With the rapid growth of tea plantation area and the rapid expansion of tea production capacity, more and more people believe that there is a surplus of tea.
However, according to the upstream news report of the news client of Chongqing ** Newspaper Group, "(2023) On September 15, Professor Wang Yuefei, director of the Tea Research Institute of Zhejiang University, revealed in Chongqing that the annual per capita consumption of tea in the country is 35 catties, the average annual increase of 1-2 taels in the past 10 years, about 400 million people drink tea every day in China, but there are still more than 900 million people who have not put the teacup up. ”
Moreover, according to online data, the per capita tea consumption of Chinese in 2020 is 164 kg, while Turkey, which has the highest amount of tea per capita, is 32 kg, the gap is still very large!
Seeing these data, let's ask again: is there really a surplus of tea?
Before answering this question, let's look at a reality: there are many people in this world, and there are many college students, but it is also difficult for companies to find the right people.
There are many people, it is an appearance! There are few talents, and there are even fewer talents suitable for enterprises!
The surplus of tea is only a symptom! Many people still can't buy good tea or tea that suits them!
It can even be said that it is becoming more and more difficult for consumers to drink good tea, and there are many reasons for this, including the factor of "product quality", the factor of "brand", the factor of "channel", the factor of "communication skills", and the factor of "**".
We need to think about what kind of tea consumers "want to buy". What kind of tea can consumers "afford"?
"To buy" and "to be able to afford it", these two points are very important!
Only by going out of the office, saying goodbye to patting the head, and entering the real life of consumers, can we really figure out these two points, and we can help consumers buy tea!
Hiding in the office and innovating is a dead end.
However, we found in our market research that many local leaders, tea company owners or cooperative consulting and planning companies have not gone to consumers and have not figured out what they think.
A good product is always the most important thing.
Reassuring, the most suitable good tea, now not only is there no excess, but insufficient.
This is the truth, and if you understand it, you can at least double your sales.
The underlying logic of brand marketing has not changed. Short-term delivery and live e-commerce are indeed changing the tea industry, but they have only changed the communication channels and sales channels.
We can't be confused by new things or patterns, without a good product as a foundation, everything is! Therefore, we have seen one after another stars with goods overturning. One must build on a firm foundation?! This simple truth cannot be ignored.
As a simple example, there is a tea that can lower blood pressure, but I haven't found a tea that is universal to consumers. If there is a tea that can really help all patients to lower their blood pressure safely and make all patients with high blood pressure feel normal, this tea must be easy to sell.
But, in fact, aside from the bragging ingredients, this kind of tea for high blood pressure basically does not exist. Nor have the experts and scholars around me found out. A lot of tea is just playing the side ball, replacing the medical "blood pressure" with concepts such as "assisted blood pressure lowering".
It cannot be denied that calming down and drinking tea must be helpful for blood pressure, but this is not the same thing as taking medicine! And pure tea drinking are also two different things! It is absolutely not possible to mix things up with a conscience for the sake of personal interests or the interests of a small group of people, otherwise it will harm many people.
In the past few decades, the development of China's tea industry is admirable, and at the same time, we must see many problems, from excessive pesticide residues, excessive packaging, inflated to selection traps, from product description, characteristic trade-offs, advantage refinement, and advantage expression, all of which need to be solved one by one.
How to solve it? From the perspective of consumers, it is gradually solved, from planting, production to storage, and controlling the quality of tea, so that consumers can buy the right tea for themselves.
Selling tea must be read, quickly increase tea sales (buy and give away the "customer quick transaction**" of the tea selling tool** If the level of sales communication is insufficient, you can read "Selling Tea You Have to Say That" and "Push Heart Tea" to improve your sales communication level and kick the "door" of tea sales.
In this case, it is necessary to focus on quality control and tea sales!
About the author: Xie Fuliang, a well-known brand expert, an expert in Chinese culture, and an authoritative tutor in tea brand marketing, reported that the "white tea concubine" planned by the magazine "China Brand" was "the first case of tea brand", and Malaysia's "United **" called him "the first person in China's tea brand planning".
Extended reading:"8 Kinds of Speaking Thinking of Tea Sales"."The marketing routine of picking up milk tea, 8 can raise tea sales!" >> 5 Steps to Increase Tea Sales by 10 Times! "48 grams of tea with flavor, equivalent to a price of more than 600 yuan, is actually very popular, why? One of the secrets of tea brand marketing! (Click on the blue heading on the left).