Xixiang Five Blessingg Hotel

Olympic marketing strategy of tea products

The 2008 Olympic Games will come soon. How can China tea enterprises develop their strengths and avoid weaknesses, seize the Olympic business opportunities and do a good job in tea product marketing? The following four aspects deserve serious consideration, overall coordination and active operation.

First, you are qualified to work hard, but not qualified to work skillfully.

To sell Olympic goods, one must first obtain one of the four identities of BOCOG's strategic partner, sponsor, exclusive supplier and supplier. In addition, the specific products to be sold must be declared to the Olympic Organizing Committee in advance and subject to strict examination and approval.

From the actual situation, tea enterprises in China are more suitable to strive to become exclusive suppliers and suppliers for the Olympic Games. By the end of August, 2006, Coca-Cola Company had been in the leading position in the field of tea and beverage. In terms of tea sets, four China enterprises, including Jiangsu Fiona Fang Zisha Group, won the tickets. However, "West Lake Longjing" failed to become the designated product of the 2008 Olympic Games due to insufficient funds, which made tea lovers and tea lovers in China very sorry.

Nevertheless, Beijing 2008 Olympic Games is still a once-in-a-lifetime historical opportunity, a platform to display brand and strength, and a big booth to display China tea products, especially tea culture. Therefore, famous tea enterprises such as China Tea Import and Export Corporation, Tianfu Group, Lihai Group, Wuyutai Tea Company and Zhang Yiyuan Tea Company should actively create conditions to obtain the exclusive supplier qualification for the Olympic Games, otherwise it is worthwhile to obtain the supplier qualification.

Of course, the vast majority of China tea enterprises, like those in other fields, can't get the exclusive supplier qualification for the Olympic Games, but they can still make a difference. In addition to striving to become the designated consumption place of the Olympic Games, the marketing and service market space of non-Olympic logo products is very large. For example, Beijing Laoshe Teahouse took the initiative to cooperate with an Olympic-related supplier to set up an Olympic product counter in the store to sell Olympic logo products on a commission basis. Very hard, very skilled, and the effect is good. Other well-known tea enterprises, such as Gengxiang, Imperial Tea Garden, Tea Pillow Workshop, Green Snow Cloth, Bilvxuan, Five Blessingg, Bishui Danshan, Sentosa, Minghui Tea Garden, Du Ming, Mingxiang and Qing Xiang Forest, can also learn from them.

Since 2006, the author has seen some teapots and Pu 'er tea packages illegally printed with Olympic symbols in maliandao Tea Street and the first Lanzhou Tea Expo, which should be noticed. An enterprise that has not obtained the qualification for selling Olympic products, or some products that it produces without the approval of the OCOG, may not print the Olympic logo on its products. Because this is a serious infringement, it will affect the market order and the reputation of illegal enterprises.

At the same time, tea enterprises that are qualified to sell Olympic products should pay attention to counterfeiting when selling tea products approved by the Olympic Organizing Committee. According to the analysis of China's "People's Olympics" tourist souvenirs, 30% of urban consumers have the intention to buy fake Olympic products. The main reason is that it is cheap. Therefore, genuine or genuine Olympic goods should be labeled with anti-counterfeiting labels, and try to be inexpensive.

Second, pay attention to packaging.

Good tea products need good packaging. In order to adapt to international consumption habits, besides small packaging, bagging and gift packaging, Olympic tea products should also pay attention to the following points:

(a) the form of tea ceremony. Usually, Olympic products are mostly Olympic souvenirs, which are mainly commemorative collections, sports and leisure clothes and accessories. Therefore, Olympic tea products, especially Olympic tea gifts, should appropriately add famous tea, brand tea, teapot, tea stamps, tea music CDs, tea calligraphy and painting, tea paper cutting and other elements.

(2) Proper packaging. In the past, many domestic tea enterprises did not pay attention to the packaging of tea products, and the phenomenon of "first-class tea, third-class packaging" and "rustic" was more common. Since the successful Olympic bid, the situation of good tea and secondary packaging has improved. However, some "overcorrection" and "excessive packaging" have also affected consumers' interest in buying, which should be solved as soon as possible. Generally, the packaging cost of tea products accounts for 5%- 15% of the sales price. Too high or too low will affect product sales.

(3) The color of tea products packaging should be simple and elegant, and the primary colors are mainly green and brown. With the development of the times, consumers' aesthetic taste is also changing and improving. There are freehand brushwork, landscape, tea garden scenery, calligraphy and painting on the packaging of tea products, which are becoming more and more popular.

There are two new trends in tea product packaging. First, the tea products whose spokespersons look pure are popular, such as the tea gift package of Shaanxi Wuzi Green Tea Company and the calendar of Beijing Seven Sisters Tea Art Troupe. Second, tea packaging or tea enterprise lg will become more and more simple, but "simple but not simple". For example, the propaganda picture of Tang Sheng's ancient art in "Schematic Diagram of Beijing Characteristic Teahouses", although only in black and white, is elegant and more "eye-catching".

