I. Introduction
China has a tea culture for thousands of years, and drinking tea has become a necessity in people's lives. However, consumers' understanding of tea culture is not profound. Treat people with tea, treat guests with tea, has become a way of hospitality, the way of doing things. Tea people in China advocate a natural and extraordinary lifestyle, so do drinking tea and making tea. Tea was born between the peaks and valleys in Shan Ye, and exposed to deep valleys and rocks in spring. Both of them are bred in the beautiful valleys of green mountains and become symbols of being far away from the hubbub and close to nature. The cleanliness, purity and purity of tea are the tastes that people pursue. Both man and nature have the same fate of giving up. Ming Luquan's pursuit of tea tasting is to seek lofty artistic conception and "true interest in the pot" in peace and indifference, simplicity and truthfulness. In the process of making tea, for tea and water, for people and art, it is an extraordinary spirit and a high-level aesthetic exploration. For today's people, drinking a cup of tea is so particular that most of them are difficult to understand. That's because the ancient form and content of tea ceremony in China have been lost, and many people don't even know that there is China Tea Ceremony. This product is closely connected with the tea culture in China, which conforms to the culture of China and shows the difference from other teas, thus opening up a new tea market and promoting the development of tea industry.
Second, the purpose of marketing planning
Break the layout of selling tea in the industry, such as Tieguanyin and Maojian tea, but create a brand to let consumers have a new understanding of tea. Drinking tea is no longer a living habit, but has risen to a realm and a taste. Combine tea with people's personality and taste, open new sales channels and occupy the market.
Third, the marketing environment analysis
(A) the status of tea in China
1. Tea is a traditional drink in China, with consumers all over the country.
2. The tea production in China is increasing year by year, ranking first in the world, but the overall quality is not good.
3. The marketing strategies of existing tea brands are basically based on the origin brands of tea, with few bright spots.
(B) the disadvantages of tea marketing
1 and the six major tea series all continue the traditional production technology, resulting in the same technology and homogeneous products.
2. Tea name and packaging are the same cultural style, lacking freshness.
3. Different degrees of green, bitter, astringent, boring and stale make young consumers avoid it.
4. The antique teahouse is out of proportion to the indecent behavior and consumption performance of tea drinkers.
5. The promotion of tea is based on inheriting history and promoting culture. The tea culture in China is extensive and profound, which often fails to achieve the expected results, leaving consumers puzzled.
Most young consumers think that drinking tea is an outdated behavior.
(3) Competition situation
At present, there is no tea named after Chinese culture in the market, and most of them have regional brands for decades or even hundreds of years. Therefore, it is obviously very difficult to promote China's tea culture with regional brands, so once Boran tea enters the market, it will be out of the state of no competitors.
(4) Sales channels
Most of the tea in the market is sold by small teahouses or retail stores, and the sales channel is single, which is not suitable for expanding the market scale. Tea is regional, and it is difficult to sell in large quantities due to the restrictions of transportation and preservation.
Fourthly, SWOT analysis.
(1) Advantages: This kind of tea directly plays an aspect of China tea culture, and makes consumers understand that drinking tea is not only a living habit handed down from ancient times, but also a charm embodiment of life realm and people's taste. State of mind-quiet and indifferent. By the way, it deeply embodies the essence of Taoist culture in China. Whether giving gifts or asking for more happiness, it can reflect consumers' rich experience and unique taste.
(2) Disadvantages
Because this kind of tea has just entered the market, consumers' cognitive level is certainly not very high, so a lot of manpower and material resources should be invested in publicity, and the early market research work is also essential. Generally speaking, publicity is still the top priority of sales.
(3) Probability
With the improvement of people's quality of life and the constant change of life taste, consumers' pursuit of spirit is also extremely urgent, so face consumption has gradually become a new consumption mode. Consumers no longer pay attention to the quality, price or practicality of products, but pay more attention to the face value brought by their addition. With the domestic industrial chain getting longer and longer, people pay more attention to products that can give themselves gold. To sum up, this kind of tea still has a very broad market.
