The world is changing abruptly all the time, algorithms, big data, the metaverse, artificial intelligence, ...... The flapping wings of technological upgrades introduce variables into the present and open up an unbounded future.
Dialogue with AI, in the link with the cyber world, to explore the development of the tea industry, "Say Tea" specially launched "AI Says Tea - Artificial Intelligence Looks at the Tea Industry Special". This article focuses on the ways and means of optimizing channel construction in the tea industry.
Channels, as a bridge between the manufacturer and the consumer, are the key factors to promote the maximization of the benefits of enterprises, and play an indispensable role in the sales of all walks of life.
So in the new era, what is the overall development trend of the sales channels of various industries, and what kind of enlightenment can the tea industry find from it? What is the current channel construction situation of the tea industry, and can it further seek development in line with the times? The spring tea season is gradually coming to an end, how should the tea industry use the channels to further open up sales channels, and "pave the way" for subsequent sales to achieve long-term benefits?
*The following answers are generated by Tongyi Qianwen and Wenxin Yiyan, and are for presentation purposes only and do not represent the views of "saying tea".
Shuocha: At present, what kind of development trend is the overall development trend of the sales channels of various industries in the mainland? What kind of development enlightenment can the tea industry find from it?
Wenxin's words:
The sales channels of various industries in mainland China as a whole are showing a trend of diversification, flattening and internationalization. Here's a detailed analysis of these trends, along with implications for the development of the tea industry:
At present, the sales channels of various industries mainly show the following development trends:
1. Diversification: With the development of science and technology and the change of consumer demand, the sales channels of various industries are becoming increasingly diversified. Emerging channels such as online sales, social media marketing, and live streaming are gradually emerging, complementing traditional brick-and-mortar stores and wholesale channels.
2. Flattening: The traditional multi-level and long-channel sales model is gradually being replaced by a flat structure. This change shortens the sales channel, allowing the product to reach the consumer faster, while also reducing the cost of sales.
3. Internationalization: In the context of global economic integration, more and more enterprises have begun to expand overseas markets, and sales channels have also shown a trend of internationalization. Through cross-border e-commerce, overseas warehousing, etc., enterprises can better meet the needs of global consumers.
From this, the enlightenment that can be found in the tea industry is manifested in:
1. Expand diversified sales channels: The tea industry should make full use of new channels such as online sales and social media marketing to improve brand awareness and market share. At the same time, combined with the offline physical store experience, it provides consumers with a comprehensive and multi-level shopping experience.
2. Promote international development: The tea industry should seize the opportunities of international cooperation such as the "Belt and Road" and actively expand overseas markets. Through an in-depth understanding of the consumer needs and cultural background of the target market, we can develop targeted marketing strategies to enhance the competitiveness of Chinese tea in the international market.
3. Innovative marketing methods: Drawing on the successful experience of other industries, the tea industry can try to adopt new marketing methods such as live streaming and short video marketing to attract the attention of more young consumers. At the same time, combined with the promotion of tea culture, it enhances consumers' awareness of tea and their willingness to buy.
To sum up, the sales channels of various industries in mainland China as a whole show a trend of diversification, flattening and internationalization. The tea industry should keep up with the trend of the times, actively expand diversified sales channels, strengthen brand building, promote international development, and innovate marketing methods to adapt to market changes and meet consumer needs.
What are the characteristics of the tea industry in the construction of traditional mass consumer goods channels and Internet e-commerce channels, and how to optimize the channel construction in line with the development trend of the times?
Tongyi Qianwen:
The tea industry has the following characteristics in the construction and operation of traditional mass consumer goods channels and Internet e-commerce channels:
Characteristics of traditional mass consumer goods channels:
1. Physical store experience: Traditional channels mainly refer to physical tea shops, supermarkets, shopping mall counters and wholesale markets, etc., which can provide physical displays, tasting experiences and face-to-face professional consulting services, enhancing consumers' sensory experience and trust.
2. Obvious regional characteristics: Some teas will form a fixed offline consumer market in specific areas due to their origin, brand effect and other factors, such as specialty stores or time-honored tea houses in famous and high-quality green tea producing areas.
3. Outstanding social functions: Teahouses, tea art performances and other places are not only places for selling tea, but also important platforms for social activities and cultural exchanges.
Characteristics of Internet e-commerce channels:
1. Multi-platform sales: E-commerce platforms such as Taobao, JD.com, Tmall, etc. provide a rich and diverse selection of tea, breaking geographical restrictions, covering consumers across the country and even around the world, and expanding sales channels and customer bases.
2. Convenience and efficiency: The online purchase process is simple and fast, consumers can browse and purchase anytime and anywhere, realizing 24-hour uninterrupted business, which greatly improves the transaction efficiency.
3. Accurate recommendation and marketing: With the help of big data and artificial intelligence technology, e-commerce can make personalized recommendations and implement precision marketing strategies according to consumers' shopping history and preferences.
4. Community interaction: Through live streaming, social media marketing, KOL cooperation, etc., e-commerce channels can create more attractive content, build fan communities, and enhance user stickiness and brand loyalty.
Optimize channel construction in line with the development trend of the times:
1. Integration of online and offline: Implement the O2O model, use offline physical stores to provide high-quality experience services, and combine online channels for booking, distribution and after-sales service to build an omni-channel retail system.
2. Digital upgrading: Use modern information technology to transform and upgrade traditional stores, such as introducing self-service purchasing systems, intelligent tea equipment, etc., and simultaneously creating official websites and mobile applications to improve overall operational efficiency.
