The winter solstice, also known as the "Winter Festival" and "HeDong", is generally around December 22 of each year, and it occupies a point in the lower middle of the entire winter stage, followed by a small cold and a large cold. As a festival, the winter solstice has a history of more than 2,500 years. According to legend, the winter solstice in the historical Zhou Dynasty is the New Year's Day of the New Year, which is a very lively day. The ancients believed that from the winter solstice, the yang qi of heaven and earth began to strengthen, which was the beginning of a cycle and the day of great luck, so later the Spring Festival ancestor worship and family gathering folklore often appeared on the winter solstice, which was also called "small year", one is to indicate that the new year is coming, and the remaining days are not much, and the other is to indicate the importance of the winter solstice.
On the day of the winter solstice, we met in the tea industry revival, held the 265th session of the revival salon, the 22nd session of the 24 solar salons, and asked "What kind of Yunnan tea souvenir best represents Yunnan?" "Deep exploration was conducted. Judging from the date, today is exactly 30 days away from the New Year. The new year is approaching, do you want to take what Yunnan tea souvenirs to bring home?
What kind of souvenirs best represent Yunnan?
The term "souvenir" is derived from the Taiwanese language and refers to the gifts that you bring when you visit someone else's home. Nowadays, when we say souvenirs, we refer to souvenirs or small gifts that we bring to relatives and friends when we travel or come back from a long trip. When it comes to souvenirs with Yunnan characteristics, the first thing that may come to mind is flowers, flower cakes, cloud smoke, and some historical origins may be Pu'er tea. Many tea lovers describe their first contact with Pu'er tea when they traveled in Yunnan, or when friends in Yunnan gave them Pu'er tea as a souvenir.
Tasting unit
The Yunnan tea dragon ball package tasted today is made in the shape of dragon balls,
Very portable and ready to brew.
There are three teas in one box,
These include Jibai 2nd, Brute 405 and Yoshitsune 503
In terms of craftsmanship, these three teas
It includes the meta-process fermentation of the Jeep and the NPS raw tea evaluation system
(1) Meta-process fermentation: to solve the problem of long-term taste of cooked tea and the activity of tea leaves, new tea is very suitable for tasting.
(2) NPS raw tea evaluation system: it is a system based on "what is the judgment of good tea" which has long plagued Pu'er tea practitioners and enthusiasts, based on the consistent polytechnic thinking of the Jeep brand, which can take into account the development and improvement of objective, quantifiable and comprehensive three aspects
Why does the Jeep do souvenir marketing?
Xiao Hei (JEEP CEO): Why we want to do souvenir market, in fact, is from an opportunity. We have had a feeling in the industry for many years, that Pu'er tea has to be drunk slowly, slowly stored, and slowly sent one cake and two cakes, which has formed a mindset. The Jeep souvenir originated from an example around us, Ka Wah, and we found that as long as we come to travel, or we go to save money, meet friends, and send things, we will send flower cakes. But this is a strange phenomenon, flower cake is not a thing that Yunnan has had since ancient times, the exact time is the last 5-8 years to become popular. In the past, people didn't eat flower cakes, but they used to eat old brands of pastries such as pretzels. We wonder why flower cakes become something that everyone wants to bring. Yunnan's oldest Pu'er tea, as well as the emerging white tea, Dian green, some characteristic teas in recent years, why can't they become such a existence as flower cake?
Later, when we dealt with friends all over the country and got along, we found a problem, whether it was academically or conceptually, everyone still agreed with the statement that Yunnan is the birthplace of tea. But even so, everyone still takes away flower cakes from Yunnan, and the chances of considering buying tea are relatively small. Based on such an opportunity, we judge that Yunnan tea has a relatively large potential in the souvenir market, if we do a volume comparison, Jiahua this year's flower cake market is about 500 million, if it is directly translated horizontally to do Pu'er tea industry, it is already the leader of the Pu'er tea industry. Such a comparison, this must be a better opportunity. If you make a comparison, there is a better thing around you is pineapple crisp, of course, it is also very traditional, it really makes a benchmark. In addition, there is a tea called Jin Shengyu, is oolong tea, it and pineapple crisp to do some collocation and cross-border cooperation, it has become a regional culture, regardless of men, women and children, anyone will buy. This is also a case we have seen, which is also an opportunity for us to start working hard to do yunnan souvenirs.