(4) threats
In order to better develop the tea industry in China market, some enterprises began to position the tea market as culture. At this time, the tea that enters the market with the brand-new concept of China tea culture is bound to cause an uproar, and may also produce fierce cultural competition.
To sum up, the promotion of this tea should be preemptive, ahead of any competitors, and occupy the tea consumption market with preconceived ideas, thus opening up sales.
Verb (abbreviation of verb) brand planning
(1) target market
1, age: over 35 years old, mainly male.
2. Income: the annual income is more than 200,000 yuan.
3. Occupation: business owner, unit leader, social elite.
4. Region: provincial capital cities, special economic zones, municipalities directly under the Central Government, and cities above the second level.
5, use: daily drinking, gifts to relatives and friends, filial piety to parents, corporate gifts.
(B) brand positioning
This tea will be positioned in the high-end tea market, and the brand positioning is tasteful and dignified.
Six, marketing strategy
(A) product positioning
1, Boran-Tiankuo, the top gift tea, the consumer group is the king class with top wealth and pursues the most desirable and beautiful goals.
2, Boran-Dibo, high-grade gift tea, the consumer group is the local rich, I hope to get the respect of the society and people around me.
3. Boran Wufeng, a mid-range gift tea, is consumed by civil servants, managers of enterprises and institutions, executives of private enterprises, top white-collar workers, etc. These people pay attention to quality, brand and grade, are frequent visitors to high-end clubs, and experience the leisure and calmness of life after work.
(2) Pricing
1, Boran-Tiankuo, 888 (500g)
2. Boland Dibo, 666 (500g)
3. Boran-Wu Feng,188 (250g)
(3) Distribution channels
1, flagship store: consumer
2. Franchisees: consumers
3. Specialized tobacco and liquor stores: enterprises, institutions and consumers.
4. Group buying dealers: enterprises and institutions.
5. Online dealers: consumers
6. Supermarket gift cabinets: consumers
7. Enterprises, institutions and consumers.
(4) advertising
1, media advertisement
Slogan: calm and indifferent, the operation mode of nature park
2, ground promotion
Retail terminal stores have vivid images and enrich promotional activities.
Seven. action plan
(1) The most tasteful Bo Ran male selection activity in China.
1. Publish and disseminate information about the selection activities on the Internet, and invite netizens to participate in the proposed assessment criteria, thus forming the assessment criteria for Bai Rannan.
2. According to this standard, public bidding is conducted online. Netizens can sign up for the competition according to this standard, and submit their self-introduction and special exhibitions to the corporate mailbox.
3. All the contestants will choose the final Bo Rannan through the preliminary contest, semi-final contest and final contest, and the winner will receive a beautiful gift from our company.
(2) In-depth seminar on tea culture
Our company will invite tea culture experts from China to meet tea friends and exchange tea culture in China.
(3) "Bolan Cup" Tea Culture Blog Competition
Eight. conclusion
Tea culture in China has a history of thousands of years. How to sell tea well based on China's cultural tradition is the marketing core of Boran tea. Boran Tea Industry has carried out the above-mentioned planning scheme with the life concept of bringing high quality and high taste to consumers, hoping to add new connotation to the ancient tea culture in China and make the tea industry in China develop better and better.
Tea Marketing Planning (2)
First, the reasonable positioning of tea marketing planning scheme
The most important thing in business operation is "local atmosphere" and "popularity", which is not superstition. "Local atmosphere" mainly depends on whether there is a commercial atmosphere in this place and whether this commercial atmosphere is suitable for the goods we operate. "Fame" mainly refers to whether there are customers in the place where we operate and whether these customers have psychological motives to buy our goods.
