Brand building methods of tea culture

Tea culture brand is of great significance to the development of tea culture industry, so how to shape tea culture brand? The following is the tea culture brand building method I compiled for you, I hope it will be useful to you.

Brand building methods of tea culture

Promoting the overall brand image of Sichuan tea with tea culture as the guide.

Tea culture has become a wonderful flower in the Chinese cultural garden. Tea culture itself is a huge resource, an infinite property and a breakthrough point with twice the result with half the effort. To be truly bigger and stronger, Sichuan tea must have the promotion of the overall brand, and tea enterprises must attach importance to the construction of tea culture in order to build brands. Enterprises have cohesion because of culture, and tea products have affinity because of brands. The real added value of any product can only be its brand, and the real influence of the brand is its cultural connotation. The way of culture is endless.

Create famous tea brands, combine cultural characteristics, further explore and endow tea products with more novel, richer and more popular cultural connotations, and make full use of their respective regional cultures as carriers. According to the spirit of the provincial government document No.2014, governments at all levels in Sichuan tea-producing areas put forward plans to build regional tea brands. The main tea-producing areas are Ya 'an, Yibin, Leshan, Chengdu, Zigong, Mianyang and Bazhong. China Green Tea Capital? 、? The first county of green tea in China? 、? China is the first hometown of morning tea? 、? China, the hometown of green tea? 、? China Tea Picking Festival? It is the core and key to concentrate resources to build regional tea brands. Leading enterprises of Sichuan tea, such as Zhuyeqing and Xufucha, all take brand building as the leading development strategic goal. Brand is a unique culture and a manifestation of value. Tea enterprises all over the country already have brand value? Bamboo leaf green? 、? Tell the story of the dragon bud? 、? Emei snow bud? 、? Mengdingshan tea? 、? Pujiang sparrow tongue? 、? Flowers, autumn and jade fragrance? 、? Long Du Xiangming? There are also jasmine tea, Sichuan black tea and Tibetan tea. , is stepping up the implementation of more influential Sichuan tea brand strategy.

At present, China is entering a new stage of global strategy, that is, by? Made in China? Arrive? China created it? Great change. To build a global brand, we must have an accurate contact, which is a combination of localization and internationalization. Tang Xianhong, Chairman of Sichuan Emei Zhuyeqing Tea Co., Ltd. attended the meeting held in Qingdao in September 2007. Davos Forum? He mentioned many times that he wanted to see more? Sichuan element? He found a unique brand marketing model in the tea industry. He said in an interview with reporters:? To build a brand, we should pay attention to differentiation and personalization, give full play to our imagination, and not belittle ourselves at the early stage of product positioning. ? Brand represents a story and represents the recognition of consumers. A product is inseparable from content. Brand is the face and cultural character of tea enterprises. To create a brand, we should be brave enough to meet the challenge. Sichuan tea enterprises should keep pace with the times, develop in groups, build famous brands of Sichuan tea, enhance their international competitiveness, and rank among the high-end tea industries in China and even the world.

Hongyang Tea Culture Sichuan Tea Brand Shakes Hands with Market Economy Gold

Culture is the soul of Sichuan tea brand, and the brand must be based on its own unique cultural connotation and social value. As the cultural representative of China, tea should enhance the value of its Sichuan tea brand with its cultural connotation, which is the development direction of tea industry in the future. Tea is the carrier of tea culture, tea economy is the connotation and extension of tea culture, and it is also the foundation of tea culture; Tea culture is the sublimation and strengthening of tea economy, and the development of tea economy is bound to be accompanied by corresponding cultural behaviors. Sichuan's unique cultural and natural conditions make tea culture and tea economy closely combined, and its warm handshake will definitely produce a golden effect.

Brand is not a billboard, brand has its unique connotation, especially green tea, which must be decided by consumers. Only by making consumers willing to buy and enjoy tea can we create an optimistic channel for brand consumption. Now people are rational consumption, scientific consumption and healthy consumption. Sichuan Teahouse is a gathering place for famous teas. We should not only win old tea customers with tradition, but also attract innovative and distinctive young new tea customers. Promote that drinking tea is good for health, that drinking tea can prolong life and expand the new system of innovative consumption; Conditional and powerful tea enterprises can develop tea brand chain stores, make full use of the established tea industry circulation platform and enter Chengdu in the form of professional wholesale markets. Longhe International Tea City? 、? Strait tea city? 、? Da Gui Tea Capital? 、? Southwest tea wholesale market? Waiting for the store to open for sale.