How to do souvenir market?
Xiao Hei (JEEP CEO): How to do it, in fact, to return to the basic concept, 4P: product, price, marketing, channels, if only one or two of them, efficiency can not come up, must simultaneously convey the concept of souvenirs. In fact, this thing in our hands is a very early experimental product, we from the concept of product development, not called Pu'er tea, called Yunnan tea, the first naming method began to adjust, the price is more than 100 yuan, not completely reduced to the price segment that can be purchased in five or ten copies, but it is a quality souvenir, has certain business attributes, and is a very advanced experimental product.
At the terminal, our earliest channel of intervention was Shangri-La's Pudacuo, which is now being launched on a trial basis at Kunming Airport. What our brand has been doing for a long time is to be a rational Pu'er player, but that is an expression in the industry and the circle, and the expression in the scenic spot is "Yunnan tea, take home". Of course, it is still trying, this thing is still iterating, and there will be some newer expressions in the future. Just said the product, price, marketing expression, and there are channels, channels are like Pudacuo scenic spots, Kunming airport to try. We started from the end point, the beginning of the 4P plan, I am very frank with everyone, we still feel the stones to cross the river. We didn't start with the path of the line or the souvenir. Next, there will be a series of actions, including a point in Jiuxiang during the New Year period, as well as the re-research and development and redevelopment of a series of products. This product is currently inefficient in the souvenir market, why is it not efficient? Most tourists from outside the province come to Yunnan, or prefer to buy more grounded things, or aesthetically a little more "earthy" things, this is more Yunnan characteristics, more national characteristics. This overall feeling and middle state, I am still groping, and now I am walking in this step. If you talk about the development of the souvenir market in the back, the impact on the Pu'er tea brand, I think the biggest impact, is that the souvenir market may be a path that can really make the Pu'er tea brand or the industry itself break the circle, and it is a very good possibility to pass the souvenir.
Finally forgot to say a little, your side of the Jiahua is really powerful, Jiahua is the national baking industry are learning the case, its volume is probably ranked fifth and sixth in the country, not particularly high, but its entire operating philosophy, team management is particularly strong, and now the whole country is coming to Yunnan to learn Jiahua. Our benchmarking in the souvenir market is actually trying to learn from Jawa.
"People are consumed through consumption scenarios, and good products have no threshold"
Zhou Chonglin: The problem of consumption scenarios, we have been to many places, such as teastone, where many people want to buy things, its design, the concept of communication, is to consume. We used to think that tea had an age stage, but there was no age, no gender. Therefore, people consume through consumption scenarios, and good products have no threshold. I often walk around the airport, and I find that what I am passionate about and interested in is its consumption scene that moves me. Now the airport iteration is very fast, a lot of catering when you go to choose, you look at his occupancy rate, look at the publicity photos, etc., the airport is a closed-loop space. Every time I feel that there is no Yunnan tea, it is flower cake. Flower cake in Kunming is fully covered, no matter which community you move to, you can buy Jiahua around. There was originally a court, and the taste was also very good, but its product placement was not as good as Jiahua. So Jiahua has long been good-looking and delicious, touching your consumption in all directions.
Just like Li Ziqi, why believe her? She was able to convey to me the feeling that the jar of sauce I was eating was what she made. Even if it wasn't, I felt yes in my heart, and I believed that she did it. Another example is the little brother of Western Yunnan, she is conveying a kind of pastoral life in Yunnan, the pastoral life of Yunnan is still there, the scenery is still there, and the entire Jiangnan area has been literati and modified, but it is still pristine here. Now to shape the product is to tell others that others believe in you, and the product is also artificial.
I travel a lot on business, and I often meet people who carry two large boxes, all of which are loaded with large weight nines. This product is very expensive, so what exactly makes everyone think it is a good product for gift-giving? Quite simply, national paths, luxury ideas. In fact, the souvenir is like this, when I leave Yunnan, what do I want to take with me? In the past, it was difficult to buy Pu'er tea as a souvenir, because it appeared in places with the word "overseas Chinese". Today we're talking about this stuff, and there's a lot of space because it's not there yet. Colorful Yunnan makes tea as a tourism product, which is different from souvenirs. Souvenirs must be cute, and you'll want to buy it when you see it.
