In recent years, the tea market has been hot, and the tea industry has been constantly changing and involution, but the new Chinese tea brand Bawang Chaji from Yunnan has quickly become popular, and has been dormant for 6 years and has been singing all the way to the new head brand of milk tea.
Although Bawang Tea Ji is a little hot to read, although its co-branding has repeatedly overturned, it still can't hide its super popularity, when the new Chinese tea drink swept the country, queuing up to buy a cup of raw leaf fresh milk tea has become a new way of life. For a time, Bawang Tea Ji became the popular king of milk tea that everyone talked about on the streets.
In terms of marketing, Bawang Chaji has continued to revitalize the circle of fans, such as co-branding with "Tomb Robbery Notes", sponsoring Wang Jiaer's concert and so on. Recently, Bawang Chaji actually launched a dream linkage with the "Cosmic Exploration Editorial Department", inviting users to read poems while drinking tea.
Overlord Tea Ji x King One Pass Dream Linkage
Meet friends with tea with spring poems
In April last year, "Space Exploration Editorial Department" was released, which presented an absurd and comical "Into Science" in the form of a pseudo-documentary. A total of 336,000 people scored a high score of 8.1 for this film on Douban, and the protagonist Sun Yitong in the film became popular all over the Internet with the interesting characteristics of the iron pot on his head and the export of poems, and Sun Yitong's poems have countless fans, and were evaluated by netizens as "absurd but romantic".
A large number of young people even borrowed Sun Yitong's poems to do poetry experiments at the entrance of the campus cafeteria and on the telephone poles on the street, "taking away the poems left by Sun Yitong".
coincided with the first anniversary of the release of "Cosmic Exploration Editorial Department", and in this just spring, Bawang Chaji invited Wang Yitong, the screenwriter/star of "Cosmic Exploration Editorial Department", to serve as the recommended officer of Spring Good Tea and presented a customized poem "Spring Prayer" to tea lovers.
"Kasuga Prayer"
May you have the freedom to enter and exit the labyrinth
The courage to close and knock on doors
May you find the mussel shells shining and the insects chirping
The days of escape are confirmed by the loneliness of the starry sky
May you look directly at the hope of spring, and the stretch of the secret track in the forest
Close your eyes and pollinate with your sleeves, and your heart will blossom
Move to the change of seasons, and you have to make tea at leisure
May you pluck a leaf of an island and cook a cloud
Fireworks bordered by tides
Peacefully vomited
This song "Spring Prayer" expresses the good wishes of the brand and Wang Yitong to users, hoping that users will have the courage to flee at will, stroll in the forest, feel a moment of leisure and freedom, pick a leaf island, cook a cloud, and be at ease, which is in line with the concept of "meeting friends with tea" of Bawang Tea Queen.
Around this small poem written by Wang Yitong, Bawang Chaji also launched a series of spring-related peripherals: a text plate with spring poems, seed cards and spring poetry magazines, which can be obtained by purchasing a designated package.
The plate combines the brand's iconic visual element "Ancient Tea Horse Road" with the colors of spring. The three spring dinner plates are printed with spring poems by Neruda, Tagore and Pessoa, and each poem captures the spring atmosphere.
Spring is fresh and you can cut all the flowers
But you can't stop spring from coming
- Pablo Neruda
Every open rose
All bring me the greetings of the rose in the eternal spring
- Rabindranath ▪ Tagore
The moon is high in the night sky, and it's spring
I think of you, and my heart is whole
- Fernando ▪ Pessoa
Print the spring poems on the dinner plate to make peripherals, so that the romantic atmosphere of spring can be brought to people from the online line, bringing users a spring romance.
In addition, there are three spring poetry seed cards, which are printed with excerpts from Wang Yitong's customized poems, blue for bellflowers, pink for poppies, and yellow for daisies.
Bawang Chaji also cooperated with Wang Yitong and Kan Ideal to customize a podcast to explore the lifestyle and attitude expression of drinking tea and reading poetry in spring. talked about the interesting behind-the-scenes stories of "Space Exploration Editorial Department", enriching the spiritual world of young people.
Young poets are invited to write poems for the product
Give consumers a spring romance
Nowadays, young people are in love with writing and reading poetry, and if you look at social media, you will find an interesting cultural phenomenon, with social platforms such as Xiaohongshu, Bilibili, and Kuaishou surging with poetry. Poetry, a genre that was marginalized after the nineties, is now quietly undergoing a cultural renaissance on the Internet.
