From its listing in 2011 to the present 10 years, Nongfu Spring Sugar-free Tea Brand - Oriental Leaves has launched a new product for the first time. When it was first listed, it was even once selected as one of the most difficult drinks, but the insistence on product quality and the foresight of the market have made Oriental Leaves continue to gain consumer recognition. As the pioneer and first brand of sugar-free tea in China, Oriental Leaves has occupied more than 50% of the market share for many years, and has influenced and promoted the rapid growth of the entire sugar-free tea market.
In 2021, lovers of Oriental Leaves are finally looking forward to the new products of Oriental Leaves!
01
Listed for ten years, the first to launch new products
On March 6th, two innovative new products of Oriental Leaves, Green Mandarin Pu'er and Xuanmi Tea, were officially announced.
The two innovative new products continue the high requirements of Oriental Leaves for quality and the reform and innovation of the sugar-free tea industry. According to the official introduction of Nongfu Mountain Spring, the oriental leaf green citrus Pu'er uses yunnan large-leaf seed sun-dried green tea fermentation to make high-quality Pu'er ripe tea, with Guangdong Xinhui citrus peel, using the natural water source of Nongfu Spring original tea extraction, to maximize the restoration of fresh bubble flavor, for the sugar-free tea market to provide more high-quality product cases. At the same time, the characteristics of Pu'er itself "scraping oil" are the best choice for people who are degreasing and losing weight and fat after meals.
Oriental leaves 2021 new products - green citrus Pu'er
Another product, Genmi Tea, is also full of characteristics, using Nongfu Spring Northeast Fragrant Rice as raw material, blending with Japanese steamed green tea, stir-fried rice and steamed Qinghai moss, reducing the bitter taste of tea leaves, making the tea soup fresh and thick, sweet aftertaste and not hurting the stomach. With a unique Chinese flavor, it integrates Chinese tea culture with food culture, which is a rare choice for consumers who pursue health.
Oriental Leaves 2021 New Product - Xuan Rice Tea
While continuously integrating Chinese characteristics into the products, the packaging of the two products also continues the traditional oriental aesthetics that Oriental Leaves has been adhering to. The crane and citrus bunches in the green citrus Pu'er bottle are flexible and atmospheric, full of oriental cultural characteristics. It is reported that the inspiration comes from the Tea Horse Ancient Road of Cha'an Tang, paved in the thirteenth year of QingJiaqing to the third year of Daoguang, Pu'er through this out of Dian, the road slope is steep and high, the peak is dangerous, the ancient trees are towering, and the legend is that only the crane can fly out. At the same time, the crane is also one of the most important components in the oriental culture, representing the meaning of auspiciousness, longevity, high cleanliness, etc. The combination of the crane and the string perfectly combines the product with the tea culture. The perfect fusion of bottle packaging and green citrus Pu'er brings the oriental aesthetics into full play.
Genmi Tea has chosen the "Carp Flag", which symbolizes spring, as the core, and the Carp Flag flutters in the wind, reflecting the harmony of spring wind, thus creating a fresh and romantic atmosphere of the spring tea season.
Such two products that integrate aesthetics, tea culture and high quality into one live up to the expectations of consumers for ten years, and Oriental Leaves also uses its "slow" rhythm to polish the details of each product to fine, which can attract the attention and pursuit of many consumers as soon as it appears. And this "slow" rhythm is not only these two products, but exists in every link of oriental leaves.
02
The "slow" rhythm breaks the market,
Oriental leaves lead the sugar-free tea market
Ten years ago, the sugar-free tea market was still just budding, and it was a fantasy to create a natural tea-scented product in a fragrance-free situation. Even now, very little has been done. However, oriental leaves have been done ten years ago, even under the premise of 0 sugar 0 calorie 0 fat 0 flavor 0 preservatives, 5 0 to ensure the natural tea aroma.
And all this thanks to the "slow" rhythm of oriental leaves.
The success of Oriental Leaves is not achieved overnight, but a long process. The first thing to solve if you want to create a tea that retains the natural original taste is technical problems.
The product strength of Oriental Leaves relies on the exploration and accumulation of nongfu spring production line for decades, even in this situation, nongfu spring researchers and front-line production personnel still after several years and thousands of experiments to come up with a set of tea making process models. This set of models ultra-high temperature instantaneous sterilization after aseptic cold filling, this set of processes can minimize the high temperature heating time in the manufacturing process of tea beverages, reduce the chemical changes of the original color, aroma and taste of tea leaves, and double ensure that tea drinks "retain the original tea color, aroma and taste".
