"Tricks" are varied, with special "flower language tea words" to convey friendship; "breaking the circle" to play cross-border, jointly named the National Museum of China out of the new; renewing "Yutaixiang", dialogue with history... "on the new" Wu Yutai, stunning unlocked the "national tide" new way of playing.
Wu Yutai, a 134-year-old tea brand in Beijing, has accompanied the growth of generations of people, a wisp of flower tea fragrance, fresh and lasting aroma, mellow and sweet taste, clear and bright soup color, a hundred years of time.
Now, when old brands meet new consumption, how to talk to young people? For example, how to make young people fall in love with drinking tea too? Wu Yutai, who "does not obey the old", has his own clever tricks.
"Flower Language Tea Talk": Convey special friendship
Each kind of flower has its own flower language, such as jasmine, orchid, rose and osmanthus flower, which means: indifferent, noble, grateful and struggling. Tea also has tea language, for tea lovers is not only that cup of healthy and good tea, but also means "life is like tea, tea is like life", tea has ups and downs, people have gains and losses, just like life's ups and downs. Combining flowers with tea, different "flower language tea words" are to tell different friendships and blessings.
In September this year, Wu Yutai launched a new series of "Flower Language Tea Words" series of products, the logo design uses a simple seal shape, the "Flower Language" is integrated into the inner box design, building a bridge of emotional communication, so that the product has an "anthropomorphic personality", which is both "Flower Language Tea Language" and "Flower Tea Language".
Good tea also needs to be beautiful, so Wu Yutai also carefully designed six colors of enamel master cup, elegant and chic. The "Huayu Tea Talk" series of products also introduced the concept of "blind box" for the first time, and the gift box was randomly equipped with two different colors of enamel master cups, bringing special surprises to everyone.
Hand in hand Guobo: "Painting and Tea" elegant collision
Wu Yutai, who makes tea, and the National Museum of China, hold hands, what kind of spark will collide?
Wu Yutai and the National Museum of China's official brand Guobo Meijing, with the collection of "Hundred Flowers" as the design inspiration to launch the flower language tea Guobo joint gift box, will surely bring you a different taste.
Inspired by the scrolls of ancient scrolls, the inner jar is delicate and elegant. The main picture elements of the tank body extract the four flower shapes of orchids, jasmine, roses and osmanthus in the "Hundred Flowers Diagram", and quote the poems inscribed by the Qianlong Emperor of the Qing Dynasty for the "Hundred Flowers Diagram", giving traditional cultural connotations, and attaching a miniature version of the "Hundred Flowers Diagram" picture scroll panorama card, which increases the collection value.
The elegant collision of painting and tea is a combination of traditional culture between the old brand and the museum. Red and gold color matching, "tea mountain" and "flowers" as the core elements, the connotation of "plain, pure, clear and elegant" is displayed. Express different tea flavors, taste and fun, fragrant tea to increase a sense of elegance, poetry and painting to give a wisp of freshness.
Traveling through time and space: renewing "Yu Tai Xiang" and historical dialogue
"The aroma is fresh and lasting, the taste is mellow and sweet, the soup color is clear and bright", behind a wisp of "Yutai Xiang" fragrance wafting for a hundred years, is Wu Yutai's jasmine tea making technique that has been tempered by a hundred years of history and brought together the wisdom and painstaking efforts of several generations of tea people.
Following the concept of "collecting only fear is not exhausted, the system is not refined, and the only fear is not allowed to send", adhering to the unique skills of "self-picking, self-weaving, self-fighting", it has formed nine own flower tea production processes, and has been listed by the Ministry of Culture on the national intangible cultural heritage list.
Today, Wu Yutai still maintains the unremitting exploration and pursuit of jasmine tea products. On the new Tea Tiangong Millihua Tea Boutique Gift Box, about 27,000 buds per kilogram of tea leaves are selected to pick single bud tea blanks, and the tea leaves are tender and rich in substances. Each 100 kilograms of fresh and tender tea blanks are supplemented by 1100 kilograms of jasmine flowers, and after ten pounds, innovative development of fragrant and mellow jasmine tea.
