Spring tea is a precious gift from nature to tea guests. As the saying goes, "one or two spring teas, one or two gold". It is the spring tea season, and major brands are scrambling to launch new spring tea products to bring consumers the first bite of spring freshness.
Recently, China's high-end tea bag brand CHALI Tea launched high-end black label green tea, and joined hands with its strategic partner , China National Geographic Authentic Customs, and the famous documentary director Wang Chongxiao created a spring green tea creative short film "Authentic Spring Taste, Net in Tea", inviting young people to taste a cup of authentic spring tea in the spring and jointly appreciate the net beauty charm of Chinese mountains and tea.
Image source: CHALI Tea Official
Net, is the first cup of tea in spring
The world loves spring tea, most of them covet the fresh taste of spring tea, and the source of fresh tea can not escape a "net" word after all. This kind of "purity" is the purity of the tea picker's skills, the purity of the modern processing technology, the purity of the terroir of the tea production area, and the purity of the soul of the tea drinker.
Image source: CHALI Tea Official
The director of this short film, Wang Chongxiao, has a lot of research on tea and tea culture, and his large-scale documentary "Tea, the Story of a Leaf" has influenced countless people's cognition of Chinese tea and Chinese tea culture. This short film "Authentic Spring Taste , Pure in Tea" still continues the creative vein of "shooting is the tea mountain of the tea people, and the essence of recording is the history of the human soul", stripping away the cocoon, from the material to the soul, showing the audience that "net" is the first cup of tea in spring, and it is in a cup of CHALI tea in the black label green tea, stepping through the great rivers and mountains of China, returning to the heart, and finding a spiritual journey of the inner pure land.
In addition to creative short films, CHALI Tea also cooperates with authentic customs to launch Chinese green tea science on major media platforms, telling consumers the story behind Chinese green tea in a vivid and interesting way.
Image source: CHALI Tea X Authentic Style "Chinese Green Tea Tea Tea Tea Illustration"
CHALI tea in the black label green tea leads the new demand for consumption
Chali Tea took the lead in launching the "original leaf + blending" tea bag in 2013, opening the era of a new generation of tea bags in China. According to Ai media data, nearly 60% of China's young consumers in 21 years are keen on fruity tea and herbal tea. It shows that after years of market education, young people generally accept and even love this form of tea bags. Nowadays, major brands are scrambling to launch different flavors of fruit, flowers and herbs with blended tea bags, the market has become saturated, chali tea wants to stand out, must make changes.
In the era of digital economy, brands must not only meet the needs of consumers, but more importantly, they are ahead of consumers and create needs for them. With the upgrading of consumption and cultural self-confidence, consumers have higher requirements for material and cultural life. Drinking tea, as an integral part of Chinese life, also needs to be upgraded. CHALI Tea aims at the blank market of high-quality raw leaf tea bags and launches a high-end black label series.
Image source: CHALI Tea Official
The new green tea series in this spring tea season has put forward higher standards for tea origin, tea varieties, and picking and processing technology. As shown in the short film "Authentic Spring Taste , Pure in Tea", the four green teas are representative green tea varieties in China, all from well-known production areas on the "Golden Tea Belt" at latitude 24-30 degrees north. Strictly follow the green tea picking process that has been passed down for thousands of years, and adopt the modern finishing processing technology of the whole process of tea leaves without landing, which ensures the freshness and purity of tea. Around this product, chali tea in addition to working with authentic customs to create creative videos, but also invited a number of tea industry, culture to the big coffee in Zhihu, Douyin platform planting grass products, and take advantage of the Douyin IP "shake in new treasure" to expand the volume, awaken young consumers for a higher level of tea demand: drinking tea is not only to obtain sensory satisfaction, but also to harvest spiritual baptism from it.
Image source: CHALI Tea Official
(Image source: Douyin big coffee @ Yi Gongzi recommended CHALI tea in the black label green tea)
Join hands to promote the comprehensive upgrading of Chinese tea and tea culture
CHALI Tea has always adhered to the use of high-quality raw leaves, through scientific blending and advanced extraction technology, to bring healthy, fashionable and delicious Chinese tea to the younger generation of consumers, the current sale of tea bags more than 900 million, the whole network fans exceeded 15 million, is deeply loved by today's young Chinese consumers fast moving consumers brand.
Image source: CHALI Tea Official
China National Geographic Authentic Customs is a content expert of China's geographic differentiation, with high-quality content originality and industry communication influence, the team has traveled through China's great rivers and mountains, deeply understands the style of thousands of cities and the humanities of thousands of households, and has gained the recognition of millions of high-value users.
The two sides signed a strategic cooperation in December last year, which will combine their respective brand resources and platform advantages, with "Authentic Customs and Things, Tea in China" as the core, through visiting, filming, recording and disseminating China's famous mountains and teas, discovering, sharing and transmitting Chinese tea and tea culture, in order to establish a cross-platform, structured content system and a flavor standard system for the tea industry To empower the development of China's tea industry and tea culture, and to provide a professional entrance for young people to pay attention to and understand Chinese tea.
The "authentic spring taste, pure in tea" series of communication actions, is the two sides reached a strategic cooperation, seize the spring tea season industry hotspots, combined with chali tea in the new black standard green tea, the first shot of cooperation, with professional, high-quality tea field content to create, and young consumers to establish deep contact, deepen consumers' trust in the brand and the entire tea industry.
At the same time, this also implements the mainland's "14th Five-Year Plan" period, comprehensively carrying out the overall planning of tea culture, tea industry, and tea technology: giving play to the leading role of Chinese tea culture and scientific and technological innovation support, so as to promote the standardization, science and technology, modernization and upgrading of the tea industry, and help rural revitalization.