. The new experience in milk tea makes you feel fragrant and elegant, natural and refreshing, makes you feel comfortable physically and mentally, and keeps your lips and teeth fragrant. Lipton milk tea with golden package and double package and smooth taste Lipton milk tea with golden package and double package is the best in milk tea, which makes you enjoy twice as delicious and smooth, and the temptation is hard to resist. Make you more energetic and unforgettable. Lipton foam milk tea is full of foam and mellow in taste. Lipton floating milk tea, full of foam, has the attractive fragrance of milk tea floating layer by layer, and is skillfully integrated with smooth milk tea. Every bite is exquisite and elegant. At this moment, warmth and comfort flow all over your body, giving you a heartfelt hug. Lipton chocolate kiss is blended with pure chocolate, which is more fragrant and smooth. Lipton's love for vanilla smells pleasant and refreshing. Lipton Hong Kong is very strong and inherits the essence of Hong Kong milk tea. The tea is rich in fragrance and particularly mellow in taste. Lipton Yuanyang milk tea and coffee blend perfectly, emitting a mysterious fragrance. Enjoy Lipton Qingheng Tea, an unexpected herbal tea. Carefully mix these natural essences with fine green tea to make it refreshing and delicious, and absorb the natural power of herbal essences. Lipton Qinxing Tea, a first-class green tea mixed with natural lemon and mint, is clear and delicious, bringing you refreshing natural vitality. Lipton Liyan Tea is 100% pure natural flower essence, which is sweet and fragrant, creating a flower-like beauty, natural vitality and emitting your charm. Lipton Slimming Tea, featured with lotus leaves and mulberry leaves, is blended with natural fresh green tea and osmanthus. Let you feel the long fragrance of flowers, at the same time, easily keep your body light and full of vitality. Lipton Elite Tea featured medlar, chrysanthemum and lotus seed black tea, which has the effect of improving eyesight. Lipton qingxin tea has a pleasant fragrance, which makes you feel calm and happy. Lipton Liya Jasmine Tea, Oolong Tea and Osmanthus Tea are a kind of green tea bag products with slimming function. It organically combines high-quality green tea with selected green tea extract, and its catechin content is 2-2.5 times that of Lipton green tea bag. Lipton's "World Style" series is also included in the world style series, but the production of this series of products was temporarily stopped in September 2008. Product example: Earl of Europe earl grey is a popular tea bag in Europe, which is widely consumed by Europeans. It combines the taste of bergamot with black tea and is very popular in Europe. While enjoying mellow black tea, we also enjoy the elegant fragrance of bergamot. Let you feel the luxury of the court. English tea is a popular tea in Britain. It is based on black tea and adds some baking aroma. Its main characteristics are rich aroma and smooth entrance. Especially suitable for enjoying with snacks in the afternoon, so that you can feel warm in the afternoon. Japanese-style fried tea Japanese-style fried tea is made by different processing methods from China green tea, because its tea leaves have a special aroma and the soup color is particularly green, which makes you feel fresh and quiet. Korean Maixiang Korean Maixiang tea is made of selected high-quality barley, which is rich in wheat flavor and has a long aftertaste after special baking process. Innovation of Standard Lipton Products: past lives Lipton, who blended tea, innovated tea from the product level from the very beginning. 1890, Sir Thomas Lipton, the founder of Lipton, went to Sri Lanka to look for high-quality tea. In Sri Lanka, he turned tea cultivation into a fine and noble art, and the tea made by him has a unique and fresh flavor. Under the guidance of the advertising demand of "good tea goes directly from the tea garden to the teapot", Sir Lipton strives to make tea a popular drink in Britain with high quality and moderate price. In fact, the secret of Lipton's long-term high-quality tea lies in the blending of tea, and the quality and flavor of the blended tea are more refined. Like wine, the quality and flavor of tea are determined by its origin, climatic conditions, altitude and soil structure. No two teas are exactly the same, even if they come from the same place of origin. For example, the quality and flavor of tea produced in the same land will be very different when it is picked and processed in rainy days and sunny days. Therefore, it is normal for the same tea garden to produce different quality teas in one season. However, Lipton has tea tasting experts and tea tasters from all over the world. They are experienced and familiar with the study of tea art. With their careful collocation, they can strictly guarantee the stability of tea quality and reach the established quality standards. Lipton only uses tea leaves picked from the top of tea trees, because they are the freshest and most delicious, and can produce high-quality tea. In order to control the product quality and ensure that he can get the best tea, Lipton has owned his own plantation in Sri Lanka since 1890. Lipton Tea Garden is located in Kenya and Tanzania, with high altitude and close to the equator. The temperature, sunshine and rainfall here can ensure the production of high-quality tea. The planting area of tea trees in Lipton Tea Garden exceeds 1. 