Olympic marketing strategy of tea products

The p>2118 Olympic Games is coming to us quickly. How can China tea enterprises develop their strengths and avoid weaknesses, grasp the Olympic business opportunities and do a good job in the marketing of tea products? The following four aspects deserve serious consideration, overall coordination and active operation.

first, you are qualified to do a big job, but not qualified to do it skillfully

To sell Olympic goods, you must first obtain one of the four identities of strategic partner, sponsor, exclusive supplier and supplier of the Olympic Organizing Committee. Moreover, the specific products to be sold must be declared to the Olympic Organizing Committee in advance and subject to strict examination and approval.

According to the actual situation, Chinese tea enterprises are more suitable to strive to be exclusive suppliers and suppliers for the Olympic Games. By the end of August, 2116, Coca-Cola Company had taken the lead in tea and beverage. In terms of tea sets, four China enterprises, including Jiangsu Fiona Fang Zisha Group, have got tickets. However, "West Lake Longjing" failed to become the designated product of the 2118 Olympic Games due to lack of funds, which made Chinese tea lovers and tea lovers very sorry.

Nevertheless, Beijing 2118 Olympic Games is still a golden historical opportunity, a platform for displaying brands and strengths, and it should be a big booth for tea products and tea culture in China. Therefore, China Tea Import and Export Corporation, Tianfu Group, Haili Group, Wuyutai Tea Company, Zhang Yiyuan Tea Company and other famous tea enterprises should actively create conditions for obtaining the exclusive supplier qualification for the Olympic Games, or it is worthwhile to obtain the supplier qualification.

Of course, the vast majority of China tea enterprises, like those in other fields, can't get the exclusive supplier qualification for the Olympic Games, but they can still make a difference. In addition to striving to become the designated consumption place of the Olympic Games, the marketing and service market space of non-Olympic logo products is very large. For example, Beijing Laoshe Teahouse took the initiative to cooperate with a related supplier of the Olympic Games, and set up an Olympic product counter in the store to sell Olympic logo products on a commission basis. It worked hard and skillfully, and the effect was also good. Other famous tea enterprises, such as Gengxiang, Imperial Tea Garden, Tea Pillow Workshop, Green Snowbud, Biluxuan, Five Blessingg, Bishui Danshan, Sentosa, Minghui chayuan, Mingdu, Mingxiang and Qingxiang Forest, can also be used for reference.

Since 2116, the author has seen the Olympic logo printed illegally on some teapot and Pu 'er tea packaging in maliandao Tea Street and the first Lanzhou Tea Expo, which should be noticed. Enterprises that have not obtained the qualification of selling Olympic products, or those that have the qualification of selling Olympic products, but some products produced by themselves have not been approved by the Olympic Organizing Committee, must not print the Olympic logo on the products. Because this is a serious infringement, it will affect the market order and the reputation of illegal enterprises.

At the same time, tea enterprises that have obtained the qualification of selling Olympic products should pay attention to counterfeiting when selling tea products approved by the Olympic Organizing Committee. According to the analysis of "Investigation and Research on Tourist Souvenirs of" Humanistic Olympics "in China", 31% of urban consumers have the intention to buy fake Olympic products. The main reason is that it is cheap. Therefore, authentic or genuine Olympic products should be marked with anti-counterfeiting labels, and try to be of good quality and low price.

Second, pay attention to packaging

Good tea products need good packaging. In order to adapt to international consumption habits, in addition to small packaging, bagging and gift packaging, the following points should also be paid attention to in the packaging of Olympic tea products:

(1) Tea gift forms. Usually, most of the Olympic products are Olympic souvenirs, and the Olympic souvenirs are mainly commemorative collectibles and sports casual clothes and accessories. Therefore, Olympic tea products, especially Olympic tea gifts, should appropriately add famous tea, brand tea, teapot, tea stamps, tea music CDs, tea calligraphy and painting, tea paper cutting and other elements.

(2) moderate packaging. In the past, the tea products of many tea enterprises in China did not pay attention to packaging, and the phenomenon of "first-class tea, third-class packaging" and "rustic" was more common. Since the successful Olympic bid, the situation of good tea and secondary packaging has improved to some extent. However, some "overcorrection" and "over-packaging" have also affected consumers' interest in buying, which should be solved as soon as possible. Usually, the packaging cost of tea products accounts for 5%-15% of the sales price. Too high or too low will affect product sales.

(3) The basic tone of tea product packaging should be simple and elegant, and the basic colors should be green and brown. With the development of the times, consumers' aesthetic taste is also changing and improving. There are freehand brushwork, landscape, tea garden scenery, calligraphy and painting in the packaging of tea products, which are becoming more and more popular.

(4) There are two new development trends in tea product packaging. First, tea products with pure-looking spokespersons are popular, such as tea gift bags of Shaanxi Wuzi Green Tea Company and calendars of Beijing Seven Sisters Tea Art Troupe. Second, tea packaging or tea enterprise lg will become more and more simple, but "simple but not simple". For example, the propaganda picture of Shengtang Guyi in "Schematic Diagram of Beijing Characteristic Teahouses" is only in black and white, but it is natural and graceful, which is more "eye-catching".

