I have always believed that people who know how to play tea have taste, understand brands, understand values, and have unlimited pursuit of brands and values. So I've been thinking about a question, what kind of tea brand is a valuable brand? In my opinion, a valuable brand should meet the following three points:
First, the tea brand should have its cultural heritage and historical context
What exactly should the Pu'er tea industry look at? Look at the background, look at the history, look at the product, look at the capital. I admit that there are too many things to see, there is no technical threshold in this industry, and you can make a fortune by relying on a taste memory. The real development of Pu'er tea is only 20 years, we can drink the middle and old tea are very unfamiliar, 2000-2004 products are defined as the top products of mid-term tea, the benchmark of new mid-term tea. But it is very sad to see that these concepts with historical context are used at will, and they are all kinds of classic reproduction and reproduction at every turn. The reason why Menghai Tea Factory can be loved and enthusiastic by everyone is because it has an irreplaceable historical evolution, and many brands are out of generation.
Second, the tea brand should have a broad audience base
On the surface, there are a lot of people who play tea, and this is because we are in this circle, focusing on the perception of the point effect. If you don't believe it, go to watch Douyin live broadcasts, many Douyin live broadcasts are coming in across the line, and they don't sell brand tea, but they sell very well, what is the reason for this? For many people, including those tea whites, their demand for tea is just to drink, they just need to please themselves, and the Douyin anchor has impressed them, and they are willing to pay. Why don't many people drink branded tea? Because no one would recommend it to them. The logic of Pu'er tea is not to drink new tea, the taste of Kunming warehouse and northern warehouse has not changed much for more than ten years, how many operators know how to play middle and old tea? Constraints on playing middle-aged tea: **Too expensive to play, how many franchise stores are drinking middle-aged tea? Transparency is not profitable; Stir up the new, not the old, and don't make it cost-effective to push.
After analyzing so much, who should do the groundwork? If the brand doesn't promote, do you expect the merchant to do it? Cultivating more consumers, whose business is it? There are so many questions to ponder. The franchise store has done so many promotional activities, how many people from outside have been attracted to come in? How many events are internal interactions?
The foundation of Pu'er tea is good, but the foundation of Taetea is not good enough. Pure tea can be easily accepted, but it does not have the attributes of circulation and collection; Brand blended tea will give you a lot of unexpected surprises, but it takes time to settle and store patiently.
Third, tea brands have been benchmarking their own user groups
What kind of people did Moutai survive? Who are the people who play Lao Moutai? Many of the people who really play Moutai are officials, and they don't need to spend money to buy them, and they can't drink as much as they can't finish, so they slowly save up. Who was the first wave of people who really played tea? Dongguan people, so Dongguan can become the capital of Tibetan tea, Dongguan has spare money, warehouses, tea, collection, have their own main business is not in a hurry for quick success. In the current economic environment, those who play tea are businessmen, and many people use their main business funds to play tea, but now the main business is declining, and they can only realize Taetea tea, so many middle-aged and old teas are jumping out recently. Fortunately, it is Taetea that is still saved, otherwise there is no way to jump out of stock. The world is impermanent, and many bosses make money in Taetea and lose money in their main business.
What can really hide the tea is spare money. Why is this year bad? There is no spare money coming in, all the money that comes in is trying to make money. Playing tea is very profitable, either you know the handicap, know when to buy and when to sell, buy when no one cares, sell in a crowded place; Either you understand tea and know the value of tea itself and the value of transformation in the later stage. For example, 501 Menghai Peacock, suddenly the taste was transformed, showing the smell of smoke, and it was targeted by capital.
What kind of person is playing with real high-end Pu'er tea? The noble quality of tea accounts for 30%, the social circle of tea accounts for 60%, and the remaining 10% depends on operation. The cabbage peacock was empowered in that circle, and then soared into the sky. (If you want to know which circle, send me a private message to communicate).
The current Pu'er tea market is deformed. The manufacturer made the money that the dealer should make, and the dealer made the money that the secondary market should make, and in the end, the Tibetan tea customer could only become a pick-up man. The secondary market does not admit defeat and shorts it back, and makes a difference by covering positions at a low level. In the past, whoever took the goods could make money, but now whoever takes the goods loses money, and the vicious circle also overdraws the expected value of the future. What is a valuable tea brand? It is very good in terms of channel control, first-class control, and value shaping. If you love him, you make him fall in love with Taetea tea and enjoy a cup of tea from now on; If you hate him, you make him fall in love with Taetea tea, and from then on enter a state of excitement every day like I once did, dreaming of pie in the sky, and imagining the myth of getting rich overnight.
If this tea brand is not worth much, how do you make money? I would love to question those who rely on this brand to eat and scold this brand, is the abuse useful? If you can't do it, please keep your mouth shut and show everyone with your actions. We want it to be a valuable brand, but we can't dominate all this, please don't forget that they used to enter with real money** and bought tickets. If you agree, like and follow me.