1.0000 hectares, and the annual output of green tea is about 200,000 tons. There is a 1 1 factory in the manor to ensure that the newly picked tea leaves are processed within two hours after picking. At the same time, Lipton also buys high-quality tea in 35 countries to ensure that its raw materials are sufficient. Lipton established a professional tea research institute. From the primary processing of fresh tea in tea garden to the research and development of new products, Lipton has invested a lot of money to study the health care efficacy and active ingredients of tea. On the basis of product innovation and research and development, relying on tea blending technology and packaging technology, Lipton subverted the traditional way of drinking tea, avoided the disadvantages of traditional tea brewing, such as long time, complicated brewing procedure and difficult treatment of tea residue, and brought a revolution to the tea industry. "It completely solves the problem of standardization and mass production of tea as a modern commodity, while maintaining the excellent quality of tea." The insiders believe that, in fact, it is these problems that hinder the national and global brand development of primary tea products in China. Lipton achieved large-scale, standardized and industrialized production by mixing tea, which broke through many requirements of traditional tea for taste and origin, and laid the foundation for Lipton's global brand development. Adding tea also solves another problem. Lipton teabags can enter the modern retail channel system like ordinary fast-moving consumer goods because of standardized production and unique packaging form, which is exactly what China tea enterprises can't do at present. Due to the characteristics of tea products, consumption habits, channel threshold and other reasons, the main channels of tea sales in China are still tea specialty stores and tea wholesale markets. Without the support of modern retail channels, it is impossible for China tea brands to become bigger and stronger quickly. Marketing Innovation Marketing Innovation: Brand promotion is targeted. "In addition to excellent product quality and solid brand foundation, Lipton has never slowed down the pace of understanding consumers and establishing communication with consumers." The head of Lipton brand said. Tea culture, especially green tea culture, has been rooted in China for thousands of years. Under the influence of ancient tea culture, consumers in China have a deep understanding of tea and its benefits. Black tea, which originated in China, is exported to Europe and America, and has become an indispensable drink for afternoon tea in Europe and America. However, for consumers in China today, Lipton black tea is obviously an exotic product. As a brand with black tea as its core, Lipton realized when he entered China from 1992 that if China consumers want to understand and accept Lipton brand, they must break through the traditional marketing methods of tea products. Lipton's market opportunities exist among young people in modern cities. They are positive, like pop culture, pay attention to health, wander around in the busy life from nine to five, and share the bits and pieces of life with their life and work partners. "The vigorous development of Internet applications and the need for emotional connection between people are all valued by Lipton. As a core product, Lipton tea bag is not just a simple office drink, but we try to communicate with office white-collar workers more deeply at the emotional level. " Lipton found that busy white-collar workers can be seen everywhere in modern cities. Although they earn a lot, they are very nervous at work. Although I want to keep in touch with my friends often, office life occupies most of their time. Lipton regards black tea as a bond between friends, and draws close the relationship between colleagues through a beautiful and relaxing afternoon tea in the office. Following the successful tea delivery activity in 2008, Lipton launched a free tea delivery activity with the theme of "pondering afternoon tea" on June 5438+ 10, 2009. As long as you simply register online, Lipton will deliver three customized brewed afternoon teas to your friends for free, so that your friends can enjoy a pleasant afternoon tea moment with their colleagues in the office. Five weeks after tea delivery, hundreds of thousands of free Lipton tea boxes were delivered, and the traffic in official website climbed to more than one million. More importantly, Lipton helps busy young people in the office to exchange feelings with friends, and reminds many young people of Lipton black tea in relaxed tea time-"The taste of black tea is created with you". After black tea entered the China market and established a solid brand foundation, Lipton launched Lipton milk tea according to the preferences of consumers in China. Lipton milk tea has won many consumers, especially young consumers, because of its smooth and moist taste. Based on product characteristics and consumer demand, Lipton tried to connect the unique quality of products with the emotional needs of consumers. As a result, Lipton began to play emotional marketing. In 2009, Lipton Milk Tea launched the "Hugging Again and Again" network activity, which combined the product characteristics with the emotional needs of consumers. The main purpose of "Hug" network activities is to feel the warmth of Lipton milk tea, give your friends a "hug", convey the warmth of "hug" and form a "hug chain" from warmth