(5) Gift tea is especially suitable for small packages. After nearly 31 years of reform and opening up, people's consumption ability has improved, and their consumption concept has also changed greatly, and they are more and more concerned about the consumption concept of "less but better". Tea in 51g, 111g and 151g (especially gift tea) is becoming more and more popular. Olympic gift tea will be even more so.

(6) practical elements should be added to the tea packaging. According to international practice, the beneficial ingredients, shelf life, common sense of use and storage of products should be available. At this point, tea products with Olympic logo must be done. Moreover, it is best to have a foreign language explanation.

a few years ago, I saw a bag of Indian tea with a round transparent white plastic "window" on the colored plastic packaging bag. My first impression was "living advertisement! The quality of this tea is guaranteed. " Think of China's Olympic tea products, can you use them for reference?

Third, improve the price

How to price Olympic tea products?

According to the survey conducted by the Tea Industry Development Research Center of China Academy of Social Sciences, the gift-giving expenditure of Beijing consumers is relatively concentrated in four price ranges: 111 -151 yuan, 351 yuan -411 yuan and 851 yuan -911 yuan, 1951 -2111 yuan. In this respect, seasonal factors and relationship factors have certain influence; There is little difference between personal consumption and gift-giving expenditure, personal gift-giving and unit gift-giving. The price level of foreigners' habitual gift-giving expenditure and the change trend of gift prices in 2118 need to be investigated, studied and predicted.

According to the analysis of the current situation, consumers' enthusiasm and support rate for Olympic tea products should be fully considered when pricing, and the average level of pricing should be acceptable to low-and middle-income people. The more appropriate price strategy is to give priority to low and medium prices, supplemented by high-grade tea gifts. The specific suggestions are: < P > (1) Ordinary packaged tea and loose tea. Such tea products should be single products; The price should be mainly 51 yuan-111 yuan; The amount of tea is mainly 111g and 251g.

(2) gift tea. Gift tea should be a comprehensive tea product; The price should be 111 yuan-151 yuan, 351 yuan -411 yuan (including non-tea fashion gifts); The amount of tea is mainly 51 grams, 111 grams and 151 grams. The price of high-grade tea gifts should be mainly from 851 yuan to 911 yuan.

(3) Price elasticity. Generally, consumers who are sensitive to price have relatively low psychological endurance. As far as Beijing is concerned, Shunyi, Changping, Shijingshan, Xuanwu and Chongwen are more sensitive to the price of tea products, and the pricing of tea products can be relatively low; Conversely, in Xicheng, Dongcheng, Chaoyang, Haidian and other districts, the price of tea products can be relatively high.

Fourth, expand sales channels

In the sales of Olympic tea products, there should be a sense of anxiety and positive promotion of "the emperor's daughter is also worried about getting married". On this basis, the expansion of sales channels and optimization of sales methods are the most important.

(1) sales channels. The sales of Olympic tea products should not only rely on the existing wholesale and retail channels, but also strive to open up new marketing channels.

first, the chain store sales of famous tea enterprises. Famous tea enterprises have high popularity and reputation, and there are many stores, which are especially suitable for using these advantages to promote Olympic tea products. As of August 31th, 2116, there were more than 568 teahouses in Tianfu (nationwide), 129 in Wuyutai and 93 in Zhang Yiyuan. There are 6 teahouses in Mingren, 5 in Mingdu and Mingxiang, 4 in Biluxuan and 3 in Bishui Danshan. If they can obtain the qualification of selling Olympic products, these good tea houses and good tea houses will become the main sales channels of Olympic tea products.

the second is counter sales. Counter sales is one of the main sales methods of brand-name products, and it should also be one of the main sales methods of Olympic tea products. Priority can be given to large and famous commercial enterprises, such as Beijing Lufthansa, Saite, department stores, Sun Dong 'an, urban and rural shopping malls and supermarkets such as Wumart, Carrefour, Wal-Mart and IKEA. At the same time, you can also cooperate with famous teahouses. For example, choose ten good teahouses, customize simple and bright counters or display cabinets in a unified way, and actively promote and sell Olympic tea products by means of lg, spotlights and rotation.

the third is industry sales. In the past, summer tea was more successful in industry sales, and the better time was Spring Festival and Mid-Autumn Festival. From the sales of Olympic tea products, finance, real estate, IT, tourism, foreign trade, petroleum, coal, civil aviation, railway and other industries can be preferred. The offices of provinces, cities and counties in Beijing and the offices of large foreign enterprises in Beijing also have great purchasing power, which can be compared with key industries to promote Olympic tea products.

the fourth is online sales. In the era of knowledge economy, online sales is an important marketing method. Its development speed is faster and its space is larger. Although there are still some problems to be improved in terms of settlement methods, physical samples, logistics and distribution, its advantages of low cost, high efficiency and internationalization have gradually attracted more and more tea enterprises. For example, since 2114, the products sold by Shaanxi Wuzi Green Tea Co., Ltd. through the Internet have all increased by more than 51%. Among them, more than 91% of international trade is achieved through online sales.

