Zang Xiangpeng Chagan Lake Cultural Tourism Festival Suggestions

On December 10th, Teacher Zhai Xiangpeng was invited to attend the China Tea Industry Conference and delivered a speech. He pointed out that in the face of the current competitive environment of the Chinese tea market, the tea industry must carry out top-level design, and the creation of the brand must also be based on the market and demand. , jump out of the tea industry to see the tea industry, in order to create its own strategy of differentiation, leading the sustainable development of the tea industry brand.

Chairperson of Tea Research Institute, Chinese Academy of Agricultural Sciences, President of the China Tea Research Association Chen Zongyi, Director of the Indian Tea Research Association (TRA) DR.AK Barooah, Chairman of the Marketing Consultative Agency of the Lucky Brand Zhai Xiangpeng, Professor of Hunan Agricultural University, Tea Academic Leader Liu Zhonghua and other guests, More than 200 people from the Ministry of Agriculture, local tea-related government, industry associations, and company representatives attended the meeting.

Prof. Qi Xiangpeng was invited to attend the conference and delivered a keynote speech entitled “Creating Tea New Business: Challenges, Opportunities, and Breakthroughs in China's Tea Industry Brand Marketing”. He pointed out that the current Chinese tea industry faces three major new challenges:

1. Policy level: The eight regulations govern the party strictly and the tea ceremony is not going well;

2. Industry level: The growing area is larger and the output is getting higher and higher. There are more and more producing areas (varieties) and the cost is getting higher and higher.

3. At the market level: Consumers are getting older, the impact of tea, young consumers are getting less and less, the network is impacting, and the prices are getting lower and lower.

While challenging, there are also three major opportunities for development:

1. Social aspects: economic rise, cultural rejuvenation, return of confidence;

2. Consumption level: consumption upgrade, quality revolution, personalization, diversification, and health;

3, technical level: Internet revolution, innovation space.

Miao Xiangpeng believes that in the face of the current hot competition environment in China's tea market, the tea industry must conduct top-level design and three major breakthroughs should be achieved in brand marketing:

1. Creating a user brand: Focusing on the brand and the market, establish three core elements of brand equity, brand value, and brand totem, and at the same time, handle the relationship between regional public brand and user brand, and achieve direct confrontation from brand to user.

2. Planning and development path: Path determines fate. One step wrong, wrong! There must be no short cuts to the system for the top-level design of the goals, routes, steps, and resource allocations. The biggest shortcut is to choose the right path and avoid detours.

3. Design business model: As the logic and methodology to solve all business problems, the so-called model is wrong, and everything is in vain. "Yi Fu Tang" through the e-commerce channel, to achieve the new tea brand come from behind. “Local villagers” succeeded in breaking through the traditional competition for the Red Sea by allowing tea farmers and consumers to establish deep communication and integrity recognition. The “Tianfu Tea” adheres to the store model, opens up experience and consolidates the traditional consumer groups, and achieves the enduring popularity of the old brand...

Learn from the inspiration of a successful brand, not blindly follow the trend, the creation of the brand must be based on the market and demand, jump out of the tea industry to see the tea industry, in order to create their own differences in the strategy, leading the sustainable development of the tea industry brand.