to warmth. Lipton held this event based on the six-degree separation theory: two strangers can establish contact through six people at most. Through the cooperation with social networking platform Renren, within two and a half months, the website of the event generated the opinions of millions of independent users and launched more than 800,000 hugs, making it one of the hottest brand activities held on Renren. On the one hand, Lipton has established the brand image of "world tea expert" among the target consumers; On the other hand, he keeps bringing forth the old and bringing forth the new, bringing consumers a healthy way of drinking tea and a life attitude. Through market research, Lipton found that 60% of consumers in China are not satisfied with their bodies. At the same time, with the acceleration of urban life, health has become one of the three major concerns of consumers in China. In order to meet consumers' demand for good figure and health, Lipton Global R&D Center and Lipton Tea Research Institute have developed Lipton Liya tea which is rich in catechins and can lose weight healthily after four years of research and development. Lipton is different from other competitive brands in marketing Liya tea. It attracts consumers with its stars and exaggerated effects. On the contrary, Lipton believes that good products will have a good reputation, and invites 1000 consumers to experience a course of products within 8 weeks to witness the healthy weight loss effect of Liya tea, so that consumers can become the spokespersons of Liya tea and publicize the products and their effects. Product Efficacy Diet Tea Liya Tea comes from Lipton, the world's first brand tea expert, and is a health food approved by the US Food and Drug Administration. At present, Liya tea has achieved remarkable results in European markets such as Switzerland, France, Portugal and Belgium, and has become the first choice for fashionable women's fitness. SFDA approves the "health food" sign. The products with this mark have passed a series of strict safety toxicology tests, animal function tests, human function tests, functional component tests and so on. According to the requirements of laws and regulations, its effectiveness and safety are supported by scientific evidence. On the basis of high-quality green tea, Liya tea extracts concentrated catechin essence. Its unique formula is rich in high concentration of catechin, without diarrhea and side effects. Having a glass after breakfast and dinner every day can easily reshape my slim figure, flatten my charming curves and discover my true self-style. Watsons can be bought everywhere now. Investigation results of toxic content in tea 2065438+April 24, 2002: The latest investigation by Greenpeace, an international environmental protection organization, shows that Lipton's green tea, jasmine tea and Tieguanyin teabag all contain methomyl, a highly toxic pesticide prohibited from being used in tea by the state. Greenpeace called on Lipton to immediately rectify the product supply chain, establish a perfect product traceability system, stop using highly toxic pesticides and reduce the amount of pesticides used in tea planting. Toxic Harm In March of 20 12, Greenpeace randomly bought four Lipton brand teabags: black tea, green tea, jasmine tea and Tieguanyin tea. These samples were then sent to an independent third-party laboratory with national qualifications for pesticide residue detection. Third-party testing results show that Lipton green tea, jasmine tea and Tieguanyin samples all contain methomyl, a highly toxic pesticide banned by the Ministry of Agriculture. Lipton Tieguanyin was found to contain dicofol, which was banned by the Ministry of Agriculture in 2002, while Lipton green tea contained endosulfan, which was banned in tea trees by the state. The report also pointed out that four samples * * * contained 17 different pesticide residues, and seven of these 17 pesticides were not approved by the EU, such as endosulfan, dicofol and bifenthrin, which were proved to affect male fertility and fetal health. Lipton responded to Greenpeace's survey results, and Unilever China issued a statement saying that Lipton's Huang Ka black tea raw material 100% was imported, which fully met Chinese national standards. The raw materials and finished products of Lipton Green Tea, Tieguanyin Tea and Jasmine Tea are regularly sent to authoritative third-party testing institutions for testing to ensure that they fully meet the relevant quality and safety requirements in Chinese national standards. According to the statement, Unilever China follows the strict ISO900 1 quality management system. Lipton tea series drinks have passed HACCP (Hazard Analysis Critical Control Point) certification. Lipton tea beverage produced by Unilever China fully meets the requirements of Chinese national standards for pesticide residues and is a safe and qualified product. Unilever China's statement also shows that as part of Unilever's "Sustainable Development Action Plan", Unilever announced in 20 10 that by 20 15, Lipton's tea raw materials will be purchased from sustainable tea gardens certified by the internationally renowned organization "Rainforest Alliance"; By 2020, all Unilever tea raw materials will be purchased from sustainable tea gardens certified by Rainforest Alliance. "Rainforest Alliance" certification includes strict pesticide use standards and perfect management system.
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