As a special commodity, tea not only has the functions of drinking and health care, but also embodies its cultural and artistic value. It can make people pure, elegant and clean, and return to nature-the choice of tea shops can be summarized as follows according to the characteristics of tea:
1, bustling business center: These areas have strong business atmosphere, large passenger flow, complex shopping levels and high purchase frequency. Most consumers have strong characteristics of seeking quality, quality and beauty, but the cost of house price or rent is relatively high, and the competition is particularly fierce. Therefore, before entering, you must carefully consider and analyze whether you have manpower, financial resources and material resources. If you have the conditions, it is certainly right to enter the "business center". However, if you don't have the strength, you must not act rashly. These places need high-grade tea, so you should pay attention to the brand and the variety of famous tea. Tea sets should be matched with tea books related to tea, such as purple sand, porcelain and glass tea sets.
2. Hotels and restaurants: Hotels and restaurants are places where business travelers live. Most of them don't bring tea and can buy it at any time. And in order to visit relatives and friends, bring some tea, which is elegant and not vulgar, and the restaurant should also use tea. "Guests come to make tea" is the traditional etiquette of China people. It is worthwhile to open a tea shop next to the hotel group, and the rent should not be too high. At the same time, you can rent the management hall of the hotel, which can enhance the style and combine it with tea art.
3. Traffic Avenue: These places have a large flow of people, mainly to attract customers. Therefore, these places pay attention to the external attraction of tea shops, with novel varieties and preferential prices, which are suitable for some businesses with older brand names and larger intangible assets. It's better to be someone who just started blindly opening a tea shop.
4. Residential areas: Tea is a necessity for residents' consumption, and the risk of choosing residential areas is generally small, but at the same time, the business styles of tea shops are different for different levels of residents.
A. Old areas: These residential areas are characterized by primitive China, industriousness and simplicity. Tea should not be too high-grade, tend to the middle and low grades, pursue low profits, the sales staff should be flexible, pay attention to popularity, the quality of tea should be stable and the reputation should be good.
B. New District: The consumption of such residents is relatively advanced, and their material wealth and spiritual civilization are relatively improved. Operators are required to have slightly higher grades of tea varieties, richer varieties and more new varieties to keep up with the new trend of tea varieties.
C. High-end property areas: These people are the first to get rich after the reform and opening up. They have a high living standard and a fast pace. To open a tea shop in this area, the taste is higher and the price is higher. It is required that the quality of sales staff should be better, the packaging should be exquisite, the packaging speed of tea should be faster, and some high-grade gifts and high-grade tea sets can be added at the same time, and the business hours should be longer.
D. industrial residential area: now some cities have formed an industrial area, such as veteran cadres' area, teachers' area and star area. Tea operators should adopt different management methods according to the characteristics of different groups of people.
E. bazaars: these places have a large passenger flow, but most consumers are good shoppers. They demand affordable tea, and they often take preferential measures to promote sales.
F, near the school: intellectuals are the main customers, the facade should not be too luxurious, there should be many varieties, the price must be low, and the salesperson should have rich knowledge of tea.
There are some other places: tourist attractions, for example, are not suitable for large-scale operation, and some commemorative packaged teas should be properly managed.
Second, the tea shop decoration tea marketing planning scheme
Tea shop decoration mainly highlights the characteristics of tea industry, so that customers can have a harmonious and beautiful psychology. The decoration of tea shop can be divided into external decoration and internal decoration. External decoration mainly attracts customers to browse in the shop, while internal decoration mainly stimulates customers' purchasing motivation.
There are the following elements:
1, external modeling: The external modeling must highlight the elegance and childlike innocence of "tea".
2. Signboards: Signboards are permanent advertisements, which should stimulate consumers' curiosity, attract consumers' attention, facilitate consumers' memory, and also reflect the style of tea shops. Generally, tea shops use traditional styles, with rectangular plaques, large pieces of black paint as the background, gold-plated characters as the roll call, and celebrities are invited to write and carve them, which is solemn and magnificent. Alternatively, it can be painted with varnish, inscribed by celebrities, and then carved.