The design of the gift box is also based on the theme of the tea house scene map that spans the century, and uses tense line art to show the architectural characteristics of the two eras and the street scene of the tea market. Through the unique pull-out box structure, the scene conversion of the main screen is realized, before opening the box, the original appearance of the old tea house in ancient Beijing is restored, and after the box is opened, the picture switches to the modern commercial street scene and looks new. It is a good organic integration of cultural concepts and design creativity, just like traveling through time and space, witnessing the development process of Wu Yutai's century-old history with tea appreciators. The fragrance of tea, the fragrance of flower tea, but also pray for tea people, tea guests and tea business to have a more brilliant tomorrow, a more brilliant future.
"Tricks" are plentiful: "planting grass" young people
Innovative flower tea, tea ice cream, tea drink, tea refreshing sugar, tea dim sum, tea mooncake, tea rice dumplings... On major social platforms, Wu Yutai's innovative products have become a "punch card" weapon for many young people.
Why can the hundred-year-old Wu Yutai frequently "plant grass" young people? It is reported that in the face of young consumers after 90 who are becoming the backbone of consumption, Wu Yutai has tried every means to make efforts in the three aspects of quality, variety and taste, making tea with heart and making tea professionally, while being brave in innovation, and constantly developing products that meet the tastes of young people, "circle powder" young consumer groups.
It is worth noting that in recent years, while deeply cultivating the quality of tea, Wu Yutai has also proposed "Solid Foundation Peiyuan" and implemented the "Flower Tea Strategy" according to the changes in the market and the psychological habits of consumers, which not only inherits the precious jasmine tea production skills left by the ancestors, but also integrates the fashion concept into traditional culture, digs deep into the product connotation, and closely combines tea culture with products and marketing.
It is reported that in order to continuously meet the new needs of consumers and develop "new" flower tea, Wu Yutai's team has traveled all over the country, carefully selected hundreds of kinds of tea blanks, broken through the traditional consumption cognition of flower tea using jasmine and green tea, played a "new pattern" in the selection of varieties of flowers and tea blanks, and developed new varieties such as orchid flower tea, osmanthus oolong tea, jasmine black tea, rose black tea, etc., enriching the category of flower tea while inheriting the tradition.
While deeply cultivating product innovation, Wu Yutai's reform at the new retail level has also made consumers shine. Upgrading the store ERP system, adding PC scales and self-service shopping machines, Wu Yutai changed the previous checkout method of first issuing invoices and then paying money and then taking tea, saving customer consumption time. Online and offline coordinated development, in more than 500 chain stores all launched on the WeChat mall, tap new consumption potential, to achieve o2o. Test the water of "live streaming with goods", try short video marketing methods, etc., and create a new model of "old brand + style + experience". These innovative moves, relying on new technologies to transform in the direction of digitalization and continuous exploration, have provided new impetus for Wu Yutai's new development.
Obviously, in the face of the stereotype of many people on the old brand, Wu Yutai, a 134-year-old "old gentleman", broke the traditional cognition of young people about "the cup of tea in the hands of the fathers" with innovation and transformation, and promoted the use of the Internet to carry out precision marketing and build an online and offline integrated marketing system, expanding the influence of the old brand in young consumer groups and reshaping the brand vitality.
"China's time-honored brands must continue to develop, and we must not forget the 'root' and 'soul', 'root' is the skill of the old brand, and 'soul' is innovation." Zhao Shuxin, chairman of Wu Yutai, believes that Wu Yutai will always uphold the business philosophy of "not forgetting the original intention and constantly innovating", and dig deep into the unique cultural connotation and core competitiveness of the century-old brand enterprise in order to maintain its vitality and vitality forever.