fifth, pre-meal tea sales. Around 2111, Guangzhou tea people took the lead in capturing the business opportunities of pre-meal tea. Over the years, pre-meal tea has developed rapidly in Guangdong, Shanghai, Shandong and Beijing. Experience shows that low-priced green tea, scented tea, oolong tea and kudingcha are more suitable for pre-meal tea. At present, there are more than 112 three-star hotels and a certain number of hotels in Beijing that have been qualified to provide accommodation and catering for Olympic participants. This can become the main channel for selling pre-Olympic tea (including teabags).

sixth, holiday sales. Before the Olympic Games will be held in August 2118, there will be many good sales opportunities such as May Day, November Day, Mid-Autumn Festival, New Year's Day and Spring Festival. Among them, the sales realized by maliandao tea merchants in Beijing during New Year's Day and Spring Festival can account for 31%-41% of the annual sales. The significance of holiday sales of Olympic tea products can be seen from this. Moreover, the Olympic Games itself contains huge business opportunities, and the high gold content of Olympic tea products can make the holiday sales of Olympic tea products have better prospects.

seven is conference sales. Conference sales is an important way of group buying and selling tea products, and it can also be an important sales channel for Olympic tea products. At the beginning and end of each year, the working meetings of large units, academic meetings hosted by Beijing Tourism Season Hotel, business travel meetings, etc. are all suitable for selling Olympic tea products, especially Olympic tea gifts.

Related to this is the numerous tea culture festivals and tea expositions held in Beijing every spring and autumn, which is a good opportunity to sell Olympic tea products. Such as Badachu Garden Tea Culture Festival, International Tea Expo and Zhang Yiyuan Tea Culture Festival.

eight is hotel sales. In the past, some teabags provided free of charge in rooms of star-rated hotels in Beijing were "high-grade" and "high-grade". In recent years, things have begun to improve. Many hotels provide strip-shaped green tea and black tea teabags free of charge, some put better green tea, Tieguanyin tea and Pu 'er tea in the guest rooms for paid consumption, and some also provide special tea sets free of charge. What is important is that the current practice has been recognized by both hotel operators and consumers, which has laid a good foundation for the sales of Olympic tea products.

Of course, the competition for selling Olympic tea products in hotels will be fierce. Moreover, most foreign athletes and coaches adapt to the fast-paced life and are familiar with canned drinks; Those who like to drink tea are mainly black tea; Those who are willing to taste Pu 'er tea may not use Pu 'er knives. Interested in tea products, but do not know Chinese; Wait a minute. Therefore, the suppliers of Olympic tea products should make full preparations and strive to do better in quality, price and service.

nine is sales in schools and surrounding areas. Students' spending power is obvious and sustainable. In recent years, tea drinks such as Master Kong, Uni-President and Wahaha have been popular with students. In addition, the Olympic tea products such as tea ice cream, tea fragrant plum, tea chocolate, tea biscuits, etc. are more suitable for students as the main consumer groups, focusing on sales in schools and surrounding areas.

ten is bundled with related enterprises. In recent years, with the support of Beijing Xuanwu District People's Government, Zhang Yiyuan Tea Company goes wherever Tongrentang Pharmacy and Quanjude Roast Duck Restaurant go abroad. Several famous brand products in China are sold in the same store, with complementary advantages and common development. The experience of Zhang Yiyuan's low-cost expansion and the related practices of Laoshe Teahouse mentioned earlier in this paper can be used for reference in the sales of Olympic tea products.

eleven is overseas sales. More than 81% consumers in the world like to drink black tea, and the form of teabag is more popular. In recent years, overseas sales of famous green tea, oolong tea and Pu 'er tea in China are also rising. On this basis, the export of Olympic tea products should focus on bag-soaked black tea and appropriately increase the sales of Kung Fu black tea. At the same time, we will actively arrange the export of combined tea gifts (such as Qihong teabags and tea stamps), and strive to expand the share of Olympic tea products in mainstream sales channels such as overseas supermarkets, large shopping malls, star-rated hotels and high-end residential areas.

(2) promotion methods. There are many promotion methods and precautions for Olympic tea products. This paper only puts forward the following five points for reference.

First, promote China tea as a whole and launch the main promotion slogan of Olympic tea products. The person in charge of the Golden Key Organization of Beijing Tourist Hotel told the author that more and more foreign friends asked them where to sell tea. This is undoubtedly a positive factor for Olympic tea products. The problem is that there is no international tea brand like Lipton in China. How can we help foreign friends remember China tea? In the process of establishing famous tea brands in China, we can first vigorously promote "Hua Tea" or "China Tea". Then, gradually integrate the resources of tea industry to build a famous brand of Chinese tea.

As we all know, the 2118 Beijing Olympic Games is a golden historical opportunity to build a brand of Chinese tea. In the overall promotion of China tea and China tea brand building, the main slogan is very important. China tea industry does not have such classic advertising slogans as "21 this year, 18 next year" and "Where there is a mountain, there is a road, and there is a Toyota car", but there are already "China Tea, Zhang Yiyuan" (Zhang Yiyuan Tea Company) and "spanning three generations"