On April 22, 2022, the Boao Forum for Asia came to a successful conclusion, and the small pot tea appeared in Boao as the official designated tea for two consecutive times, showing the brand charm of Chinese tea to the world, showing the strength of Chinese enterprises, and also allowing the world to witness the rise of China's new domestic products.
The tea industry has a trillion-dollar market, and there have been categories without brands for a long time. Since the advent of small pots of tea, this strange appearance has been broken. As a subversive in the tea industry, Small Pot Tea achieved annual sales of 2 billion yuan only three years after its establishment, achieved the first in the category, became a phenomenon-level product, and now continues to appear in Boao.
Not only that, small can tea has been hot for 5 consecutive years, and now the growth momentum is still strong, and even invested 1.5 billion yuan to establish a small can tea Huangshan super intelligent factory with an annual production capacity of 10 billion yuan, which was officially put into operation this year. What is the core secret of the success of the small pot tea?
Create a social currency to solve industry pain points and user pain points
Du Guoyao, the founder of Small Pot Tea, is as sharp and accurate as the product manager of the Internet in finding industry and user pain points. Starting from the needs and scenarios of users, he found that many people do not know how to make a choice when buying tea, and they do not know why some teas are so cheap, while others are so expensive.
Even in the eyes of many people, the "tea price" is metaphysics, but if you meet someone who understands tea, then it will become very embarrassing: you sincerely entertain the guest and tell him that this tea is ten thousand yuan a pound of tea, but the guest finds that the quality is average after tasting, and the guest will think that you are fooling him. Similarly, when you take a box of tea leaves as a gift, the other party is more thinking about how much the gift is worth.
That is to say, although Chinese tea has a long history, everyone's awareness is very high, but the price is chaotic, how much is a pound, no one knows, which is a great pain point for enterprises and users in this industry. Because the choice cost and trial and error cost of users buying tea are high, it is bound to affect the user's demand for tea, thus affecting the development of the industry.
According to these pain points, Du Guoyao pushed back step by step, from user scenarios to product design, product development, supply chain organization, and core capabilities that should be possessed. Eventually, small pots of tea solved these problems:
On the basis of traditional craftsmanship, small pot tea has been standardized, unified grade, unified price, unified specification, and formed a consensus on market value, establishing good tea cognition and selection standards for consumers, and solving the pain points that users are difficult to distinguish between good and bad when buying tea.
And in China, tea has a strong gift attribute and is a natural social currency. Through strong brand power and clear price marking, small pot tea solves the pain points that are difficult to show a sense of value when Chinese tea is given as a gift: color cans, silver cans, gold cans, black cans... All have clear price positioning. When you take out a small pot of tea to entertain the guests, you don't need to introduce the guests to know the quality and price of your tea.
In addition, as a social currency, tea has a lot of exquisite, such as pay attention to the shape, fragrance, color, taste, the beauty of the bottom of the leaf, packaging to prevent crushing, but also to avoid light, moisture, anti-odor, the traditional packaging method in the anti-crushing and isolation of air and other aspects of the effect is not good.
Small cans of tea are packaged in small metal cans, breaking the inherent tradition of tea packaging: "nitrogen-filled aluminum alloy small cans + 4 grams of tea + aluminum film", which is different from the traditional new packaging method.
Aluminum cans are environmentally friendly and safe, and are the most commonly used environmentally friendly packaging materials in the international food and pharmaceutical industry, which can be a good substitute for paper or plastic packaging. On the other hand, the nitrogen filling process of aluminum cans reduces the influence of air, sunlight, moisture, external forces and hand touch on tea leaves, ensuring the high quality brought by the standardized production in the early stage.
Unified small can, unified weight, one can and one bubble, convenient and hygienic, easy to preserve, high value, good hand feeling, not only improve the freshness preservation function of tea, but also optimize the experience of drinking tea.
When inviting guests to drink tea in business occasions, if you take a handful of tea from a large pot to brew, it will give people a very bad feeling, and how much you take each time is relatively random. Small pots of tea are torn up and brewed once, so that the tea is full of ritual, self-drinking is exquisite, and hospitality is more respectful.
Solving the pain points of the industry and users is the key to creating explosive products. In the Internet era, if you can find national pain points, you can quickly create a blockbuster. Behind every pain point is a social problem, solving the problem is the responsibility of the enterprise, is the soil for the survival of explosive products.
The ultimate product power is the basis for the small pot of tea out of the circle
Why are small pots of tea accepted by so many people? In addition to solving the pain points of the industry and users, what is more important is the quality of tea.