Now the appearance of books is many times higher, and the books we used to read are very rough. Ten years ago, the travel books we published swept the industry, and now in the tea industry, everyone updates books with our plate benchmarks. We are talking about the story of Yunnan tea today, just now everyone talked about traditional marketing, traditional marketing did not solve the problem of trust. The most sold by Jawa is cloud leg cake, which represents tradition. What we want to shape today is, why is the Jeep representing Yunnan tea? We have not solved the problem of consumer language, and we have not given consumer scenarios. Peacock cake is selling very hot this year, it is flattering to the traditional market, it is a symbol of the older generation. What symbol we look for today, a glance at yunnan.
Tea is a product that can definitely be standardized, and the meaning we are thinking about now is the symbol of the real Yunnan. Bulk products are basically completed at the airport, Kunming Airport, ranked 6th in the country. But the airport has not solved this problem, only advertising, no products, a large number of scenes in key positions are idle, then how can others get Yunnan from your products. If I walked to the airport and saw the advertisement matching this product, I thought it was Yunnan tea. Li Ziqi's yard is a work in itself. One day after I put on my long shirt, others also felt that it was very suitable for you. We all shape ourselves through constant searching, and the same is true of commodities. Benchmarking Ka Wah is definitely the right choice.
Teacher Xia, director of the Continuing Education Center of Agricultural University: Jiahua also sells well on Xiaomi e-commerce. On Xiaomi e-commerce, Kahua Flower Cake is 4 yuan cheaper than any e-commerce platform. The Xiaomi platform is very good, and the outer packaging of the goods is Xiaomi's own design. Speaking of Li Ziqi, when I recently went to a long street banquet and my colleague put on the ethnic minority costume for me, I used to resist. This time they had this dress very good quality and handmade. I have not been to Kunming, Douyin, WeChat, Kunming friends have seen me. Such a speed of spread is very fast, and clothes are the most significant symbols. If you say that there are books at the airport and advertisements for souvenirs, it is a point of view. Two days ago I attended the Shenzhen New Business Summit, which promoted the iteration of products in an educational way.
"In the era of global tourism, the tourism consumption scene has undergone very big changes"
Qianqian: This year is the 40-year node of the development of China's tourism industry, the tourism industry has entered the era of global tourism development from the traditional scenic tourism era, the Ministry of Culture and Tourism officially identified and announced the first batch of national tourism demonstration area list, we in Yunnan are Baoshan Tengchong City and Kunming Shilin County. In the era of global tourism, the tourism consumption scene has undergone very big changes, compared with the traditional scenic spots, people are more willing to go to places with cultural background and punch card charm like the Forbidden City to consume, people are more willing to use convenient APP to customize their travel process, more willing to find comfortable and leisure scenes to experience life. Any scene we have now that can provide quality products has the potential to become a tourist destination, and the sales location of souvenirs is no longer limited to specialty distribution points, but may appear in any place where tourists will arrive. Enterprises that produce souvenirs can choose different channels to do their own product planning according to their own brand positioning and the tourism scenes that appear in the target customers, and the current successful transformation of this scene is the airport, which can basically provide quality assurance of goods, and is a better window to display the culture and characteristics behind the product.
Interaction: It's almost the New Year, will you bring Yunnan tea home?
Yang Jingqian: I will first share the small story of my own tea purchase, the first time I bought Pu'er tea was in 2004, and now it should be a three-no product, especially difficult to drink. With this experience of buying souvenir tea, I saw pu-erh tea on sale at the airport, and the vigilance was relatively high, and I would feel that the airport was a very deadly place. As a result of my visit to the airport, the Pu'er tea at the airport is in two forms, either ordinary tea cakes or portable clothes with no quality. What attracts me most about Jeep's products is that they retain a sense of quality while being convenient, which is the most important thing. I myself am also very willing to buy, send such tea out to others can also feel my intentions.