(5) Gift tea is especially suitable for small packages. After nearly 30 years of reform and opening up, people's consumption ability has improved, and their consumption concept has also changed greatly, and they are paying more and more attention to the consumption concept of "less but better". 50g, 100g and 150g teas (especially gift teas) are becoming more and more popular. This is especially true for Olympic gift tea.

(6) Practical elements should be added to tea packaging. According to international practice, products should have beneficial ingredients, shelf life, common sense of use and storage. At this point, tea products with Olympic logo must be made. Moreover, it is best to have an explanation in a foreign language.

A few years ago, the author saw a bag of Indian tea with a round transparent white plastic "window" on the colored plastic packaging bag. The first feeling is "live advertising! The quality of this tea is guaranteed. " Think of China's Olympic tea products, can you learn from them?

Third, raise prices.

How to price Olympic tea products?

According to the survey conducted by Tea Industry Development Research Center of China Academy of Social Sciences, the gift-giving expenditure of Beijing consumers is relatively concentrated in four price ranges: 100 yuan-150 yuan, 350 yuan -400 yuan, 850 yuan -900 yuan, 1950 yuan-2,000 yuan. In this regard, seasonal factors and relationship factors have certain influence; Personal consumption and gift-giving expenditure, personal gift-giving and unit gift-giving are not much different. The price level of foreigners' habitual gift-giving expenditure and the changing trend of gift prices in 2008 need to be investigated, studied and predicted.

According to the analysis of the current situation, consumers' enthusiasm and support rate for Olympic tea products should be fully considered when pricing, and the average level of pricing should be acceptable to low-and middle-income people. The more appropriate price strategy is to give priority to middle and low prices, supplemented by high-grade tea gifts. Specific suggestions are as follows:

(1) Ordinary packaged tea and loose tea. Such tea products should be single items; The price should be 50 yuan-100 yuan; Tea consumption is mainly 100g and 250g.

(2) gift tea. Gift tea should be a comprehensive tea product; The price should be 100 yuan-150 yuan, 350 yuan -400 yuan (including non-tea fashion gifts); The amount of tea is mainly 50g, 100g, 150g. The price of high-grade tea gifts should be mainly from 850 yuan to 900 yuan.

(3) Price elasticity. Generally, consumers who are sensitive to price have relatively low psychological endurance. As far as Beijing is concerned, Shunyi, Changping, Shijingshan, Xuanwu and Chongwen are more sensitive to the price of tea products, and the pricing of tea products can be relatively low; On the contrary, in Xicheng, Dongcheng, Chaoyang, Haidian and other districts, the price of tea products can be relatively high.

Fourth, expand sales channels.

In the sales of Olympic tea products, there should be a sense of urgency and positive publicity of "the emperor's daughter is also worried about marriage". On this basis, the expansion of sales channels and optimization of sales methods are the most important.

(1) sales channels. The sales of Olympic tea products should not only rely on the existing wholesale and retail channels, but also strive to open up new marketing channels.

One is the chain store sales of famous tea enterprises. Famous tea enterprises have high popularity and reputation, and there are many stores, which are especially suitable for using these advantages to promote Olympic tea products. By August 3rd, 2006, there were more than 568 teahouses in Tianfu (China), 29 in Wuyutai/Kloc-0 and 93 in Zhang Yiyuan. There are 6 Mingren, 5 Mingxiang in Du Ming, 4 Biluixuan and 3 Bishui Danshan. If they are qualified to sell Olympic products, these good teahouses will become the main sales channels of Olympic tea products.

The second is counter sales. Counter sales is one of the main sales methods of famous brand products, and it should also be one of the main sales methods of Olympic tea products. Priority can be given to large well-known commercial enterprises, such as Beijing Lufthansa, Saite, department stores, Sun Dongan, urban and rural shopping malls and supermarkets such as Wumart, Carrefour, Wal-Mart and IKEA. At the same time, you can also cooperate with famous teahouses. For example, choose ten good teahouses, uniformly customize simple and bright counters or display cabinets, and actively promote and sell Olympic tea products by lg, spotlights and rotation.

The third is industry sales. In the past, summer tea was successful in industry sales, and the better time was Spring Festival and Mid-Autumn Festival. From the sales of Olympic tea products, finance, real estate, IT, tourism, foreign trade, petroleum, coal, civil aviation, railway and other industries can be given priority. The offices of provinces, cities and counties in Beijing and the offices of large foreign companies in Beijing also have great purchasing power, which can promote Olympic tea products compared with key industries.

