[China Packaging Network News] The 21st century advocating is unique, taking the personalized route, private custom packaging in the food and beverage industry has been demonstrated, and the effect is particularly good, and now tea has begun to go private exclusive custom packaging route, Anxi Tie Guan Yin is world-famous and more representative of Chinese characteristics. Friends and close friends often choose to express friendship as a gift. Today, Tie Guan Yin, the exclusive custom packaging, is more representative of different styles, more thoughtful and sincere, and popular with consumers. .
What kind of tea plantations are produced from tea leaves, what kind of craftsmanship is used, what kind of materials are used to package, and which nationalities and what kinds of people are served can be customized according to their own needs. In recent years, many tea enterprises in our county have launched personalized marketing services and set off a trend of exclusive “customization†of tea.
The so-called private custom of tea, that is, the exclusive customization of tea, refers to the tea companies according to the specific needs of customers, from tea selection, processing technology, quality grade and packaging image design, even to private tea gardens, tea culture, tea tourism, etc. Tailored to customers with a strong individual style. Compared with the general use of tea, the private custom of tea is branded with the user's style. It has more cultural factors, personality elements and commemorative significance and is favored by the market.
Custom tea is very popular
On May 20th this year, Jiumu Wang Menswear Co., Ltd., a domestic listed apparel company, customized 120000 Pearl Tieguanyin products exclusively for Ba Ma Tea. Since May 30, 2012, for the first time, 30,000 customized Pearl Tieguanyin tea products have been customized. In 2013, 50,000 copies were customized, 100,000 were customized in 2014, and 120,000 copies were customized in increments this year. Eight horses of the "Pearl" 300,000 copies of the tea industry give back to consumers.
On the same day, Sanan Group also signed 60,000 Pearl River exclusive custom agreements. In the past few years, the eight horses have carried out exclusive customized pearl tea with ANTA, Septwolves, 361 degrees, Three Trees, IDG Capital, Tiantu Capital, Peking University HSBC Business School and many other famous enterprises.
In addition to the eight horses tea industry, Hua Xiang Yuan Tea launched the "heart tea", Dr. Yiyi Tea launched the "80s" is also a custom concept. However, unlike the exclusive customization of the eight horses tea industry for large companies, “heart tea†and “eighties†mainly face the mass consumer market.
According to the person in charge of the Huaxiangyuan Tea Sales Department, “Heart and Tea†is the original tea product of Hua Xiang Yuan, which is packaged in a lighter, simpler, and more environmentally friendly material, and also accompanied by Hua Xiang Yuan’s custom-made products. "Mind card," "You can write greetings, and it's even more popular that this product is very popular. Many old customers call this 'private custom'."
The “80s†customized tea of ​​Dr. Da Yicha’s product packaging recreates the familiar childhood scenes such as the “three-eighth line, the pass, the Young Pioneers, the after school, and the hopscotch†and covers all major teas in the country. , with a "seven days a week, different day by day" product portfolio. After the launch of the unique and creative tea products, they recalled collective recalls after 80 years and sold them online.
In addition, Richun Tea has repeatedly limited the original products of the tea companies, and has introduced a variety of products for large customers to include the name on the products, and can customize the tea itself to customize the product category, flavor and taste. select. Similarly, Tianfu Ming Tea also offers a variety of schools based on its own product line.
Tea service customization
Today, with the advent of a personalized, small-scale era, custom tea is increasingly favored. In fact, not only tea, but also tea-related services such as tea and tea tours can be customized.
“I have a tea tree in Anxi†is an experiential marketing activity that Sanhe Tea has been promoting in recent years. In addition to the Sanhe Tea Industry's custom-built tea tree in 33,800 acres of tea hills in Anxi, the participants can also experience a full range of experiences including “a tea mealâ€, “plant teaâ€, “view of teaâ€, “fighting tea†and “rewardsâ€. Tea Dance "Sanhe Panorama Tea Tour."
“In fact, as early as 2011, we began to promote this activity. At that time, we simply planted a tea tree with a nameplate hanging on it. Now we are even further realizing a genuine customization.†The person in charge of Sanhe Tea Industry told reporters that now “ I have a tea plantation in Anxi. The activity will be planted with tea seedlings. The grower will not only receive a custom certificate issued by Sanhe Tea Industry, but will also obtain the growth of the tea plantation recorded by someone in the future. “Every tea season, we Tea tastings with custom tea tree ingredients will also be distributed to growers."