Shen Lianhao: Our living habits have been undergoing very big changes, and the souvenirs we brought with us were bracelets and Pu'er tea, and the gifts given in the early years were like this kind of local specialty, and there were more tea leaves at that time. Later, there were slowly requirements for life, especially now, what slowly hit people's hearts was to eat, such as flower cakes, and sending tea was regarded as too formal. Tea is very complicated, and eating is ready to eat, everyone will think of eating quickly, but also can share. The product of Jeep Yunnan tea is very in line with the souvenir in the packaging, the color is very comfortable, and young people still like it very much.
Jeep - Brand Department Left: Souvenirs or Sub-Scenes. Who to bring home, what to take home, different people have different treatment. My home is in Zhejiang, and I brought back tea once, bringing loose tea. I have only been in Kunming for more than a year, and I can't understand the cake tea, the cake tea will not be brought back, and everyone will not drink it. We still buy souvenirs online, and there is a relatively beautiful small souvenir shop in Lijiang that sells cakes and cakes. There are very famous souvenir shops in Macau, which are very lively. Similar to this kind of store will buy, at least it seems to have a standard, the price is very clear, the atmosphere is very lively, and the scene that seems to make people want to go in will promote people to buy.
Tea friends: I buy tea, Taobao use a little more, or it is recommended by people I know. At the beginning of online shopping, I had a fun mentality, and I felt that this store seemed to be very distinctive, creative and style. Now many teas in the store will have a trial drink, first drink the trial drink, think it is good to buy. I also buy it at the airport because I don't have time to walk around. If you have time, check it out in advance, or ask the locals to help recommend them.
Leaf: Go back to buy tea leaves to take home in the New Year, distinguish who to send, send friends and family to choose affordable. There are also customer needs, visiting needs, to take into account that the travel will not be crushed, Yunnan tea souvenirs are still very strong, the color is also more chic. Jiahua insists on only opening its own direct-operated stores in order to ensure quality and protect the price system very well. The small gift box reminds of Sri Lanka's tea bags, and now the tea bags in the hotel are not good to drink, and when you travel, you want to drink tea, which is more convenient to carry and meet our business needs.
Tea friends: I will definitely buy tea ceremonies for the New Year. To buy a cake of tea, you have to think about how to make it. Like this product, there is also a shared attribute, especially convenient, can be brewed anytime, anywhere, a variety of teas are available. Generally, I will buy souvenirs in Jingdong and Tmall, and I will not take them with me.
Tea lovers: Tea ceremonies are chosen during the New Year, especially for the elderly. A local souvenir still has to represent a local tone, and there is another reason, just like the feeling of wearing formal clothes for our interview, it will not be too colorful, but it will not be a big mistake, and it is more convenient to send it out. Selected places may be purchased at the airport or at hotels. The Yunnan Provincial Government has also pushed the global tourism thing this year, and now Changshui Airport already has a place for tourism commodities to push and handle goods at one time. In the future, some excellent scenic spots in the country, such as Gubei Water Town in Beijing, can be purchased uniformly. In the era of global tourism, the airport can be regarded as a large tourist distribution center, and when you take a step on the plane, you have already come to the scenic spot. Guangzhou Baiyun Airport, Beijing Daxing Airport in the goods are out of the gift route, Daxing Airport Forbidden City gifts have been settled, the future airport must be an important channel.
Cat cat: The New Year will buy tea gifts to take home, because our home is from Chongqing, Pu'er tea can best represent Yunnan specialties, and will choose to buy near the tea city. Choose a boxed or cake tea, pry it and can it for relatives and friends, or choose a longer time with a year, because tea is the best gift. When you go out, you will also buy tea ceremonies, or you will choose to buy them at the airport. In recent years, the New Year has gone outside, all bought at the airport, no time to buy elsewhere, the airport is a place where local specialty goods are concentrated.
Interactive session: Eat tangyuan and send three gold medal souvenirs!
In northern China, there is a custom of eating dumplings on the winter solstice, while in the south it is the custom of eating tangyuan. However, there are exceptions, in Tengzhou and other places in Shandong, the winter solstice is called "counting nine", and the number nine days to drink mutton soup to drive away the cold; the local custom in Dali, Yunnan Province, is to eat glutinous rice and rice on the day of the winter solstice.
Today's winter solstice tea party site, we will eat tangyuan together ~ people who eat tangyuan with "special filling" get three "Yunnan tea" souvenirs sent by jeep!
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