Tea culture is often the forerunner of the overseas spread of tea drinking trend and the export of tea brands, and tea brands become the disseminators of friendship culture? Angels? . Tea brand products of many tea enterprises in Sichuan have been sold to Japan, Britain, the United States, Canada, Russia, New Zealand, Sri Lanka, Singapore, Morocco and other countries. The development of tea trade and consumption has promoted the exchange of tea culture with these countries. April 2006? On the way? Bamboo leaf green? , as the only China brand, was invited to participate in the Moroccan top luxury event. After the opening ceremony, Prince Albert of Morocco entered the exhibition hall surrounded by everyone. Any luxury goods in the exhibition hall can hardly keep the pace of the prince, only? On the way? Bamboo leaf green? The misty water vapor and the fragrant tea fragrance made the prince stop for a long time. He stood in front of Lundao's booth, quietly watching the tea ceremony, tasting it? On the way? Bamboo leaf green? Later, the prince was full of praise, lingering. On 2 1 day, all members of the Zhu delegation led by Tang Xianhong received a private invitation from the prince to attend a banquet held in the palace. Mr. L, the son of Morocco's top richest man 1 1 year-old Mai Qingsi can't put it down? On the way? I go to Lundao stall for tea every day and tell my mother that it would be nice if everyone could drink Lundao. At the king's reception, the son's mother saw that the members of Zhuyeqing were very enthusiastic and asked in detail how to make Zhuyeqing.

20 1 4165438+1October1Huaqiu Tea Industry was invited in Honolulu, Hawaii, USA. King's fragrance? Wonderful appearance of black tea historical and cultural photo exhibition, Honolulu Mayor Kirk? Caldwell tasted the black tea carefully brewed by the tea artist and watched the magic face-changing performance of Sichuan opera actors, and the mayor was intoxicated. He said:? China tea and tea culture are fascinating. This tea is very old, healthy and delicious. I drank it all. ?

He, a Singaporean Chinese tea artist from Sichuan, is spreading Sichuan tea brands and tea culture with his own cultural accumulation in the new era. Tea artist Zeng Xiaolong participated in CCTV? I want to see the Spring Festival Gala? 、? Talent show? 、? The more you fight, the braver you are? 20 1 1 March 22nd, 2008, he went to Russia with the troupe to attend the opening ceremony of China Tourism Year, and performed in the Kremlin for the heads of state of the two countries, Putin and Chinese and Russian audiences. Liu Changwei, a tea artist, performed tea art and Sichuan Opera for the Huaqiu Tea Show in Honolulu, Hawaii, USA on October 8, 20 10/kloc-0, and was invited to Russia to perform tea art in the same month. The wonderful skills of Sichuan tea artists are the image ambassadors for Sichuan tea brands to publicize and participate in domestic and foreign tea fairs to promote tea brands, which has played a role in waving flags and shouting for Sichuan tea to go to the international market and expand its influence.

Speeding up concept renewal and promoting Sichuan tea brand innovation

Innovation is the soul of a nation's progress and an inexhaustible motive force for a country's prosperity. The Chinese nation is an innovative nation. Sichuan tea enterprises must attach great importance to innovation, because innovation is to create a resource. Combining the rich tea culture tourism resources in Sichuan and the characteristic tea culture in tea-producing areas, it will be of immeasurable value to innovate and develop Sichuan tea industry and characteristic tea culture tourism.

Sichuan is a province rich in tea culture tourism resources, rich in tourism cultural resources, rich in human landscape and natural landscape, and has great potential. Many counties, cities and districts in Sichuan have various cultural festivals to attract tourists. Mingshan County, Emei Mountain City, Yibin City, Dujiangyan City, Pujiang County, Qionglai City, Rongxian County, Bazhong City, Beichuan Qiang Autonomous County, Mabian Yi Autonomous County, Muchuan County, Naxi District of Luzhou City, Pingwu County, etc. They are all tea-producing towns, holding tea culture and people's livelihood tourism festivals, tea town scenery and food festivals, folk tea customs exhibitions, new tea festivals, and sightseeing on the ancient tea-horse road. Go to the tea town scenic spot in Chengdu and feel the development process of Chengdu's comprehensive internationalization. ? Is culture the future economy? Tea culture tourist attractions should have well-known tea brands, build tea brands with culture and build Sichuan tea brands worthy of people's trust and praise.

Heroes from all walks of life in Sichuan tea industry should unite as one, go hand in hand, integrate resources, vigorously develop Sichuan tea culture tourism, fully display the charm of Sichuan tea culture tourism, shape the beautiful image of Sichuan tea culture tourism and open up a new world of Sichuan tea culture tourism.