It is not only Sanhe Tea Industry, which is optimistic about bringing the relevant tea services into the social elite circle in a customized way. Huang Qingping, chairman of Yufeng Fengxin Guoxin Tea Co., Ltd., also knows this well. "According to the market, we took the initiative to launch a private exclusive customized tea garden that was directly supplied with business tea ceremony. Not only was tea exclusively customized, but tea gardens could also be limited to exclusive adoptions." Huang Qingping said so far, Fenghuang Wang, Shandong Airlines Group, Southeast China Morning Post, Chinese masters Zeng Shiqiang, Sanjiang Industry, Lulais Sporting Goods and dozens of famous enterprises and celebrities in the country's heart green valley custom private exclusive tea garden more than 300 acres.
The Cheung Wah tea merchant Zhang Fubao from Shengchuan Tea Import & Export Co., Ltd. integrated “public benefit†elements on the basis of “customization†and invested in the construction of China’s first Tieguanyin public benefit tea plantation in Cheung Wah. Become a public welfare gift and give back to the elite people who have worked hard for charity. In addition, according to the individual needs of each individual, with the help of Shengchuan tea industry, provide six tea personalized customization.
New growth point in the tea industry
In fact, the “private customization†of tea has a long history. According to historical records, during the Yongzheng era of the Qing Dynasty, local officials unified the selection of first-rate tea masters to make handmade teas, and printed special signs on tribute tea to pay tribute to the court and become court tea.
In October 2010, in the Sanhe Tea Culture Museum, the State Council Organs Affairs Authority awarded Wu Rongshan, the general manager of Sanhe Tea Industry, the “Plant for the Purchase of Exclusive Custom Teaâ€. This means that Sanhe Anxi Tieguanyin is used in offices, conferences, and receptions of state agencies. At the same time, it also serves as a national ceremony, presents political responsibilities and honors to all countries, and shows the style of Anxi Tieguanyin in national affairs.
Not only that, but "Anonymous customization" Anxi Tieguanyin also went abroad to become a custom tea for foreign governments. On the eve of the Spring Festival in 2014, Tie Guanyin, tailor-made by Sanhe Tea, as a commemorative tea for the 50th Anniversary of the Establishment of Diplomatic Relations between China and France, was grandly held at the New Year reception of the French Ministry of Foreign Affairs to 198 honored guests of diplomatic organizations in France. Show, Sanhe tea has become the French government's first custom tea.
"From the private sector, the exclusive customization of the consumer market has become very popular." Lin Rongxi, deputy general manager of the eight horses' tea industry, analyzed that the current changes in the domestic and foreign economic environment, the return of tea consumption tastes to tradition, the diversification of market channels and other factors have resulted in many adjustments. Businesses are confused and find their way. How to find breakthroughs in the development of the industry and the “dedicated customization†model have become a major inspiration and focus of attention in the industry.
Huang Qingping said that nowadays, tea consumption is becoming younger and younger, and tea consumption is becoming more and more important. The young consumer market that respects individuality and uniqueness is highlighted. At the same time, high-end consumer groups are increasing their acceptance of custom-made tea. Privately-customized tea is considered by some industry players to be a new growth point for the tea industry, which may change the landscape of the tea industry in the future.
“Anxi Tieguanyin ranks first in the World Expo tea. As a famous Chinese tea drinker, Anxi Tieguanyin tea has a 'private custom' that moves from the private sector to becoming a 'national gift' or even 'international tea'.†Wu Rongshan said that The current “One Belt and One Road†strategy is increasingly advancing, aiming at the exclusive customization of different groups of people in different countries and regions to bring greater new opportunities to the tea industry in our county.
According to industry analysts, in the current stage of development, opening the market through customization is a powerful channel for Tieguanyin sales. However, a large number of significant orders will certainly be more picky when the cooperative company chooses. To be locked in, tea companies need to adhere to the concept of high tea production in our county and produce high-quality Tieguanyin tea.