Introduction: "Chai Rice Oil Salt Sauce Vinegar Tea" "Qinqi Calligraphy and Painting Poetry Wine Tea", tea as a shining and unique piece of China's agricultural territory and Chinese cultural territory, in people's material life and spiritual world have a special status. Due to the different geographical environment, living scenes, and tea drinking methods, tea leaves from all over China are often accompanied by regional cultures, showing a unique personality charm. How to transform unique regional advantages into an effective driving force for the development of tea brands? Combining the team's more than ten years of tea brand research and practical experience, the public account of Mangzhong Brand Think Tank launched the "One Leaf Creativity" topic, bringing together the team's tea brand cases and appreciating the creative stories behind this piece of tea in the spring tea season with Zhu Jun.
Daflongjing, a regional public brand of tea in Xinchang County, was founded in 1996. For decades, Xinchang people have invested a lot of energy in expanding the tea market and enhancing brand awareness with accurate market insight and communication acumen, making the Dafo Longjing brand go all the way.
With the development of the times, under the background of the industrial development of the east tea moving west, the tea leaves listed early and low in Yunguichuan and other places began to impact the "Big Buddha Longjing" market; affected by the national high-level brand strategy, the brand awareness of local governments quickly awakened, and the regional competition of tea brands gradually developed.
In line with the development of the times, Xinchang County Famous Tea Association invited the mangzhong brand management agency, hoping to use the strength of the professional team to enhance the brand value from the strategic level, and with this as the core, to build a newer and closer link with consumers.
As a long-term follower of the brand, the team conducted a consumer survey on the Da Fo Longjing brand and found that the respondents all mentioned a question: "What is the difference between Da Fo Longjing and West Lake Longjing?" "This has also become a breakthrough for the team to tap brand differentiation."
The Great Buddha Longjing tea is fat and tender, like a Maitreya Buddha who rejoices in wisdom
From the perspective of varieties, both have local group species, Longjing No. 43 and other excellent varieties of suitable Longjing tea; from the appearance point of view, the tea leaves of the general West Lake Longjing look more delicate, and the buds of the Big Buddha Longjing are more fat; from the fragrance point of view, the professional opinion given by the experts of the West Lake Longjing Tea Quality Identification Center is that the West Lake Longjing flowers are fragrant and the big Buddha Longjing chestnuts are fragrant.
As for the difference in taste between the two, in October last year, the West Lake Longjing Tea Quality Appraisal Center made a display to the Qianjiang Evening News hourly news reporter, and took the West Lake Longjing tea sample with a market price of 10,000 yuan / kg (hand-processed by hand in the West Lake group tea) and the market price of 800 yuan / kg of the Dafo Longjing tea sample (mechanically processed by the local group species in Xinchang) to brew into a tea soup. At that time, the reporter concluded after tasting that "this tea soup of West Lake Longjing has a silky taste, a fresh taste, and a sweet and long aftertaste, while the big Buddha Longjing on the side, the entrance feels quite good, but the aftertaste is slightly thicker, and the return is a little weaker." ”
After making a number of comparisons, we found that it is actually difficult for ordinary people to distinguish between two brand products in terms of taste and appearance. At this time, we found an important message on the data of the CARD China Agricultural Brand Research Center of Zhejiang University on the evaluation of the value of the public brand in the Chinese tea region. From the perspective of cultural status, historical resources, popularity, recognition and other indicators, Dafo Longjing is inferior to West Lake Longjing, but in terms of brand strength data of environmental resources, Big Buddha Longjing is better than West Lake Longjing.
The tea garden where the Big Buddha Dragon Well is located is isolated from the downtown area and hidden in the mountains
At the same time, in the previous news reports of Da fo Longjing, we have also seen that local officials have emphasized the difference in growth environment in the external promotion, "West Lake Longjing is the tea that grows in the city, and the Big Fo Longjing is the tea from the mountains." The tea plantations of Da fo Longjing are mainly distributed between the hilly terraces and mountains at an altitude of 300-800 meters, which are far away from the hustle and bustle of the city, where the clear water infiltrates the tea plants, and the soil is rich in organic matter, so that the tea leaves can grow freely. So she carries the fragrance of the mountains, the chestnut fragrance overflowing, the buds stretched, fat and straight.
The main image of the brand uses tea elements to form a "Buddha statue", the Buddha's head is a drop of tea, the Buddha's body is a piece of tea, and the Buddha seat is a tea ripple. The Buddha's body and the Seat of the Buddha are also deformed from the word "Chang", and the overall symbols are a collection of Big Buddha, Longjing, and Xinchang.
Looking closely at the Great Buddha Dragon Well, its body shape is indeed fatter and more tender than other Dragon Wells, like a Maitreya Buddha who rejoices in wisdom. Its name comes from the "First Great Buddha in Jiangnan" in Xinchang, and it is Maitreya Buddha who smiles and greets the world, tolerates the world, and is wise and free. When consumers taste this good cup of tea, the mellow and sweet taste can also let them break free from trivial matters, as if living in the mountains, enjoying a moment of tranquility. Thus the creative brand slogan: "Living in the deep mountains and feeling at ease". The slogan shows the growth environment of Da fo longjing, echoes the regional Buddhist culture, creates a consumption scene imagination for consumers, and the direct deep link between the real brand and consumers shows the differences of the big Buddha Longjing.
The main brand slogan
Brand communication slogan
The brand auxiliary graphic extends with a cup of good tea, vividly and vividly showing the landscape scenery of Xinchang, the tea mountain looming in the sea of clouds, and the meaning of "living in the deep mountain" is fully displayed.
Under the background of the impact of the epidemic and the changes in the consumer market, the Mangzhong team has created the slogan "A cup of good tea, everything is new". The word "Xinchang" not only refers to xinchang here, but also a good blessing for those who buy tea and drink tea to live a prosperous and peaceful life. Xinchang Dafo Longjing Tea Culture Festival, with the help of the theme of "a cup of good tea, everything Xinchang", has achieved a counter-trend upward trend in communication, which has greatly enhanced brand awareness and recognition.
In the 2020 Xinchang Tea Culture Festival, the upgraded "Big Buddha Longjing" brand design elements can be seen everywhere, realizing the close connection between the cultural festival and the core values of the brand.
Hu Xiaoyun, director of the Special Committee of the Mangzhong Brand Management Agency, director of the CARD China Agricultural Brand Research Center of Zhejiang University, and president of the Zhejiang Sustainable Agricultural Brand Research Institute, once mentioned: "The geographical indications of China's agricultural products should form a new type of consumer relationship with modern consumers by building a relationship with modern consumers, so as to truly be protected, developed, upgraded, and extended to a more valuable and broader consumer market." ”
The "Da fo Longjing" brand follows the current consumer's confusion about the differences between different Longjing brands, expounds the brand personality with the slogan of "living in the mountains, feeling at ease", "a cup of good tea, everything Xinchang" to build a consumer emotional link, gives full play to Internet thinking and brand thinking, and becomes a new model for the dissemination and interpretation of geographical indications of agricultural products.