The fourth is online sales. In the era of knowledge economy, online sales is an important marketing method. It develops faster and has more space. Although there are still some problems to be improved in terms of settlement methods, physical samples, logistics and distribution, its advantages of low cost, high efficiency and internationalization have gradually attracted more and more tea enterprises. For example, since 2004, the products sold by Shaanxi Wuzi Green Tea Co., Ltd. through the Internet have increased by more than 50%. Among them, more than 90% of international trade is achieved through online sales.

The fifth is pre-meal tea sales. Around 2000, Guangzhou tea people took the lead in capturing the business opportunities of pre-meal tea. Over the years, pre-meal tea has developed rapidly in Guangdong, Shanghai, Shandong, Beijing and other places. Experience shows that low-priced green tea, scented tea, oolong tea and kudingcha are more suitable for pre-meal tea. At present, there are 1 12 three-star hotels and a certain number of hotels in Beijing that are qualified to provide accommodation and catering for Olympic athletes. This can be the main channel for selling pre-Olympic tea (including teabags).

Sixth, holiday sales. Before the Olympic Games in August 2008, there will be many good sales opportunities on May 1st, 11th, Mid-Autumn Festival, New Year's Day and Spring Festival. Among them, the sales realized by maliandao tea merchants in Beijing during New Year's Day and Spring Festival can account for 30%-40% of the annual sales. The significance of holiday sales of Olympic tea products can be seen from this. Moreover, the Olympic Games itself contains huge business opportunities, and the high gold content of Olympic tea products can make the holiday sales of Olympic tea products have better prospects.

Seventh, conference sales. Conference sales is an important way of group purchase sales of tea products, and it can also be an important sales channel of Olympic tea products. At the beginning and end of each year, work meetings of large units, academic meetings hosted by Four Seasons Beijing Tourism Hotel, business meetings, etc. Are suitable for selling Olympic tea products, especially Olympic tea gifts.

Related to this is the numerous tea culture festivals and tea fairs held in Beijing every spring and autumn, which is a good opportunity to sell Olympic tea products. Such as Badachu Garden Tea Culture Festival, International Tea Expo and Zhang Yiyuan Tea Culture Festival.

Eight is hotel sales. In the past, some teabags provided free of charge in the rooms of star-rated hotels in Beijing were all "high-grade" and "high-grade". In recent years, things have begun to improve. Many hotels provide strip-shaped green tea and black tea teabags for free, some put better green tea, Tieguanyin tea and Pu 'er tea in their rooms for paid consumption, and some also provide special tea sets for free. Importantly, the current practice has been recognized by hotel operators and consumers, laying a good foundation for the sales of Olympic tea products.

Of course, going to hotels to sell Olympic tea products will be very competitive. Moreover, most foreign athletes and coaches adapt to the fast-paced life and are familiar with canned drinks; Those who like tea are mainly black tea; Those who are willing to taste Pu 'er tea do not necessarily use Pu 'er knives. Interested in tea products, but do not understand Chinese; Wait a minute. Therefore, suppliers of Olympic tea products should make full preparations and strive to do better in quality, price and service.

Nine is the sales of schools and surrounding areas. Students' spending power is obvious and sustainable. In recent years, tea drinks such as Master Kong, Uni-President and Wahaha are very popular among students. In addition, Olympic tea products such as tea ice cream, tea fragrant plum, tea chocolate, tea biscuits and so on. Are more suitable for students as the main consumer groups, focusing on sales in schools and surrounding areas.

The tenth is to bundle sales with related enterprises. In recent years, with the support of Beijing Xuanwu District People's Government, Tongrentang Pharmacy and Quanjude Roast Duck Restaurant went abroad, and Zhang Yiyuan Tea Company went there. Several domestic famous brand products are sold in the same store, with complementary advantages and common development. The experience of Zhang Yiyuan's low-cost expansion and the related practices of Laoshe Teahouse mentioned earlier in this paper have certain reference significance for the sales of Olympic tea products.

Eleven is overseas sales. More than 80% consumers in the world like to drink black tea, and the form of teabag is more popular. In recent years, the overseas sales of famous green tea, oolong tea and Pu 'er tea in China are also rising. On this basis, the export of Olympic tea products should focus on black tea in bags, and appropriately increase the sales of Kung Fu black tea. At the same time, we will actively arrange the export of combined tea gifts (such as Qi Hong teabags and tea coupons), and strive to expand the share of Olympic tea products in overseas supermarkets, large shopping malls, star-rated hotels, high-end residential areas and other mainstream sales channels.

(2) promotion methods. There are many promotion methods and precautions for Olympic tea products. This paper only puts forward the following five points for reference.