In order to make the tea into a high-quality representative, Du Guoyao just began to pursue organic tea, and the tea samples of all the companies that make organic tea in all production areas were taken back for testing, and the results were always found that many were unqualified. Later, he once went on a business trip in Wuyi Mountain, ate at a tea farmer's house, finished reading her organic tea, and when he was ready to leave, he saw a nameplate on her table that read "Wuyi Rock Tea Making Technique Non-hereditary Inheritor". Du Guoyao was inspired to create truly high-quality tea through tea masters and non-hereditary heirs.
That's what he thought, and that's what he did. He arranged for the whole team to put down the organic tea, go to the website of the provincial cultural departments, find out all the inheritors of the famous tea skills, and visit one production area and one production area again. It took more than half a year to communicate with tea masters of various categories. Then, 8 tea masters were invited to control the tea making process and standards.
And the quality assurance of small pot tea also stems from his polishing of product concepts and details almost "perverted": small pot tea has not yet been sold on the shelves, and the cost investment in product development, design and production line has exceeded 80 million, which is unimaginable to ordinary people.
In terms of tea making technology, small pot tea is also a perfect combination of industrial standardized production and traditional high-quality tea making technology: small pot tea takes the traditional ancient tea process as a standard reference, dataizes the experience, and supervises the production of tea.
In terms of product research and development, Du Guoyao began to establish his own tea gardens in all the core production areas of China's top ten famous teas, committed to taking the road of "whole industry chain + large research and development", modernizing the layout and upgrading of tea production and planting links, establishing a tea industry equipment center and a tea research and development center, gathering more than 80 professional talents, and joining hands with colleges and universities and professional research institutes to jointly promote the innovation and upgrading of the tea industry.
In terms of product production, small pot tea also spent 1.5 billion yuan, in accordance with the industry 4.0 standard to build Huangshan intelligent factory, which is the first set of production, processing, warehousing, logistics in one of the intelligent factory, is also the world's largest intelligent tea factory, with the Production of Huangshan Smart Factory, is bound to make the product quality of small cans of tea more guaranteed, so that its product strength is increased again.
The product is 1, the marketing is 0, and the good product is the fundamental of the explosive product. Nowadays, commercial competition, only rely on marketing will die, the ultimate product force is to create explosive products, drive the core of the rapid growth of enterprises, product strength only to achieve 120 points, in order to kill the market!
Creative marketing, making traditional Chinese tea fashionable
Chinese tea has always been partial to agricultural products, for young people, it is more "old and earthy and complex" stereotype, and the taste of tea is light, not sweet nor exciting, so young people do not like to drink tea. On the contrary, coffee, which represents the West, foreign atmosphere and fashion, is more popular with young people. In addition, the consumption of appearance has gradually become the consumption trend of young people, and it is also the "doing explosive products, and the appearance value is justice" mentioned in the course of our new domestic product president camp.
Therefore, the small pot of tea believes that it is necessary to make Chinese tea fashionable in order to guide young people to consume, how is the small pot tea different from traditional tea, and the tea leaves are fashionable?
1. High-end brand positioning:
In terms of brand positioning, small pot tea is actually a brand tea like Maotai and Chinese tobacco, aimed at those who pursue elegant and high-quality lifestyles, and the sales are actually the symbols of the identity and status of successful people.
2, the packaging value is super high:
As the most intuitive feeling of the brand, the packaging carries the added value of the product. To this end, the small pot of tea found a Japanese design master, after several drafts to determine the packaging of aluminum alloy small cans, and with the ultimate tear film experience and nitrogen filling and other designs, the value of the face instantly rose!
3. Content emotional marketing:
Small Pot Tea is also good at arousing user favor through content marketing that is closer to younger consumers. For example, last year's Mid-Autumn Festival "One Hour of Small Pot Tea God Piece Elevator Advertisement - Remember the name in your heart, thanks":
"Remember the name in the heart thanks" _movie_HD 1080P online viewing platform_Tencent video icon/18px/phone-grey
In the end, only 204 names were written by a plain person, a pen, and a mirror; there was no excited voice, no blood-filled shouting, only faint music. Not in the visual publicity, but through emotional resonance, enhance the texture of the brand, while using "thanks" to resonate with customers, with the launch of the Mid-Autumn Festival thanksgiving theme of the small pot tea gift box.
Not only to meet the demands of consumers, but also in the form of advertising to convey the truth, small pots of tea really understand China's humane society. This "god piece" has been praised countless times, and it has also greatly strengthened everyone's brand favorability for small pot tea.
As teacher Li Guoping mentioned in the course of the new domestic explosives president camp: In the Internet era, tough men must also learn to eat "soft" rice! Creative content marketing based on the understanding of user portraits and user experience, so as to enhance brand exposure and user trust in the brand, is an important step to create explosive products.
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0-10 billion must win the action plan,
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The only standard for continuous growth!
2022.5.13-5.15
New domestic explosives president camp Hangzhou, waiting for you!