3. Couplets: If you use a good pair of couplets, it can better reflect the cultural and artistic atmosphere of the tea shop.
4. Window: The window is the first exhibition hall of a tea shop, which can directly stimulate consumers' desire to buy. Try to design the window as large as possible, and you can put some attractive tea leaves in it, such as fresh-keeping tea, scented tea and health tea with loud advertisements, and you can put a proper amount of tea sets. You can make a few cups of beautiful tea in a transparent glass and change several varieties every few days. The lights in the window should be brighter, and the tea, tea set and tea on display should form a beautiful picture.
5. Store door: The store door of the tea shop should be as big as possible, and the lighting should be good. At the same time, we should also consider security.
6. External lighting: The external lighting of the tea shop must be bright, preferably white or green, not red. If you use one or two green spotlights, you can highlight the attraction of the tea shop.
7. Store name: The name of the tea shop mainly reflects the unity of the operator's personality and the harmony of tea culture. A good name is the key. You can use traditional time-honored brands or combine your own thinking according to the characteristics of tea.
Third, the pricing rationalization of tea marketing planning scheme
The selling price of tea has always been a difficult problem. The upfront price is too high. Through the media, consumers "stop watching tea". Nowadays, due to fierce competition, many people sell too low, and some even lower than the cost price, resulting in vicious competition. I think there must be reasonable pricing while maintaining good quality. First of all, we must determine the production cost price. After calculating the operating cost and your reasonable profit, we should make a reasonable price with reference to the market. We can neither make huge profits nor compete at low prices.
Fourth, do a good job in the health and surrounding environment of tea marketing planning scheme.
Tea is a very delicate drink with strong rot absorption. Hygiene in the shop is very important. Shops must be clean. Counter, shelf, tea bucket and tea box should be cleaned at least twice a day, leaving no dust. Pay special attention to the surrounding environment and see if there are any odorous objects nearby, such as perfume and alcohol.
Five, tea marketing planning scheme to improve the overall quality of sales staff.
The key to the operation of tea shop lies in the comprehensive quality of the clerk, who is the eyes of tea shop. Improving the comprehensive quality of shop assistants is the most critical link to open a good tea shop. As a tea shop assistant, one must first have a good cultural quality, and it is best to know one or two foreign languages and master tea-related professional knowledge, including the types, producing areas, quality standards, characteristics, brewing methods and storage methods of tea. At the same time, there are comprehensive knowledge, such as tea ceremony, tea ceremony, tea tasting, tea fighting, tea history and so on. The clerk is the key to dealing with customers directly, which is related to whether the tea shop can produce benefits.
Six, tea marketing planning scheme to establish a standardized financial system.
Management must establish a standardized financial system, which can not be ignored. No matter who you use, you should do a good job in the accounts of purchasing, selling, stocking, preferential treatment, cash loss reporting and month-end inventory.
Seven, tea marketing planning scheme to establish a strict business system.
As an operator, we must do a good job in the business system, otherwise, the management will be chaotic.
(1) Go to work at eight o'clock in the morning on time, improve the hygiene in the store, keep the counter clean, and get ready for business.
(2) Start business at 8: 30 on time, and wear the work clothes neatly. Salespeople are not allowed to wear makeup, perfume or dye their nails when they go to work.
(3) In the course of business:
1, smiling service, dignified behavior;
2, when selling goods, be accurate, accurate in pricing, accurate in collection, take pains to ask and take pains;
3. When delivering goods, be polite, and don't throw things around.
4. When you meet unreasonable customers, you should scold, patiently explain and warmly receive every customer.
(4) After work, they clean up cash, pay money, clean up business tools, sort out goods and clean up shelves.
Eight, tea marketing planning scheme to do a good job of after-sales service.
In the process of closing the transaction, the clerk must do a good job in pre-sales and in-sales services, which is of course. But after the transaction, the customer has paid, and after-sales service is particularly important, such as packaging and bagging. Send the guests out politely and leave a good impression on the customers. At the same time, some customers have to return or exchange goods because they are not at ease with the taste of our store and can't find a reason to refuse. At the same time, they should set up customer files and listen more.