In Xiaohongshu, there are more than two million "poetry" notes, from nearly 900,000 creators, mainly young people of Generation Z;
At station B, Mr. Dai Jianye, the owner of UP, and Mr. Youshan, the owner of UP, initiated topics such as "I write poems at station B", and on average, tens of thousands of poems contributed by netizens can be accumulated in a month, forming a craze in the station.
In Kuaishou, more than 600,000 people are writing poems, and they come from all walks of life, farmers, workers, teachers, businessmen......
More and more young people are expressing their emotions with the help of poetry, a romantic literary genre, and at the same time, they are also infecting more young people who are keen to read poetry and taste poetry with words.
In Xiaohongshu, @焦野绿的诗受到网友的欢迎, because of her passion for writing poetry, she has gained 30w fans, and she not only writes poems in daily life, but also writes poems for brands.
Spring is the most suitable season for drinking tea and reading poetry, Bawang Chaji not only invited Wang Yitong to write poems for the Bawang Chaji brand, but also the very popular wild poet @Jiaoyelu on Xiaohongshu, wrote exclusive "small poems" for "Boya Juexian", "Qingqing Nuoshan" and "Gui Fu Lanxiang", in-depth interpretation of #Tea friends spring poems#, giving the content a spring life atmosphere.
"I've Drunk to Spring"
The sandalwood table has a new pot of orchid, and the room is quiet
There is a pot of tea boiling in the furnace, and the fragrance lingers
The eyes of the moon are moist, flowing slowly among the laurel trees
The sweet air fills the sleeves of the flip book
I want to write to you from afar
I've drunk it until spring
"Traveler in the Green Mountain"
Aoyama 迢迢
A traveler is as small as a chestnut
The camellia of my hometown must have bloomed all over the spring
Grandma's puppy is full of glutinous fragrance and tea fragrance in the courtyard
Chasing the tail leisurely whirling
Drinking Spring River Water
Boya is on this side, and his confidant is on the other
I sit on the shore with clothes, and the flowers fall into a mat
Lean over to warm the spring water and soak the tea leaves in the water,
I don't know the spring that I drank in my childhood,
Is the tea more fragrant, or the dew and floral fragrance are deeper?
The three poetic poems interpret the deep meaning of the product at a deeper level, adding a romantic spring to the three products of "Boya Absolute String", "Qingqing Nuoshan" and "Guifu Lanxiang".
Empower the brand with traditional culture
Strengthen brand cultural assets
When the brand taste and packaging of the tea track have been rolled to the extreme, culture has begun to become a new barrier for tea brands.
As a representative of the national style tea drink, Bawang Tea has always insisted on empowering the brand with culture, and has always implemented the brand core of "meeting friends with tea", and launched brand actions around this.
In January this year, Bawang Tea Ji invited cultural scholar Ma Weidu to popularize the millennium tea culture and launched a "tea culture space" tour in 20+ cities across the country.
It also joined hands with the fashion magazine "ELLE" and actor Gong Jun to launch the "Tribute to Intangible Cultural Heritage" activity. Jieyang, with the theme of "fireworks and fire dragons", allows the intangible cultural heritage to take into account the brand spirit and fashion tonality, and continuously injects cultural heritage into the brand and products by taking advantage of the traditional culture.
OVERLORD CHAHIME CHAGEE
, Like917
Recently, Bawang Chaji launched a new product "Awakening Spring Mountain", the packaging is taken from the intangible cultural heritage "Hangluo", and combined with the "Oriole in the Willow Waves", one of the ten views of the West Lake, to paint, from "a cup of dragon well" to "a whole spring", Bawang Chaji uses culture to empower products and strengthen the cultural attributes of the brand.
OVERLORD CHAHIME CHAGEE
, Like2391
By excavating traditional Chinese culture, Bawang Chaji turns the product into a work of art, finds the cultural identity at the bottom, makes it a brand with higher value, and constantly broadens the "tea-style new life" of young people.
With the help of these cultural activities, they not only convey traditional Chinese culture, but also establish an emotional connection with young consumers, and achieve effective communication between brands and consumers.