With cutting-edge technology to retain the aroma, but new problems arise, bottled tea is easy to oxidize and change color, the general practice in the industry is to use a large area of packaging to wrap the bottle body, reduce the impact of tea color discoloration. However, Oriental Leaves has invested a lot of research and development and innovation in production technology, so that Oriental Leaves use transparent bottles, which can also ensure quality. Let consumers feel the transparency of the sun through the tea soup, which is also the work that Nongfu Spring has been working on to create products.
A simple product contains a full sense of science and technology, which is solved by the research and development of Oriental Leaves bit by bit, through "slow" kung fu, to create every detail, rather than will be.
The packaging is still like this, and the oriental leaves are not easy to choose in the choice of raw materials, whether it is raw tea or water is carefully selected.
Oriental leaf product series
Green tea: preferably one bud and two leaves of spring tea, elegant aroma, fresh taste;
Jasmine tea: repeatedly prepared more than 4 times to give a rich floral fragrance;
Black tea: Fujian Gongfu black tea, rich aroma, tea flavor mellow;
Oolong tea: Anxi Tieguanyin at an altitude of 800 meters, with its own floral fragrance, rich taste and unique Guanyin rhyme;
Green citrus Pu'er: high-quality Pu'er from Yunnan, with Guangdong Xinhui tea branch citrus peel;
Genmi Tea: Nongfu Mountain Spring Northeast Fragrant Rice as raw material, blended with Japanese steamed green tea;
In China's tea culture, the water used to make tea is more important, and what kind of tea is used with what kind of water is extremely elaborate. The tea brewing water used by oriental leaves all comes from the high-quality water source of Nongfu Spring, derived from the tea brewed from the high-quality water source gifted by nature, the tea is overflowing with aroma and long aftertaste, so that the taste of tea can be more fully released.
Such a good tea, supported by the technology of Oriental Leaves, has become a product that we can buy in the end market. Even with such high-quality products, Oriental Leaves is still steady in the market, maintaining a "slow" rhythm of development, and constantly driving the development of the entire sugar-free tea market through its own development. It can be said that the development process of Oriental Leaves is the history of the development of the sugar-free tea market.
03
Sugar-free tea market led by oriental leaves
Deeply loved by the "tea youth", the growth rate is fully released
In the past two years, the sugar-free tea market has entered the fast lane of development, especially the beginning of post-90s health care has made the attention of sugar-free tea grow.
With such a rapid development state, more and more manufacturers continue to enter the sugar-free tea market, and in the three years from 2017 to 2019, the number of new products in the ready-to-drink tea market exceeds 100 SKUs every year, and the market enters fierce competition.
However, no matter how fierce the competition, the status of Oriental Leaf, as the industry's leading brand, is unshakable by any brand. Chnbrand's 2021 China Customer Recommendation Index SM (C-NPS®) tea beverage recommendation, oriental leaves still occupy the first place with an absolute advantage. According to AC Nielsen data, Oriental Leaf, as the pioneer of China's sugar-free tea, occupies more than 50% of the market share and has become the first brand of sugar-free tea for many years, and has influenced and promoted the rapid growth of the entire sugar-free tea market.
It can even be said that most consumers in the sugar-free tea market are educated and guided by the category of oriental leaves. From one of the most difficult drinks in the eyes of consumers, to constantly conquering young consumers, it has become a popular product sought after by young people in the tea industry. Oriental leaves in the development process continues to overcome one difficulty after another, the sugar-free tea into the eyes of consumers, consumer recognition, become consumers' favorite products, can have such a growth is the oriental leaves step by step insistence.
In just one week since the launch of this new product, the two innovative new products of Oriental Leaf have attracted a large number of consumers at the terminal and driven more consumers to join the sugar-free tea consumption army. As synonymous with the sugar-free tea industry, every action of oriental leaves directly affects the development of the entire industry.
Oriental Leaves can have its current status not only because of its advance layout of the industry and the industry into consumer cognition, but also because of its control over every detail of the product. In such a fierce market competition, you can calm down to study products, conquer technology, and constantly improve your strength. Each new product of Oriental Leaf sees not only the current market, but also the direction of the future development of the industry.
brief summary
Today, Oriental Leaves has become synonymous with sugar-free tea, all because of its sales, but also because of Oriental Leaves' research on sugar-free tea products and the grasp of every detail, making the products a model in the industry. While constantly improving itself, the development of Oriental Leaves and the drive of categories have become well-deserved synonymous with the industry.
Excellence in the industry's foresight, higher than the industry's quality, beyond the industry's technical support... In the process of development, Oriental Leaves has forged barriers that other competitors cannot surpass, and has become an irreplaceable presence in the industry.