Nine, tea marketing planning, advertising and promotion.
The importance of advertising and promotion to enterprises is well known. If you have the conditions, you can make full use of TV and newspapers. Those who do not have the conditions can also use salespersons and salesmen to print some small advertisements for publicity. Promotions should be in various forms and can be discounted. You can also give some tea-related gifts according to the purchase amount, such as tea sets and tea books. Whether advertising or promotion, we must win the trust of customers and not deceive customers. Your words and deeds are consistent.
Ten, tea marketing planning plan to prepare for long-term operation.
As a special kind of consumer goods and art, tea needs a long time for consumers to accept and evaluate its taste, taste, intrinsic substance and grade. This requires operators to be patient, and it doesn't matter if they don't make money for a few months or a year. Need to constantly promote and improve according to customer requirements. Although opening a tea shop is not as "protracted" as the eight-year war of resistance, it will take two or three years.
And gradually move towards the chain: because the modern market operation is more and more standardized, the profits are more and more even. If one or two tea shops you run have good benefits and you have accumulated a lot of intangible assets, you must not sit still, let alone spend the money you earn. You should sum up successful experience, cultivate talents, expand business points and move towards chain on the basis of gradual stability. Only in this way can we save costs, be conducive to competition and be invincible in the tea industry. To open a chain, you can first set up a distribution center, establish and improve various rules and regulations, select talents, and copy the points that have been managed well. In this way, your business will continue to grow and develop.
Tea Marketing Plan (3)
As an operator, to meet the market demand, we must first understand the tastes of consumers in this region: whether the final decision on the quality of tea lies with consumers, and the key for operators is to supply it according to consumers' tastes. Consumers in different regions have different tastes, and so do every region in different regions. This requires operators to make frequent investigations and studies, have extensive contact with consumers and update their tastes according to their needs.
Secondly, commodities should have an all-round three-dimensional structure: there is a difference between the three-dimensional structure of commodities and the complete variety:
First, on the basis of complete varieties, increase different grades of tea, such as "Dahongpao" with super, super and first grade before Ming Dynasty; Black tea includes the first spring, the second spring and the third spring.
Second, it deals in tea and tea-related commodities, such as tea sets, tea books, refreshments, tea, tea health products, tea characters, tea paintings and Four Treasures of the Study.
Third, the commodity display is orderly: the commodity display directly affects consumers' feelings about the tea shop. Different kinds of tea and tea-related products must be displayed reasonably.
The first is classification, such as rock tea area, black tea area, gourmet tea area and tea set area.
Third, the grade can make consumers clear at a glance. It is best to put a brief introduction of tea (origin, grade, characteristics, etc.). ) in each area and then the overall layout. According to the overall environment of your business, tea, tea sets, etc. It should be structured with the inside and outside of your store, so that the displayed goods are in harmony, forming a pleasing and refreshing three-dimensional picture, giving customers a feeling of lingering, and at the same time reflecting order, diversity and diversity.
Then it is necessary to integrate tea tasting, tea shops and tea art. If the area of tea shops allows and the economic strength can keep up, it is best to integrate tea tasting, refreshments and tea art. ..
A unique tea shop is connected with a small teahouse with unique flavor. The teahouse has an elegant environment, with several calligraphy and paintings, potted plants, original wooden tables and chairs, an exquisite tea set on the table, some exquisite refreshments and a well-dressed tea girl hanging on the wall. Come to several tea performances regularly, or perform for a long time, or set up guzheng guqin to play famous ancient songs, so that customers have a special mood.