After market competition and hard struggle, Sichuan tea industry entrepreneurs deeply realize that creating brands and making fine products are not only the only way for Sichuan tea to survive, but also the only way for tea enterprises to upgrade their brands. Only by constantly innovating and improving, and insisting on developing tea through science and technology can we occupy the market. Science and technology are the primary productive forces. If Sichuan tea enterprises want to build famous tea brands and enter the domestic and foreign markets, they must rely on the scientific research units of tea and tea culture and the strong scientific research strength and platform of Sichuan Agricultural University to build tea brands. It should be said that brand worship is a psychological offensive through the integration of product image, personality and culture, rather than a single breakthrough. The times call for culture, and culture gathers strength. The tea culture in China is extensive and profound, so the bosses of Sichuan tea enterprises should contact and make friends with intellectuals and celebrities. Many people of insight in cultural circles should participate in the shaping of Sichuan tea brand, singing, praising and praising.

Tang Xianhong, chairman of Zhuyeqing, said that he would strive to build Zhuyeqing into a national first-line brand in five years and achieve the sales target of 2 billion yuan by the end of 20 15. Yan, chairman of Sichuan Tea Group, said that the 40,000 tea factories in China are still no match for one? Lipton? It is not a quality problem, but a brand problem, which is also the weakness of Sichuan tea. Sichuan tea should establish industrial alliance, maintain and build brand, and Xufu tea industry, as a leading enterprise of Sichuan tea, will lead the industry in quality, brand and deep processing. Does Xufu tea industry want to build a standardized, modern and large-scale tea industry? Aircraft carrier? Take on the important task of revitalizing Sichuan tea and building a world famous brand of China tea industry. ?

? The brand of Sichuan tea has taken off and the conditions are ripe. ? Duan, an expert from the Provincial Department of Agriculture, said that after years of brand building, the brands of Sichuan leading tea enterprises have reached the national first-class, but what is lacking is the brand of Sichuan Tea Company. Sichuan tea, as the largest production base of high-quality green tea in China, should be erected. Green tea capital of the world? Banna and Sichuan tea industry colleagues should work together with Qixin, Qi Xin and Qi Xin to make suggestions and make concerted efforts to better contribute to improving the quality and brand building of Sichuan tea industry, speeding up the transformation and upgrading of Sichuan tea industry and building a strong tea industry.

Method of shaping tea brand

First, we should integrate resources and shape tea brands. Therefore, the ability of local governments or tea enterprises to integrate resources directly affects the construction and development of tea brands. The premise of integrating resources is to have resources, a clever woman can't cook without rice, and brand operation without resources can't be completed. This requires local governments or tea enterprises to do a good job in all aspects of research in brand operation.

However, the availability and quantity of resources have a deep relationship with brand planners. Therefore, tea brand planners should strive to do two things. First, they should persistently accumulate resources, such as media resources, network resources, channel resources, cultural resources and capital resources. Second, do everything possible to find and tap resources, especially in the process of research, we should fully use our brains to tap brand resources to the maximum extent.

Second, the integration of resources must be creative. As the saying goes? The outline has been lifted? In fact, the key to integrating resources is to find? Outline? ,? Outline? If you find it, you can organically integrate related resources and advantages, otherwise? Appearance is close to spirit? .

? Outline? The determination must be determined after careful analysis, because? Outline? Must start from? Humanity? In order to conform to the characteristics of human nature, we must accurately express the comprehensive characteristics of resources and advantages based on human nature, and? Outline? It must also have profound creativity and high generality, which can arouse social concern and mobilize everyone's * * *.

So, do it? Creativity? Local governments or tea enterprises in economically backward areas must deeply understand the characteristics of human nature, resources and related advantages, and then analyze, refine and synthesize them.

Third, creativity must meet the needs of social development, and it cannot be unconventional for the sake of creation. In other words, the creative integration of resources must be able to bring real positive value to individuals, enterprises or society, otherwise it cannot be called a successful plan.

Development trend of tea culture brand

1. Because we lack a unified quality technology or brand evaluation standard, that is, how to build a tea brand in China! In this respect, I think we should learn from Americans. As it turns out, in 2007, Businessweek and Intel * * * released 100 brands with global value. American brands account for 53, and among the most valuable brands of 10, the United States accounts for 7, which shows that Americans are leading the world in brand building.

If an enterprise wants to be big, it must increase its market share. If you want to make the market share bigger, you must make the brand bigger and stronger. In the field of marketing, brand belongs to the strategic level. Including: brand tactics, brand concept, brand marketing, brand culture, brand communication, brand management and brand appeal. Therefore. To be a brand, we must understand that brand operation is a strategy with big investment and big return, and it is a long-term and systematic brand strategy promotion project.

3. The first problem faced by tea entrepreneurs is concept.