China is the world's first tea producing country, but it cannot be the world's first tea power. In the trillion-level beverage FMCG market, tens of thousands of traditional Chinese tea companies are inferior to foreign companies such as Starbucks and Lipton!
To be backward is to be beaten, and to be beaten is to be reflected. Starbucks and Lipton have been dominating in China for many years, the Chinese tea industry has actually been thinking, and the giant of the Pu'er tea industry, Dayi, has long wanted to break the wrist with these strong enemies!
Today, Lu Li came to reveal the secret, a new cutting-edge force that cannot be ignored in Chinese tea enterprises - Dayi Tea Garden!
<h1 class = "pgc-h-arrow-right" > invincible enemy of capital</h1>
In fact, as early as 1995, Dayi had already launched a three-seven ginseng tea bag. Unfortunately, the later domestic tea bag market fell into the vortex of price war and inferior raw materials, and Dayi was forced to launch the tea bag market.
In 2010, Dongguan Dayi Tea Industry Technology Co., Ltd. was established, announcing that Dayi will once again enter the tea bag market with more advanced machines, more perfect processes and higher quality.
Until today, the tea bags produced by Dayi have become famous in Yunnan and Guangdong and other pu'er tea provinces, and have also occupied a place in the national tea bag market, and have been integrated into the supermarket system and opened up new sales channels.
However, in the field of tea FMCG, to which tea bags belong, there is a mountain that is difficult for Chinese tea companies to cross - Lipton. As the beverage giant second only to Coca-Cola, Lipton has sales channels in more than 100 countries.
In the face of an opponent of this level, it is obviously unrealistic to compete with it with tea bags alone. Not to mention the great benefit, even the best Tianfu tea in the field of FMCG is beyond reach.
In the era of the rise of chain beverage stores, Tianfu Tea has launched "cattle spots", a sub-brand that focuses on tea and tea drinks, focusing on young consumers.
However, the opening mode of cattle spots is closely integrated with Tianfu direct stores, so the number of stores where cattle spots are released has been limited by the number of direct stores, and it has been cultivated for many years, and it is still tepid.
Dayi's understanding of the tea beverage FMCG system is also very sober, from the Phoenix plan we can know that at this stage of Dayi's planning, it has given up on the tea bag market and Lipton hard.
But this does not mean that Daye will give this big cake to others. If you can't fight head-on, then wrap around the back, through the key chess piece of Dayi Tea Garden, Dayi Group has issued a clarion call to Starbucks to declare war!
<h1 class="pgc-h-arrow-right" > business philosophy that rises in the face of difficulties</h1>
In 2014, Dayi began to lay out offline tea shops, after more than two years of market research and preparation, Dayi selected keywords are young, modern, aesthetic, warm and innovative.
In 2016, Dayi Tea Garden opened, and what makes people sigh is that the difficulty of the first store is directly full, the domestic flagship store is in the bustling business district of Shanghai, and the international image store is in the Gangnam district of Seoul, where coffee culture is prevalent.
There is a saying in the FMCG industry: as long as your store can survive in Shanghai, then you can open a store in any place, and how to operate in shanghai with high pressure and fast pace is the primary problem in the early stage of the Dayi Tea Garden project.
Seoul, South Korea, is one of the most popular cities in the world for coffee culture, especially in the commercial center of the Gangnam region (강남구), where there is a café almost every few steps, comparable to the status of tea in Changsha.
In the face of the difficulty of opening a store at the hell level and the constant doubts of the industry, The response of Dayi Chairman Wu Yuanzhi has only one sentence: looking forward to playing with heavyweight players.
On the official website of South Korea's Dayi, Dayi Tea Court is an important part, full of aesthetic layout, luxurious and low-key pictures, all confirm the confidence of Dayi Tea Court to make some achievements in South Korea.
And it is also true that the first Dayi Tea Garden in Seoul is not only alive and well, but so far, dayi Tea Garden, the new Chinese tea drinking banner, has broken into the coffee city of Seoul three times.
Bravely breaking into the international Dayi Tea Garden, the domestic answer sheet handed over is also satisfactory, Fuzhou Sanfang Seven Alleys, Xiamen Gulangyu Island, and even xishuangbanna's small scenic spots, have left the shadow of dayi tea court.
From 2014 all the way, the development of Dayi Tea Garden has been thrilling, but can it defeat Starbucks just by relying on the protection of the group?
<h1 class="pgc-h-arrow-right" > Starbucks won't sit still</h1>
If Lipton from the United Kingdom has achieved hegemony in the field of tea bags, then Starbucks, which originated from American culture, has always been the old king of coffee FMCG.
This status is certainly not blown by the wind, in fact, Starbucks once revealed a hint of anxiety: as the value of tea is well known to the public, global tea consumption has been rising in recent years, while the total consumption of coffee has declined.
As early as 1999, Starbucks acquired the Tazo tea brand wholly owned, and in 2012, it acquired the loose tea retail giant Teaana for a premium of $620 million.
Starbucks' acquisition of Teavana attracted widespread attention from domestic tea companies at the time, and the industry speculated that the move was to expand the product line. Sure enough, tea drinks appeared on starbucks counters a few months later.