Last but not least, it is necessary to do a good job in the hygiene of the store and its surrounding environment: tea is a very delicate drink, which is highly corrosive, and the hygiene in the store is very important. Storefronts must be clean, and counters, shelves, tea buckets and tea boxes should be cleaned every day without leaving any dust. Pay special attention to the surrounding environment and see if there are any odorous objects nearby, such as perfume and alcohol. See if there are any pollution sources around. In the same tea shop, keep the tea well first, so as not to lose its essential characteristics. Commodities that cannot be mixed with tea must not be operated in tea shops, such as Chinese herbal medicines. If the pollution source is quickly eliminated because of the peculiar smell, you must stop selling it and replace it with good tea, so as not to damage the intangible assets of the tea shop because of the small loss.
With regard to staffing, miss tea ceremony is essential. Miss Tea is the eye of the tea shop. Strengthening the comprehensive quality of tea girls is the most critical link to open a good tea shop.
First of all, you should have a good cultural quality, and it is best to know one or two foreign languages. It is necessary to master the relevant professional knowledge of tea, including the types, producing areas, quality standards, characteristics, brewing methods and storage methods of tea. At the same time, there are comprehensive knowledge, such as tea ceremony, tea ceremony, tea tasting, tea fighting, tea history and so on. Miss Tea is the key to dealing with customers directly, which is related to whether a tea shop can produce benefits. Usually, she should have the following professional qualities:
Charming appearance: neat clothes, timely styles, elegant appearance, simple and frank expression, neither forcing a smile nor being dull and expressionless. Speak and behave kindly, naturally and enthusiastically, without long hair, hair dye, nail polish, perfume or expensive decoration. The posture is natural and decent, and you can't be artificial.
Keen observation and judgment: Tea girls must have the function of "observing words and observing colors" and recommend different teas according to the appearance of different customers, so the transaction rate will definitely be higher.
More flexible and accurate response ability: Due to different levels of customers, the requirements are different, which requires the response ability of Miss Tea Ceremony to quickly respond to the different requirements of different customers, understand and understand the customer's purchase intention, and give a quick reply or provide services. Someone has summed up that the service reception method is "one after another, ask two questions and contact three", which is a detailed embodiment of flexible response.
Excellent language skills: Language is a tool for communication and the primary means to provide information and exchange feelings. Language expression is very important to business, which is directly related to the benefit of tea shop. Speak Mandarin, do not use service taboos, speak moderately, control your tone, be cordial, natural, polite and sincere, address people appropriately, use different polite languages for different customers and control flexibly.
Strong self-control: As the working environment of Miss Tea Art is monotonous and the clients have different personalities, it requires Miss Tea Art to master her emotions. No matter how picky the customer is, she should keep a good attitude, take pains to ask questions and answer patiently. Don't get angry when you meet unreasonable customers, but explain patiently. "Customer is God", please remember.
Have some financial knowledge: a tea girl should have some financial knowledge, including the ability to identify counterfeit money, foreign currency and various checks, as well as the correct filling of invoices. As a tea lady, you should also have various packaging capabilities, such as bag packaging, paper packaging, box packaging, barrel packaging and so on.
A tea girl in a tea shop must have good psychological quality, business ethics, professional knowledge and superb communication and reception skills. I hope that franchisees will try their best to provide professional training for your miss milk tea. "Sharpening the knife does not mistake the woodcutter", and we must not neglect it. Otherwise, it is not worthwhile to spend "huge sums of money" to open a milk tea shop and lose money because of the poor quality of the tea of the miss milk tea.
In addition, the competition between tea girls is fierce, and the positions of manager, deputy manager and tea artist can be set up. One is to let them have targeted work, and the other is to create higher value for tea shops.
Finally, it is necessary to equip an excellent tea lady, which is also desirable in all aspects of treatment. The phenomenon of tea ceremony ladies changing jobs is very serious in this industry. An excellent tea ceremony lady is a hot cake that every operator is striving for. Her "value" will exceed your imagination. Without proper remuneration, it is impossible to attract outstanding tea ladies continuously, and the external environment cannot be ignored, otherwise it will hinder the normal development of the company.