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Tea lovers often ask why hundreds of thousands of tea companies in China can't produce a company like Lipton?
Lipton occupies the mind of the small bag of fast tea market, channel, market, this is very powerful, many domestic brands have actually tried to enter this track, but they can't stand it, although the small bag of tea is small, but the business is not simple, we ask in turn, you can drink Lipton for a long time can you drink such a taste for a long time?
This also includes black tea such as Sri Lankan black tea, in fact, if you drink it a few times, you will know, not to say **tea, the same**, or Chinese tea is too good, and the taste of foreign tea is too obvious after all, such as Western food, there are differences between foreign and domestic tea, there are different tastes of Europeans and Americans, and this may also include the problem of national self-confidence
Again, why can't there be a company like Moutai in the Chinese tea industry?This is actually an old problem, two years ago there are three Pu'er tea companies rumored to be listed on the main board, I briefly took a look at the annual report, at that time, their retail consumption and sales specifications are basically 5 billion, to 20 billion, not to mention the inventory backlog, may be inflated ingredients, in fact, it can be seen that the integration of the tea industry is very small, this specification is similar to some small listed food companies.
Therefore, there are a large number of listed liquor companies, and there are almost no listed companies on the main board of the tea industry, which is also a normal capital reflection.
The difference between the raw materials of liquor itself is not so big, and the raw materials can be scaled, the key is the distillery's own technology, blending master, product system, and historical opportunities, everyone said at the dinner that Moutai is good, of course, this is just the appearance, the key must be to say that the degree of valuing the other party through the wine table, the ingredients of social interaction and pretending to be forced are greater, which is the value of brand premium.
The complexity of the finished production of tea and liquor is not the point, the raw material resources of good tea are very scattered, and the scale is destined not to be too brilliant
The tea leaves exhibited everywhere are good, but they will certainly not be too good, this thing cannot be integrated, this is the core point, such as Pu'er tea in one mountain and one taste, rock tea emphasizes the mountain field, white tea emphasized....Black tea emphasized....
In various categories of tea, and then emphasize the attributes of the original product, to make a volume like Moutai, which is almost incomprehensible, Pu'er tea industry has emphasized in the past few decades that its own ripe tea fermentation technology is more important, which is undoubtedly also to learn from the wine industry's ideas, but in recent years, with the popularization of fermentation technology,
More importantly, ripe tea fermentation also needs good raw materials, no matter how good the fermentation technology is with a cost of 50 yuan, you will not be able to achieve the effect of 500 yuan.
Not to mention the top raw tea or other types of tea, which has led to the reduction of luxury attributes of many tea brands.
Therefore, it is difficult to integrate such items as Pu'er tea, not to mention that some tea companies want a full range of tea.
If tea and wine are pure consumption, it must be tea big, because they are consumed in the whole people, but how to integrate, this is to look at the opportunity, which is a bit like we ask why we eat every day, why there is no big restaurant brand, why there is no big rice brand.
The category is different, and it may be that the reference standard is not necessarily right.
It is not easy to build a brand, and tea companies still need to build and cultivate their own flavor on their own resources, and on this basis, it should be their core point.