For consumers, starbucks' style café image is too deeply rooted in the hearts of the people, and the essence of this image solidification is the continuous invasion of Western culture since the reform and opening up.
In Beijing's CBD, Shanghai's Lujiazui and other commercial centers, young white-collar workers in suits and leather shoes and holding Starbucks coffee can be seen everywhere, and a FMCG shop that sells coffee drinks has become a symbol of American petty bourgeoisie.
From another point of view, Starbucks's newly launched tea drink sales are dismal, and the Dayi Group, which originates from the local area and has a strong traditional tea company style, can really do a good job in the modern tea shop that young people like?
In the face of such a strong enemy, Dayi Tea Court also sacrificed its core business philosophy - cultural atmosphere and emerging tea.
<h1 class="pgc-h-arrow-right" > a light and clean environmental layout</h1>
The term tea court, meaning garden attached to the tea room, is derived from the Japanese tea ceremony culture, and in the words of Arvin, the marketing director of Dayi Tea Garden, the tea court is a dojo with a comprehensive scene experience, and it is an impressive tea space.
Rich in the beauty of simplicity and loneliness, the Japanese tea garden, with dim stone lamps and winding paths, advocates the concept of escaping from the world, while the Dayi tea garden conceived from it takes a completely different approach.
Bright lights, warm tea, this warm visual experience, stemming from the simple and comfortable environment arrangement, so that many admiring old tea guests, are willing to sit down and wait quietly.
The existence of tea seems to slow down the time around them and make people have time to think. Compared with the staggered wineries and meals, tea, as a light social medium, also caters to the health concept of young people's health.
There is also a commercial detail involved here, due to the uneven decoration and criticism of Dayi's franchise stores in the early years, so Dayi Tea Court stores all adopt a direct operation model and maintain a high level of management.
If the Dayi Group is compared to a towering tree, then the Dayi Tea Garden is a new shoot from the old branches, which is not only full of vitality, but also promising in the future.
But with only the elegant environment, can Dayi Tea Court defeat the many giants in the new tea market? In this regard, Dayi Tea Court inherited dayi's scientific and technological genes and played a different trick in the tea variety category.
<h1 class="pgc-h-arrow-right" > two-pronged tea variety class</h1>
Hi tea, Nai Xue Tea, Honey Snow Ice City, Tea Face Delight... The current new-style tea market is like a hundred schools of contention. How to seek a breakthrough in characteristics is a tea problem that Dayi Tea Court needs to face.
The new tea industry can be roughly divided into "tea pie" and "milk pie". Tea pie takes tea as the product tone, and all kinds of mixed drinks will highlight the taste of tea, while milk pie is known for milk + sugar, highlighting the sweet experience.
From the name of the tea with frequent patterns, to the colorful tea appearance, to the tea taste with different tastes, the inner volume of the new tea drink is actually quite serious, and the Dayi Tea Garden adopts the two-pronged method of black technology + high value.
Pu'er 7572 and 7542, these two classic products do not need to be brewed, but through the vacuum extraction machine, completely retain the contents of the tea leaves, the taste of tea soup is acceptable, but old tea people like Lu Li may not be used to it.
Pu'er latte, Pu'er ice cream, Pu'er sea salt milk cover tea and other Pu'er tea base drinks, young people who do not pay attention to Pu'er tea can also feel the taste of Pu'er from this cup of tea.
Signature Kim Pu Rui, with a mellow aftertaste and a silky taste, is an innovative tea that draws on the caffeine extraction process and uses a semi-automatic variable pressure extraction mechanism, which is also the most famous tea in Dayi Tea Garden.
In addition, there are sea salt milk cover tea, bubble tea, food tea, and ice-soaked Dian red and Dian green made of high-quality raw materials from the Bada Ecological Base, and the drinks of Dayi Tea Garden are backed by Dayi Technology, and the technical aspects are indeed in place.
<h1 class= "pgc-h-arrow-right" > splendid new shoots of a century-old tree</h1>
Dayi Tea Garden, which is committed to the research and development of innovative beverages, occupies an important position in Dayi's long-term planning, that is, the Phoenix Plan, and in order to promote its development, Dayi also spares no effort to create momentum for it.
At the 2018 Hangzhou International Tea Expo, Dayi Group, as the main participant, had the ingenuity to build two exhibition halls with completely different styles, which attracted wide attention from the industry.
The two exhibition halls, one is still in the traditional tea exhibition area, standing with the old tea companies such as China Tea Lancang Ancient Tea, while the other is located in the Tmall joint exhibition area, which is a microscopic Dayi Tea Garden.
Although the wings of Dayi Tea Garden are not yet full, the direct-operated tea space that mainly sells tea and Hides tea, stabilizes the road of franchise stores on the basic plate, and directly sells tea space that mainly uses tea drinking and fast consumption to open up new markets has begun to appear on a large scale.
This practice of dual-brand operation made Lu Li feel very emotional. During the reform and opening up period, Menghai Tea Factory launched a new brand Dayi, pursuing two brands, a set of teams, and independent accounting practices, thus opening a golden age.
Today, Dayi has bred a sub-brand Dayi Tea Garden, which is aimed at younger consumer groups. The growth of a generation is always accompanied by the aging of a generation, so why not be a tribute?