3. Data analysis drives decision-making: Collect and analyze online and offline consumer behavior data, and adjust product structure, pricing strategies, promotional activities, etc. in real time to meet the needs of different consumers.
4. Cross-border cooperation and expansion of the international market: use the cross-border e-commerce platform to actively carry out international cooperation and meet the needs of the international market, so that the Chinese tea culture can go to the world and drive the growth of product sales.
Speaking of tea: Spring tea sales are gradually coming to an end, at this juncture, how can tea brands use channels to further open up sales, "pave the way" for follow-up sales, and achieve long-term benefits?
Tongyi Qianwen:
When spring tea sales come to an end, tea brands can make full use of channels and formulate corresponding strategies from the following aspects in order to continue the sales enthusiasm, ensure the stable development of the business throughout the year, and lay the foundation for the sales of tea and derivative products in the following seasons:
1. Inventory clearing and discount promotion: The remaining spring tea inventory is promoted for a limited time, which can be coordinated with festivals, anniversaries and other time nodes, and push preferential information through online and offline channels to attract more consumers to buy. Combined sales, spring tea and other seasonal teas or tea sets, refreshments and other related goods are packaged into gift box sets to increase the unit price of customers and quickly digest inventory.
2. Membership system and points exchange: Establish or optimize the membership system, encourage consumers to become brand members, and lock in long-term customers through activities such as point feedback and member-exclusive discounts. Provide exclusive benefits for members, such as exchanging points for spring tea products, which is not only conducive to the consumption of inventory, but also can increase user stickiness.
3. New product preheating and pre-sale activities: start to preheat summer tea, autumn tea or other non-seasonal new tea products at the end of the spring tea season, and start pre-sale in advance to guide consumers to continue to pay attention to brand dynamics. Publish teaser videos and articles to introduce the characteristics and qualities of new tea, and disseminate them through multiple channels such as official accounts, social media, and official websites to maintain brand popularity.
4. Tea culture dissemination and education: Organize online and offline tea culture lectures, tastings, production process displays and other activities to let consumers understand the multiple values of tea and cultivate the interests and needs of potential customers. Create content related to tea storage, brewing skills, etc., to guide consumers to properly preserve the remaining spring tea and extend its drinking period.
5. Cross-industry alliances and cross-border cooperation: linkage promotion with other industry brands, such as cooperation with catering, tourism, cultural and creative industries, and launch co-branded product or service packages to jointly expand the market. Cross-border cooperation to hold themed activities, such as tea tourism activities, tea cooking competitions, etc., to take the opportunity to promote their own tea brands.
6. Warehousing, logistics and preservation technology: Invest in advanced preservation technology and facilities to ensure that the remaining spring tea maintains good quality during storage, so as to facilitate subsequent sales or use it to develop deep-processed products.
In short, tea brands need to continue to innovate sales methods, combine online and offline resources, and solve short-term inventory problems through refined operations and diversified marketing activities, but also focus on long-term brand building and customer relationship maintenance, so as to achieve long-term benefits after the end of spring tea sales.
Talking tea: What are the possible development directions of the future channel construction of the tea industry, and what impact will it have on the overall development of the tea industry?
Tongyi Qianwen:
In the future, the channel construction of the tea industry may develop in the following directions and have a far-reaching impact on the entire tea industry:
1. E-commerce platform upgrade: In-depth development of e-commerce platforms, including self-owned malls, entry into third-party platforms, live streaming and other emerging sales models, through big data analysis to accurately locate consumer needs, personalized product recommendations, and the use of cloud computing, AI and other technologies to improve the efficiency of supply chain management.
2. Vertical e-commerce platforms and professional markets: For the professionalism and market segments of tea, more e-commerce platforms in vertical fields may emerge to provide value-added services such as professional tea information, evaluation, and education, as well as customized product portfolios to meet consumers' needs for high-quality and personalized tea.
3. Intelligent retail and unmanned vending: New unmanned vending terminals such as self-service tea vending machines and smart tea kiosks will be widely deployed in public places to provide a convenient and efficient instant purchase experience.
4. B2B trading platform: build and improve the B2B trading platform of the tea industry, simplify the transaction links, reduce intermediate costs, improve circulation efficiency, and promote the collaboration and cooperation between upstream and downstream enterprises.
5. Channel sinking and regional deep cultivation: open up the sales channels of the third- and fourth-tier cities and rural markets, tap the potential of the sinking market, and at the same time carry out in-depth cultivation in key tea producing areas and target consumer markets to shape regional brand characteristics.
The development of these channels will greatly promote the modernization process of the tea industry, and the specific impacts include:
1. Improve circulation efficiency: reduce intermediate links and reduce costs, so that consumers can obtain high-quality tea products at a more reasonable price.
2. Expand the market scale: break through geographical restrictions, attract more domestic and foreign consumers, especially the younger generation, and promote the younger tea consumer group.
3. Brand building and upgrading: Through rich channels and new marketing methods, tea enterprises can better shape their brand image and enhance their brand value.
4. Enhance consumer experience: The combination of online and offline methods can provide consumers with more convenient and personalized services and an immersive tea buying experience.
5. Promote industry standardization: a transparent price mechanism and a sound traceability system will help the standardized development of the tea industry and ensure food safety and consumer rights and interests.
From online to offline, from physical stores to e-commerce platforms, various sales channels of tea are constantly expanding and upgrading, and there is still a broader space for development in the future.
Optimizing the construction of channels is not only a way for tea enterprises to revitalize the tea business, but also a major driving force to promote the sustained, healthy and vigorous development of the tea industry.
Do you have any other questions you would like to know from AI?
Editor-in-charge / Lin Jie
Editorial Board Member / Wang Miaorong