First, promote China tea as a whole, and launch the main promotion slogan of Olympic tea products. The person in charge of the Golden Key Agency of Beijing Tourist Hotel told the author that more and more foreign friends asked them where to sell tea. This is undoubtedly a positive factor for Olympic tea products. The problem is that there is no international tea brand like Lipton in China. How can I help foreign friends remember China tea? In the process of establishing famous tea brands in China, we can first vigorously promote "Hua Tea" or "China Tea". Then, gradually integrate the resources of tea industry to build a well-known brand of tea in China.

As we all know, the 2008 Beijing Olympic Games is a golden historical opportunity to build China tea brand. The main slogan is very important in the overall promotion of China tea and the brand building of China tea. China tea industry does not have such classic advertising slogans as "20 years this year, next year 18" and "Where there are mountains, there are roads and Toyota cars", but there are already such good corporate advertising slogans as "China Tea, Zhang Yiyuan" (Zhang Yiyuan Tea Company) and "Good tea lasts for 300 years" (Wu Yutai Tea Company). Now we need to brainstorm and launch an advertising language with the characteristics of the times and industry, representing the entire Olympic tea product.

To this end, the author puts forward two sentences: "Tea brings you health and beauty" and "Beijing Olympic Games adds luster to tea art", hoping to be selected.

The second is to create and sing songs with tea elements for the 2008 Beijing Olympic Games. Olympic songs are one of the important components of Olympic culture and run through the whole revival process of the Olympic movement. The beautiful melody of Olympic songs has become the most striking highlight of previous Olympic Games. 1988 The song "Hand in Hand" of the Seoul Olympic Games is a household name and has become an important element of the success of the Olympic Games.

In view of this, the author wrote the lyrics of "Five Rings Tea Song" for the 2008 Beijing Olympic Games: "Fuwa comes to report the good news, and the Olympic Games comes to our home. Round the same dream and taste a big bowl of tea. " It is suggested to solicit opinions extensively after composing music and strive for perfection. Then invite children's tea art activities to carry out better children's palace in Dongcheng District and Beijing Children's Palace to take the lead in singing and strive for popularization.

Third, actively cultivate and promote the image spokesperson of tea products. In recent years, movie stars such as Chen, Stephen Chow and others have made a good start as image spokesmen of tea products. Olympic tea products should do a good job in this respect.

The image spokespersons of Olympic tea products mainly come from movie stars, students of tea science or tea art colleges, employees of tea enterprises and so on. You can also recruit from the society as appropriate. It is understood that the better tea professional colleges are Nanchang Women's Vocational School, Hangzhou Huayun Vocational School, Shaanxi Xixiang Secondary Tea School, Beijing Commercial School, Beijing Automobile Industry Technician School, Huangshan Tea School, Beijing Foreign Affairs Vocational School and Wuyuan Tea School.

Fourth, the sales of tea products, tea performance first. Practice shows that many consumers begin to like tea after watching tea performances; Many tea fairs use tea performances to attract consumers' attention. There are tea artists on the booth to make tea and promote it, and the sales volume is generally better. Therefore, in the promotion of Olympic tea products, we must play the Olympic tea art card well.

The performance form of Olympic tea art is refined on the basis of dozens of Chinese tea art performance forms, which is an artistic and standardized way of making tea. Among them, Zen tea, Datang tea, Longxing 18-style copper teapot tea, Lei tea, bride tea, children's respect for the elderly tea and so on are the most popular among consumers at home and abroad. The Tea Industry Development Research Center of China Academy of Social Sciences, in cooperation with relevant parties, plans to launch original tea arts such as "Confucian Tea Ceremony", "Taiping Shi Sheng Tea Ceremony" and "Feng Chun Li Tao Tea Ceremony" to add luster to the 2008 Beijing Olympic Games.

Fifthly, middle and high-grade Olympic tea products should be implemented without price reduction. Many consumers like to buy discounted products, including many foreign consumers. However, the author believes that in the promotion of Olympic tea products, psychological factors such as "China is the origin of tea", "Cheap goods are not good, good goods are not cheap", "Good quality and good price" and "Dare to applaud tea" will affect consumers more, especially middle and high-end consumers.

Therefore, cheap tea (low-grade tea) in Olympic tea products can "do as the Romans do" and be appropriately discounted; For medium and high-grade tea products, especially tea gifts, consumers should be encouraged to buy them by giving relevant physical objects, extending services and cultural returns, rather than selling them at a discount. For example, buy 100 yuan of tea and give a "schematic diagram of Beijing characteristic teahouse"; Buy 1000 yuan tea and give away the teapot; Buy 50,000 pieces of tea and give a tea training place or a painting.

The marketing of Olympic tea products is a big battle as well as a tough one. The author believes that under the care and guidance of governments at all levels, giving full play to the advantages of ethnic tea industry, learning from international experience and implementing marketing integration, this battle will surely win. Finally, the win-win goal of "China tea serves the Olympics and the Olympics promotes our tea power" will be realized.